AFGRI Equipment
AFGRI Equipment is the largest John Deere dealer in the Southern Hemisphere, distributing agricultural, construction, forestry, and turf equipment across 51+ branches in South Africa, Botswana, Kenya, and Uganda, with complementary parts, service, and rental operations.
- Company typePrivate
- Founded1963
- HeadquartersCenturion, South Africa
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What AFGRI Equipment does
AFGRI Equipment is the largest John Deere dealer in the Southern Hemisphere, operating as a multi-brand equipment distributor and aftersales provider across South Africa, Botswana, Kenya, and Uganda (with additional sub-dealer reach into Zimbabwe). The company traces its origin to a 1963 dealership distribution agreement between the OTK cooperative and John Deere, and today runs a 51+ branch network organized around five verticals: Agriculture (John Deere 5/6/8/9 Series tractors from 36-830 hp, S/T/X Series combines, R/M/Trailed sprayers plus the proprietary AFGRI Sprayer sub-brand, and Lemken tillage equipment), Construction (John Deere ADTs, backhoes, excavators, dozers, wheel loaders, motor graders, skid steers, supplemented by Wacker Neuson compact equipment and HAMM/WIRTGEN compaction), Forestry (John Deere skidders, feller bunchers, forwarders, harvesters, swing machines, plus Waratah processing heads and ProMac loaders), Golf & Turf, and Residential. Underlying technology is principally John Deere's precision-ag stack — Autotrac automated steering, JDLink telematics, and the G5Plus CommandCenter Display — integrated with ISOBUS, GreenStar, and SmartApply on AFGRI-branded sprayers. The business operates five parallel revenue streams: new equipment sales, used equipment sales (143+ active listings), parts supply, service and maintenance, and equipment rentals. GTM is overwhelmingly enterprise field sales through owned branches and a sub-dealer network (Neniko Agencies, PC Garage, Southern Drakensburg Tractor Services, ZEMCO Zimbabwe), supported by John Deere Financial for customer financing. The company is a privately held subsidiary of AFGRI Group Holdings PTY Ltd under the legal entity AFGRI Agri Services PTY Ltd, with 572 employees and no publicly disclosed revenue.
AFGRI Equipment firmographics
Firmographics- Name
- AFGRI Equipment
- Legal name
- AFGRI Agri Services PTY Ltd
- Website
- https://afgriequipment.co.za
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- AFGRI Equipment is the largest John Deere dealer in the Southern Hemisphere, distributing agricultural, construction, forestry, and turf equipment across 51+ branches in South Africa, Botswana, Kenya, and Uganda, with complementary parts, service, and rental operations.
- Ownership category
- akta.pro rank
AFGRI Equipment industry classification
Industry- Product category
- Agricultural Equipment Dealership
- NAICS
- Outdoor Power Equipment Retailers (444230), Farm Machinery and Equipment Manufacturing (333111)
- SIC
- Farm Machinery & Equipment (3523), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Agricultural Tractor & Field Machinery Vehicle Manufacturing (IMACAFAB)
- akta.pro secondary industries
- Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC), Tillage & Soil Preparation Equipment (Plows, Harrows, Cultivators, Subsoilers) (AFAAAAAB), Potato & Specialty Crop Planters (Potato, Garlic, Sugarcane) (AFAAABAJ)
Keywords
Where AFGRI Equipment is headquartered
LocationHeadquarters
- HQ city
- Centurion
- HQ country
- South Africa
- HQ region
- Africa
Offices48 records
Markets served
AFGRI Equipment business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- New Equipment Sales: Sales of new agricultural, construction, forestry, golf & turf, and residential equipment primarily from John Deere and complementary brands
- Used Equipment Sales: Sales of pre-owned equipment reviewed and kept updated frequently, with 143 products available across various categories
- Parts Sales: Parts catalog with John Deere online parts ordering system, supported by all 51+ branch locations
- Service and Maintenance: Expert service checks, combine inspection program, and ongoing maintenance services at branch locations
- Equipment Rentals: Monthly rental programs for construction and forestry equipment with minimum 6-month terms
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Skid Steers: From R36,725 pm excl VAT |
| Other | Monthly | Backhoes (TLB): From R58,720 pm excl VAT |
| Other | Monthly | Wheel Loaders: From R98,784 pm to R751,166 pm excl VAT |
| Other | Monthly | Dozers: From R119,264 pm excl VAT |
| Other | Monthly | Motor Graders: From R158,903 pm excl VAT |
| Other | Monthly | Excavators: From R93,437 pm excl VAT |
| Other | Monthly | ADT: From R381,893 pm excl VAT |
| Other | Monthly | Forestry Equipment: From R215,000 pm excl VAT |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
AFGRI Equipment product offering
Product offeringCore offering
AFGRI Equipment sells new and used agricultural, construction, forestry, golf & turf, and residential equipment, primarily John Deere and complementary brands (Wacker Neuson, Lemken, HAMM, Waratah, ProMac). The company also distributes proprietary AFGRI Sprayers and provides parts, maintenance service, equipment rentals (minimum 6-month terms), precision farming technology integration, and an apprenticeship program through 51+ branch locations across South Africa, Botswana, Kenya, and Uganda.
