Brown and Hurley Agriculture
- Company typePrivate
- Founded1946
- HeadquartersRoma, Australia
- Headcount251–500
- GTM typeB2B
- OfferingServices
Brown and Hurley Agriculture firmographics
Firmographics- Name
- Brown and Hurley Agriculture
- Legal name
- Brown and Hurley Agriculture
- Website
- https://ag.brownandhurley.com.au
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Brown and Hurley Agriculture industry classification
Industry- Product category
- Agricultural and Construction Equipment Dealer
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)
- SIC
- Farm Machinery & Equipment (3523), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)
- akta.pro primary industry
- Tractors & Power Units (IMAHACAA)
- akta.pro secondary industries
- Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC), Agriculture Inputs & Farm Supply Marketplaces (CRAFAHAL)
Keywords
Where Brown and Hurley Agriculture is headquartered
LocationHeadquarters
- HQ city
- Roma
- HQ country
- Australia
- HQ region
- Oceania
Offices7 records
Markets served
Brown and Hurley Agriculture business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Agricultural & Construction Equipment Sales: Sales of new and used tractors, harvesters, telehandlers, construction machinery, mowers, and attachments from Case IH, New Holland, Case Construction, New Holland Construction, and 18+ additional brands. Revenue is generated through direct sales at 7 branch locations across Queensland.
- Genuine and Aftermarket Parts Sales: Sales of genuine OEM parts (Case IH, New Holland, CNH Genuine), CNH Genuine Reman (remanufactured) parts, TRP truck and trailer parts, and aftermarket/alternative parts. Parts are available in-store, via phone/SMS, and through MyCNHStore online platform. CNH Reman parts offer up to 30% savings vs new.
- Service and Workshop Repairs: Workshop service and repair operations across all 7 branch locations, including authorised CNH technician repairs, 24-month warranty on CNH Reman parts installed by authorised technicians, and after-hours breakdown support.
- Equipment Finance: Brown and Hurley Finance provides tailored financing solutions including chattel mortgage, commercial hire purchase, finance lease, rental agreement, operating lease, novated lease, and sale & hire/lease back. They have access to a panel of lenders including major banks and exclusive factory finance options (CNH Capital).
- Genuine Lubricants and Consumables: Sales of CNH genuine lubricants including Akcela (Case IH/Case Construction) and Ambra (New Holland), No.1 Engine Oils, Hy-Tran Hydraulic Oil, Hypoid Gear Oil, Transaxle Gear Oil, OAT Coolant/Antifreeze, Multi-Purpose Grease, and Hydraulic Actuator Fluid.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Multi-year contract | Precision Technology Finance Offer |
| Outcome Based/ Performance | Multi-year contract | Case IH Puma EOFY Finance |
| Outcome Based/ Performance | Multi-year contract | New Holland TH7.42 Elite Telehandler EOFY Finance |
| One time/ perpetual license | Pay-as-you-go | Precision Farming Package Discounts |
| One time/ perpetual license | Pay-as-you-go | CNH Reman Parts |
| Freemium | Pay-as-you-go | MyCNHStore 10% Off Parts |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Brown and Hurley Agriculture product offering
Product offeringCore offering
Brown and Hurley Agriculture is an authorised dealer that sells, services, and parts-supplies agricultural and construction equipment across seven Queensland branches. The company's core offering centres on Case IH and New Holland tractors, harvesters, telehandlers, and construction machinery, supplemented by precision farming technology (AFS Connect, PLM Intelligence, Raven, SenseSpray), genuine OEM and remanufactured parts, lubricants, workshop repairs, CNH extended warranties, and tailored equipment financing through Brown and Hurley Finance.
