Leda

What Leda does

Leda Ag is a privately held, family-owned farm machinery dealership and manufacturer headquartered in Mildura, Victoria, Australia, serving the Sunraysia agricultural region. The company was founded in 2000 by Damien ('Henry') Higgins as Leda Custom Farm Equipment, initially building customized farming machines, and expanded into retail in 2007 with the acquisition of CBC Bearings and Power Transmissions. In 2016 the two divisions merged into Leda Ag and moved into a new purpose-built facility at 666 Benetook Ave, combining a showroom, spare parts warehouse, and manufacturing workshop, with a secondary trailer manufacturing site in Buronga. Leda operates as an authorized dealer for a broad portfolio of OEM brands including New Holland (CNH), Kawasaki, Hardi, Braud, Howard, Maschio, Gregoire, and URM Vinestar, and is the sole distributor of CBC Bearings in Mildura.

The company's core proprietary product is the H-Series grape harvester family, which is described as Australia's only locally built self-propelled (B-152-S P-16) and tractor-tow (MKIV B152-T) grape harvester, integrating CANbus-based control systems, a 6.5-inch full-colour TFT interface, joystick control, and in-house programmable control logic. Leda also operates a custom manufacturing division with CNC machinery and an in-house 3D drafting department that supports one-off builds and modifications. Service offerings include workshop and on-site repairs, scheduled maintenance, and 24/7 emergency breakdown coverage during harvest seasons with stocked service vehicles. Revenue is generated through new machinery sales, used machinery sales, spare parts (genuine and aftermarket for CBC, Sparex, Bare-Co, O-Tech, Hansa Flex), repair and maintenance services, and emergency breakdown callouts, all directed at SMB viticulture, horticulture, and broadacre operators across the Sunraysia region.

Leda's go-to-market is sales-led and direct, centered on its Mildura dealership showroom, phone/email enquiry lines, and field service vehicles, with light supporting digital presence via leda.net.au. Customers are predominantly SMB grape and wine growers, orchard operators, and mixed farmers requiring grape harvesters, specialty tractors (New Holland T4 and Boomer), HARDI sprayers, Kawasaki Mule ATVs, Maschio implements, and Howard slashers, alongside spare parts and after-sales service.

Name

Leda

Legal name

Leda AG

Website

https://leda.net.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Leda Ag is a family-owned Australian farm machinery dealer and manufacturer in Mildura, Victoria, selling, servicing, and customizing grape harvesters, tractors, ATVs, and agricultural implements for SMB viticulture and broadacre farmers across the Sunraysia region.

Ownership category

akta.pro rank

Product category

Agricultural Machinery

NAICS

Support Activities for Crop Production (11511)

SIC

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

akta.pro primary industry

Vineyard Mechanization & Equipment Operations (Tractors, Sprayers, Harvesters) (AFAGAJAF)

Keywords

• Farm machinery sales
• Agricultural equipment
• Grape harvesters
• Spare parts supply
• Machinery repair services

Headquarters

HQ city

Mildura

HQ country

Australia

HQ region

Oceania

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. New Machinery Sales: Sales of new farming machines including grape harvesters, tractors, ATVs, construction equipment, implements and attachments from brands such as Kawasaki, Hardi, New Holland, Howard, Maschio, and Leda's own branded equipment.
2. Used Machinery Sales: Sales of quality used construction and farming machinery including tractors, trucks, trailers, forklifts, sprayers, slashers, and spreaders.
3. Spare Parts Sales: Sales of genuine and aftermarket spare parts for wide range of farm machinery. Stockists of CBC Bearings, Sparex, Bareco, O-tech, and Hansa Flex Hydraulics. 24-hour emergency parts availability during harvest seasons.
4. Repair & Maintenance Services: Service and maintenance for all farming machinery and agricultural equipment. On-site and off-site servicing with affordable call out rates. After hours emergency service available (fees apply).
5. Emergency Breakdown Service: 24-7 emergency breakdown repair service during harvest seasons. Service vehicles stocked with essential parts and tools for on-site repairs to minimize downtime.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Leda AG is a family-owned farm machinery dealership based in Mildura, Victoria, Australia that sells new and used agricultural equipment including grape harvesters, tractors, ATVs, sprayers and implements. The company also manufactures its own H-Series grape harvesters and custom-built trailers, supplies spare parts, and provides repairs, scheduled maintenance, and 24/7 emergency breakdown service to farming operations primarily across the Sunraysia region.

