What Hunt Forest Group does

Hunt Forest Group Ltd. is a UK-based, family-owned authorized John Deere dealer distributing new and used agricultural, professional turf, construction, lawn and garden, and commercial vehicle machinery across Hampshire, Wiltshire, Dorset, Somerset, and the Isle of Wight. The company operates eight physical branches with overnight parts delivery, a service team of 70+ manufacturer-trained technicians, and a dedicated Precision Ag division. Its proprietary mobile RTK satellite correction network delivers 2.5cm positioning accuracy, complemented by John Deere's AutoTrac, JDLink telematics, Operations Center, Section Control, Variable Rate Application, and Machine Sync capabilities, along with remote diagnostics for in-field problem resolution.

The business generates revenue across four primary streams: machinery sales (new, used, and ex-demo units priced from £175 attachments to £100K+ tractors), parts supply (with overnight delivery five days a week and 24/7 JD Parts portal access), service and maintenance (fixed-price repairs, PowerGard protection, NSTS sprayer testing, BAGMA/LOLER compliance), and finance facilitation through partner lenders. Customer segments span farmers and contractors (agriculture), golf courses and groundskeepers (professional turf), homeowners (lawn and garden), builders and civil engineers (construction), and off-road commercial buyers (HFG Off Road / Isuzu).

The company was founded by Roger Hunt in 1967 as Anna Valley Tractors, awarded the John Deere franchise in 1971, and was reorganized into Hunt Forest Group in 2019 via the merger of R.Hunt Ltd and New Forest Farm Machinery Ltd (Hunt and Smales families). The 2021 acquisition of C Smart Agricultural Services approximately doubled the workforce to 180 employees. Tim Hunt, son of the founder, serves as Managing Director. The company shows no external private equity or institutional investment and remains family-controlled.

Name

Hunt Forest Group

Legal name

Hunt Forest Group Ltd.

Website

https://huntforest.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

101–250 employees

Short description

Hunt Forest Group is a family-owned authorized John Deere dealer operating eight branches across central southern England, distributing agricultural, professional turf, construction, and lawn and garden machinery alongside parts, service, and precision agriculture technology.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockbridge

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New and Used Machinery Sales: Sales of new, used, and ex-demo agricultural, professional turf, construction, and lawn & garden machinery. Major brands include John Deere, Isuzu, Kramer, Club Car, STIHL, Husqvarna, Kuhn, Amazone, Yanmar, and more. Prices range from £175 for attachments to over £100,000 for tractors.
2. Parts Sales: Comprehensive parts support across all industry sectors with overnight delivery service visiting all mainland branches 5 days a week. Parts available for John Deere, Kramer, Amazone, KUHN, McConnel, Richard Western, Ifor Williams, STIHL, Yanmar and many more. JD Parts portal provides 24/7 access to John Deere parts catalogue.
3. Service and Maintenance: Regular maintenance, maintenance plans, PowerGard protection, blade sharpening, combine pack-ups, air conditioning, expert checks, NSTS sprayer testing, BAGMA/LOLER testing, and winter servicing. Fixed price repairs and servicing options available.
4. Finance Services: Financial contracts offered through finance companies for machinery purchases. Data shared with finance companies when customers enter into financial contracts.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Hunt Forest Group is an authorised John Deere dealership that distributes new, used, and ex-demo agricultural, professional turf, construction, and lawn & garden machinery across 8 branches in South and South West England. The company complements machinery sales with comprehensive service and maintenance (including fixed-price packages and PowerGard protection), overnight parts delivery, NSTS sprayer testing, BAGMA/LOLER compliance examinations, dedicated precision agriculture technology support, multi-channel online shopping, and HFG Off Road commercial vehicle sales (Isuzu, ARB, Arctic Trucks).

Product overview

Hunt Forest Group is an authorized John Deere dealer operating across Hampshire, Wiltshire, Dorset, Somerset, and Isle of Wight, offering a comprehensive portfolio of agricultural, professional turf, lawn & garden, and construction equipment. The product ecosystem includes new and used machinery brands (John Deere as primary franchise, plus Isuzu, Kramer, STIHL, Husqvarna, KUHN, Amazone, Yanmar, Club Car, and others), supported by service offerings (maintenance, NSTS/LOLER testing), parts supply with overnight delivery, online shopping across multiple channels, and Precision Ag technology integration including RTK GPS networks and John Deere Operations Center connectivity. The company provides approximately 120 years of combined experience through 8 branch locations, with dedicated teams for sales, service, and precision technology support.

Differentiator

Problem solved

Functional benefit

Brands

• HFG Off Road: 4x4 solutions division offering Isuzu pick-ups, ARB 4x4 accessories, and Arctic Trucks vehicles.

