United Ag & Turf
United Ag & Turf is a privately owned John Deere dealership group operating 49 retail and service locations across five U.S. states, selling, servicing, and financing agricultural, commercial, residential, and golf/sports turf equipment for farmers, contractors, government agencies, and homeowners.
- Company typePrivate
- Founded1981
- HeadquartersWaco, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What United Ag & Turf does
United Ag & Turf is a privately held, locally owned John Deere equipment dealership group operating 49 retail and service locations across Texas, Oklahoma, Arkansas, New Mexico, and Colorado, supported by 1,200+ employees and a fleet of 55+ field service trucks. The company sells the full John Deere equipment lineup organized across residential (lawn tractors, zero-turn mowers, sub-compact tractors), commercial (compact construction equipment, commercial mowers, Gator utility vehicles), agricultural (row crop tractors, hay equipment, combines, sprayers, tillage and planting), and golf/sports turf segments, alongside complementary brands such as STIHL, Kuhn, Great Plains Ag, and Big Tex Trailers. Underlying technology includes John Deere's precision-ag stack (JDLink, AutoTrac, GPS, Operations Center) and T3RRA land forming software integrated with John Deere guidance systems.
The company generates revenue through multiple streams: one-time equipment sales (new and 711-listing pre-owned inventory), parts sales (in-store and via shop.deere.com), professional service and repair by John Deere-certified technicians, PowerGard extended warranties (subscription/recurring), equipment rentals including scraper tractors with T3RRA software, and financing facilitation through John Deere Financial. The go-to-market combines traditional field sales through physical dealerships, dedicated PRO Account Managers for commercial and government customers, on-site field service, and online quote and parts ordering. Customer segments span homeowners, large row-crop and precision-farming operators, hay and cattle producers, construction and commercial landscaping firms, golf course superintendents, rural property owners, and outdoor enthusiasts, with PRO-tier programs and government cooperative access (BuyBoard, Sourcewell, HGAC) addressing commercial and institutional buyers.
United Ag & Turf firmographics
Firmographics- Name
- United Ag & Turf
- Legal name
- United Ag & Turf
- Website
- https://unitedagandturf.com
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- United Ag & Turf is a privately owned John Deere dealership group operating 49 retail and service locations across five U.S. states, selling, servicing, and financing agricultural, commercial, residential, and golf/sports turf equipment for farmers, contractors, government agencies, and homeowners.
- Ownership category
- akta.pro rank
United Ag & Turf industry classification
Industry- Product category
- Agricultural and Turf Equipment Dealership
- NAICS
- Lawn and Garden Equipment and Supplies Retailers (4442), Outdoor Power Equipment Retailers (444230)
- SIC
- Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)
- akta.pro secondary industry
- Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)
Keywords
Where United Ag & Turf is headquartered
LocationHeadquarters
- HQ city
- Waco
- HQ country
- United States
- HQ region
- North America
Offices51 records
Markets served
United Ag & Turf business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel
Revenue model
- Equipment Sales: Sales of new and pre-owned John Deere equipment including tractors, mowers, Gator utility vehicles, compact construction equipment, farming equipment, and golf/sports turf products. Also sells other supported brands.
- Parts Sales: Sales of John Deere OEM parts, STIHL products, and other branded parts and accessories. Includes online parts ordering through shop.deere.com and in-store parts purchases.
- Service and Repair: Professional servicing and repair by John Deere-certified technicians, including preventative maintenance, harvest support, and field service with over 55 service trucks on the road.
- Extended Warranties (PowerGard): PowerGard Protection Plans offering extended coverage beyond factory warranty for residential, agricultural, and commercial equipment.
- Equipment Financing: Financing through John Deere Financial including installment credit, revolving credit, leasing, and seasonal payment options. The company facilitates but does not directly provide financing.
- Equipment Rentals: Scraper tractor rentals including 9570R with scraper pans, along with T3RRA software modules on a rental basis.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | 1 Series Tractor Package - 23-25 HP sub-compact tractors |
| Unit Pricing | Monthly | XUV590M Gator promotional pricing |
| Unit Pricing | Monthly | Residential riding mowers S100-X700 series |
| Unit Pricing | Monthly | Commercial ZTraks & QuikTraks |
| Unit Pricing | Monthly | Compact Construction Equipment |
| Unit Pricing | Monthly | Hay Equipment - Round Balers and Mower Conditioners |
| Subscription | Multi-year contract | PowerGard Extended Warranties |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels12 records
United Ag & Turf product offering
Product offeringCore offering
United Ag & Turf is an authorized full-line John Deere dealership selling new and pre-owned tractors, mowers, Gator utility vehicles, compact construction equipment, agricultural equipment, and golf/sports turf equipment across 49 locations in five states. The company complements equipment sales with parts, John Deere-certified technician service and repair, mobile field service, PowerGard extended warranties, equipment rentals, and John Deere Financial financing facilitation. It also retails complementary brands including STIHL, Kuhn, Big Tex Trailers, and Alamo Industrial.
