What Holaras does

Holaras is a Dutch manufacturer of specialized agricultural and infrastructure machinery, operating as a brand under the family-owned parent company Hoopman Machines BV, founded in 1911 in IJzerlo (Aalten), Netherlands. The company designs, engineers, produces, and assembles its machines in a 20,000 m² facility and distributes them through a network of more than 100 authorized dealers across 24 countries. Its product portfolio spans four primary categories: silage and cutting technology (silage spreaders, compaction rollers, maize levellers, beet processing equipment); livestock farming technology (slurry mixers, feed sweeper wheels, bedding scrapers, ration feeders); onion harvesting and processing (windrowers, onion toppers); and cleaning and sweeping technology (crane sweepers, belt rakes, FOD airport runway sweepers, turbo sweepers).

Holaras generates revenue primarily through one-time hardware sales of branded agricultural machinery, supplemented by original spare-parts sales via its 'My Holaras' online webshop. Pricing is quote-based for most configurations, with disclosed list prices ranging from approximately €7,950 for crane sweepers to €79,220 for top-tier onion toppers; warranty labor is billed at €55/hour plus mileage. The customer base is diversified across livestock farmers, agricultural contractors, arable (onion) growers, biogas operators, airports, and infrastructure contractors — serving as both enterprise and mid-market buyers. Digital channels (online machine configurator, parts webshop) complement the dealer-led go-to-market motion. Strategic co-development partnerships under the 'From grass to milk' initiative integrate Holaras equipment with complementary technologies (grassland cultivation, mowing, silage walls, covering systems, baling/wrapping) to offer bundled forage-production solutions. The company is recognized as a Dutch Royal Supplier (Hoflieferant) and has produced more than 5,000 silage spreaders since the product line's inception in 1975.

Name

Holaras

Legal name

Hoopman Machines BV

Website

https://holaras.com

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

101–250 employees

Short description

Holaras is a Dutch family-owned manufacturer of specialized agricultural machinery — silage equipment, onion harvesters, livestock farming tools, and cleaning/sweepers — sold through 100+ dealers across 24 countries. It operates as a brand of Hoopman Machines BV, founded 1911 in Aalten, Netherlands.

Ownership category

akta.pro rank

Product category

Agricultural Machinery

NAICS

Agricultural Implement Manufacturing (33311)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE)

akta.pro secondary industry

Bulk Handling & Conveying for Processing Lines (Augers, Elevators, Conveyors) (AFAAAJAJ)

Keywords

• Agricultural machinery manufacturing
• Silage processing equipment
• Onion harvesting machinery
• Livestock farming equipment
• Industrial sweeping machines

Headquarters

HQ city

Aalten

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Agricultural Machinery Sales: Sale of Holaras branded agricultural machines including silage equipment, livestock farming equipment, onion harvesting machines, and cleaning/sweeping equipment. Machines are sold through dealers and directly via the website configurator.
2. Parts and Aftersales Service: Sale of original Holaras spare parts via the My Holaras online parts webshop. Service and warranty repairs are also offered.
3. Dealer Network Revenue: Revenue generated through a network of authorized dealers who purchase machines from Hoopman Machines and resell to end customers with local support and service.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Holaras (a brand of Hoopman Machines BV) manufactures and sells robust agricultural and industrial machinery across four categories: silage and cutting technology (silage spreaders, compaction rollers, maize levellers, beet cutters), livestock farming technology (slurry mixers, feed sweepers), onion harvesting and processing (windrowers, onion toppers), and cleaning/sweeping technology (crane sweepers, belt rakes, FOD airport runway sweepers, turbo sweepers). All development, design, production, and assembly are performed in-house at the Aalten, Netherlands facility. Machines are sold through an authorized dealer network spanning 24 countries and directly online through a parts webshop and machine configurator.

Product overview

Holaras is a manufacturer of robust agricultural machinery under the Hoopman Machines BV brand, serving the feed production, livestock farming, onion processing, biogas industry, and infrastructure sectors. The product portfolio includes four main machine categories: (1) Silage and Cutting Technology — silage spreaders/distributors (Viking, Jumbo HK), silage compaction rollers (Stego series), maize levellers, and beet processing equipment; (2) Livestock Farming Technology — slurry mixers, feed sweeper wheels (Octo), bedding scrapers, rubber scrapers, weighing systems, and ration feeders; (3) Onion Harvesting and Processing — front windrowers (UMR 300), windrowers (UR 170-DB), onion toppers (AS 10/15/25), and related equipment; (4) Cleaning and Sweeping Technology — crane sweepers (H-150/250-KR), belt rakes (ECO 2000 series), FOD airport runway sweepers, and turbo sweepers. Holaras offers both standard machines and configurable options with various add-ons. The company also provides digital services including an online machine configurator and a parts webshop through My Holaras accounts. Production takes place in Aalten, Netherlands, with delivery to 24 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Hoopman Equipment & Engineering: Sister company that developed systems for seed priming and disinfection and specialized in drying processes for the international seed industry (now integrated into Hoopman Machines factory in 2015)