Product overview
Brown and Hurley Agriculture is a multi-brand agricultural and construction equipment dealer offering a comprehensive portfolio of machinery, precision technology, parts, and support services across Queensland. The core offering centres on Case IH and New Holland agricultural equipment and Case Construction and New Holland Construction equipment, complemented by an extensive range of precision technology solutions including AFS Connect/FieldOps and PLM Intelligence/FieldOps for guidance, mapping, variable rate application and fleet management. The product range extends to specialist attachments from brands including Digga, Norm Engineering, Woods Equipment, Pöttinger, Grizzly, Hardi, Challenge Implements, and Fieldquip. Supporting the machinery portfolio is a full suite of parts (genuine CNH, Reman, aftermarket), lubricants and batteries, the MyCNHStore online parts platform, factory and extended warranties, and Brown and Hurley Finance tailored financing solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- Case IH Agricultural Equipment Full range of Case IH tractors, harvesters, and agricultural machinery including Puma, Farmall, Maxxum, and Austoft series for broadacre, mixed farming, livestock, and cane farming operations. Sold and serviced across all seven Queensland branches.
- New Holland Agricultural Equipment Complete lineup of New Holland tractors and farming machinery including TT4, T4S, T5 Dual Command, Boomer 25C, and telehandlers for cane, horticulture, livestock, viticulture, and general farming applications.
- Case Construction Equipment Case Construction machinery brand offering excavators, loaders, and earthmoving equipment for construction and civil works applications. Distributed through authorised Brown and Hurley Agriculture branches.
- New Holland Construction Equipment New Holland branded construction equipment including telehandlers and site dumpers for material handling and construction applications.
- Case IH and New Holland Precision Farming Technology Precision farming solutions including auto-steering, guidance systems, prescription planting, mapping, variable rate application, yield monitoring, and fleet management through Case IH AFS Connect and New Holland PLM Intelligence with FieldOps telematics.
- Digga Attachments Earthmoving attachments including trenchers, auger drives, augers, brooms, buckets, grinders, mulchers, pallet forks, rakes, blades, and slashers for skid steers, excavators, tractors, and telehandlers, featuring Eaton motors and Digga gearboxes with 3-year gearbox and 2-year motor warranty.
- Norm Engineering Attachments Earthmoving attachments including 4-in-1 buckets, augers, brooms, concrete batching buckets, rock grabs, slashers, stick rakes, trenchers, rototilt attachments, and hydraulic hitches for skid steers, excavators, tractors, and telehandlers.
- Woods Equipment Premium slashing, mowing, mulching, and landscape equipment including single and dual spindle slashers, batwing slashers, finishing mowers, post hole diggers, grader blades, box scrapers, seeders, and rotary mulchers for Australian conditions.
- Pöttinger Equipment Grassland technology (mowers, tedders, raking, loader wagons, round balers) and arable equipment (ploughs, cultivators, seeders, power harrows, disc harrows) for Australian farming conditions.
- Grizzly AG Equipment Australian-manufactured disc ploughs, disc harrows, wheel track renovators, deep rippers, channel equipment, bed formers, and grader blades for cane, cotton, broadacre, and mixed farming operations.
- Hardi Sprayers Self-propelled, trailed, and linkage sprayers including NK, MASTER Plus, Alpha, Rubicon, Saritor models, and mist blowers for crop protection applications.
- Challenge Implements Front-end loaders (CLX, SIXTY1, 21 Compact series), three-point linkage implements, and skid steer/telehandler attachments including 4-in-1 buckets, rock buckets, pallet forks, hay handling, and bale spinners.
- Fieldquip Implements Australian-made slashers, turf care equipment, specialised agricultural implements, and Wiedenmann (Tuf) aeration and care products for turf maintenance.
- CNH Genuine Reman Parts Remanufactured components for Case IH and New Holland machinery including engines, transmissions, hydraulic pumps, starters, alternators, turbos, and fuel injection systems, offering up to 30% savings versus new parts with a 24-month warranty when installed by an authorised CNH dealer.