Products and services

• Agricultural Machinery Full range of new and used agricultural machinery including John Deere 6R, 6M, 7R, and 8R series tractors, combine harvesters, 500R series sprayers, and attachments, with additional brands Valtra and New Holland. Targeted at farmers and agricultural businesses across Hampshire, Wiltshire, Dorset, Somerset, and Isle of Wight.
• Professional Turf Equipment Specialised turf maintenance machinery for golf courses, sports arenas, estates, and groundskeepers, including fairway mowers, walk-behind and mounted aerators, zero-turn mowers, Gator utility vehicles (with diesel, gasoline, or electric powertrain options), and compact utility tractors with cab or open configurations.
• Lawn & Garden Equipment Consumer-grade lawn and garden products including John Deere ride-on mowers, Husqvarna Automower robotic lawn mowers, walk-behind mowers (Stihl, Husqvarna, Weibang), battery and petrol-powered handheld tools, chainsaws, hedge trimmers, leaf blowers, and brushcutters. Targeted at homeowners and residential gardeners.
• Construction Equipment Construction and plant industry machinery including excavators, telescopic handling machinery, compact loaders, and professional handheld power tools (cut-off machines, concrete saws, earth augers, handheld drills). Brands include Yanmar, Kramer, Husqvarna, and Stihl. Targeted at building, plant, civil engineering, landscaping, and demolition companies.
• Isuzu Pick-ups & Off-Road Vehicles (HFG Off Road) Isuzu D-Max pick-up trucks including the Arctic Trucks AT35 variant, equipped with ARB 4x4 accessories for off-road customisation. Available from dedicated HFG Off Road showrooms covering Hampshire, Wiltshire, Dorset, Somerset, and Isle of Wight for both commercial and private customers.
• Service & Maintenance Comprehensive machinery servicing including regular maintenance, PowerGard protection plans, blade sharpening, combine pack-ups (winterisation), mower servicing (X100-X900 series and ZTraK), Husqvarna Automower servicing, walk-behind mower servicing, handheld power tool servicing, Gator XUV/HPX servicing, air conditioning services, expert checks, and fixed-price repairs within a 15-mile radius of branches.
• NSTS Sprayer Testing National Sprayer Testing Scheme (NSTS) compliance testing for agricultural and golf course sprayers, covering all brands and models. Supports compliance with Red Tractor Farm Assurance, Combinable Crops & Sugar Beet Scheme, supermarket protocols, and the Sustainable Use Directive. Fixed pricing: £120+VAT up to 12m width, £10+VAT per meter above 12m, £41.60+VAT for certificate, within a 10-mile radius.
• BAGMA / LOLER Testing Approved BAGMA (British Agricultural and Garden Machinery Association) accredited LOLER examinations for lifting equipment including front loaders, forklift trucks, telescopic handlers, and workshop hoists, complying with insurance company standards. Fixed price of £195+VAT per item of machinery on-site within a 10-mile radius.
• Parts Supply Comprehensive parts support with overnight delivery across all 8 mainland branches 5 days a week, with stock available within 24 hours from point of order in most cases. Stocks John Deere parts, Vapormatic (John Deere subsidiary) alternatives, and genuine parts for Kramer, Amazone, KUHN, McConnel, Stihl, Yanmar, and Väderstad. The JD Parts portal provides 24/7 access to the John Deere parts catalogue.
• Precision Ag Technology Advanced agricultural technology services including AutoTrac automated steering, Remote Display Access, JDLink telematics, StarFire GPS/RTK network (2.5cm accuracy), Section Control, Variable Rate Application, Machine Sync, AutoSetup, HarvestLab 3000 NIR spectroscopy, and the MyJohnDeere/Operations Center cloud platform. Delivered by the Precision Ag team with manufacturer-trained technicians.
• Finance Services Financial contracts arranged through partner finance companies for machinery purchases. Customer data is shared with finance companies when financial contracts are entered into, governed by John Deere's Letter of Consent (LoC) programme.

