Vanderloop Equipment

What Vanderloop Equipment does

Vanderloop Equipment is a fourth-generation, family-owned agricultural equipment dealership headquartered in Brillion, Wisconsin. Founded in the early 1950s and currently led by third-generation principals Robb Vanderloop (President) and Carey Vanderloop (VP), with fourth-generation Mark Vanderloop joining sales management, the company sells new farm machinery from a multi-OEM lineup that includes Claas (forage harvesters), Fendt and other AGCO brands (Massey Ferguson, Precision Planting, Sunflower), and complementary lines such as Horsch, Manitou, Apache sprayers, Landoll, Brillion, Maschio, and RMH. The firm is one of the first U.S. Claas Jaguar dealers (since 1995) and the originator of the Green Envy exclusive refurbishment program for used Claas Jaguar forage harvesters, which uses genuine parts and carries a 1-year/350-hour warranty; it also operates the Fendt Gold Star certified pre-owned program.

The company operates three dealership locations across Eastern Wisconsin — Brillion (original headquarters), Lena (opened 2010), and Beaver Dam (opened 2016) — delivering sales, certified technician service, genuine OEM parts, and operator training. Revenue is generated through four streams: new equipment sales (capital, one-time), pre-owned equipment sales (including trade-ins certified through Green Envy and Fendt Gold Star), ongoing parts supply, and service and repair work. Quote-based pricing for new equipment is paired with financing options from AGCO Finance and Claas Finance, and secondary visibility is generated through TractorHouse.com listings and OEM partner referrals.

The business model is a hybrid of one-time capital equipment transactions and recurring parts/service annuity revenue, supported by direct regional field sales and physical dealership presence. End customers are agricultural operations in Eastern Wisconsin, primarily farmers running forage, planting, tillage, spraying, and material handling workflows, with a defined cluster of pain points around equipment reliability, downtime minimization, and operator training.

Name

Vanderloop Equipment

Legal name

Vanderloop Equipment

Website

https://vanderloop.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Short description

Vanderloop Equipment is a fourth-generation, family-owned agricultural equipment dealership in Eastern Wisconsin that sells, services, and supplies parts for new and pre-owned farm machinery from premium OEMs including Claas, Fendt, and Massey Ferguson across three locations.

Ownership category

akta.pro rank

Product category

Agricultural Equipment Dealership

NAICS

Farm Machinery and Equipment Manufacturing (333111), Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Agricultural Implement Manufacturing (33311)

SIC

Farm Machinery & Equipment (3523), Industrial Trucks, Tractors, Trailors & Stackers (3537), Agricultural Services (700)

akta.pro primary industry

Harvesting & Forage Equipment (IMAHACAD)

akta.pro secondary industries

Forage Harvesters (Self-Propelled & Pull-Type) (AFAAAEAB), Agricultural Tractor & Field Machinery Vehicle Manufacturing (IMACAFAB), Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH), Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC), Tillage & Soil Preparation Equipment (Plows, Harrows, Cultivators, Subsoilers) (AFAAAAAB)

Keywords

• Agricultural equipment dealership
• Farm machinery sales
• Forage harvester dealer
• Tractor dealership
• Farm equipment service

Headquarters

HQ city

Brillion

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. New Equipment Sales: Sales of new agricultural equipment including tractors, forage harvesters, sprayers, tillage equipment, and planting equipment from partner brands.
2. Pre-Owned Equipment Sales: Resale of trade-in equipment with inspection and certification through programs like Green Envy and Fendt Gold Star.
3. Parts Supply: Genuine parts and lubricants supply for equipment maintenance and repairs.
4. Service and Repair: Repair services, regular maintenance, and technical support performed by highly trained technicians with 70+ years of agricultural experience.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Vanderloop Equipment is a family-owned agricultural equipment dealership that sells new and pre-owned tractors, forage harvesters, sprayers, tillage, planting, and material handling equipment from premium manufacturers including Claas, Fendt, Massey Ferguson, Manitou, Horsch, Landoll, Brillion, Maschio, Apache, Sunflower, and Precision Planting. The company also supplies genuine parts and lubricants, performs repair and maintenance service through highly trained technicians, runs the proprietary Green Envy Claas Jaguar forage harvester refurbishment program, and provides machine operations training to farmers across three Eastern Wisconsin locations.

