Daniel Morlan joined Farleygreene in 2016 as a Sales Engineer, focused initially on European accounts. A decade later, he leads a global sales team of four and oversees customer relationships spanning food and drink, pharmaceuticals, chemicals, and additive manufacturing. It is a career that has grown with the company, and has been shaped above all by working with customers to ensure they have the right industrial sieve for their needs.
A decade of hands-on expertise
When Daniel joined the company, Farleygreene was primarily focused on food sieving. His first role was to support and grow European sales, managing key accounts that included major OEM manufacturers and some of the world’s best-known food brands.
As the company expanded into pharmaceutical, chemical, and additive manufacturing sectors, Daniel’s remit grew with it. He moved to Area Sales Manager for Europe before taking on the Global Sales Manager role organically around five years ago: a progression that reflects both Farleygreene’s trajectory and his own.
“The company has evolved a lot since I joined. We’ve grown organically from a small family business into an international supplier – but the culture of looking after customers properly has never changed. That’s what I’m most proud of.”
What customers tell us matters most
Ask Daniel what he hears most consistently from customers, and the answer is immediate: praise for the company’s responsiveness. In a sector where buyers often wait days or weeks for a quote, Farleygreene is committed to providing quotes within two working days and dealing quickly with any issues that might arise.
“We know how important it is to be ‘present’ for our customers and be a responsive partner, supplier and principal for distributors. We focus on excellent communications, and customers tell me that they really appreciate being kept in touch.”
That responsiveness extends across the whole sales and supply process. Customers are kept informed throughout production, lead times are communicated clearly, and technical questions get answered by someone with real product knowledge. Daniel is direct about why this matters: in a market where sales teams often turn over frequently, deep institutional knowledge is rarer than it should be.
“There’s a lot of movement between companies in this industry, so Sales people are often still learning. We’ve been here a long time – the whole team – and customers value that level of experience. They know they’re talking to someone who understands the product and can actually help them.”
Technical expertise built over time
Farleygreene’s sieving equipment is used across some of the most demanding production environments in the world, including infant food manufacturing, pharmaceutical processing, and ATEX-rated hazardous environments. Specifying the right machine for these applications requires more than a product catalogue.
Daniel works closely with Farleygreene’s engineering team, which means customer questions around mesh specification, hygiene design, material behaviour and regulatory compliance are answered with the full weight of the company’s production knowledge behind them. That relationship between sales and engineering is, he says, one of Farleygreene’s strengths.
“If a customer has a technical question, I can go straight to the engineers. We have a really good working relationship – they understand what customers need, and I understand what the machines can do. Between us, we can usually find the right answer quickly.”
It is a point reinforced by the company’s approach to quality. Farleygreene’s ISO 9001 certification, its high-specification production standards, and its ongoing work to maintain ATEX certification as European standards continue to evolve, all contribute to a product offer that global customers can rely on.
Helping customers make the right choice
One area where Daniel is particularly active is in helping customers validate the right sieving solution for their specific product before they commit to a purchase. Farleygreene offers two routes to doing this. The first is in-house testing: customers send a sample of their material to Farleygreene’s Hampshire facility, where it is run on the appropriate sieving machine to confirm suitability. This service is provided free of charge in most cases – something Daniel notes is unusual in the industry.
Where customers cannot export their product for testing (a common constraint in food and pharmaceutical production) Farleygreene offers a free trial hire of appropriate sieving equipment. The conversion rate from trial to purchase is high, as Daniel notes that almost every trial turns into an order:
“Once customers see our sieving machine working with their own product on their own site, the decision is straightforward. We build a strong relationship of trust and expertise, with great communication right from the start.”
A business built on UK manufacturing
Farleygreene designs and assembles all its equipment at its Hampshire facility. Fabrication is progressively being brought in-house, a move that Daniel sees as good for customers as well as the business, since it offers greater consistency, more flexibility, and tighter control over quality and lead times.
Farleygreene’s global customer base includes large multinationals seeking ATEX compliance, ISO certification, and approval by their own corporate procurement standards. For them, UK manufacture is reassuring.
“Our big customers are not always looking for the cheapest option. They want traceability, certifications, consistency and expertise. Sieving products made in the UK, to a known standard, by a company that’s been doing this for a long time is a very strong offer.”
Talk to Daniel about your sieving requirements
Whether you are specifying equipment for a new line, reviewing certification requirements, or looking for an experienced, trusted supplier, Daniel and the Farleygreene sales team are ready to help. Contact us to discuss your requirements.
About the author
Daniel Morlan is Farleygreene’s Global Sales Manager, with a decade at the company and 13 years across industrial manufacturing. Connect with Daniel on LinkedIn.
