Farmers First
- Company typePrivate
- Founded2020
- HeadquartersVellinge, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
Farmers First firmographics
Firmographics- Name
- Farmers First
- Legal name
- Farmers First AB
- Website
- https://farmersfirst.se
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Farmers First industry classification
Industry- Product category
- Agricultural Machinery Distribution
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311)
- SIC
- Farm Machinery & Equipment (3523), Agricultural Services (700)
- akta.pro primary industry
- Tractors & Power Units (IMAHACAA)
- akta.pro secondary industries
- Livestock & Dairy Equipment (IMAHACAG), Agricultural Processing Equipment (On-farm) (IMAHACAL)
Keywords
Where Farmers First is headquartered
LocationHeadquarters
- HQ city
- Vellinge
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Farmers First business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Inventory, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Agricultural Machinery Sales: Direct sales of agricultural equipment including tractors, attachments, mowing equipment, and Implements. Acts as importer for brands including KIOTI, Krone, Wessex, Infinicut, and others.
- Spare Parts E-commerce: Online sales of replacement parts and accessories for agricultural machinery through their web store.
- Maintenance Services: Facilitation of maintenance and repair services through a network of service workshops.
- Financing Services: Facilitation of equipment financing through partnership with financing partner, including promotional rates (0.99% for new Kioti purchases over 36 months).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | GrainSense Go handheld protein analyzer |
| Unit Pricing | One time/ perpetual license | GrainSense Lab Analyzer |
| Unit Pricing | One time/ perpetual license | INFINICUT FX26 Electric Cylinder Mower |
| Unit Pricing | One time/ perpetual license | INFINICUT FL34 Electric Cylinder Mower |
| Unit Pricing | One time/ perpetual license | RoviMo Autonomous Mower |
| Subscription | Multi-year contract | Kioti Financing Promotion |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Farmers First product offering
Product offeringCore offering
Farmers First is a Swedish distributor and importer of agricultural and turf management machinery, supplying tractors, mowers, implements, grain analyzers, and related spare parts and accessories from multiple international brands. The company operates an e-commerce platform with configuration tools, exploded-view spare parts catalogs, and a field service workshop network supporting customers in Sweden. It serves both the farming/agriculture sector and the professional grounds/sports turf management market.
Product overview
Farmers First is a Swedish agricultural machinery e-commerce platform offering three interconnected service pillars: (1) Machines/Equipment sales featuring multiple manufacturer brands including Kioti tractors, Krone, Infinicut professional turf mowers, GrainSense NIR grain analyzers, Wessex farm equipment, MX front loaders, and RoviMo autonomous mowers; (2) Spare Parts e-commerce organized into farm-proximate supplies, wear parts, accessories/consumables, and alternative spare parts; and (3) Maintenance services connecting customers with a network of Swedish service providers. The platform positions itself as a modern, farmer-focused alternative to traditional dealership models.
Differentiator
Problem solved
Functional benefit
Products and services
- KIOTI tractors and implements Compact and mid-size tractors and associated implements from KIOTI, distributed by Farmers First to Swedish farms, agricultural contractors, and smallholders.
- Krone agricultural equipment Implements and equipment from Krone (e.g., harvesting and grassland machinery) imported and distributed to Swedish agricultural customers.
- Wessex farm machinery Wessex-branded farm and groundcare machinery (e.g., flail mowers, toppers, and related attachments) sold to farms and grounds management customers.
- Infinicut professional mowers High-precision Infinicut professional cylinder mowers supplied by Farmers First to sports grounds, golf courses, and stadium venues (reference customers include Aberdeen FC, Wimbledon, and Wembley).
- RoviMo autonomous mowers RoviMo robotic/autonomous mowing units distributed by Farmers First for grounds and turf maintenance customers.
- GrainSense grain analyzers GrainSense handheld grain analyzers sold to farmers and grain handlers for on-farm grain quality measurement.
- MX front loaders MX front loader attachments for tractors, sold by Farmers First to farms and contractors in Sweden.
- TM-Systems cassettes TM-Systems turf maintenance cassettes supplied to professional sports and grounds customers for use with Infinicut mowers.
- Spare parts e-commerce (multiple brand catalogs) Online catalog and ordering of spare parts for the distributed brand portfolio, featuring exploded-view part diagrams and a mobile app, sold to existing equipment owners in Sweden.
- Service and maintenance workshops Preventive and emergency maintenance, repair, and workshop services delivered by Farmers First's service network, including mobile/on-site servicing, to owners of distributed brands.
Quantifiable outcome
- Financing at 0.99% interest for first 36 months available for new Kioti purchases
Companies that use Farmers First
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Farmers First technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature4 records
Farmers First partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- KIOTIcoreFarmers First became the new importer of KIOTI tractors, UTVs and related products in Sweden starting October 2025. This partnership enables direct sales of KIOTI equipment with promotional financing (0.99% for 36 months) and comprehensive support services.
- KronecoreMajor brand partner offering agricultural equipment including transport wagons (GX series). Farmers First distributes Krone products in the Swedish market.
