SAM Machinery
SAM Machinery is a family-owned New Zealand manufacturer founded in 1945, producing fertiliser spreaders, feed wagons, hydraulic trailers, and quick hitches for NZ and Australian farmers through a 100+ authorised dealer network and direct parts and servicing from Hamilton.
- Company typePrivate
- Founded1945
- HeadquartersFrankton, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What SAM Machinery does
SAM Machinery is a family-owned New Zealand manufacturer of agricultural and horticultural machinery, founded in 1945 as Coombridge & Alexander and rebranded under the SAM name. The company designs, fabricates, and supports a portfolio of trailed farm equipment from its Hamilton headquarters, including fertiliser spreaders (4-8 tonne), combo spreaders (4-9 tonne), orchard spreaders, feed wagons (10-15m³), hydraulic trailers (4-14 tonne), and quick hitches. Manufacturing is vertically integrated in Hamilton using SolidWorks 3D design, machining, folding, laser profiling, and 3D cutting, with a proprietary thermal-arc zinc spray coating system rated to exceed 20 years per AS/NZ2312.
The technology stack combines German IFM rate controller hardware with SAM's proprietary Kiwi-developed software in the e-Spreader and e-Wagon product lines. Load cells deliver real-time weight monitoring and dynamic rate control, while the retrofittable ISOBUS Gateway enables integration with Topcon, Trimble, Greenstar, and TracMap precision agriculture platforms for task control, sectional control, variable rates, and proof of placement reporting. Spreadmark-tested Coefficient of Variation figures of 7.1% for Urea and 8.1% for Superphosphate are well within the NZ standard of under 15% for nitrogenous fertilisers.
Revenue is generated primarily through one-time hardware sales to a 100+ New Zealand authorised dealer network and to PFG Australia dealers, supplemented by direct parts and servicing from Hamilton, optional equipment upgrades (e-Spreader kits, ISOBUS Gateway, load cells, safety accessories), and SAM-branded merchandise. Primary customers are New Zealand and Australian dairy, arable, mixed, and horticultural farmers, with agricultural contractors as a secondary segment. The company is led by General Manager Dave Meade with the third generation of the Coombridge family in marketing and assembly roles.
SAM Machinery firmographics
Firmographics- Name
- SAM Machinery
- Legal name
- SAM Machinery Ltd.
- Website
- https://sammachinery.co.nz
- Company type
- Private
- Founded year
- 1945
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SAM Machinery is a family-owned New Zealand manufacturer founded in 1945, producing fertiliser spreaders, feed wagons, hydraulic trailers, and quick hitches for NZ and Australian farmers through a 100+ authorised dealer network and direct parts and servicing from Hamilton.
- Ownership category
- akta.pro rank
SAM Machinery industry classification
Industry- Product category
- Agricultural Machinery
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Farm Material Handling & Attachments (Loaders/Implements) (IMAHACAI)
- akta.pro secondary industries
- Implements, Attachments & Quick-Hitch Systems (3-Point Implements, Couplers, Tool Carriers) (AFAAAAAG), Farm Transport & Hauling Equipment (Farm Trailers, Grain Carts, Wagons) (AFAAAAAD), Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)
Keywords
Where SAM Machinery is headquartered
LocationHeadquarters
- HQ city
- Frankton
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
SAM Machinery business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Agricultural machinery sales: SAM Machinery generates revenue primarily from the manufacture and sale of farm machinery including fertiliser spreaders, feed wagons, hydraulic trailers, and quick hitches. Machines are sold exclusively through authorised dealer networks across New Zealand and Australia.
- Parts and servicing: Spare parts and servicing are sold directly from the Hamilton headquarters. Quick turnaround times for customer parts are prioritised. Servicing includes full reconditions and diagnostic support.
- Merchandise: SAM branded merchandise sold through the company store.
- Technology upgrades and accessories: Optional extras and accessories including e-Spreader and e-Wagon upgrades, ISOBUS Gateway, load cells, LED lights, covers, safety steps, and tyre upgrades. These can be added at time of build or as retrofits where applicable.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Direct parts and servicing - available for direct purchase from SAM Hamilton HQ |
| Unit Pricing | Pay-as-you-go | SAM Merchandise store |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
SAM Machinery product offering
Product offeringCore offering
SAM Machinery designs, manufactures and sells trailed farm machinery for New Zealand and Australian agriculture, including fertiliser spreaders, combo spreaders, orchard spreaders, feed wagons, hydraulic trailers and quick hitches. The product range is augmented by electronic control upgrades (e-Spreader and e-Wagon) using German IFM hardware and proprietary Kiwi software, with an ISOBUS Gateway retrofit for tractor integration. Revenue is generated primarily through one-time machinery sales via an authorised dealer network, supplemented by direct parts and servicing.