Products and services

• Silage Spread/Distribution Machines (Viking, Jumbo HK)
• Silage Compaction Rollers (Stego Series)
• Maize Levellers
• Beet Cutters and Beet Cleaners
• Slurry Mixers
• Feed Sweeper Wheels (Octo)
• Front Windrower UMR 300
• Windrower UR 170-DB
• Onion Topper (AS Series)
• Crane Sweepers (H-150-KR, H-250-KR)
• Belt Rake ECO 2000 Series
• FOD Sweeper (Airport Runway Sweeper)
• Turbo Sweeper Series
• Parts Webshop (My Holaras)

Quantifiable outcome

• Over 5,000 silage spreaders produced and delivered worldwide
• +3 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Seven partnerships are on record, tiered core.

• LMB OosterhofcoreChannel Partner/ Reseller/ DistributorLandbouwmechanisatiebedrijf Oosterhof in Roodeschool became a new Holaras dealer for North Groningen. Oosterhof has branches in Roodeschool and Ten Boer, with expertise in agricultural machinery, GPS, precision farming, and a well-stocked inventory for workshop and on-site support.
• Bruggeman MechanisatiecoreChannel Partner/ Reseller/ DistributorBruggeman Mechanisatie expanded the Holaras dealer network in Overijssel, with branches in Broekland and Lemele.
• Evers AgrocoreStrategic or Co-development PartnerEvers supplies machinery for grassland cultivation as part of the 'From grass to milk' initiative. Evers grassland machines ensure higher yields and improved forage quality through overseeding, aerating, and soil loosening.
• MaksiGrasscoreStrategic or Co-development PartnerMaksiGrass supplies Grass Technology mowers and loader wagons for the Scandinavian 'From grass to milk' partnership, focusing on efficient and clean grass harvesting.
• Bosch BetoncoreStrategic or Co-development PartnerBosch Beton supplies silage walls with long service life for the 'From grass to milk' partnership, providing better compaction, reduced storage losses, and safe working conditions.
• AgridekcoreStrategic or Co-development PartnerAgridek develops smart systems for fast and efficient silage covering, including sandwich silage solutions that keep oxygen out and prevent heating and mould.
• CriapcoreStrategic or Co-development PartnerCriap supplies balers and wrappers for the 'From grass to milk' partnership, providing flexibility for smaller fields, variable conditions, and phased feeding.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Pöttinger: Austrian family-owned manufacturer of hay and forage machinery (mowers, rakes, loader wagons, balers). Direct overlap with Holaras's silage and forage equipment line, serving the same European dairy and livestock farming customers through a similar dealer-driven model.
• Kuhn Group: French manufacturer of hay/forage machinery, livestock equipment, and arable implements. Direct overlap with Holaras across silage handling, livestock barn equipment, and beet processing, with a comparable multi-product, dealer-distributed go-to-market approach.
• Krone: German family-owned manufacturer specializing in hay/forage machinery including loader wagons, mowers, tedders, rakes, and round balers. Directly competes with Holaras in silage distribution and compaction, with comparable heritage (founded 1906) and European family-business DNA.
• McHale: Irish family-owned manufacturer of balers, wrappers, mowers, and silage handling equipment. Direct overlap with Holaras's silage and forage product line, with similar niche specialization, dealer-led international distribution, and European family-business profile.
• Kverneland Group: Norwegian manufacturer of agricultural implements for tillage, seeding, forage, and crop handling (now part of Kubota). Comparable to Holaras in serving arable and livestock farmers with specialized machinery via a multi-country dealer network across Europe.
• AVR: Belgian manufacturer of potato and onion harvesting machinery. Direct overlap with Holaras's onion windrower, topper, and processing equipment line, serving the same European specialty crop growers with comparable niche specialization and dealer distribution.
• JF-Stoll (Stoll): German manufacturer specializing in loader wagons, mowers, and silage handling equipment (part of the AGCO group). Direct overlap with Holaras's silage spreaders and compaction rollers, competing in the same European forage handling market.

Broad incumbents

• CLAAS: German family-owned global leader in combines, forage harvesters, and tractors. Overlaps with Holaras in silage/forage handling equipment but at much larger scale and with broader product portfolio covering major-acre machinery, not specialty clamps and rollers.
• Kärcher: German global leader in cleaning technology including industrial and municipal sweepers. Overlaps with Holaras's cleaning/sweeping product line (crane sweepers, turbo sweepers, FOD sweepers) but at substantially larger scale with a broader commercial/industrial focus.

Emerging players

• Kemper: German manufacturer of maize headers and forage harvesting attachments (now part of CLAAS). Adjacent to Holaras through its focus on maize silage harvest, though it specializes in header attachments for self-propelled forage harvesters rather than clamp-side equipment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=78XvFhkWSFM&list=PLzbLMoGdo2QTAa3ho5Ey1OrJc9iWJIw5_

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Holaras