Agland
Agland, now operating as Horizon Ag & Turf, is a privately-held John Deere dealership group with 13 Alberta locations and 450+ employees, selling new and used agricultural, construction, golf, and turf equipment, parts, and service to farmers, contractors, landscapers, and property owners.
- Company typePrivate
- Founded2024
- HeadquartersLloydminster, Canada
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Agland does
Agland, originally founded in 1957 in Lloydminster, Canada, is a privately-held agricultural equipment dealership that, following its 2024 merger with Martin Deerline, now operates as Horizon Ag & Turf — a full-line John Deere dealership group with 13 retail locations across central and northern Alberta and a workforce of 450+ employees. The company distributes new and used agricultural, construction, golf/turf, and property-maintenance equipment (tractors, combines, excavators, compact loaders, fairway mowers, Gators, STIHL outdoor power equipment, and MacDon headers), alongside replacement parts and manufacturer-backed service and repair. The technology stack is anchored by John Deere's precision agriculture suite (guidance, GPS, data management) and an online "My Dealer" customer portal (Intellidealer) for inventory browsing, parts ordering, and service scheduling, complemented by a "Build Your Own" equipment configurator and a trade-in valuation tool.
Horizon Ag & Turf generates revenue through three core streams: (1) one-time sales of new and used equipment at unit-level MSRP/pre-owned pricing (e.g., 2024 John Deere X9 1100 combine listed at $1,149,000 CAD; 2020 John Deere S780 at $560,000), (2) replacement parts sales supported by online ordering, and (3) service and repair contracts delivered through 13 physical service bays. Customer financing is provided through John Deere Financial Credit on multi-year terms. The go-to-market is direct-to-consumer via a hybrid physical dealership + e-commerce model, with marketing concentrated on seasonal promotions (0% financing on pre-owned combines, commercial mower clearouts, trade-in campaigns) and a corporate blog/community engagement program (Kid Zone, donation requests).
The customer base spans five segments — agricultural operations (primary), construction contractors, landscaping businesses, golf courses, and residential property owners — with no single enterprise customer concentration evident. The business is family-owned with no disclosed external investment, and the dealership relationship with John Deere functions as the strategic core of the operating model, with secondary distribution partnerships with MacDon and STIHL.
Agland firmographics
Firmographics- Name
- Agland
- Legal name
- Horizon Ag & Turf
- Website
- https://agland.ca
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Agland, now operating as Horizon Ag & Turf, is a privately-held John Deere dealership group with 13 Alberta locations and 450+ employees, selling new and used agricultural, construction, golf, and turf equipment, parts, and service to farmers, contractors, landscapers, and property owners.
- Ownership category
- akta.pro rank
Agland industry classification
Industry- Product category
- Agricultural Equipment Dealership
- NAICS
- Support Activities for Crop Production (11511)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC)
Keywords
Where Agland is headquartered
LocationHeadquarters
- HQ city
- Lloydminster
- HQ country
- Canada
- HQ region
- North America
Offices13 records
Markets served
Agland business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Equipment Sales: Sale of new and used agricultural equipment, construction equipment, golf course mowers, lawn mowers, and related machinery
- Parts Sales: Replacement parts for all equipment sold, with online parts ordering capability
- Service and Repair: Service packages, repair services, and maintenance for equipment
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | New Equipment |
| Unit Pricing | Pay-as-you-go | Used Equipment |
| Other | Multi-year contract | Financing Available |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Agland product offering
Product offeringCore offering
Agland operates as Horizon Ag & Turf, a full-line John Deere equipment dealership that sells new and used agricultural, construction, golf and turf, and property-owner equipment, supplies replacement parts through online ordering, and provides maintenance, repair, and service packages. The company runs 13 physical Alberta locations and a My Dealer online portal that supports equipment configuration, parts requests, service scheduling, and trade-in valuations. Financing is offered through John Deere Financial Credit.
Product overview
Horizon Ag & Turf (formerly Agland, post-2024 merger with Martin Deerline) operates as a full-line John Deere dealership offering a unified product portfolio built around equipment sales, parts supply, and service support. The core offering consists of new John Deere equipment (tractors, combines, excavators, compact loaders, ATVs/gators, balers) and used equipment from multiple manufacturers, complemented by a precision technology division for advanced agricultural solutions. The business model integrates online capabilities (My Dealer customer portal, Build Your Own configurator, parts ordering) with 13 physical Alberta dealership locations.
Differentiator
Problem solved
Functional benefit
Products and services
- New Equipment (John Deere) New agricultural, construction, golf and turf, and property-owner equipment sold under the John Deere brand, including farm tractors, combines, excavators, compact loaders, Gators, and mowers. Sold to farmers, contractors, landscapers, golf courses, and property owners.
- Used Equipment Pre-owned agricultural, construction, and turf equipment from John Deere and other manufacturers including combines, tractors, balers, and compact equipment. Sold to agricultural operators, contractors, and property owners looking for value-priced equipment.
- Parts Replacement parts and components for agricultural, construction, and turf equipment with online parts request and ordering capability. Serves existing customers needing in-season parts and DIY repair customers.
