Gillison's Variety Fabrication

What Gillison's Variety Fabrication does

Gillison's Variety Fabrication (GVF) is a family-owned agricultural equipment manufacturer and dealer founded in 1977 in Benzonia, Michigan. The company designs, fabricates, and services a proprietary GVF-branded product line of specialty machinery targeting orchards, vineyards, nut groves, nurseries, and agricultural research institutions. Core products include the Orbit Lift pruning tower series (12' to 25' platform heights), GVF 4000/5000/6000/8000 rough-terrain forklifts powered by Tier IV JCB or Kohler turbo-diesel engines, the Sonic Spray precision orchard sprayer (ultrasonic tree-detection with CAN-based microcontroller, reducing spray material by at least 25%), the Magnum Cutting Head (30% more cutting capability than standard bars), hedgers/toppers/skirters, fruit and nut harvesters, tree planters (300–500 trees/hour), asparagus carts, and custom-fabricated solutions. Notable engineering differentiators include a fully fabricated pruning tower boom, Magnum Cutting Head geometry, and ultrasonic tree-detection signal processing.

GVF operates a hybrid business model combining proprietary equipment manufacturing with multi-brand dealership. Revenue streams include one-time sales of GVF-branded equipment, Massey Ferguson tractor and equipment sales under AGCO Master Certified dealer status, parts sales (GVF, FMC, and Durand Wayland sprayer parts), AGCO-certified maintenance and repair through a 13,440-square-foot service facility with field trucks, and custom fabrication services for unique agricultural challenges. Distribution runs through two Michigan retail locations (Benzonia headquarters and Hart), an authorized dealer network across eight U.S. states (Arizona, California, Florida, Georgia, Michigan, New Mexico, Oregon, Washington), regional parts drop sheds in northern Michigan, and direct international shipping to 70+ countries. Marketing is event-driven (Texas Pecan Growers Association, Florida Citrus Show, Great Lakes Expo, Southeast Regional Fruit & Vegetable Conference) supplemented by a website, YouTube channel, and Facebook presence. The company employs 40+ people, including engineers, technicians, machinists, and designers, and remains under family ownership with Matt Gillison (joined 2003) and Craig Gillison (joined 2007) representing the next-generation leadership.

Name

Gillison's Variety Fabrication

Legal name

Gillison's Variety Fabrication, Inc.

Website

https://gillisons.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Gillison's Variety Fabrication is a family-owned Michigan manufacturer and dealer of specialty agricultural equipment, producing GVF-branded orchard and vineyard machinery (pruning towers, forklifts, sprayers, harvesters) alongside Massey Ferguson tractor sales, serving growers across 8 U.S. states and 70+ countries.

Ownership category

akta.pro rank

Product category

Agricultural Equipment Manufacturing

NAICS

Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311), Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Farm Machinery & Equipment (3523), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

Agricultural Tractor & Field Machinery Vehicle Manufacturing (IMACAFAB)

akta.pro secondary industries

Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC), Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)

Keywords

• Agricultural equipment manufacturing
• Orchard machinery
• Rough terrain forklifts
• Custom fabrication services
• Specialty crop sprayers

Headquarters

HQ city

Benzonia

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. GVF Branded Equipment Sales: Manufacture and sale of proprietary GVF brand agricultural equipment including pruning towers, rough terrain forklifts, hedgers, sprayers, harvesters, and specialty attachments for orchards, vineyards, and row crops.
2. Massey Ferguson Dealer: Sale of Massey Ferguson tractors and agricultural equipment as an AGCO Master Certified dealer, pairing industry-leading equipment with local expertise for Michigan farmers.
3. Parts Sales: Extensive parts inventory including GVF parts, FMC and Durand Wayland sprayer parts, and parts for all equipment brands sold. Parts drop sheds available for northern Michigan with UPS shipment capabilities.
4. Service and Repair: Comprehensive maintenance and repair services through AGCO-certified technicians at a 13,440-square-foot service facility, plus on-site field service with fully equipped trucks.
5. Custom Fabrication Services: Custom fabrication services for unique agricultural equipment needs, turning complex ideas into reliable working machines for customers worldwide.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Gillison's Variety Fabrication designs, manufactures, and sells proprietary GVF brand agricultural equipment — including pruning towers, rough terrain forklifts, hedgers, toppers, sprayers, and harvesters — for orchards, vineyards, and specialty crop operations. The company also operates as an AGCO Master Certified dealer for Massey Ferguson tractors and equipment, and provides custom fabrication, parts supply, and certified maintenance and repair services through its Michigan facilities. Equipment and support are delivered via direct retail locations, an eight-state U.S. dealer network, parts drop sheds, and direct international sales spanning 70+ countries.