- CNH Genuine Lubricants (Akcela & Ambra) OEM-approved oils and fluids including Akcela (for Case IH and Case Construction) and Ambra (for New Holland) product lines, featuring No.1 Engine Oils (extended drain intervals up to 20% longer for Case IH), Hy-Tran Hydraulic Oil, Hypoid Gear Oil, Transaxle Gear Oil, OAT Coolant/Antifreeze, Multi-Purpose Grease, and Hydraulic Actuator Fluid.
- CNH Genuine Batteries OEM-approved batteries cross-referenced across multiple leading brands for optimal fit and performance in CNH machinery and beyond.
- MyCNHStore Online Parts Platform Online ordering platform for genuine Case IH and New Holland parts with search by part number, model, or serial number, plus detailed parts catalogues and diagrams. Customers selecting Brown and Hurley Agriculture as preferred dealer receive 10% off eligible purchases until 31 December 2026.
- Brown and Hurley Finance Tailored equipment financing solutions including chattel mortgage, commercial hire purchase, finance lease, operating lease, novated lease, rental agreement, and sale & hire/lease back, with access to a panel of major bank lenders and exclusive CNH Capital factory finance.
- Service and Workshop Repairs Authorised workshop service and repair operations across all seven Queensland branches, including authorised CNH technician repairs, 24-month warranty on CNH Reman parts installed by authorised technicians, and after-hours breakdown support.
- CNH Extended Service Contracts Extended warranty coverage beyond standard factory warranty for Case IH, New Holland, Case Construction, and New Holland Construction equipment with multiple coverage levels.
- Case IH Puma Tractors Versatile Puma tractor series (Puma 260, 240, 220, and 185) designed for broadacre, mixed farming, and livestock operations with reliable horsepower, strong torque, and precision farming capability.
- New Holland TH7.42 Elite Telehandler Agricultural telehandler with 4.2-tonne lift capacity, 7-metre lift height, electro-hydraulic controls, and spacious cab for lifting, loading, stacking, and material handling applications.
Quantifiable outcome
- SenseSpray reduces chemical use by up to 90% through pinpoint weed detection and individual nozzle triggering
- +3 more outcomes
Companies that use Brown and Hurley Agriculture
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Brown and Hurley Agriculture technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Brown and Hurley Agriculture partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- Case IH (CNH Industrial)coreBrown and Hurley Agriculture is an authorised Case IH dealer, selling and servicing the full range of Case IH agricultural equipment including Puma tractors, Farmall, Maxxum, Austoft harvesters, and precision farming technology (AFS). The partnership provides factory-backed warranties, CNH Genuine Parts, CNH Reman components, and CNH Extended Service Contracts.
- New Holland Agriculture (CNH Industrial)coreAuthorised New Holland Agriculture dealer selling and servicing the full New Holland range including TT4, T4S, T5 Dual Command tractors, TH7.42 telehandlers, and PLM Intelligence precision technology. Backed by New Holland OptiCover extended warranty and factory support.
- Case Construction Equipment (CNH Industrial)coreAuthorised Case Construction dealer distributing the full range of Case Construction equipment with factory support and warranty.
- New Holland Construction (CNH Industrial)coreAuthorised New Holland Construction dealer for construction machinery with factory support.
- PöttingerminorBrown and Hurley Agriculture is an authorised Pöttinger supplier across branches in Ayr, Innisfail, Mackay, and Tolga. Pöttinger is a global leader in grassland technology (mowers, tedders, raking, loader wagons, round balers) and arable equipment (ploughs, cultivators, seeders) for Australian farming conditions.
- Norm EngineeringminorAuthorised Norm Engineering dealer (all 7 branches). Norm Engineering is an Australian manufacturer of earthmoving attachments including 4-in-1 buckets, augers, brooms, concrete buckets, rock grabs, slashers, stick rakes, trenchers, hydraulic hitches, and rototilt attachments for skid steers, excavators, tractors, and telehandlers.
