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Distributor Spotlight | Crane Engineering
Crane Engineering, based in Kimberly, Wisconsin, has a rich history that dates back 80 years. Founded in 1939 by Herbert Crane on Wisconsin Ave. in Appleton, WI, the company started as a one-man operation representing Viking Pump and ITT Goulds Pumps. Its initial focus was on the pulp and paper industry, with early customers including Kimberly-Clark Corp. and Consolidated Papers, Inc. (now Stora Enso), both of which are still served today.
In 1962, Jim Crane joined the business and later bought it from his father in 1968. His leadership brought a new sense of creativity and vision, leading to diversification into general industrial, food, and municipal water and wastewater markets. The product lines expanded to include more pumps, valves, mechanical seals, and filters. By 1972, the company had grown to 4-5 employees and reached $1 million in sales.
Lance Crane entered the business in 2004 and purchased the company in 2007, taking it to new heights in terms of performance and culture. One of the most significant changes under his leadership was the introduction of a “people first†philosophy, built around six core values: Integrity & Respect, Teamwork, Customer Focus, Excellence & Innovation, Passion & Energy, and Fun. These values now serve as the foundation for the company's performance management system.
At the end of each year, awards are given to recognize excellence in each value category. A unique incentive is the “212 Award,†inspired by the fact that at 211 degrees, you have hot water, but at 212, it turns to steam—symbolizing the difference between good and exceptional performance.
Viking Pump shares this belief in the importance of customer experience and performance incentives. During a recent meeting, the concept of a “friction-less†customer experience was introduced, and Crane embraced it wholeheartedly. As Lance Crane explained, “Customer experience is a competitive advantage. It translates to technical solutions, speed of response, and ease of doing business.â€
Crane Engineering is one of the Midwest’s leading providers of fluid process solutions, and Wisconsin’s largest pump and valve distributor, serving over 3,000 customers across 46 states, Canada, and Mexico. With 106 employees working at three main locations in Kimberly, WI—including a Distribution Headquarters, a Service and Repair Center, and OptiFlow™ Integrated Skid Systems—the company continues to grow and innovate.
Recently, Crane acquired RD Smith, a small pump distributor in Eau Claire, WI, specializing in dairies and other food and beverage companies, which is currently the top market in Wisconsin. Their product offerings have expanded to include additional top-tier pump lines, industrial equipment manufacturers, and a dedicated division for corrosion-resistant products (CRP) used in industrial flooring, grating coatings, and wastewater systems.
After installation, a large field repair team is available for onsite maintenance. In addition to innovation, Crane Engineering also focuses on giving back to the community. They received a grant from the Bill and Melinda Gates Foundation to develop Oystraâ„¢, a mobile wastewater treatment system designed for areas without infrastructure, helping to reduce environmental contamination.
Crane Engineering has experienced great success with Viking Pumps. Recently, they provided Viking 4724 Series™ stainless steel pump assemblies for a corn syrup application at a local Wisconsin food processing plant. The stainless bases and guards set their solution apart from competitors. This collaborative effort—where Viking supplied the pumps and Crane assembled them—resulted in a turn-key package.
Tom Schroeder, District Team Leader, praised Viking as a progressive solutions provider, emphasizing their commitment to delivering the right product for the application and ensuring long service life. This partnership exemplifies a strategic alliance built on shared goals, continuous improvement, and alignment in marketing and e-commerce initiatives.
For more information about Crane Engineering, visit their website at craneengineering.net.