--- title: Merlo Overall Dealer of the Year 2025 | Merlo description: Celebrating Cooks Midlands Ltd as Merlo Dealer of the Year 2025, highlighting their dedication to excellence, customer service, and growth in the agricultural sector. image: https://blog.merlo.com/hubfs/Merlo%20Blog%20Cooks%20Logo.png --- [Skip to content](https://blog.merlo.com/gbr/merlo-dealer-of-the-year-2025#main-content) [Home](https://www.merlo.com/gbr/en/) - Products - Products - [Telehandlers](https://www.merlo.com/gbr/en/p/telehandlers/) - [Special Machines](https://www.merlo.com/gbr/en/p/special-machines/) - [Attachments](https://www.merlo.com/gbr/en/p/attachments/) - [Company](https://www.merlo.com/gbr/en/company/) - [Company](https://www.merlo.com/gbr/en/company/) - [The History of Merlo](https://www.merlo.com/gbr/en/the-history-of-merlo/) - [Merlo Worldwide](https://www.merlo.com/gbr/en/merlo-group-in-the-world/) - [Sustainability](https://www.merlo.com/gbr/en/merlo-sustainability/) - [Technology](https://www.merlo.com/gbr/en/technology/) - [Services](https://www.merlo.com/gbr/en/services/) - [Services](https://www.merlo.com/gbr/en/services/) - [METS](https://campaign.merlo.com/servicetickets) - [Merlomobility](https://www.merlo.com/gbr/en/merlomobility/) - [CFRM](https://www.merlo.com/gbr/en/cfrm/) - [We Are Merlo](https://www.merlo.com/gbr/en/we-are-merlo/) - [Blog](https://blog.merlo.com/gbr) - [Shop](https://shop.merlo.co.uk/) - [Work With us](https://www.merlo.com/gbr/en/work-with-us/) - [Customer service](https://www.merlo.com/gbr/en/service/) - [Contacts](https://www.merlo.com/gbr/en/contacts/) - [SAV System](https://sav.merlo.com/merlosav) [Find Dealer](https://www.merlo.com/gbr/en/dealers-merlo/) Menu ![Merlo Overall Dealer of the Year 2025](https://blog.merlo.com/hubfs/Merlo%20Blog%20Cooks%20Logo.png?noresize) 15 December 2025 • 2 min read # Merlo Overall Dealer of the Year 2025 - [Dealer](https://blog.merlo.com/gbr/tag/dealer) - [All posts](https://blog.merlo.com/gbr) Written by  [Merlo UK & Ireland](https://blog.merlo.com/gbr/author/merlo-uk-ireland) ## **Driving Excellence: A Story of Vision, Resilience, and Customer Commitment** Cooks Midlands Ltd has been awarded Merlo Dealer of the Year 2025, a recognition that celebrates outstanding performance, customer service, and dedication to the Merlo brand. For Managing Director Darren Cook, the award marks the achievement of a vision he set when he took the helm in 2020: to become the best Merlo dealer in the UK. *"Winning Merlo Dealer of the Year is an incredible milestone for all of us at Cooks Midlands,"* says Darren. *"It validates years of hard work, commitment, and belief in the Merlo product. When I became Managing Director, I told the team I wanted us to be the best Merlo dealer in the UK. It felt ambitious at the time, but everyone bought into that vision. This award reflects not only our sales success but also the quality of our service, our customer relationships, and the expertise of our staff."* *![Merlo Blog - Darren Cook Dealer of the year](https://blog.merlo.com/hs-fs/hubfs/Merlo%20Blog%20-%20Darren%20Cook%20Dealer%20of%20the%20year.png?width=1080&height=1080&name=Merlo%20Blog%20-%20Darren%20Cook%20Dealer%20of%20the%20year.png)* *Darren & Roxanne Cook* From Humble Beginnings to Industry Leader Founded in 1993 by Bill Cook, Darren’s father, Cooks Midlands started as a two-man operation serving the local farming community. Darren joined in 1996, helping Bill build the business through hard work and a reputation for reliability. In 1996, the company became an official Merlo dealer, a bold move that positioned them at the forefront of innovation in the agricultural sector. *"Bill recognised early on that Merlo machines offered something genuinely different,"* Darren explains. *"His belief in the product laid the foundation for a partnership that has shaped our entire business."* Navigating Challenges and Driving Growth Taking over as Managing Director in 2020 was a turning point. Darren set two ambitious goals: double turnover within five years and become the UK’s leading Merlo dealer. Despite challenges such as recruiting skilled technicians and managing cash flow, the company invested heavily in apprenticeships, training, and infrastructure to strengthen its service offering. *"Skilled people are the backbone of our business,"* Darren says. "*We’ve built a team that shares our values and passion for Merlo machines."* Customer Relationships at the Core Many of Cooks Midlands’ customers have been with the company for decades, continuing to replace their Merlo machines with new models. Darren attributes this loyalty to exceptional service and responsiveness: *"A happy customer is the best advertisement we could ever have. We stay close to our customers and put huge emphasis on reliability and support."