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."
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.
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