Product overview
SAM Machinery is a New Zealand manufacturer of agricultural and horticultural machinery founded in 1945, producing a portfolio of trailed farm equipment. The product range centers on four core product families: SAM Fertiliser Spreaders (4-8 tonne, 400mm belt for chemical fertilisers), SAM Combo Spreaders (4-9 tonne, 800mm belt for organic and chemical materials), SAM Orchard Spreaders (2.5m3 capacity with dual spreading/banding capability for horticulture), and SAM Feed Wagons (10-15m3 with centre or side-feed delivery). Supporting products include SAM Hydraulic Trailers (4-14 tonne tipping trailers), SAM Quick Hitches (40mm or 32mm pin options), and electronic upgrades including the SAM e-Spreader (load cell-based rate control) and SAM e-Wagon (wifi-enabled feed monitoring). All products are designed and manufactured in Hamilton, New Zealand with a focus on simplicity, reliability, and smart technology integration with precision farming platforms including Topcon, Trimble, and ISOBUS systems.
Differentiator
Problem solved
Functional benefit
Products and services
- SAM Fertiliser Spreader Trailed fertiliser spreader with twin spinner disc design for even, accurate spread patterns. Available in 4, 5, 6 and 8 tonne capacities with single or tandem axle options and a standard 400mm wide floor-belt. Capable of spreading superphosphate, urea and lime between 40kg-2,500kg per hectare with widths up to 20m. Targeted at NZ/AU dairy, arable and mixed farmers purchasing via authorised dealerships.
- SAM Combo Spreader
Quantifiable outcome
- 7.1% CV for Urea and 8.1% CV for Superphosphate on Spreadmark testing, well within the NZ standard of under 15% for nitrogenous fertilisers
- +2 more outcomes
Companies that use SAM Machinery
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
SAM Machinery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability2 records
Feature6 records
SAM Machinery partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- TracMapcoreTracMap GPS and mapping platform integrates with SAM e-Spreaders for proof of placement and field mapping. SAM's rate controller screen works with TracMap systems allowing farmers already using TracMap to continue with their existing tracking platform.
- TopconcoreTopcon provides the technology platform for SAM computer-controlled spreaders. The Topcon X25 colour touchscreen display and Athene X25 controller are used in SAM e-Spreaders and Topcon control spreaders. Topcon technology enables ISOBUS compatibility, dynamic rate control, border control, and proof of placement reporting. SAM has partnered with Topcon since 2019 for world-class European proof of placement technology with over 20 years of on-farm testing globally.
- TrimblecoreTrimble GPS/reporting platforms are compatible with SAM e-Spreaders through the ISOBUS Gateway, enabling variable rate spreading and proof of placement with Trimble-equipped tractors.
- IFMcoreIFM provides German-engineered rate controller hardware used in SAM e-Spreaders and e-Wagons. IFM hardware is paired with SAM's proprietary Kiwi-developed software for reliable, waterproof control systems.
- Coombridge & AlexandercoreCoombridge & Alexander is the parent company and manufacturer of SAM Machinery. Founded in 1945, the company designs, manufactures, and supports the full SAM range of agricultural machinery from Hamilton, New Zealand. The family-owned business is now in its third generation with Kate and Will Coombridge joining the business alongside Director John Coombridge.
- Power FarmingcoreMajor New Zealand farm machinery dealership with multiple locations across Northland, Waikato, Bay of Plenty, Taranaki, Hawkes Bay, Canterbury, Otago, Southland, and Marlborough. One of the primary dealer channels for SAM products.
- BrandtcoreNew Zealand farm machinery dealership with locations in Auckland, Waikato, Bay of Plenty, Taranaki, Hawkes Bay, Wellington, and Gisborne. Major dealer channel for SAM machinery.
- NorwoodcoreNew Zealand farm machinery dealership with locations across multiple regions including Auckland, Waikato, Taranaki, Hawkes Bay, West Coast, and Taupo.
- Drummond & EtheridgecoreNew Zealand farm machinery dealership with locations in Nelson/Tasman, Marlborough, West Coast, and Canterbury. Major dealer for SAM products in the South Island.
- PFG AustraliacoreAustralian farm machinery dealer network distributing SAM products in Australia. Listed under the Australia section of SAM's dealer locator.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
SAM Machinery competitors and assessment
Company assessmentRegional players
- Stara: Stara is a Brazilian farm machinery manufacturer known for fertiliser spreaders and planters with proprietary precision-ag technology. Comparable to SAM as a regional specialist in trailed fertiliser spreaders with strong in-house electronics and software, although Stara primarily serves South American broadacre markets.
