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Distributor Spotlight | Crane Engineering
Crane Engineering, a family-owned business with over 80 years of experience, has built a strong reputation in the fluid process solutions industry. Founded in 1939 by Herbert Crane on Wisconsin Avenue in Appleton, WI, the company began as a one-man operation representing Viking Pump and ITT Goulds Pumps. Its initial focus was on the pulp and paper industry, with early clients like Kimberly-Clark Corp. and Consolidated Papers, Inc.—both of which are still served today.
Jim Crane joined the business in 1962 and took full ownership in 1968, bringing a fresh vision that helped expand the company into new markets such as general industrial, food, and municipal water and wastewater. The product line also grew, incorporating more pumps, valves, mechanical seals, and filters. By 1972, the company had reached $1 million in sales.
Lance Crane, Jim’s son, entered the business in 2004 and purchased the company in 2007. Under his leadership, Crane Engineering has evolved into a thriving enterprise with a strong corporate culture centered around six core values: Integrity & Respect, Teamwork, Customer Focus, Excellence & Innovation, Passion & Energy, and Fun. These values have become part of a performance management system that guides every employee.
At the end of each year, employees are recognized for their contributions through awards like the “212 Award,†symbolizing the difference between good and exceptional performance. This philosophy aligns with Viking Pump’s approach to customer experience, where efficiency, technical support, and ease of doing business are key differentiators.
Based in Kimberly, Wisconsin, Crane Engineering is now one of the Midwest's top providers of fluid process solutions, serving over 3,000 customers across 46 states, Canada, and Mexico. The company operates from three main locations, including a Distribution Headquarters, a Service and Repair Center, and an OptiFlowâ„¢ Integrated Skid Systems facility. A recent acquisition of RD Smith in Eau Claire has further strengthened its position in the food and beverage sector, which is currently the largest market in Wisconsin.
Crane Engineering offers a wide range of products, including top-tier pump lines, wastewater equipment, and a dedicated corrosion-resistant products division. Their field service team ensures ongoing support after installation, and they’ve even launched innovative projects like Oystra™, a mobile wastewater treatment system funded by the Bill and Melinda Gates Foundation. This system is designed to provide safe sanitation in areas without proper infrastructure.
One recent success involved a local Wisconsin food processing plant, where Crane Engineering provided Viking 4724 Series™ stainless steel pump assemblies for a corn syrup application. The collaboration between Crane and Viking resulted in a turn-key solution that met the client’s needs effectively. Tom Schroeder, a District Team Leader at Viking, praised the partnership, calling it a "trifecta" between the two companies and their customers.
With a shared commitment to innovation, customer satisfaction, and continuous improvement, Crane Engineering and Viking Pump continue to build a successful and long-lasting relationship. For more information about Crane Engineering, visit craneengineering.net.