- Digga AustraliaminorAuthorised Digga dealer at all 7 branches. Digga Australia manufactures trenchers, auger drives, augers, brooms, buckets, grinders (stump grinders), mulchers, pallet/bale forks, rakes, blades, and slashers for skid steers, excavators, tractors, and telehandlers. Features Eaton motors and Digga gearboxes with 3-year gearbox and 2-year motor warranty.
- Hardi InternationalminorHardi Sprayers are available at Brown and Hurley Agriculture Roma. Hardi International is a world leader in agricultural spray equipment with over 60 years of experience. Products include self-propelled sprayers, trailed sprayers, mist blowers, lift-mounted units (NK, MASTER plus), and a full range of parts for the Australian market.
- Woods Equipment AustraliaminorAuthorised Woods Equipment dealer at all 7 branches. Woods Equipment Australia has supplied premium slashers, mowers, mulchers, batwing slashers, finishing mowers, landscape equipment (post hole diggers, grader blades, box scrapers, landscape rakes, disc harrows), seeders, tillage, and rotary mulchers for Australian conditions for over 15 years.
- Challenge ImplementsminorAuthorised Challenge Implements dealer. Challenge is an Australian-owned manufacturer (since 1962) of front-end loaders (CLX, SIXTY1, 21 Compact series), three-point linkage implements (carry alls, counterweights, hay handling, graders, ripper systems), and skid steer/telehandler attachments (4-in-1 buckets, rock buckets, stick rakes, pallet forks, log grabs, silage grabs, bale spinners).
- Grizzly AGminorGrizzly AG is Australia's largest manufacturer and exporter of disc ploughs. Available at Ayr, Cairns, Innisfail, Mackay, Proserpine, and Tolga. Products include disc ploughs (Field Boss, Tiny Series, Offset, TXi), disc harrows (Sand Groper, Grumpy, Coaster, Vini), wheel track renovators, deep rippers, channel equipment, bed formers, and grader blades for cane, cotton, broadacre, and mixed farming.
- FieldquipminorFieldquip dealer at all 7 branches. Australian-made implements including slashers, turf care equipment, and specialised agricultural implements. Also distributes Wiedenmann (Tuf) aeration and care products for turf maintenance.
- TRP (Trusted, Reliable, Proven) PartsminorTRP truck and trailer parts distributed by Brown and Hurley Agriculture across branches in Tolga, Cairns, Roma, and all non-agricultural branches. TRP offers parts from Kenworth, DAF, PACCAR, and TRP brands including filters, belts, hydraulic and electrical parts, lubricants, and attachments for on-road, off-road, and fleet applications.
- K-LineminorK-Line equipment (brand details not specified in source) distributed by Brown and Hurley Agriculture.
- Cub CadetminorCub Cadet mowers and mower parts distributed by Brown and Hurley Agriculture, available at Ayr, Cairns, and Innisfail branches. Cub Cadet is a premium outdoor power equipment brand.
- Hustler MowersminorHustler Mowers distributed by Brown and Hurley Agriculture at Ayr, Mackay, Proserpine, and Innisfail branches, with mower parts and accessories available.
- BushrangerminorBushranger mowers and parts distributed by Brown and Hurley Agriculture at the Roma branch.
- SilvanminorSilvan sprayers distributed by Brown and Hurley Agriculture across multiple branches including Ayr, Cairns, Innisfail, Mackay, Proserpine, Roma, and Tolga.
- ArcusinminorArcusin bale handling equipment (AutoStack FSX and other bale accumulators and bundlers) distributed at Brown and Hurley Agriculture Tolga branch.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Brown and Hurley Agriculture competitors and assessment
Company assessmentDirect peers
- CLAAS Harvest Centre: Authorized CLAAS agricultural machinery dealer network across Australia and New Zealand selling harvesters, tractors and hay equipment with service, parts and finance — comparable authorized OEM dealer model.
- Emmetts: Long-established authorized Case IH and New Holland agricultural equipment dealer operating across Victoria, South Australia and Western Australia — directly comparable in product mix, OEM dependencies and dealer business model.
