Established in 2011, Enfield-based log holder manufacturer Timber Croc is on the verge of completing its first decade in business. The company’s managing director Des Geraghty started out as a lumberjack in Longford, working alongside his father and brothers cutting and selling timber. He later established a construction company. After enjoying some good years, the downturn in 2008 hit Des hard.
Work became scarce and he found himself competing for the smallest of jobs. At this time, Des and his brother Cyril, a fabricator, began to explore other options. In 2010, the duo were cutting up timber, using a device to hold logs which their father had fabricated years earlier. They began to simplify their father’s design. The goal was to make a product that would eliminate the dangers involved in holding timber while cutting and make the task easier.
Another brother, James, is a draughtsman and he put some drawings together. By early 2011, the family had made a number of units, which were tested in-house. They felt they had something unique and applied for a patent. The brothers first exhibited the finished product at the Ploughing in 2011.
Des Geraghty
Des says: “We got great feedback from the Ploughing, but were very disappointed to sell just 25 units over the course of the three days. The product was something we were passionate about, so we decided to stick to our guns and push on.”
From here on, forestry, garden and agricultural shows were the main source of sales: “I was still involved in the construction sector while going to shows every weekend selling Timber Crocs just to keep the patents paid and the dream alive. The product was just about covering itself.
“In 2014, I bought out my brothers and became the outright owner. I had to push it on to make it work. I began exhibiting at shows all over Europe and as far away as the US. Leaving the house at 4am with a jeep and trailer heading off across the UK trying to sell the product by myself at shows wasn’t easy. There was times you’d question whether it was worth it.
“However, as time went on it became easier. People recognised the product and the name and they began coming to us looking to buy it. In 2019, we exhibited at 52 shows. I think we even sold 635 units at the Ploughing alone, up from the 25 units at our first Ploughing in 2011.” 
All Timber Croc products are manufactured at their base in Enfield, Co Meath.
Products
The company produces two main products – the free-standing Timber Croc (80%) and the three-point linkage mounted Croc (20%). Both use a multi-plated teeth system to securely grip and hold logs, pallets, planks and weights of varying sizes. It’s designed to do away with the dangerous practice of another person holding or putting a foot on the log, which Des says is an accident waiting to happen.
He added that the product allows the user to work at hip height, with a cart or wheel barrow underneath to collect falling timber. Timber Croc has also just introduced a purpose-built cart to fit under the unit.
The products are designed and manufactured at the firm’s base near Enfield. Timber Croc employs eight people, from manufacturing to administration to sales.
Timber Croc have also just introduced a purpose-built cart to fit under the unit.
Markets
Des says Ireland still accounts for most sales, now at approximately 60%. They have come from a mix of shows, online and through some retailers.
“We have some very good retailers, but I am disappointed with some of the larger retailers. They expect Irish people to support them, yet they are slow to back Irish manufacturers. The same stores and groups wouldn’t think twice about bringing in a container from China, but will hardly buy a full pallet from an Irish manufacturer.”
The UK is Timber Croc’s second largest market, accounting for around 25% of sales. Des says the remainder are mostly sold in Europe, but they have sold units into Australia, Canada and America.
the products feature multi-plated teeth system which are designed to securely grip and holds logs, pallets, planks and weights of varying sizes.
Challenges and opportunities
Des says: “The cancellation of shows and events due to COVID-19 has been our biggest threat to date. Not being able get out and meet both existing and new customers and retailers has been a huge challenge. Small businesses need to get out in front of people.
“On the flip side, we were very lucky that we invested in our website over the past two years. Since COVID-19, we have pushed advertising in both print and social media platforms to get our message out there. When the first lockdown commenced, it signalled one of our busiest periods. People were at home and took to tasks they normally wouldn’t have time for, such as cutting timber.
“We see the next big opportunity for us in America and Canada. After securing patents for these countries, we were lucky enough to have a feasibility study done on our product by a Boston university. They identified states with a potential market for our product. They also identified where and how to market our product there. It has been hugely valuable. Despite COVID-19 affecting our plans to travel and exhibit at shows, we have begun our marketing campaign with some good results to date.” 
Timber Croc now employee a total of eight people, from manufacturing to administration to sales.
Future
Des had planned to build a new manufacturing facility at the firm’s base, but this has been halted for now due to the uncertainty brought by COIVD-19. The firm has a number of new products set to come on stream over the next 12 months. He noted one for the agricultural sector which will surprise some.
Despite remaining tight-lipped, Des has said the new products will continue with the company’s simple, straightforward ethos.