Product overview
United Ag & Turf is a locally owned John Deere dealership with 49 locations across Oklahoma, Texas, Arkansas, New Mexico, and Colorado. The product portfolio centers on the full John Deere equipment lineup organized into distinct customer segments: residential/homeowner products (lawn tractors, zero-turn mowers, sub-compact tractors under the 1 Family), commercial products (compact construction equipment including excavators, skid steers, track loaders, and commercial mowing equipment), agricultural/farm equipment (row crop tractors, hay equipment, harvesting combines, sprayers, tillage and planting equipment), and golf & sports turf equipment (precision mowers, aeration, spraying). The company also supports additional brands including STIHL, Alamo Industrial, Big Tex Trailers, Kuhn, and others. Beyond equipment sales, the portfolio includes complementary services: parts sales with online ordering via shop.deere.com, professional repair by John Deere-certified technicians with on-site field service, Powergard extended warranties, PRO Account Management for commercial customers with priority service and next-day parts guarantees, scraper tractor rental with T3RRA land forming software, and financing through John Deere Financial including revolving credit, leasing, and seasonal payment options. Pre-owned equipment inventory and government purchasing contract access (BuyBoard, Sourcewell, HGAC) round out the offering.
Differentiator
Problem solved
Functional benefit
Brands
- United Ag & Turf PRO: Business account management program offering competitive pricing, priority service, and fleet management assistance for commercial landscapers, construction companies, and government agencies.
- United Ag & Turf GOLF
Products and services
- Residential Lawn Tractors
- Zero-Turn Mowers
- Compact Utility Tractors
- Tractor Packages
- Commercial Mowers
- Compact Construction Equipment
- Agricultural Equipment
- Gator Utility Vehicles
- Golf & Sports Turf Equipment
- Other Supported Brands
- Pre-Owned Equipment
- Parts & Service
- PowerGard Extended Warranties
- United Ag & Turf PRO Account Management
- Scraper Tractor Rentals with T3RRA Land Forming Software
- Financing through John Deere Financial
Quantifiable outcome
- 6-year powertrain warranty standard on compact utility tractors
- +2 more outcomes
Companies that use United Ag & Turf
Customer profileNamed customers6 records
Segments7 records
Ideal customer profiles4 records
United Ag & Turf technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
United Ag & Turf partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered primary, minor and secondary.
- John DeereprimaryUnited Ag & Turf is an authorized John Deere dealer with full line access to John Deere equipment including tractors, mowers, Gator utility vehicles, compact construction equipment, and golf/sports turf products. The partnership provides access to John Deere Financial financing, PowerGard extended warranties, and JDLink connectivity technology.
- Dallas CowboysminorOfficial Ag & Turf Equipment Supplier of the Dallas Cowboys NFL team. Marketing partnership providing brand visibility and association with professional sports.
- Major League Baseball (MLB)minorJohn Deere partnership with MLB to celebrate America's pastime, teams, players, and construction/agriculture professionals. United Ag & Turf supports this through their John Deere product offerings.
- STIHLsecondaryUnited Ag & Turf sells STIHL handheld equipment and power tools as part of their other supported brands lineup. Multi-unit discount programs available.
- Alamo IndustrialsecondarySupported brand for additional equipment offerings at United Ag & Turf dealerships.
- BernhardsecondarySupported brand for golf course and sports turf equipment.
- Big Tex TrailerssecondarySupported brand for trailer products.
- Great Plains AgsecondarySupported brand for agricultural equipment.
- KuhnsecondarySupported brand for hay and forage equipment.
- LandollsecondarySupported brand for agricultural equipment.
- BuyBoardminorGovernment purchasing cooperative available through United Ag & Turf PRO for governmental purchases in Texas, Oklahoma, and Arkansas.
- SourcewellminorGovernment purchasing cooperative available through United Ag & Turf PRO for governmental purchases.