- Marshall Trailers: Marshall is a UK-based manufacturer of agricultural trailers and spreaders. Comparable to SAM on the trailed-aggregate side (hydraulic trailers, spreaders), with a similar family-owned manufacturer profile, although focused primarily on the UK/Irish market rather than Oceania.
Direct peers
- Lemken: Lemken is a German family-owned manufacturer of agricultural implements including spreaders, ploughs, and tillage equipment. Comparable to SAM as a family-owned, specialised farm-implement manufacturer with a strong technology and dealer-channel orientation.
- Bredal: Bredal is a Danish manufacturer of trailed fertiliser and lime spreaders. Comparable niche player to SAM in trailed spreaders for fertiliser, lime, and organic materials, with a similar focus on durability, accuracy, and specialised product lines for horticulture and broadacre.
- Rauch: Rauch is a German specialist manufacturer of mineral fertiliser spreaders and related agricultural equipment. Directly comparable to SAM's e-Spreader product line in target use case (precision fertiliser application), ISOBUS/precision-ag integration, and dealer-channel distribution model.
- Pöttinger: Pöttinger is an Austrian family-owned manufacturer of grassland, harvesting, and tillage/seedbed equipment with a growing loader-wagon business. Comparable to SAM as a mid-sized, family-led European farm-machinery specialist with strong dealer networks and a focus on durable, farmer-friendly designs.
- Kuhn Group: Kuhn is a French-headquartered global manufacturer of agricultural machinery including fertiliser spreaders, feed wagons, and trailed implements. Comparable to SAM on spreader and feed-wagon product categories, target farmer customer base, and dealer-distribution go-to-market.
- Amazone: Amazone is a German farm machinery manufacturer with a strong portfolio in fertiliser spreaders (including the ZA-TS precision line with ISOBUS), tillage, and crop protection. Direct overlap with SAM's spreader range, target customers, and precision-ag positioning.
Broad incumbents
- John Deere: John Deere is the largest global farm machinery manufacturer with broadacre tractors, implements, and a leading precision-agriculture platform (JD Operations Center). Comparable to SAM as a broad incumbent whose precision-ag ecosystem competes for the same farmer wallet share, although SAM competes on niche trailed-implement depth rather than full-line coverage.
- AGCO (Massey Ferguson, Fendt, Valtra): AGCO is a global farm machinery manufacturer with multiple tractor/implement brands and integrated precision-ag offerings. Comparable as a broad incumbent in the same dealer channels and farmer customer base, competing at the implement-attach level with SAM products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights1 record
Customer concentration
SAM Machinery social profiles
Digital presenceSAM Machinery financial estimates
Financial estimateRevenue estimate
Valuation estimate
SAM Machinery leadership team
Management profileNumber of profiles
Profiles6 records
SAM Machinery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SAM Machinery 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 SAM Machinery
What does SAM Machinery do?
SAM Machinery designs, manufactures and sells trailed farm machinery for New Zealand and Australian agriculture, including fertiliser spreaders, combo spreaders, orchard spreaders, feed wagons, hydraulic trailers and quick hitches. The product range is augmented by electronic control upgrades (e-Spreader and e-Wagon) using German IFM hardware and proprietary Kiwi software, with an ISOBUS Gateway retrofit for tractor integration. Revenue is generated primarily through one-time machinery sales via an authorised dealer network, supplemented by direct parts and servicing.
Is SAM Machinery a public or private company?
SAM Machinery is a private company. It is classified as family owned and is currently operating.
When was SAM Machinery founded?
SAM Machinery was founded in 1945. It employs 11 to 50 people.
Where is SAM Machinery based?
SAM Machinery is headquartered in Frankton, New Zealand, in the Oceania region.
How does SAM Machinery make money?
Four revenue lines are on record. Agricultural machinery sales are the primary driver. The others are parts and servicing, merchandise and technology upgrades and accessories.
Who are SAM Machinery's main competitors?
Regional players on record are Stara and Marshall Trailers. Direct peers are Lemken, Bredal, Rauch, Pöttinger, Kuhn Group and Amazone. Broad incumbents are John Deere and AGCO (Massey Ferguson, Fendt, Valtra).
Does SAM Machinery have an API?
No public API is recorded for SAM Machinery.
What industry is SAM Machinery in?
SAM Machinery's product category is Agricultural Machinery. Its primary akta.pro industry code is IMAHACAI, Farm Material Handling & Attachments (Loaders/Implements), with a secondary code of AFAAAAAG, Implements, Attachments & Quick-Hitch Systems (3-Point Implements, Couplers, Tool Carriers). Its NAICS code is 333111 and its SIC code is 3523.