Profile
Business: Timber Croc
Established: 2011
Managing director: Des Geraghty
Employees: Eight
Address: Enfield, Co Meath
Markets to date: 14
Established in 2011, Enfield-based log holder manufacturer Timber Croc is on the verge of completing its first decade in business. The company’s managing director Des Geraghty started out as a lumberjack in Longford, working alongside his father and brothers cutting and selling timber. He later established a construction company. After enjoying some good years, the downturn in 2008 hit Des hard.
Work became scarce and he found himself competing for the smallest of jobs. At this time, Des and his brother Cyril, a fabricator, began to explore other options. In 2010, the duo were cutting up timber, using a device to hold logs which their father had fabricated years earlier. They began to simplify their father’s design. The goal was to make a product that would eliminate the dangers involved in holding timber while cutting and make the task easier.
Another brother, James, is a draughtsman and he put some drawings together. By early 2011, the family had made a number of units, which were tested in-house. They felt they had something unique and applied for a patent. The brothers first exhibited the finished product at the Ploughing in 2011.
Des Geraghty
Des says: “We got great feedback from the Ploughing, but were very disappointed to sell just 25 units over the course of the three days. The product was something we were passionate about, so we decided to stick to our guns and push on.”
From here on, forestry, garden and agricultural shows were the main source of sales: “I was still involved in the construction sector while going to shows every weekend selling Timber Crocs just to keep the patents paid and the dream alive. The product was just about covering itself.
“In 2014, I bought out my brothers and became the outright owner. I had to push it on to make it work. I began exhibiting at shows all over Europe and as far away as the US. Leaving the house at 4am with a jeep and trailer heading off across the UK trying to sell the product by myself at shows wasn’t easy. There was times you’d question whether it was worth it.
“However, as time went on it became easier. People recognised the product and the name and they began coming to us looking to buy it. In 2019, we exhibited at 52 shows. I think we even sold 635 units at the Ploughing alone, up from the 25 units at our first Ploughing in 2011.”
All Timber Croc products are manufactured at their base in Enfield, Co Meath.
Products
The company produces two main products – the free-standing Timber Croc (80%) and the three-point linkage mounted Croc (20%). Both use a multi-plated teeth system to securely grip and hold logs, pallets, planks and weights of varying sizes. It’s designed to do away with the dangerous practice of another person holding or putting a foot on the log, which Des says is an accident waiting to happen.
He added that the product allows the user to work at hip height, with a cart or wheel barrow underneath to collect falling timber. Timber Croc has also just introduced a purpose-built cart to fit under the unit.
The products are designed and manufactured at the firm’s base near Enfield. Timber Croc employs eight people, from manufacturing to administration to sales.
Timber Croc have also just introduced a purpose-built cart to fit under the unit.
Markets
Des says Ireland still accounts for most sales, now at approximately 60%. They have come from a mix of shows, online and through some retailers.
“We have some very good retailers, but I am disappointed with some of the larger retailers. They expect Irish people to support them, yet they are slow to back Irish manufacturers. The same stores and groups wouldn’t think twice about bringing in a container from China, but will hardly buy a full pallet from an Irish manufacturer.”
The UK is Timber Croc’s second largest market, accounting for around 25% of sales. Des says the remainder are mostly sold in Europe, but they have sold units into Australia, Canada and America.
the products feature multi-plated teeth system which are designed to securely grip and holds logs, pallets, planks and weights of varying sizes.
Challenges and opportunities
Des says: “The cancellation of shows and events due to COVID-19 has been our biggest threat to date. Not being able get out and meet both existing and new customers and retailers has been a huge challenge. Small businesses need to get out in front of people.
“On the flip side, we were very lucky that we invested in our website over the past two years. Since COVID-19, we have pushed advertising in both print and social media platforms to get our message out there. When the first lockdown commenced, it signalled one of our busiest periods. People were at home and took to tasks they normally wouldn’t have time for, such as cutting timber.
“We see the next big opportunity for us in America and Canada. After securing patents for these countries, we were lucky enough to have a feasibility study done on our product by a Boston university. They identified states with a potential market for our product. They also identified where and how to market our product there. It has been hugely valuable. Despite COVID-19 affecting our plans to travel and exhibit at shows, we have begun our marketing campaign with some good results to date.”
Timber Croc now employee a total of eight people, from manufacturing to administration to sales.
Future
Des had planned to build a new manufacturing facility at the firm’s base, but this has been halted for now due to the uncertainty brought by COIVD-19. The firm has a number of new products set to come on stream over the next 12 months. He noted one for the agricultural sector which will surprise some.
Despite remaining tight-lipped, Des has said the new products will continue with the company’s simple, straightforward ethos.
Profile
Business: Timber Croc
Established: 2011
Managing director: Des Geraghty
Employees: Eight
Address: Enfield, Co Meath
Markets to date: 14
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