- Service & Support Maintenance, repair, and support services for equipment including scheduled service appointments, service packages, and DIY repair resources. Available to all equipment owners in the dealership's service area.
- Precision Technology Advanced technology solutions for precision agriculture including guidance systems, GPS, and data management tools integrated with John Deere equipment. Sold as a standalone offering to farmers seeking precision farming capabilities.
- Tractor Packages Pre-configured tractor and implement bundles designed for specific farming applications, sold as a single purchase unit to simplify equipment selection for farmers.
Quantifiable outcome
- Over 450 trained employees dedicated to quality products and service support
Companies that use Agland
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Agland technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Agland partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- John DeerecoreExclusive John Deere dealership offering full range of John Deere agricultural equipment, construction equipment, golf course machinery, and related products. Horizon Ag & Turf carries all John Deere product lines including tractors, combines, sprayers, mowers, and precision ag technology.
- MacDonminorCarries MacDon equipment including combine headers and platforms (e.g., MacDon FD245 combine platform visible in used inventory).
- STIHLminorAuthorized STIHL dealer providing STIHL outdoor power equipment and tools through the dealership network.
Scale indicators3 records
Recent moves1 record
Agland competitors and assessment
Company assessmentBroad incumbents
- Toromont Industries: TSX-listed Canadian dealer of Caterpillar equipment and engines, plus ag mapping/rental. Serves overlapping construction and agricultural customer segments with significantly larger scale and broader geographic reach.
- Wajax Corporation: TSX-listed Canadian distributor of heavy equipment, power systems, and industrial components including construction and material-handling equipment. Shares customer base with Horizon's construction equipment business but at substantially larger scale.
Others
- John Deere (Deere & Company): Horizon Ag & Turf's primary OEM supplier and most important strategic partner. While not a peer, Deere's franchise strategy, dealer-of-the-future digital initiatives, and product roadmap directly shape Horizon's strategic optionality and risk profile.
Direct peers
- Mazergroup: Manitoba-based Case IH and New Holland agricultural equipment dealer group operating multiple locations. Comparable mid-size Canadian ag equipment dealership with parts, service, and equipment sales across multiple OEM brands.
- Cervus Equipment: Canadian John Deere dealership group previously listed on TSX before being acquired by Brandt. Operated a multi-location network across Western Canada selling new and used ag, turf, and construction equipment — directly parallel to Horizon Ag & Turf's customer segments and revenue model.
- Brandt Tractor: Canada's largest John Deere construction equipment dealer and a major agricultural equipment distributor. Highly comparable ownership structure (privately held, family-owned) and similar product breadth across agricultural and construction machinery, parts, and service.
- Rocky Mountain Equipment: One of Canada's largest John Deere dealership networks, operating across Western Canada. Directly comparable to Horizon Ag & Turf in product portfolio (full-line John Deere ag and construction equipment), target customer base (farmers, contractors), and three-revenue-stream model (equipment, parts, service).
- Greenvalley Equipment: Manitoba-based John Deere dealer group with multiple locations. Closely comparable in product line (full-line John Deere) and customer base (farmers, contractors, property owners), though geographically distinct.
- Enns Brothers: Manitoba-based John Deere dealer serving agriculture, construction, and property owner segments. Comparable family-owned, multi-location dealership with new equipment, parts, and service revenue streams — though confined to Manitoba rather than Alberta.
- AgWest Ltd. British Columbia-based John Deere dealer. Comparable mid-size Western Canadian John Deere dealership with similar equipment, parts, and service offering — though regional rather than Alberta-focused.
Market position
Strengths5 records
Weaknesses5 records
Key risks7 records
Key highlights7 records
Customer concentration
Agland social profiles
Digital presenceAgland financial estimates
Financial estimateRevenue estimate
Valuation estimate
Agland leadership team
Management profileNumber of profiles
Agland funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Agland 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 Agland
What does Agland do?
Agland operates as Horizon Ag & Turf, a full-line John Deere equipment dealership that sells new and used agricultural, construction, golf and turf, and property-owner equipment, supplies replacement parts through online ordering, and provides maintenance, repair, and service packages. The company runs 13 physical Alberta locations and a My Dealer online portal that supports equipment configuration, parts requests, service scheduling, and trade-in valuations. Financing is offered through John Deere Financial Credit.
Is Agland a public or private company?
Agland is a private company. It is classified as family owned and is currently operating.
When was Agland founded?
Agland was founded in 2024. It employs 101 to 250 people.
Where is Agland based?
Agland is headquartered in Lloydminster, Canada, in the North America region.
How does Agland make money?
Three revenue lines are on record. Equipment Sales are the primary driver. The others are parts Sales and service and Repair.
Who are Agland's main competitors?
Broad incumbents on record are Toromont Industries and Wajax Corporation. John Deere (Deere & Company) is listed as an others. Direct peers are Mazergroup, Cervus Equipment, Brandt Tractor, Rocky Mountain Equipment, Greenvalley Equipment, Enns Brothers and AgWest Ltd..
Does Agland have an API?
No public API is recorded for Agland.
What industry is Agland in?
Agland's product category is Agricultural Equipment Dealership. Its primary akta.pro industry code is IMAHAIAC, Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders). Its NAICS code is 11511 and its SIC code is 3523.