Product overview

Gillison's Variety Fabrication is an agricultural equipment manufacturer and dealer founded in 1977, offering a unified portfolio centered on its proprietary GVF brand equipment supplemented by Massey Ferguson tractor sales. The GVF product line consists of specialized orchard and vineyard machinery including rough terrain forklifts (4000/5000/6000/8000 series), pruning towers (Orbit Lift series), harvesters (fruit and nut), vegetation maintenance equipment (hedgers, toppers, skirters with Magnum cutting heads), precision sprayers (Sonic Spray, truck-mounted, weed booms), material handling attachments (3-point forks, easy lift forks, bin dumpers, tree grapples), and specialty equipment (asparagus carts, tree planters, nursery diggers, rootwashers, work platforms). The company also provides custom fabrication services for unique farming challenges and operates as an AGCO Master Certified dealer offering Massey Ferguson tractors and equipment. Services include maintenance/repair, parts supply (including FMC and Durand Wayland sprayer parts), and parts drop sheds. The product ecosystem interconnects through shared attachments (bin dumpers compatible with forklifts), compatible implements (front 3-point hitches), and common dealer support infrastructure across two Michigan locations.

Differentiator

Problem solved

Functional benefit

Brands

• GVF Equipment: GVF brand agricultural equipment including orchard machinery, pruning towers, forklifts, hedgers, harvesters, sprayers, and material handling equipment.

