OREC

What OREC does

OREC CO., LTD. (株式会社オーレック) is a privately held Japanese manufacturer of small-scale agricultural and green management machinery, founded in 1948 and headquartered in Hirokawa-machi, Yame-gun, Fukuoka Prefecture. The company designs and builds a comprehensive product portfolio organized into named series: Spider Mower slope mowers with proprietary Y-Spike Lug crawler tracks engineered for 45-50 degree slopes, RC-controlled slope mowers such as the RCSP540, Bull Mower ride-on mowers, Rabbit Mower ride-on series, Wing Mower embankment mowers, Birdie multi-purpose management machines, and Tiller/Weeder/Snow Clean attachments. OREC's distinctive technology assets include the AMS Anti-Misfire safety system, the BIRDIE one-touch hitch for interchangeable implements, and — most notably — TANE FREE, a frozen seedless-watermelon pollen product developed from 1997 NARO research that the company claims is the only such product manufactured globally.

Revenue is generated primarily through one-time hardware sales (¥880,000-¥1,757,800 per unit, tax-inclusive) via an authorized agricultural equipment dealer network across Japan, supplemented by company-owned Green Lab showrooms in Nagano (opened June 2016) and Hirosaki, home-center retail for compact/electric models, and OREC AMERICA for North America. The TANE FREE pollen is sold direct-to-consumer via a dedicated e-commerce platform in 15mg, 30mg, and 60mg packs, while parts, maintenance, and repair services flow through designated service stores. The core customer is Japanese professional and small-scale farmers managing rice paddies, orchards, vegetable fields, and pastureland; recent expansion targets include municipal/government customers (Unzen City partnership) and ASEAN markets (website launched January 2026). The company is privately held under OREC Holdings with no disclosed external institutional ownership, led by President and CEO Kenji Imamura.

Name

OREC

Legal name

株式会社オーレック (OREC CO.,LTD.)

Website

https://orec.co.jp

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

251–500 employees

Short description

OREC is a privately held Japanese manufacturer, founded in 1948 and based in Fukuoka Prefecture, that designs and sells small-scale agricultural and green management machinery — including slope mowers, RC mowers, ride-on mowers, tillers, and the proprietary TANE FREE seedless watermelon pollen — primarily to professional and small-scale farmers across Japan through a dealer network.

Ownership category

akta.pro rank

Product category

Agricultural Machinery Manufacturing

NAICS

Farm Machinery and Equipment Manufacturing (333111)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE)

Keywords

• Agricultural machinery manufacturing
• Ride-on mowers
• Slope mowers
• Remote-controlled mowers
• Weed management equipment

Headquarters

HQ city

Kurume

HQ country

Japan

HQ region

Asia

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Agricultural Machinery Sales: Sale of powered agricultural and grounds management equipment including ride-on mowers, RC mowers, slope mowers, tillers, weed management machines, and attachments. Products range from ¥880,000 to ¥1,757,800 per unit. Revenue is one-time hardware sales through dealers and direct sales.
2. TANE FREE Watermelon Pollen: Sale of frozen seedless watermelon pollen in 15mg, 30mg, and 60mg packs through a dedicated e-commerce platform (tanefree.orec.co.jp). One-time purchase per growing season. Cross-selling with pollinating equipment.
3. Parts, Maintenance and Repair Services: Designated service stores provide repair services. Replacement parts and maintenance supplies sold through separate channel.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

OREC manufactures and sells small-scale agricultural and green management machinery including ride-on mowers (Rabbit Mower, Bull Mower series), slope mowers (Spider Mower series), remote-controlled mowers, embankment mowers (Wing Mower series), tillers, paddy weeding machines (WEED MAN), livestock deodorizers (Dr. MIST), and snow plows. The company also produces TANE FREE, a proprietary frozen seedless watermelon pollen technology — the only product of its kind manufactured globally — developed from 1997 NARO research. Products are sold primarily through agricultural equipment dealers, company-owned showrooms (OREC Green Lab), home centers, and dedicated e-commerce.

Product overview

OREC (株式会社オーレック) is a Japanese manufacturer of agricultural machinery offering a comprehensive product portfolio. The product lineup consists of ride-on mowers including the RCSP540 (remote-controlled slope mower with AMS system, 530mm cutting width, 45-degree slope capability), RCHR800A (orchard RC mower with hammer knife structure), and the Rabbit Mower series for field mowing; slope mowers (SPIDER MOWER series including SP301A, SP431F, SP853A, SP753B) for steep terrain; embankment mowers (WING MOWER series); and the BULL MOWER series (HR403 to HRT663) for various mowing scales. Additional products include management machines (BIRDIE series), tillers (SF and AR series), weeding machines (WEED MAN SJ600A for paddy field weeding), snow plows (SNOW CLEAN SGW804), and deodorizing machines. Related businesses include TANE FREE (seedless watermelon pollen), mybrown organic brown rice, and OREC AMERICA for international operations. The company holds ISO 9001 (since 1999) and ISO 14001 (since 2002) certifications.