- RDO Equipment Australia: Authorized John Deere equipment dealer network operating across Australia with branches, parts, service and precision agriculture support — directly comparable authorized multi-branch dealer model.
- Staines Plow: Australian agricultural equipment dealership serving cane, horticulture and broadacre markets with multi-brand tractor and implement lines — comparable regional authorized dealer operating in similar Queensland cropping systems.
- Hutcheon & Pearce: Multi-branch authorized agricultural equipment dealer in NSW and Victoria carrying John Deere and complementary lines, with similar sales/parts/service/finance structure and customer segments to Brown and Hurley Agriculture.
- Vanderfield: Authorized John Deere agricultural and construction equipment dealer network operating across Queensland and northern NSW — a direct regional competitor with similar multi-branch authorized dealer structure.
- AFGRI Equipment: Large authorized agricultural equipment dealer in Western Australia offering new and used machinery, parts and service — comparable in scale, multi-OEM authorized dealership model and full-service rural dealer offering.
Broad incumbents
- CNH Industrial: Global manufacturer of Case IH, New Holland, Case Construction and New Holland Construction equipment — the anchor OEM whose dealer-authorization economics directly determine Brown and Hurley Agriculture's economics and growth ceiling.
- Cervus Equipment: Larger publicly listed multi-brand equipment dealer group operating across North America and internationally — comparable dealer business model but operating at greater scale across multiple geographies and equipment categories.
- AGCO Corporation: Global manufacturer of Massey Ferguson, Fendt and Valtra agricultural equipment — a competing OEM whose dealer networks and direct-sales strategies set the competitive context for multi-brand authorized dealers like Brown and Hurley.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Brown and Hurley Agriculture social profiles
Digital presenceBrown and Hurley Agriculture financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brown and Hurley Agriculture leadership team
Management profileNumber of profiles
Brown and Hurley Agriculture funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brown and Hurley Agriculture 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 Brown and Hurley Agriculture
What does Brown and Hurley Agriculture do?
Brown and Hurley Agriculture is an authorised dealer that sells, services, and parts-supplies agricultural and construction equipment across seven Queensland branches. The company's core offering centres on Case IH and New Holland tractors, harvesters, telehandlers, and construction machinery, supplemented by precision farming technology (AFS Connect, PLM Intelligence, Raven, SenseSpray), genuine OEM and remanufactured parts, lubricants, workshop repairs, CNH extended warranties, and tailored equipment financing through Brown and Hurley Finance.
Is Brown and Hurley Agriculture a public or private company?
Brown and Hurley Agriculture is a private company. It is classified as family owned and is currently operating.
When was Brown and Hurley Agriculture founded?
Brown and Hurley Agriculture was founded in 1946. It employs 251 to 500 people.
Where is Brown and Hurley Agriculture based?
Brown and Hurley Agriculture is headquartered in Roma, Australia, in the Oceania region.
How does Brown and Hurley Agriculture make money?
Five revenue lines are on record. Agricultural & Construction Equipment Sales are the primary driver. The others are genuine and Aftermarket Parts Sales, service and Workshop Repairs, equipment Finance and genuine Lubricants and Consumables.
Who are Brown and Hurley Agriculture's main competitors?
Direct peers on record are CLAAS Harvest Centre, Emmetts, RDO Equipment Australia, Staines Plow, Hutcheon & Pearce, Vanderfield and AFGRI Equipment. Broad incumbents are CNH Industrial, Cervus Equipment and AGCO Corporation.
Does Brown and Hurley Agriculture have an API?
No public API is recorded for Brown and Hurley Agriculture.
What industry is Brown and Hurley Agriculture in?
Brown and Hurley Agriculture's product category is Agricultural and Construction Equipment Dealer. Its primary akta.pro industry code is IMAHACAA, Tractors & Power Units, with a secondary code of AFAAAAAC, Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks). Its NAICS code is 42382 and its SIC code is 3523.