Products and services

• GVF Orbit Lift Pruning Towers Self-propelled pruning towers providing safe elevated access for orchard canopy work, with diesel engine, hydraulic drive, and operator platform heights ranging from 12' to 25'. Targeted at commercial orchard operators performing pruning and canopy maintenance.
• GVF Sonic Spray precision orchard sprayer Precision orchard sprayer using ultrasonic tree detection sensors to apply spray only when trees are present, reducing material usage by at least 25%. Targeted at commercial orchard operators seeking to reduce chemical costs and spray waste.
• GVF 4000 Rough Terrain Forklift Compact 4,000 lb capacity rough terrain forklift with 65-inch width, Tier IV Kohler turbo diesel engine, and 4-wheel drive for narrow orchard row operation. Targeted at orchard operations needing maneuverable material handling on uneven terrain.
• GVF 5000/6000/8000 Rough Terrain Forklifts Heavy-duty rough terrain forklifts with lift capacities from 5,000 to 8,000 lbs, JCB Tier IV EcoMax 74 HP engines, 2WD or 4WD options, and advanced operator comfort features. Targeted at commercial orchard and material handling operations requiring high-capacity forklifts.
• GVF Double Incline Fruit and Nut Harvester Heavy-duty orchard harvester with dual incline conveyors, diesel engine, and hydrostatic transmission designed for difficult terrain navigation. Targeted at commercial orchard and nut operations for fruit and nut harvesting.
• GVF Hedgers, Toppers, and Skirters Complete line of tractor-mounted vegetation cutting equipment including hedgers, toppers, and skirters for orchard and vineyard maintenance, available in multiple configurations (3-Point, Center Mount, Dual, Front Mount, Loader Mount, Pecan Topper, Grape with Cane Positioner). Targeted at orchard, vineyard, and nut growers.
• GVF Rootwasher (Hydropneumatic Elutriation System) Research-grade root separation system using pressurized spray jets and air flotation to efficiently separate roots from soil materials for analysis. Targeted at universities and agricultural research institutions.
• GVF Asparagus Picking Cart Self-propelled harvesting cart with hydrostatic drive, adjustable wings for picker stations, and built-in catch pan for efficient asparagus harvest. Targeted at commercial asparagus growers.
• GVF Weed Spray Booms Multiple models of covered and shielded weed spray booms for precise chemical application, including front-mount dual, narrow covered, and trailer sprayer configurations. Targeted at orchard and row crop operators needing targeted weed control.
• GVF Work Platform Mobile elevated work platform with 84-102 inch width adjustment, Kawasaki 16.4 HP engine, and 18-48 inch working height for orchard maintenance tasks. Targeted at orchard operators needing safe elevated access.
• GVF Tree Planter 3-point hitch tree planting implement with 6-24 inch planting depth, capable of planting 300-500 trees per hour with self-adjusting discs. Targeted at commercial orchard and nursery planting operations.
• GVF Nursery Tree Digger 60-inch wide 3-point hitch nursery digger with Category II mount and 540 PTO drive for efficient bare root tree and shrub harvesting. Targeted at professional nursery operations.
• GVF Truck Mounted Engine Drive Sprayer Truck-mounted orchard sprayer with 300-gallon stainless steel tank, 85 HP diesel engine, and 33-inch Rears blower for dense foliage penetration. Targeted at commercial orchard operators needing high-capacity mobile spraying.
• Massey Ferguson Tractors and Equipment (AGCO Dealer Line) Full lineup of Massey Ferguson agricultural tractors, combines, swathers, and balers sold and serviced as an AGCO Master Certified dealer. Targeted at Michigan farmers and commercial agricultural operations seeking industry-leading tractor and equipment brands with local service support.
• FMC & Durand Wayland Sprayer Parts Genuine replacement parts for FMC and Durand Wayland agricultural sprayers stocked at Gillison's locations for equipment maintenance and repair. Targeted at commercial sprayer owners needing OEM replacement parts.
• Custom Fabrication Services Custom agricultural equipment design and fabrication services since 1977, including patented soil analysis machines and purpose-built solutions for unique farming challenges. Targeted at growers, researchers, and innovators needing one-of-a-kind equipment.
• Maintenance & Repair Services AGCO-certified maintenance and repair services including in-shop service, on-site field service with fully equipped trucks, and custom machining for hard-to-find parts, supported by a 13,440 square foot service facility. Targeted at owners of GVF, Massey Ferguson, and other agricultural equipment.
• Parts Drop Sheds After-hours and contactless parts pickup/dropoff locations for northern Michigan region customers, including Leelanau, Old Mission, and Northern/Yuba locations. Targeted at commercial farmers needing flexible parts access outside normal business hours.

