Dane Manufacturing was established in 1917 by a group of local investors looking to develop and manufacture a below the frost line water pump. Throughout its 100 year history, Dane has adapted through numerous major historical moments in US history including the Great Depression, World War II and Vietnam, and adapted to major innovations from the toggle light switch (1917) to advanced robotics and automation of today.
Dane’s First Logo Featuring The Can’t Clog Hog Feeder
Humble Beginnings
Dane was started on May 28th, 1917, by a group of founders who set out to invent and manufacture a below-the-frost-line water pump that could withstand the freezing Wisconsin winters. After a few short years, their participation in the agriculture industry paved the way for a new product line. By 1920, Dane’s primary product was an automatic supply hog feeder that had been invented and patented by Robert Otmere Dohm, the majority shareholder of Dane Manufacturing at that time. The hog feeder, appropriately named “The Can’t Clog Hog Feeder”, became a staple throughout the industry. After a successful run, the company branched out to other areas, including metal fabrication, paving the way for what the company has become today.
Adapting Through Adversity
Dane successfully navigated through the Great Depression which began in 1929, but a number of factors threatened their company soon after. By 1941, the original patent on the Can’t Clog Hog Feeder had run out and nearly every manufacturer dealing in farm equipment had entered the market with a similar rotary feeder. Despite the growing competition, Dane stuck to its primary focus, providing a high-quality product while maintaining production efficiency. Further complicating matters, WWII had begun and the industry saw skyrocketing steel prices and a shortage of supply.
Though the Dane team successfully navigated the increased competition and supply chain challenges during the start of WWII, operations ceased June 30, 1942 in compliance with restrictions from the Federal War Reparations Board. Even so, Dane leadership was not idle. Faced with growing competition, material shortages, and increased labor costs when operations would resume, Dane leadership planned investments in new equipment and modernized manufacturing methods. Following 15 months of closure, Dane was able to reopen October, 1943, and production resumed. Despite continued material shortages and uncertainty, Dane’s boldness and innovation positioned it to deliver the quality and operational efficiency that would keep it competitive for years to come.
Accelerated Growth
Bolstered by a strategic approach to navigating numerous difficult business situations, Dane’s focused growth continued for the next 20 years. By the mid 1960s, gross sales had surpassed $250,000 and the company continued to focus on facility expansion and plant optimization by adding another 6,500 square feet of manufacturing space.
Troy Berg, Dane Manufacturing in the early 2000s
In 2001, Dane Manufacturing and its 12 employees were acquired by its third owner Troy F. Berg. At the time, Dane was a relatively small metal fabricator but the opportunity intrigued him. Troy told his crew of 12 people at Dane, “The world doesn’t know who we are now, but they will hear from us soon”. His vision was to put the company on the map as a premier metal manufacturing company.
At the time, Dane’s business was largely concentrated in small stamped parts and sheet metal ductwork used in the housing industry. Planning for growth and diversification into new markets, Troy figured out a way to invest in his business and bought the first new machine. Troy’s bold management style and leadership positioned the company well for double digit revenue growth up through 2007. Then, realizing that the economy was about to tank, Troy carefully considered his options. Similar to the leadership of Dane decades before him, Troy used the worsening business conditions as an opportunity to adapt and innovate. He made the bold decision to expand by purchasing a second company focused on acquiring their clientele and increasing volume for Dane. Through both organic and inorganic growth, Dane reached nearly 10 million in annual revenue by 2010, more than 7 times the size when he bought the company. The growth trajectory continued through aggressive expansion efforts and a continued investment in technology. Today, Dane Manufacturing is annually listed in the Fabricator’s Top 40 list, recognizing the top 40 metal fabricators in the United States and has been recognized on the Inc. 5000 list for fastest growing companies six times.
A Culture of Innovation and Boldness Continues
Dane’s history is rooted in innovation, a tone set by its earliest leadership, when they pioneered a new technology for the agriculture industry and navigated their way through the Great Depression and WWII. This mindset continues today and serves as the backbone for how we serve our customers.
In 2021, Dane moved from its long-time warehouse in Dane, WI to the neighboring town of Waunakee, WI. The new 510,000 square feet of space paved the way for a number of operational improvements, plant layout strategies and new capital investments, all made with an eye towards better serving our customers. In April 2023, Dane completed installation of a STOPA automated material handling system. Combined with integrated Trumpf equipment, we are able to unlock fully automated processes thereby expanding production capability and efficiency. We’ve also acquired and installed our own Class A paint line which added in-house finishing capabilities for our customers. We continue to invest in technology by adding equipment and capabilities to meet the needs and future requirements of our growing customer base.
Over the course of our 100 year history as a contract manufacturer and metal fabricator, our mission has been focused on innovation, adapting to our customer’s needs and operational excellence. Today we offer award-winning end-to-end contract manufacturing solutions that are tailored to the unique needs of each of our customers. The combination of our operational excellence, highly skilled workforce and state-of-the-art factory, delivers unparalleled performance to our customers. We aren’t planning to stop there. Like our predecessors, we continue to place an emphasis on future oriented strategic planning, technological advancement and employee development. As a result, we keep getting better.
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