Product overview
AFGRI Equipment is a multi-brand agricultural, construction, forestry, and turf equipment dealer operating as the largest John Deere dealer in the Southern Hemisphere. The company offers an extensive portfolio organized into five core divisions: Agriculture (John Deere tractors from 36-830 HP across 5/6/8/9 Series, S/T/X Series combines, R/M/Trailed/AFGRI Sprayers, and Lemken implements), Construction (John Deere ADTs, backhoes, excavators, dozers, wheel loaders, motor graders, skid steers, plus Wacker Neuson excavators and HAMM compaction equipment), Forestry (John Deere skidders, feller bunchers, forwarders, harvesters, swing machines, plus Waratah processing heads and ProMac loaders), Residential/Golf & Turf (XUV Gators, ZTrak zero turn mowers, S-Series ride-on mowers, fairway/greens mowers), and Services (parts, rentals, tutorials, apprenticeship training). The company distributes proprietary AFGRI Sprayers alongside partner brands including John Deere, Wacker Neuson, Lemken, WARATAH, and HAMM across 51 branches in South Africa, Botswana, Kenya, and Uganda.
Differentiator
Problem solved
Functional benefit
Brands
- AFGRI Sprayer: Proprietary AFGRI Equipment sprayer available in Vineyard, Orchard, and Citrus models with 1000L-3000L capacity, featuring SmartApply Ready technology, Easy Access Service System, and Syncroflow Technology.
Products and services
- John Deere 5 Series Tractors
Quantifiable outcome
- 99% harvesting efficiency with S-Series, T-Series and X Series combines
- +1 more outcomes
Companies that use AFGRI Equipment
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles4 records
AFGRI Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature4 records
AFGRI Equipment partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- John DeerecoreAFGRI Equipment has been a proud John Deere dealer since 1963, representing the full John Deere product range including agricultural equipment, construction machinery, and forestry equipment. As the largest John Deere dealer in the Southern Hemisphere, the partnership spans 60+ years across 4 countries.
- Wacker NeusoncoreAFGRI Equipment distributes Wacker Neuson compact equipment including excavators, wheel loaders, and telehandlers for construction and earthmoving applications.
- LemkencoreAFGRI Equipment distributes Lemken tillage equipment including compact disc harrows (Heliodor, Rubin series) and cultivators (Karat series) for soil preparation.
- WIRTGEN GROUP (HAMM)coreAFGRI Equipment distributes WIRTGEN GROUP compaction equipment including HAMM compactors and tandem rollers for earthworks and road construction applications.
- WaratahcoreAFGRI Equipment distributes Waratah forestry harvesting and processing heads, industry leaders for over 45 years in timber harvesting solutions.
- ProMac LoadersminorAFGRI Equipment distributes ProMac loader attachments designed for forestry applications with industry-leading functionality and quality materials.
- DipperfoxminorAFGRI Equipment distributes Dipperfox attachments for forestry equipment, providing additional tool options for forestry operations.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
AFGRI Equipment competitors and assessment
Company assessmentBroad incumbents
- Bell Equipment: South African-based manufacturer and distributor of articulated dump trucks, loaders, and forestry equipment; competes in the same construction and forestry segments where AFGRI distributes John Deere and Waratah equipment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AFGRI Equipment social profiles
Digital presenceAFGRI Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
AFGRI Equipment leadership team
Management profileNumber of profiles
AFGRI Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AFGRI Equipment 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 AFGRI Equipment
What does AFGRI Equipment do?
AFGRI Equipment sells new and used agricultural, construction, forestry, golf & turf, and residential equipment, primarily John Deere and complementary brands (Wacker Neuson, Lemken, HAMM, Waratah, ProMac). The company also distributes proprietary AFGRI Sprayers and provides parts, maintenance service, equipment rentals (minimum 6-month terms), precision farming technology integration, and an apprenticeship program through 51+ branch locations across South Africa, Botswana, Kenya, and Uganda.
Is AFGRI Equipment a public or private company?
AFGRI Equipment is a private company. It is classified as corporate owned and is currently operating.
When was AFGRI Equipment founded?
AFGRI Equipment was founded in 1963. It employs 501 to 1,000 people.
Where is AFGRI Equipment based?
AFGRI Equipment is headquartered in Centurion, South Africa, in the Africa region.
How does AFGRI Equipment make money?
Five revenue lines are on record. New Equipment Sales are the primary driver. The others are used Equipment Sales, parts Sales, service and Maintenance and equipment Rentals.
Who are AFGRI Equipment's main competitors?
Bell Equipment is listed as a broad incumbent.
Does AFGRI Equipment have an API?
No public API is recorded for AFGRI Equipment.
What industry is AFGRI Equipment in?
AFGRI Equipment's product category is Agricultural Equipment Dealership. Its primary akta.pro industry code is IMACAFAB, Agricultural Tractor & Field Machinery Vehicle Manufacturing, with a secondary code of IMAHACAC, Crop Protection & Application Equipment (Sprayers/Spreaders). Its NAICS code is 444230 and its SIC code is 3523.