Quantifiable outcome

• Uses at least 25% less spray material
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Massey Ferguson (AGCO)coreChannel Partner/ Reseller/ DistributorAGCO Master Certified dealer offering full lineup of Massey Ferguson tractors and equipment backed by trusted service and local expertise. Massey Ferguson has been the world's leading tractor brand for five decades.
• AGCOcoreChannel Partner/ Reseller/ DistributorAGCO is the parent company of Massey Ferguson. Gillison's is an AGCO Master Certified dealer with AGCO-certified service technicians enrolled in the Top Tech Program.
• KawasakiminorChannel Partner/ Reseller/ DistributorKawasaki is the pioneer of Side by Side utility vehicles, offered at the Benzonia location. Kawasaki is the pioneer of the Side by Side utility vehicle.
• Bush HogminorChannel Partner/ Reseller/ DistributorRugged rotary cutters and various 3-point implements made in America and built to last with tough construction and exclusive performance features.
• HesstonminorChannel Partner/ Reseller/ DistributorOver 65 years of experience in hay and forage equipment including windrowers, baling systems, mowing systems, rakes and tedders, forage equipment, and manure spreaders.
• SunflowerminorChannel Partner/ Reseller/ DistributorSolid, reliable disc-based and sweep-based tillage solutions with longstanding worldwide reputation for managing compaction and achieving desired mixing and incorporation levels.
• Woods Equipment CompanyminorChannel Partner/ Reseller/ DistributorOne of the broadest and deepest product lines for cutting, mowing, earthmoving and grounds keeping projects.
• Rears ManufacturingminorChannel Partner/ Reseller/ DistributorDurable, top quality agricultural sprayers, flail mowers and spray booms, all made in America.
• Antonio Carraro TractorsminorChannel Partner/ Reseller/ DistributorItalian family-owned tractor company since 1910, specializing in innovative specialty tractors for orchard, vineyard and grounds maintenance on steep inclines and hilly terrain.
• Air-O-Fan SprayersminorChannel Partner/ Reseller/ DistributorDesigned and built in the USA since 1945, Air-O-Fan air blast sprayers cover all orchard and vineyard sprayer needs.
• LandiniminorChannel Partner/ Reseller/ DistributorHistoric Italian tractor brand known for efficient, high-performance machines trusted and respected by farmers throughout the world.
• FMC CorporationminorChannel Partner/ Reseller/ DistributorSupplier of FMC and Durand Wayland sprayer parts stocked at Gillison's locations for equipment maintenance and repair.
• Michigan State UniversitycoreStrategic or Co-development PartnerIn 1977, engineers from Michigan State University challenged Ron Gillison to build a safer hedger for pruning fruit trees, launching GVF's legacy of innovation and custom fabrication.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• AGCO Corporation: Parent company of Massey Ferguson and the franchisor of GVF's largest dealer revenue stream. Overlap in tractor and equipment markets; GVF is a dealer-customer of AGCO.
• John Deere (Specialty Crops): Global agricultural equipment leader with a specialty-crop division offering orchard/vineyard tractors, sprayers, and harvesters. Overlaps GVF's orchard/vineyard equipment categories but competes as a broad incumbent rather than a niche specialist.
• Kubota: Major Japanese equipment manufacturer with specialty orchard/vineyard tractors, sprayers, and material handling equipment. Comparable in product overlap but operates as a broad-line incumbent with a much larger dealer network.
• CNH Industrial / New Holland Agriculture: Global agricultural OEM with specialty orchard/vineyard equipment lines (New Holland, Case IH). Competes broadly with GVF across specialty-crop mechanization but at much greater scale and dealer reach.

Direct peers

• Antonio Carraro: Italian specialty tractor manufacturer (since 1910) producing compact tractors for orchards, vineyards, and steep-terrain applications. Comparable niche focus on specialty-crop mechanization and an existing partner brand carried by GVF.
• Flory Industries: California-based manufacturer of nut harvesting equipment, shuttle buggies, and orchard machinery. Closely comparable product overlap in specialty orchard/nut harvesting and material handling equipment for tree crop growers.
• Pellenc: French manufacturer of specialty vineyard, orchard, and olive grove equipment including electric pruning tools, sprayers, and harvesters. Directly comparable as a niche OEM focused on specialty-crop mechanization for premium international markets.
• Oxbo International: Specialty harvester manufacturer serving sweet corn, berries, peas, and other niche crops. Comparable as a niche agricultural OEM building custom harvesting and handling equipment for specialty crop segments that mainstream OEMs underserve.
• Air-O-Fan Sprayers: California-based manufacturer of air-blast orchard and vineyard sprayers since 1945. Directly comparable as a specialty sprayer OEM and an existing GVF partner brand carried alongside the Sonic Spray product line.
• ERO GmbH: German manufacturer of vineyard and orchard equipment including trimmers, pre-pruners, and leaf removers. Direct competitor in vineyard canopy management equipment, particularly to GVF's hedgers and Magnum cutting heads.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC0xUkqoPdPUUJIBHmQ7k9YQ
• Facebookfacebook.com/GillisonsVarietyFabrication

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 Gillison's Variety Fabrication