Advantage Brand Story
Engineered to Endure
Advantage started their journey back in 1999 in Rangiora, just north of Christchurch, where a small team set out to design durable storage and handling solutions for industries where reliability is paramount.
More than twenty-five years later, the business has grown into a nationwide manufacturer supplying both the New Zealand domestic market, as well as an export market with equipment across three key sectors:
Agriculture
Industrial
Civil infrastructure
From dry-goods storage silos and hoppers to industrial tanks and roadside barriers, Advantage products are built to perform.
The SmartSilo range from Advantage has become pretty synonomous with plenty of industrial and agricultural applications around New Zealand.
Built Close to the Land
Advantage began by focusing on agricultural storage and handling equipment, developing systems that farmers and operators could rely on day after day.
Over time the company expanded its capabilities, applying the same engineering mindset to industrial and civil applications.
Today their products can be found across the country on farms, construction sites, and industrial facilities.
Branding is a key part of Advantage’s product offering, and PSI Brand have been proud to assist. This is a SmartSilo at our factory here in Napier, that’s been exposed to the elements for the last decade.
More Than a Plastics Company
For most of its history the company operated under the name Advantage Plastics.
While the name reflected the manufacturing process, it didn’t fully represent what the company had become.
As Jake Hickmott explains, the business had grown far beyond simply producing plastic products. It was designing and delivering solutions across multiple industries.
That realisation led to a full strategic review of the business and ultimately a rebrand.
Today the company simply goes by Advantage.
The change reflects what the company actually delivers: engineered systems designed to solve real operational challenges.
The Power of Recognition
Branding played a central role in that evolution.
As Advantage expanded its product range, it became increasingly important that customers could recognise their products wherever they appeared.
As Jake explains, strong branding allows customers to immediately identify the equipment behind those systems.
A farmer driving past a silo or storage bin can recognise the product and know exactly where it came from.
Water-filler road barriers are another key offering from Advantage.
Engineered to Endure
At the centre of the company’s philosophy is a simple idea captured in their slogan:
Engineered to Endure which represents the broader advantage their customers gain:
Performance in demanding environments
Reliability over time
Safety in everyday operation
Looking Forward
With more than two decades of experience behind them and a refreshed brand identity guiding the future, Advantage continues to grow its reach across New Zealand and beyond.
The rebrand marks a new chapter for the company.
But the core philosophy remains unchanged.
Because when a product carries the Advantage name, the expectation is clear.
It’s built to endure.