* Looking Ahead As the agricultural and construction sectors evolve, Cooks Midlands plans to grow alongside them. *"Both industries are becoming more technology-driven and efficiency-focused,"\* Darren notes. "Merlo is well placed to meet those demands, and so are we. Our role is to remain a trusted partner - supplying high-quality machines and supporting customers with skilled technicians and modern solutions."* The Secret to Success When asked about the single most important ingredient for building a resilient dealership, Darren is clear: *"Great people and strong financial discipline. When staff feel valued and share in the company’s vision, they create an environment where customers feel supported. That, combined with careful cash flow management, is the foundation for long-term success."* Cooks Midlands’ achievement as Merlo Dealer of the Year 2025 is a testament to vision, resilience, and unwavering commitment to customers - a story that sets the standard for excellence in the industry. If you've enjoyed reading this post, please share it to your social media. ## Share: - [Share on Facebook](https://www.facebook.com/sharer.php?u=https://blog.merlo.com/gbr/merlo-dealer-of-the-year-2025) - [Share on X](https://twitter.com/intent/tweet?url=https://blog.merlo.com/gbr/merlo-dealer-of-the-year-2025) - [Share on LinkedIn](https://www.linkedin.com/sharing/share-offsite/?url=https://blog.merlo.com/gbr/merlo-dealer-of-the-year-2025) Contact us for more information, a quote or general enquiry ## Related Articles [View All](https://blog.merlo.com/gbr) ## [![Two New Service Partners in East Anglia](https://blog.merlo.com/hubfs/Merlo%20Blog%20-%20Service%20Partner.png?noresize) Dealer Featured Resource 27 Mar 2026 Two New Service Partners in East Anglia Read more arrow\_right\_alt](https://blog.merlo.com/gbr/two-new-service-partners-in-east-anglia) ## [![Interview: Why Merlo Owners Should Choose Genuine Merlo Parts](https://blog.merlo.com/hubfs/Merlo%20Blog%20V2%20-%20Genuine%20Parts%20Chris%20Interview-1.png?noresize) Agriculture Featured Resource 12 Mar 2026 Interview: Why Merlo Owners Should Choose Genuine Merlo Parts Read more arrow\_right\_alt](https://blog.merlo.com/gbr/interview-why-uk-customers-should-choose-genuine-merlo-parts) ## [![MSM DRH join Merlo Construction Network](https://blog.merlo.com/hubfs/Merlo%20Blog%20MSM.png?noresize) Dealer Featured Resource 06 Mar 2026 MSM DRH join Merlo Construction Network Read more arrow\_right\_alt](https://blog.merlo.com/gbr/msm-drh-join-merlo-construction-network) - Contacts - Headlands Business Park - BH24 3PB - Ringwood Salisbury Rd, Blashford - United Kingdom - TEL [01425 480806](tel:+441425480806) - FAX [01425 477478](tel:+441425480806) - [info@merlo.co.uk](mailto:info@merlo.co.uk) [Home](https://www.merlo.com/gbr/en/) - [Visit us on Instagram](https://www.instagram.com/merloukltd/) - [Visit us on Facebook](https://www.facebook.com/merlouk) - [Visit us on YouTube](https://www.youtube.com/channel/UCKg1-k4H0K3sTQejkpMIPxw) - [Visit us on LinkedIn](https://www.linkedin.com/company/merlo-uk/) - [Visit us on TikTok](https://www.tiktok.com/@merlogroup) - Merlo Group - [Developer](https://www.merlo.com/gbr/en/developer/) - [EXTRACT OF GENERAL PURCHASING CONDITIONS](https://www.merlo.com/gbr/en/extract-of-general-purchasing-conditions/) - [SAV - Team viewer](https://get.teamviewer.com/merlosav) - [SHIPMENT OPERATIVE INSTRUCTIONS](https://www.merlo.com/gbr/en/shipment-operative-instructions-to-merlo-spa-sites/) - [IT - Team viewer](https://get.teamviewer.com/merloit) - [Work with us](https://www.merlo.com/gbr/en/work-with-us/) - Products - [Electric Telehandler](https://www.merlo.com/gbr/en/p/telehandlers/electric-telehandler/ew25-5/) - [Compact Telehandlers](https://www.merlo.com/gbr/en/p/telehandlers/compact-telehandlers/) - [Medium Capacity Telehandlers](https://www.merlo.com/gbr/en/p/telehandlers/medium-capacity-telehandlers/) - [High Capacity Telehandlers](https://www.merlo.com/gbr/en/p/telehandlers/high-capacity-telehandlers/) - [Stabilized telehandlers](https://www.merlo.com/gbr/en/p/telehandlers/stabilized-telehandlers/) - [Rotating telehandlers](https://www.merlo.com/gbr/en/p/telehandlers/rotating-telehandlers/) - [Telescopic Tractors](https://www.merlo.com/gbr/en/p/telehandlers/telescopic-tractors/) - [Concrete Mixer](https://www.merlo.com/gbr/en/p/special-machines/concrete-mixer/dbm/) - [Tool handler tractor](https://www.merlo.com/gbr/en/p/special-machines/tool-handler-tractor/treemme-x/) - [Tracked carriers](https://www.merlo.com/gbr/en/p/special-machines/tracked-carriers/) - [Dumper](https://www.merlo.com/gbr/en/p/special-machines/dumper/dm/) - Equipments - [Forks](https://www.merlo.com/gbr/en/p/attachments/forks/) - [Buckets](https://www.merlo.com/gbr/en/p/attachments/buckets/) - [Forks And Clamps](https://www.merlo.com/gbr/en/p/attachments/forks-and-clamps/) - [Hooks](https://www.merlo.com/gbr/en/p/attachments/hooks/) - [PLatforms](https://www.merlo.com/gbr/en/p/attachments/platforms/) - [Special](https://www.merlo.com/gbr/en/p/attachments/special/) © 2026 MERLO S.p.A. 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