- WessexcoreUK-based manufacturer of farm machinery including mowers, brooms, spreaders, and trailers. Founded 1962, known for quality and durability.
- InfinicutcorePremium electric cylinder mowers for sports turf management. Used by Premier League clubs, Wimbledon, and professional groundskeepers worldwide. Features battery-powered operation and floating head technology.
- GrainSensecoreFinnish company developing grain analysis equipment using Near-Infrared Spectroscopy (NIR). Spin-off from VTT technical research center (2014). Products measure protein, moisture, oil and carbohydrates in grain.
- MXcoreSwedish manufacturer of front loaders and tractor attachments. Products include weight packages and loader models for tractors from 40-400hp.
- TM SystemscoreProvider of interchangeable cassette systems for Infinicut mowers. Enables quick conversion of mowers for grooming, brushing, verticutting, and other maintenance tasks.
- MaskinLeverantörernaminorSwedish industry association for machinery suppliers. Farmers First is a member, providing industry credibility and networking opportunities.
- RoviMocoreSwiss manufacturer of autonomous electric mowers for sports pitches. Products operate up to 8 hours per charge and comply with UEFA regulations.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Farmers First competitors and assessment
Company assessmentDirect peers
- Lantmännen Maskin: Sweden's largest agricultural machinery dealer group, part of the Lantmännen cooperative. Direct competitor selling tractors, implements, and spare parts to Swedish farmers through a regional branch network.
- Swedish Agro: Danish-owned agricultural machinery importer and dealer operating in Sweden and the Nordics. Directly competes with Farmers First in importing/selling tractors, forage, and crop equipment, with a similar multi-brand strategy.
- Axima: Swedish agricultural and contractor equipment dealer offering tractors, implements, and spare parts. Comparable in being a Sweden-focused multi-brand machinery distributor with both sales and service operations.
- Kramp Group: Europe's largest agricultural parts distributor with a strong e-commerce focus. Highly comparable to Farmers First's spare parts and accessories business model, and a potential benchmark or competitor as Farmers First scales its parts catalog.
Broad incumbents
- BayWa AG: Large European agribusiness conglomerate with machinery retail, digital farming platforms, and parts distribution. Provides a scaled benchmark for what a multi-brand ag distribution + digital platform can become.
- AGCO Corporation: Global manufacturer of agricultural equipment (Fendt, Massey Ferguson, Valtra). As an OEM whose brands compete with KIOTI/Krone for the same Swedish farmer buyer, AGCO's dealer network is the structural competition Farmers First must displace.
- John Deere (Ag & Turf dealer network): Global leader in agricultural and turf equipment with a strong authorized dealer network in Sweden. Competes with Farmers First's KIOTI tractor and Infinicut/RoviMo turf offerings via its own dealer partners.
- Husqvarna Group: Swedish-based manufacturer of outdoor power products, robotic mowers, and forestry equipment. Adjacent competitor in the Swedish turf and grounds-care segment where Farmers First sells Infinicut and RoviMo products.
- Toro Company: Global turf and grounds maintenance equipment manufacturer. Competes with Infinicut and RoviMo in the professional sports turf and autonomous mowing categories Farmers First serves.
Others
- AgriExpo / Machinery marketplace platforms: Online B2B marketplaces and digital platforms for agricultural machinery and parts. Representative of the broader digitization trend shaping how farmers research and buy equipment — a thematic comparator for Farmers First's digital-first distribution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Farmers First social profiles
Digital presenceFarmers First financial estimates
Financial estimateRevenue estimate
Valuation estimate
Farmers First leadership team
Management profileNumber of profiles
Profiles2 records
Farmers First funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Farmers First 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 Farmers First
What does Farmers First do?
Farmers First is a Swedish distributor and importer of agricultural and turf management machinery, supplying tractors, mowers, implements, grain analyzers, and related spare parts and accessories from multiple international brands. The company operates an e-commerce platform with configuration tools, exploded-view spare parts catalogs, and a field service workshop network supporting customers in Sweden. It serves both the farming/agriculture sector and the professional grounds/sports turf management market.
Is Farmers First a public or private company?
Farmers First is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Farmers First founded?
Farmers First was founded in 2020. It employs 11 to 50 people.
Where is Farmers First based?
Farmers First is headquartered in Vellinge, Sweden, in the Europe region.
How does Farmers First make money?
Four revenue lines are on record. Agricultural Machinery Sales are the primary driver. The others are spare Parts E-commerce, maintenance Services and financing Services.
Who are Farmers First's main competitors?
Direct peers on record are Lantmännen Maskin, Swedish Agro, Axima and Kramp Group. Broad incumbents are BayWa AG, AGCO Corporation, John Deere (Ag & Turf dealer network), Husqvarna Group and Toro Company. AgriExpo / Machinery marketplace platforms is listed as an others.
Does Farmers First have an API?
No public API is recorded for Farmers First.
What industry is Farmers First in?
Farmers First's product category is Agricultural Machinery Distribution. Its primary akta.pro industry code is IMAHACAA, Tractors & Power Units, with a secondary code of IMAHACAG, Livestock & Dairy Equipment. Its NAICS code is 333111 and its SIC code is 3523.