When you talk of bundles or a bundle offering, the first thing that springs to mind for most people is a sports and entertainment package with Sky TV or the latest deal from a phone and internet provider. However, for one Irish machinery company, the bundled sale has always been at the core of how it does business with farmer customers.

According to Matt Higgins, general manager of Carlow-based machinery manufacturer Keenan, the company has never just sold a steel machine to farmers. Instead, the company has sought to bundle services and nutrition advice with each sale.