Product overview

Vanderloop Equipment is an agricultural equipment dealer offering new and pre-owned farm equipment from multiple manufacturers (Fendt, Claas, Manitou, Massey Ferguson, Horsch, Landoll, Brillion, Maschio, Apache), along with refurbishment programs like Green Envy and Gold Star, plus comprehensive service, parts, and maintenance support. The company operates as a dealer network selling equipment across Wisconsin with locations in Brillion, Lena, and Beaver Dam.

Differentiator

Problem solved

Functional benefit

Brands

• Green Envy: A Claas Jaguar forage harvester refurbishment and reconditioning program offered by Vanderloop Equipment, providing second-owner experiences with genuine Claas parts and warranties.

Products and services

• New Equipment Sales Sale of new agricultural equipment including tractors, self-propelled forage harvesters, sprayers, tillage equipment, planting equipment, and material handling equipment sourced from premium manufacturers such as Claas, Fendt, Massey Ferguson, Manitou, Horsch, Landoll, Brillion, Maschio, Apache, Sunflower, and Precision Planting, sold to farming operations in Eastern Wisconsin.
• Pre-Owned Equipment Sales Resale of trade-in and certified pre-owned agricultural equipment, with quality assurance provided through the Fendt Gold Star certified pre-owned inspection program. Equipment is listed through the dealership's website and on TractorHouse.com.
• Parts Supply

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core, major and supporting.

• FendtcoreChannel Partner/ Reseller/ Distributor · 1 January 2000Vanderloop added Fendt to their lineup of industry-leading equipment in 2000. Offers the Gold Star pre-owned certification program for Fendt equipment.
• ClaascoreChannel Partner/ Reseller/ Distributor · 1 January 1995Vanderloop became one of the first Claas Jaguar dealers in 1995. Partnership focuses on self-propelled forage harvesters with 25+ years of experience. The Green Envy refurbishment program utilizes only genuine Claas parts and lubricants.
• AGCO (Fendt, Massey Ferguson, Precision Planting, Sunflower)coreChannel Partner/ Reseller/ DistributorAGCO brands including Fendt tractors, Massey Ferguson tractors, Precision Planting equipment, and Sunflower tillage equipment are distributed through Vanderloop dealerships.
• ManitoumajorChannel Partner/ Reseller/ DistributorManitou telehandlers and material handling equipment are sold through Vanderloop Equipment dealerships.
• HorschmajorChannel Partner/ Reseller/ DistributorHorsch planting and tillage equipment is part of the product lineup at Vanderloop Equipment.
• Apache (ETSprayers)majorChannel Partner/ Reseller/ DistributorApache self-propelled sprayers are offered through the dealership.
• Brillion Farm EquipmentmajorChannel Partner/ Reseller/ DistributorBrillion tillage and seeding equipment is distributed through Vanderloop.
• LandollmajorChannel Partner/ Reseller/ DistributorLandoll grain drills, vertical tillage, and ripper equipment are part of the product lineup.
• MaschiomajorChannel Partner/ Reseller/ DistributorMaschio rotary tillage equipment including the Weekend Warrior line is sold through Vanderloop.
• AGCO FinancesupportingGTM or Marketing PartnerFinancing options provided through AGCO Finance for equipment purchases.
• Claas FinancesupportingGTM or Marketing PartnerFinancing options available through Claas Finance for Claas equipment purchases.

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/vanderloopag
• Facebookfacebook.com/VanderloopAg
• LinkedInlinkedin.com/company/vanderloop-equipment

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Vanderloop Equipment