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Case appoint new heavy-line product specialist

Dean Ashton

Dean Ashton to support sales and development teams in the UK and Ireland

CASE Construction Equipment have strengthened their business operations with the appointment of industry expert Dean Ashton. 

Mr Ashton, who has in-depth knowledge of plant procurement and a track record of delivering major multi-million projects in the recycling and waste-to-energy sectors, joins the company as heavy-line product specialist for the UK and Eire.


With 36 years’ experience working in recycling, waste to energy, pre-stressed concrete manufacturing and production facilities, Mr Ashton has been responsible for overseeing many large-scale operations during his career. 

His most recent position was with Impetus Waste Management Group, market leaders in waste-management solutions. In his role as engineering manager, Mr Ashton helped complete the commissioning of a multi-million-pound waste-management facility, overseeing engineering operations within the group. They included full control of operational maintenance and management of staff across the company’s UK sites. 

Previously, he spent four years with R Plevin & Sons Ltd, one of the UK’s largest producers of animal bedding and recycled wood products. As engineering manager for the company, part of his responsibility was the procurement and introduction of new heavy mobile plant equipment, working closely with agents and manufacturers to ensure the correct specification and modification. 

Mr Ashton’s new role with Case will be to support the sales and development teams in the UK and Ireland, as well as working closely with the product specialist teams in Italy.

Commenting on his appointment, Mr Ashton said: ‘This is a very exciting time to be joining Case with new product ranges raising the bar on performance and reliability, along with new state-of-the-art manufacturing facilities. I am very much looking forward to this new challenge and the opportunity to work closely with the UK sales team and product specialists on the future development of machines.’  

Scott Freeman, business director for Case UK and Eire, said: ‘We see Dean [Ashton] as a real asset to the management team. He is hugely respected within the industry and his experience of working in plant procurement and his knowledge of what customers are looking for will be very beneficial to the business.’


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