Quantifiable outcome

• 2.5cm accuracy achievable with proprietary RTK network
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• John DeerecoreChannel Partner/ Reseller/ DistributorPrimary franchise partner since 1971. Hunt Forest Group is an authorised John Deere dealership covering Agriculture, Professional Turf, and Homeowner products. They manage John Deere customer marketing data within their trading area as both Data Controller and Data Processor under the Letter of Consent (LoC) programme.
• IsuzucoreChannel Partner/ Reseller/ DistributorMain Isuzu dealer offering complete Isuzu experience across Hampshire, Wiltshire, Dorset, Somerset and Isle of Wight. Authorised Isuzu dealer for new and used D-Max pickups with expert aftersales care and routine servicing at dedicated showrooms.
• Vapormatic (John Deere subsidiary)minorChannel Partner/ Reseller/ DistributorAs a wholly owned subsidiary of John Deere, Vapormatic supplies one of the largest ranges of replacement tractor parts and accessories in the industry. Hunt Forest Group stocks a wide range of Vapormatic parts for John Deere and other machinery brands.
• ARB 4x4 AccessoriesminorChannel Partner/ Reseller/ DistributorHFG Off Road equips Isuzu vehicles with ARB 4x4 accessories. ARB has built a strong reputation for producing high-quality, durable, and innovative accessories for off-road vehicles.
• Arctic TrucksminorChannel Partner/ Reseller/ DistributorHunt Forest Group presents the Isuzu D-Max Arctic Trucks AT35, a head-turning, aggressive vehicle for those demanding the best off-road experience. AT35 harnesses over 32 years of continual development and re-engineering.
• KramercoreChannel Partner/ Reseller/ DistributorAs a distribution partner for the Kramer telehandler range, Hunt Forest Group is a stockist of genuine Kramer parts. Kramer's range of all-wheel-drive wheel loaders, tele wheel loaders, and telescopic handlers are designed specifically for construction and recycling sectors.
• VäderstadminorChannel Partner/ Reseller/ DistributorHunt Forest Group branches at Dorchester and Nether Stowey offer comprehensive stock of genuine Väderstad parts for tillage, drilling, planting and worn parts. Spares can be delivered to other branches via overnight parts delivery service.
• AmazonecoreChannel Partner/ Reseller/ DistributorStocked at Chilbolton, Tilshead and Isle of Wight branches. Amazone spare parts cover the entirety of the range from fertilising equipment to seeders. Available for delivery to other branches via overnight parts delivery service.
• KUHNcoreChannel Partner/ Reseller/ DistributorAs an authorised KUHN partner, Hunt Forest Group stocks a large selection of KUHN parts and has access to a wide range of KUHN services. KUHN genuine spare parts are produced in their own foundries and ultra-modern product facility.
• BAGMA (British Agricultural and Garden Machinery Association)minorImplementation/ SI/ Consulting PartnerHunt Forest Group is an approved and accredited examination centre for BAGMA. They offer LOLER examinations which comply with insurance company standards at all branches for testing lifting equipment, front loaders, forklift trucks, telescopic handlers and more.
• NSTS (National Sprayer Testing Scheme)minorImplementation/ SI/ Consulting PartnerHunt Forest Group offers comprehensive NSTS testing services covering all brands and models of sprayers for compliance with Red Tractor Farm Assurance, Combinable Crops & Sugar Beet Scheme, supermarket protocols, and Sustainable Use Directive.

Scale indicators7 records

Recent moves14 records

Expansion highlights6 records

Direct peers

• Cornthwaite Group: John Deere agricultural and turf equipment dealer group with branches across north-west England and Wales. Comparable as another UK regional John Deere dealer group with multi-branch operations and similar service-led business model.
• Masons Kings: John Deere agricultural, professional turf and homeowner equipment dealer covering the South West of England. Closely comparable as a neighbouring John Deere dealer operating in adjacent South West territory with the same product mix.
• Ben Burgess: Authorised John Deere agricultural and turf equipment dealer operating across East Anglia with multiple branches, parts and service operations. Directly comparable to Hunt Forest Group as a multi-branch John Deere dealer in the UK with the same product, service and parts business model.
• Crawfords Group: John Deere authorised agricultural and groundcare dealer serving northern England and the Borders. Directly comparable as a John Deere franchise dealer with multi-branch sales, service and parts operations.
• Farol: Multi-branch John Deere agricultural, turf and grounds care dealer covering the Midlands. Closely comparable to Hunt Forest Group in scale, multi-vertical mix (agriculture, turf, groundcare) and authorised John Deere dealer economics.
• Ripon Farm Services: John Deere agricultural, professional turf and homeowner dealer in Yorkshire with multiple branches. Highly comparable regional John Deere dealer footprint with the same product, parts and service revenue mix as Hunt Forest Group.

Broad incumbents

• Lister Wilder: UK dealer group for Kubota, Case IH and other agricultural and groundcare brands across southern England. Comparable as a competing multi-brand agricultural and groundcare dealer overlapping parts of HFG's territory but with different OEM franchises.
• Chandlers Farm Equipment: AGCO/Massey Ferguson agricultural machinery dealer group with multiple UK branches and full sales, service and parts support. Comparable as a large multi-branch UK farm machinery dealer, though anchored to a competing OEM.
• John Deere UK (Deere & Company): The OEM whose franchise underpins Hunt Forest Group's business. Critical counterparty and indirect peer: changes in John Deere's UK dealer-of-tomorrow strategy directly determine HFG's territory rights and competitive set.

Others

• Kramp UK: Major European agricultural parts distributor and supplier. Relevant as a competing parts supply channel that could pressure Hunt Forest Group's parts margins and customer relationships if farmers bypass dealer parts channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Hunt Forest Group