Yoder & Frey

What Yoder & Frey does

Yoder & Frey is a privately held, family-owned farm machinery auction and equipment retail business founded in 1947 in Archbold, Ohio by brothers-in-law Elias H. Frey and Tim Yoder. The company operates a hybrid physical-digital used-equipment marketplace, running consignment auctions on the second Tuesday of every other month at its 3649 Co Rd. 24 facility and weekly hay and straw auctions every Monday at noon, while extending its bidder pool through timed online auctions on AuctionTime and live online auctions on EquipmentFacts. Its inventory of 2,245+ listings spans tractors, harvesters, tillage and planting equipment, hay and forage equipment, grain handling, chemical applicators, construction equipment (skid steers, loader backhoes, dozers), trucks, and trailers from brands such as Big Tex, E-Z Trail, Hurst, Kory, and Ironcraft, alongside a daily-stocked parts inventory.

The business serves primarily individual farmers, agricultural operations, and small-to-medium construction and landscaping businesses across the U.S. Midwest. Revenue is generated through three transactional streams: (1) buyer's premiums on consignment auction sales, (2) direct retail sales of farm and construction equipment, and (3) parts sales. Unit pricing ranges from roughly $275 for a small air compressor to $39,500 for an Apache AS1010 sprayer, and buyer financing is provided through a third-party partner, CurrencyFinance. There is no subscription, SaaS, or recurring contracted revenue; the model is entirely transactional, event-driven, and dependent on the cadence of physical auctions and online lot turnover.

The company is a bootstrapped, founder-owned small business with 1–10 employees, no parent company, no institutional investment, no subsidiaries, and no AI/ML technology differentiation. Its competitive position rests on nearly eight decades of brand recognition in a single regional market, an established physical auction site, and incremental digital channel extensions rather than on technology, scale, or network liquidity.

Name

Yoder & Frey

Legal name

Yoder & Frey, Inc.

Website

https://www.yoderandfreyfarm.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

1–10 employees

Short description

Yoder & Frey is a family-owned farm machinery auction and equipment retail business founded in 1947 in Archbold, Ohio, serving Midwest farmers and small construction businesses through recurring consignment auctions, weekly hay sales, and retail parts and equipment sales.

Ownership category

akta.pro rank

Product category

Farm Equipment Auctions

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

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

akta.pro primary industry

Used & Refurbished Farm Machinery (Resale, Rebuild, Remanufacturing) (AFAAAAAI)

akta.pro secondary industries

Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE), Farm Material Handling & Attachments (Loaders/Implements) (IMAHACAI), Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)

Keywords

• Farm machinery auctions
• Agricultural equipment sales
• Consignment auctions
• Farm equipment retail
• Hay and straw auctions

Headquarters

HQ city

Archbold

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Auction Services: Consignment auctions for farm machinery held the second Tuesday every other month, with hay and straw auctions every Monday. Revenue generated through buyer's premiums on auction transactions.
2. Retail Equipment Sales: Direct sales of farm equipment inventory including tractors, harvesters, tillage equipment, trailers, and related machinery. Also sells parts inventory for farm equipment.
3. Parts Sales: Maintains and sells comprehensive parts inventory for farm equipment on a daily basis.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Yoder & Frey operates a farm machinery auction business holding consignment auctions the second Tuesday of every other month and weekly hay and straw auctions every Monday at noon. The company also conducts retail sales of farm equipment, parts inventory, and trades/purchases of used agricultural machinery from its Archbold, Ohio facility, with online bidding enabled through AuctionTime and EquipmentFacts platforms.

Product overview

Yoder & Frey operates as a farm machinery auction and equipment retail business founded in 1947. The company offers consignment auctions held the second Tuesday of every other month, plus weekly hay and straw auctions every Monday at noon. Beyond auctions, they provide farm equipment retail sales, trades, purchases, and maintain a comprehensive parts inventory. The product portfolio centers on auctioned and sold equipment across multiple categories including tractors, harvesters, tillage equipment, hay and forage equipment, planting equipment, construction equipment, trucks, trailers, grain handling equipment, and chemical applicators from various manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Farm Machinery Consignment Auctions
• Hay and Straw Auctions
• Farm Equipment Retail Sales
• Equipment Parts Sales
• Online Auction Services (AuctionTime & EquipmentFacts)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and supporting.

• AuctionTimecoreTechnology or IntegrationOnline auction platform partner providing timed auction functionality for equipment sales. Enables remote bidding for buyers unable to attend physical auctions.
• EquipmentFactscoreTechnology or IntegrationLive auction listing platform used for equipment sales, complementing the AuctionTime timed auction platform.
• Big Tex TrailerssupportingChannel Partner/ Reseller/ DistributorTrailer manufacturer whose products Yoder & Frey stocks and sells as part of their inventory. One of several trailer brands carried.
• E-Z TrailsupportingChannel Partner/ Reseller/ DistributorTrailer manufacturer whose products Yoder & Frey stocks and sells as part of their inventory.
• Hurst TrailerssupportingChannel Partner/ Reseller/ DistributorTrailer manufacturer whose products Yoder & Frey stocks and sells as part of their inventory.
• Kory Farm EquipmentsupportingChannel Partner/ Reseller/ DistributorFarm equipment manufacturer whose products Yoder & Frey stocks and sells as part of their inventory.
• IroncraftsupportingChannel Partner/ Reseller/ DistributorFarm equipment manufacturer whose products Yoder & Frey stocks and sells as part of their inventory.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• RB Global (Ritchie Bros. Auctioneers): Global heavy equipment and agricultural machinery auctioneer with similar consignment and live/timed auction model. Directly comparable business model though far larger scale and broader category mix.
• IronPlanet: Online heavy equipment auctioneer, now part of RB Global, with significant presence in used construction and agricultural equipment. Provides broader online auction competition.

Direct peers

• BigIron Auctions: Online farm equipment, construction, and transportation auction company operating with similar consignment model and rural/Midwest customer base. Closest direct peer in scale and category focus.
• Tractor House: Online marketplace for new and used farm equipment, tractors, and combines, operated by Sandhills Global. Hosts Yoder & Frey listings and serves the same buyer/seller audience.
• AuctionTime (Sandhills Global): Online auction platform owned by Sandhills Global that hosts Yoder & Frey's timed auctions and aggregates inventory from regional farm equipment auctioneers across the US.
• Steffes Group: Family-owned farm equipment and construction auction company operating live and online auctions in the Upper Midwest. Similar business model, scale, and regional focus to Yoder & Frey.
• Purple Wave Auction: Online-only auction company specializing in used farm equipment, construction, and trucks. Comparable to Yoder & Frey in category but differentiated by pure online distribution model.
• Aumann Auctions: Specialty auction house focused on vintage and antique tractors, classic farm equipment, and farm memorabilia. Niche overlap with Yoder & Frey's vintage tractor and equipment categories.

Emerging players

• Machinery Pete: Aggregator and pricing data platform for used farm equipment listings across auction companies and dealers. Adjacent service that competes for buyer attention and listing visibility.

Others

• John Deere (Used Equipment / Certifed Pre-Owned): OEM with growing certified pre-owned and dealer trade-in programs that compete for resale of used John Deere equipment. Represents a downstream channel shift that could pressure auctioneers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Yoder & Frey