Leda
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.
- Company typePrivate
- Founded2000
- HeadquartersMildura, Australia
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
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.
Leda firmographics
Firmographics- 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
Leda industry classification
Industry- 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
Where Leda is headquartered
LocationHeadquarters
- HQ city
- Mildura
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Leda business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- 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.
- Used Machinery Sales: Sales of quality used construction and farming machinery including tractors, trucks, trailers, forklifts, sprayers, slashers, and spreaders.
- 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.
- 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).
- 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
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Kawasaki KAF700BKF 4WD Petrol Mule - Black Friday Sale |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Leda product offering
Product offeringCore 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
Companies that use Leda
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Leda technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Leda partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and secondary.
- CBC BearingscoreSole distributor of CBC range in Mildura region. Stockists of CBC Bearings and Power Transmissions for agricultural machinery spare parts.
- KawasakicoreAuthorized dealer for Kawasaki ATVs and MULE utility vehicles. Stock range includes Mule SX, PRO-MX, and PRO-DX models suitable for agricultural applications.
- SparexcoreStockist of Sparex parts for most makes of agricultural machinery.
- HardicoreDealer for HARDI mistblowers and sprayers including Mercury and Zaturn ranges for vineyard and orchard applications.
- New Holland (CNH Industrial)coreDealer for New Holland agricultural equipment including Boomer tractors, T4 series specialty tractors, skid steer loaders, compact track loaders, and backhoe loaders.
- BraudcoreProvider of Braud grape harvesters for Sunraysia area, complementing Leda's own harvester manufacturing.
- Bare-CosecondaryStockist of Bareco products for agricultural machinery parts.
- Hansa FlexsecondaryStockist of Hansa Flex Hydraulics products for agricultural machinery repairs and parts.
- O-Tech LubricantssecondaryStockist of O-Tech Lubricants for farming machinery maintenance.
- HowardcoreDealer for Howard agricultural implements including Nugget slashers range.
- MaschiocoreDealer for Maschio agricultural implements including B180 Rotary Hoe, Chiara 180 Mulcher, and Veloce disc cultivators.
- KIOTI TractorssecondaryStock range of Kioti tractors from hobby farming to large vineyard application.
- GregoiresecondaryService and support for Gregoire grape harvesters including G66 model.
- URM VinestarsecondaryService and support for URM Vinestar grape harvesters.
Scale indicators5 records
Recent moves9 records
Expansion highlights4 records
Leda competitors and assessment
Company assessmentDirect 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
Leda social profiles
Digital presenceLeda financial estimates
Financial estimateRevenue estimate
Valuation estimate
Leda leadership team
Management profileNumber of profiles
Profiles6 records
Leda funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Leda 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 Leda
What does Leda do?
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.
Is Leda a public or private company?
Leda is a private company. It is classified as family owned and is currently operating.
When was Leda founded?
Leda was founded in 2000. It employs 51 to 100 people.
Where is Leda based?
Leda is headquartered in Mildura, Australia, in the Oceania region.
How does Leda make money?
Five revenue lines are on record. New Machinery Sales are the primary driver. The others are used Machinery Sales, spare Parts Sales, repair & Maintenance Services and emergency Breakdown Service.
Who are Leda's main competitors?
Direct peers on record are ERO-Gerätebau, Gregoire, Pellenc and Oxbo International. Regional players are AFGRI Equipment Australia, Emmetts and Hutcheon & Pearce. Broad incumbents are CLAAS Australia and New Holland Agriculture (Braud grape harvesters). Conbear Australia is listed as an others.
Does Leda have an API?
No public API is recorded for Leda.
What industry is Leda in?
Leda's product category is Agricultural Machinery. Its primary akta.pro industry code is AFAGAJAF, Vineyard Mechanization & Equipment Operations (Tractors, Sprayers, Harvesters). Its NAICS code is 11511 and its SIC code is 3523.