Putting in the hard yards

Image: L to R: Garth Taylor, MIMICO’s Material Processing Business Manager; Nathan Gibbons, Stevenson Quarry Manager; and Rex Davies, MIMICO’s Managing Director, at the IOQ Stevenson quarry site visit tour to view the new, very flexible, modular crushing plant and conveyor systems designed and built by MIMICO with Metso and Superior products.

Contractor magazine talks to industry veteran Rex Davies about his career,
and the major industry company long associated with his name.

MIMICO was founded in October 1989 by Rex Davies as a supplier of parts when supply from overseas was inconsistent due to import regulations and long delivery times.

“We were able to offer contractors the consistency they desperately needed by working closely with global suppliers,” says Rex, “and what started as a small operation quickly gained traction.”

In its first financial year, the company achieved a turnover of $68,000, operating after hours to communicate with suppliers worldwide with the help of a pivotal early investment – a second-hand fax machine from Telecom. 

 “It’s hard to believe now, but that fax machine was a game-changer,” says Rex. “It allowed us to send quotes and receive responses within hours, which was unheard of then.”

MIMICO has expanded significantly through new distribution agreements with leading global manufacturers, including Moxy Trucks (Norway), Hanomag (Germany), and Masterskreen (Ireland). It started importing mobile crushers in 1993.

“There was a lot of scepticism about mobile equipment, but we believed in its potential and knew the industry was ready for innovation. Once clients saw the results, the resistance faded, and mobile equipment became the future of quarrying.”

In 1995 MIMICO sold its first Moxy trucks and secured two MT30 units for use in our earthmoving industry. 

In 1999 the  company expanded to a new facility, complete with a service workshop and parts storage, and supplied Moxy MT30 trucks for the Matahina Dam repairs.

Early in the 2000s, it introduced the Nordberg LT80 mobile crusher and launched a rent-to-buy strategy, capturing 35 percent of the market by 2003. In 2004, it began distributing Metso’s contractor models, with the LT1110S machine selling immediately upon arrival. Three years later, it became Metso’s national distributor for quarrying, aggregates, and mobile equipment.

In 2022, the company pivoted to new partnerships with CASE, ASV, and Astra, offering a broader range of equipment, including bulldozers, graders, and loaders.

Celebrating its 30-plus years in the current tough market, Rex Davies looks ahead optimistically. “Our success has always been about listening to the industry… MIMICO has never wavered in its commitment to investing in our future – people, products, parts, and service are key to our success.

“We intend to invest in our people and ensure we are never placed in a position where we need to restructure and lose so much of the valuable resource we’ve trained over the last 30 years.”

What was your intro to the industry?

I began my career as an apprentice in the truck industry, working for Rorison Mainline at a newly built, state-of-the-art workshop in Mount Maunganui.

At the time, it was a cutting-edge facility, and Ian Rorison was known for his high standards and attention to presentation across all his equipment. Alongside transport, the company also operated a lime and serpentine quarry in Pio Pio and that exposure set me on a long-term path in the service and quarrying industry.

First job and career path? 

I started out as a diesel mechanic, working on trucks and forklifts, before spending three years in Australia in the construction equipment industry.

After that, I returned to New Zealand and worked in forestry and land clearing in Rotorua. Eventually, I became a contract mechanic in Matamata, supporting construction and quarry operations. That’s where I really began to understand the importance of customer service, and those early experiences laid the foundation for what would become MIMICO.

You founded MIMICO 36 years ago. What is your current role? 

I hold the title of Managing Director, with a strong and capable team managing the day-to-day operations. I firmly believe that good people are the key to running a successful business, and I’m proud of the team we’ve built at MIMICO.

Looking back, what have been your career highlights?

As you can imagine, there have been many highlights over the years. A few standouts (in no particular order) include the sale of 10 Moxy trucks to the ALPURT (Orewa) Fulton Hogan joint venture, and 15 Metso machines to Blackhead Quarries. 

Building a new Greenfield Quarry plant for Isaac Construction following the Christchurch earthquake was another significant milestone. 

Becoming the nationwide Metso dealer after the closure of their New Zealand sales and service office was a pivotal moment, and being named Metso Dealer of the World in 2019 was a proud achievement for our entire team.

What have been your career low points?

Like any long-standing business, we’ve faced a few challenges over the years, including changes in supplier relationships that were out of our hands.

One of those moments required us to pivot quickly, and while it was a tough call at the time, it ultimately led to new opportunities with a brand that has been incredibly well-received by our customers. It reinforced for us that strong relationships, local service, and trust matter just as much as the machinery itself.

Friendships made and mentors to thank?

I’ve been fortunate to meet and work with some incredible people over the years. I’d especially like to acknowledge Graham Manson, Tony Hunter, David Swap, Lewis Swap, Eric Souchon, Brian Warren, Rick Goodman and many more. I’m also deeply grateful to our long-serving staff members, whose loyalty and hard work have played a big part in MIMICO’s success.

Would you do it all again?

Although at the time, I would have preferred to go farming when I started out as a contract mechanic, that path was out of reach, and not an area I had much knowledge in during those early years. Getting involved in the trucking, earthmoving, and quarry industry has led to lifelong friendships, travel opportunities, and the chance to meet a wide range of people from all walks of life.

For a boy born in Taihape, to now be part of a business supporting 130 staff and their families while delivering great customer service, there’s no reason I wouldn’t do it
all again.

Advice for the young ones entering our industry?

These days, there’s a lot of talk about work-life balance, and that’s important. But you have to put in the work before the balance comes your way. Work hard, save hard, and commit. Nothing in this world comes free, and the harder you work, the luckier you’ll be.

I’ve stuck with what started out as a small parts business, and over time, new opportunities have come along. Of course, opportunities often come with risk, but backing yourself and staying the course can lead to great things.