- HGACminorGovernment purchasing cooperative available through United Ag & Turf PRO for governmental purchases.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
United Ag & Turf competitors and assessment
Company assessmentBroad incumbents
- John Deere (Deere & Company): The manufacturer principal of United Ag & Turf's entire equipment, parts, financing, and technology portfolio. As the OEM, Deere sets dealer economics, territory boundaries, product roadmap, and direct-sales initiatives that determine the dealer's upside and risk.
Direct peers
- Ag-Pro Companies: Large privately held John Deere dealer group operating dozens of locations across the southern US, including Texas and surrounding states. Direct overlap with United Ag & Turf's territory, customer mix, and full-line product strategy.
- Stotz Equipment: Multi-state John Deere dealer group with locations across the western US, including agricultural, residential, commercial, and turf lines. Comparable scale and product breadth to United Ag & Turf, with adjacent territorial footprint in the Southwest.
- Quality Equipment: Multi-state John Deere dealer group serving the Carolinas and Mid-Atlantic with row crop, commercial, and turf equipment. Analogous full-line dealership model and customer mix even though operating in a different geography.
- P&K Equipment: Oklahoma-based John Deere dealer with locations across Oklahoma and surrounding states. Direct competitor for agricultural, homeowner, and commercial landscaping customers within United Ag & Turf's Oklahoma footprint.
- Greenway Equipment: Multi-location John Deere dealer group based in Arkansas serving row crop, hay, cattle, residential, and commercial customers. Directly comparable business model and customer segmentation within Arkansas territory.
- H&R Agri-Power: Multi-state John Deere agricultural equipment dealer with locations across the Mid-South. Comparable full-line ag and rural property owner focus with similar regional concentration dynamics.
- RDO Equipment Co. Largest John Deere construction and forestry dealer in North America, operating across multiple states with deep ag, construction, and turf lines. Highly comparable to United Ag & Turf as a multi-state, multi-vertical authorized John Deere dealer group.
- Heritage Tractor: Multi-state John Deere agricultural and compact construction equipment dealer serving the Plains and Midwest. Closely comparable full-line ag and commercial strategy to United Ag & Turf with a similar store footprint model.
- Plains Ag: Regional John Deere agricultural and turf equipment dealer operating in Texas. Competes head-to-head with United Ag & Turf for farmer, rancher, and commercial customer share within overlapping Texas territory.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
United Ag & Turf social profiles
Digital presenceUnited Ag & Turf financial estimates
Financial estimateRevenue estimate
Valuation estimate
United Ag & Turf leadership team
Management profileNumber of profiles
Profiles1 record
United Ag & Turf funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
United Ag & Turf M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about United Ag & Turf
What does United Ag & Turf do?
United Ag & Turf is an authorized full-line John Deere dealership selling new and pre-owned tractors, mowers, Gator utility vehicles, compact construction equipment, agricultural equipment, and golf/sports turf equipment across 49 locations in five states. The company complements equipment sales with parts, John Deere-certified technician service and repair, mobile field service, PowerGard extended warranties, equipment rentals, and John Deere Financial financing facilitation. It also retails complementary brands including STIHL, Kuhn, Big Tex Trailers, and Alamo Industrial.
Is United Ag & Turf a public or private company?
United Ag & Turf is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was United Ag & Turf founded?
United Ag & Turf was founded in 1981. It employs 501 to 1,000 people.
Where is United Ag & Turf based?
United Ag & Turf is headquartered in Waco, United States, in the North America region.
How does United Ag & Turf make money?
Six revenue lines are on record. Equipment Sales are the primary driver. The others are parts Sales, service and Repair, extended Warranties (PowerGard), equipment Financing and equipment Rentals.
Who are United Ag & Turf's main competitors?
John Deere (Deere & Company) is listed as a broad incumbent. Direct peers are Ag-Pro Companies, Stotz Equipment, Quality Equipment, P&K Equipment, Greenway Equipment, H&R Agri-Power, RDO Equipment Co., Heritage Tractor and Plains Ag.
Does United Ag & Turf have an API?
No public API is recorded for United Ag & Turf.
What industry is United Ag & Turf in?
United Ag & Turf's product category is Agricultural and Turf Equipment Dealership. Its primary akta.pro industry code is CRAIAIAA, Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers), with a secondary code of CRAIADAG, Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers). Its NAICS code is 4442 and its SIC code is 3524.