Differentiator

Problem solved

Functional benefit

Brands

• WEED MAN: Rice paddy weeding machine for organic rice cultivation. Supported by Saitama Prefecture Kambe City and other municipalities for organic agriculture.
• Dr. MIST
• TANE FREE (タネフリー)
• OREC PARTNERS
• OREC green lab
• Herb series

Products and services

• Rabbit Mower Series (Ride-On Field Mowers)
• Spider Mower RCSP540 (Remote-Controlled Slope Mower)
• Spider Mower Series (SP301A, SP431F, SP853A, SP753B)
• Bull Mower RC RCHR800A (Remote-Controlled Orchard Mower)
• Bull Mower Series (HR403, HR532X, HR665, HR805, HRC665, HRC805, HRS815A, ZHR800A, HRT663)
• Wing Mower Series (WM646AF, WM746AF, WM757AP, WMC747AP, WMC1327F)
• Auto Mower Series (FL520X, AM65B/75B)
• Cow Mower BM93 (Pasture Brush Mower)
• BIRDIE Multi-Purpose Management Machine Series (BX800, B91RLX, HM122X, H751X, MP750)
• WEED MAN (Water-Field Paddy Weeding Machine, SJ600A)
• Tiller Series (SF601, SF601D, AR660, AR604, AR704, AR707NF)
• SNOW CLEAN SGW804 (Snow Plow)
• Dr. MIST Livestock Deodorizer Series (DML10, DM50, DM100)
• TANE FREE Seedless Watermelon Pollen (15mg, 30mg, 60mg packs)

Named customers6 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Saitama Prefecture Satte City / Satte City Organic Agriculture Promotion Council (幸手市 / 幸手市有機農業推進協議会)minorStrategic or Co-development Partner · 14 May 2026OREC supported an organic rice 'Sachi Hikari' production area initiative by conducting a WEED MAN demonstration training in Satte City. The water-field weeding machine was donated via corporate Furusato tax contribution from Hosoda Corporation.
• Nagasaki Prefecture Unzen City (長崎県雲仙市)coreStrategic or Co-development Partner · 19 November 2025OREC Holdings and Unzen City signed a comprehensive partnership agreement. Under this, OREC is using its eRM electric riding mower for landscape maintenance and environmental conservation at Unzen Amakusa National Park. The partnership aims to reduce environmental burden through electrification and create sustainable land management systems.
• NARO (国立開発研究法人 農研機構)coreStrategic or Co-development Partner · 1 January 1997TANE FREE seedless watermelon pollen technology was originally developed by NARO (National Agriculture and Food Research Organization) in 1997. OREC commercialized this technology and is now the world's only manufacturer of seedless watermelon pollen products.
• Public Interest Incorporated Association OISCA (公益財団法人オイスカ)minorStrategic or Co-development PartnerOngoing partnership for disaster relief mowing volunteer activities. OREC employees participate in grass-cutting volunteer work using company equipment in disaster-affected areas, including areas affected by the 2016 Kumamoto earthquake. OREC has participated annually since 2016.
• Thailand Mangrove Reforestation ProgramminorStrategic or Co-development PartnerOREC has been participating in mangrove planting volunteer activities in Thailand's Ranong Province for 21 years as of 2016. CEO Imamura Kenji has participated 11 times. The company supports environmental conservation through this ongoing program.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• The Toro Company: US turf and grounds-care equipment maker with a strong line of zero-turn and remote/specialty mowers, directly comparable to OREC's Rabbit, Bull and Spider product families in professional grounds maintenance.
• Exmark Manufacturing: US commercial mowing equipment maker focused on zero-turn and high-cut-width mowers used by professional landscapers; product positioning directly parallels OREC's high-spec Bull Mower range.
• Yanmar Holdings: Major Japanese agricultural machinery and small-engine manufacturer competing with OREC across tractors, ride-on mowers, and outdoor power equipment used by rice and vegetable farmers in Japan and ASEAN.
• Honda Power Equipment: Honda's power-equipment division manufactures walk-behind mowers, tillers and ride-on equipment that compete with OREC's AM, Rabbit and BIRDIE series for Japanese residential and small-farm users.
• STIHL Group: German manufacturer of outdoor power equipment including brush cutters and professional mowing machines; comparable to OREC in serving professional vegetation management and slope/embankment work.
• Iseki & Co., Ltd. Japanese agricultural machinery maker with overlapping small-to-mid scale tractor, tiller, and mowing equipment lines targeting the same professional and small-scale Japanese farmer base as OREC.
• Walker Mowers: US manufacturer of compact, specialized ride-on mowers for orchard, estate and commercial grounds care — highly comparable to OREC's small-scale, maneuverability-focused design philosophy.
• Kubota Corporation: Japan's largest agricultural machinery manufacturer producing tractors, mowers and grounds-care equipment that overlap directly with OREC's riding mower and small-scale ag product lines for Japanese farming customers.

Broad incumbents

• Husqvarna Group: Global outdoor power-products incumbent spanning robotic, ride-on and professional mowers with shared end-users in grounds care, making it a key competitor as OREC expands OREC America and ASEAN.
• Deere & Company (John Deere): Global agricultural machinery incumbent with broad equipment portfolio; competes with OREC in mid-size ride-on mowers and grounds care, particularly through OREC America's channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/orec_japan
• YouTubeyoutube.com/user/OrecInc
• Facebookfacebook.com/OREC-JAPAN-517313278408255
• Instagraminstagram.com/greenlab_cafe

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 OREC