Product overview

Leda is a family-owned Australian farm equipment company offering a diversified portfolio of agricultural machinery products and services. The core product lineup includes Leda's proprietary H-Series grape harvesters (self-propelled P-16 and tractor-tow MKIV models), Kawasaki utility vehicles (Mule series ATVs in petrol and diesel variants), New Holland construction equipment (backhoe loaders, skid steer loaders, compact track loaders), and New Holland tractors (T4 series for orchards/vineyards and Boomer compact tractors). Supporting product categories include HARDI mistblowers, Maschio implements (rotary hoes, mulchers, slashers, disc cultivators), custom-built trailers, and spare parts supply. The company also provides comprehensive repair, maintenance, and 24-hour emergency servicing for all farming equipment. Leda operates as a one-stop-shop for agricultural and horticultural customers, combining local manufacturing expertise with established brand partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• H-Series B-152-S Grape Harvester
• H-Series MKIV B152-T Tractor-Tow Grape Harvester
• Kawasaki Diesel Mule PRO-DX 4WD ATV
• Kawasaki Petrol Mule KAF400 4x4 XC 4WD ATV
• Kawasaki Petrol Mule KAF-400 2WD ATV
• Kawasaki KAF700BKF 4WD Petrol Mule
• New Holland B110B Backhoe Loader
• New Holland L220 Skid Steer Loader
• New Holland C227 Compact Track Loader
• New Holland T4.110F Vineyard Tractor
• New Holland T4.105F Vineyard Tractor
• New Holland T4.100F Vineyard Tractor
• New Holland Boomer 35 Compact Tractor
• HARDI Mercury 4000 Litre Air Blast Sprayer
• HARDI Zaturn 2000 Air Blast Mistblower
• Maschio B180 Rotary Hoe
• Maschio Chiara 180 Mulcher
• Howard Nugget 120/135 Slasher
• Maschio Veloce Surface Disc Cultivator
• Leda Custom Trailers
• Spare Parts Supply
• Equipment Repair and Maintenance Service
• 24/7 Emergency Breakdown Service
• New Holland T5.120 Dual Command Tractor
• Howard Diamond Harrow 4PL-A 15-Plate Model 512
• Howard HD 25 Series 7 Tyne Cultivator
• Maschio Gaspardo MT 7 Metre Power Harrow
• Howard Triplex 6700HD Offset Disc Plough

Quantifiable outcome

• Minimizes costly downtime through 24/7 emergency service and skilled technicians during harvest seasons

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core and secondary.

• CBC BearingscoreChannel Partner/ Reseller/ DistributorSole distributor of CBC range in Mildura region. Stockists of CBC Bearings and Power Transmissions for agricultural machinery spare parts.
• KawasakicoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Kawasaki ATVs and MULE utility vehicles. Stock range includes Mule SX, PRO-MX, and PRO-DX models suitable for agricultural applications.
• SparexcoreChannel Partner/ Reseller/ DistributorStockist of Sparex parts for most makes of agricultural machinery.
• HardicoreChannel Partner/ Reseller/ DistributorDealer for HARDI mistblowers and sprayers including Mercury and Zaturn ranges for vineyard and orchard applications.
• New Holland (CNH Industrial)coreChannel Partner/ Reseller/ DistributorDealer for New Holland agricultural equipment including Boomer tractors, T4 series specialty tractors, skid steer loaders, compact track loaders, and backhoe loaders.
• BraudcoreChannel Partner/ Reseller/ DistributorProvider of Braud grape harvesters for Sunraysia area, complementing Leda's own harvester manufacturing.
• Bare-CosecondaryChannel Partner/ Reseller/ DistributorStockist of Bareco products for agricultural machinery parts.
• Hansa FlexsecondaryChannel Partner/ Reseller/ DistributorStockist of Hansa Flex Hydraulics products for agricultural machinery repairs and parts.
• O-Tech LubricantssecondaryChannel Partner/ Reseller/ DistributorStockist of O-Tech Lubricants for farming machinery maintenance.
• HowardcoreChannel Partner/ Reseller/ DistributorDealer for Howard agricultural implements including Nugget slashers range.
• MaschiocoreChannel Partner/ Reseller/ DistributorDealer for Maschio agricultural implements including B180 Rotary Hoe, Chiara 180 Mulcher, and Veloce disc cultivators.
• KIOTI TractorssecondaryChannel Partner/ Reseller/ DistributorStock range of Kioti tractors from hobby farming to large vineyard application.
• GregoiresecondaryChannel Partner/ Reseller/ DistributorService and support for Gregoire grape harvesters including G66 model.
• URM VinestarsecondaryChannel Partner/ Reseller/ DistributorService and support for URM Vinestar grape harvesters.

Scale indicators5 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• ERO-Gerätebau: German manufacturer specializing in vineyard and fruit-growing equipment including grape harvesters. Comparable niche manufacturer competing in premium vineyard mechanization segments.
• Gregoire: French manufacturer of grape and olive harvesters. Leda services and supports Gregoire machines while competing against them with its proprietary H-Series in the Sunraysia market.
• Pellenc: French global leader in grape harvesters and vineyard equipment. Direct competitor to Leda's H-Series in the Australian vineyard mechanization market; both target wine grape growers with self-propelled and tow-behind harvesters.
• Oxbo International: Manufacturer of specialty harvesters including grape harvesters. Competes with Leda's H-Series in the niche self-propelled harvester market with focus on crop quality and capacity.

Regional players

• AFGRI Equipment Australia: Australian agricultural equipment dealer representing multiple premium brands. Comparable multi-brand dealership and service business model targeting Australian broadacre and horticulture farmers.
• Emmetts: Australian family-owned farm machinery dealership group with branches across Victoria, South Australia, and Western Australia. Direct regional competitor to Leda in the Victorian market with overlapping brand partnerships.
• Hutcheon & Pearce: Large Australian agricultural machinery dealer network with multiple branches. Comparable multi-brand dealership model serving Australian farmers, though operating at significantly greater scale and geographic reach than Leda.

Broad incumbents

• CLAAS Australia: Global agricultural equipment manufacturer with broad product portfolio including tractors and harvesters. Larger incumbent competitor with greater R&D budgets and global dealer infrastructure than Leda.
• New Holland Agriculture (Braud grape harvesters): Global agricultural equipment manufacturer whose Braud brand dominates the grape harvester market. Leda is both an authorized New Holland dealer and a direct competitor via its own H-Series harvesters in Australia.

Others

• Conbear Australia: Australian bearings and power transmission supplier listed on Leda's website as a partner. Provides complementary parts supply for agricultural machinery servicing businesses similar to Leda.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/leda.ag
• LinkedInlinkedin.com/company/leda-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Leda