Elliott Farm Equipment Ltd

What Elliott Farm Equipment Ltd does

Elliott Farm Equipment Ltd is a family-owned farm equipment dealership founded in 1959 and headquartered in Pembroke, Ontario. The company operates as an authorized multi-brand dealer across two physical locations (Pembroke and Carleton Place), serving commercial farmers, small-scale farmers, residential property owners, and construction/landscaping/municipal buyers throughout the Ottawa Valley and Eastern Ontario. Its product portfolio spans the full Massey Ferguson tractor line (sub-compact through 425 HP high-horsepower), Hesston hay and forage equipment, ASV compact track loaders, Gehl skid loaders, Cub Cadet outdoor power equipment, and complementary brands including Claas, Lemken, and Exmark. The company also offers PTx Trimble precision farming technology integration, a parts department with online ordering through AGCO's portal, a service department for maintenance and repairs, and equipment financing facilitated through AGCO Finance and Farm Credit Canada.

The business model is a traditional multi-brand dealership structure generating revenue through three core streams: new and used equipment sales (one-time hardware transactions), parts sales (including promotional programs like the PM360 inspection savings), and service and repair revenue. The company earns financing-attached equipment sales through AGCO Finance (dealer code 566182) and FCC, with promotional rate offerings (0%-3.74% APR) on select Massey Ferguson product lines. Go-to-market combines direct field sales with on-site equipment demonstrations, two physical retail/showroom locations, online inventory browsing and parts ordering, and content marketing through the company website. Customer engagement spans enterprise-scale agricultural operators purchasing high-horsepower tractors and balers, mid-market livestock and hay operations, hobby farmers and property owners buying compact tractors and lawn equipment, and construction/landscaping buyers purchasing compact loaders and skid steers.

Elliott Farm Equipment currently operates under second/third-generation Elliott family ownership (Peter and Patricia Elliott), maintains a staff of approximately 14+ across both locations, and holds no institutional investment, private equity, or venture capital involvement. The dealership is bound by franchise agreements with AGCO (its primary OEM relationship covering Massey Ferguson, Hesston, ASV, and Gehl), with supplementary franchise agreements with Cub Cadet, Claas, Lemken, and other brands. Revenue figures are not publicly disclosed and no stock listing or public ticker exists. The company operates within a single country (Canada) and a single sub-national region (Eastern Ontario), with no disclosed plans for geographic expansion beyond this footprint.

Name

Elliott Farm Equipment Ltd

Legal name

Elliott Farm Equipment Ltd.

Website

https://elliottfarmequipment.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

1–10 employees

Short description

Elliott Farm Equipment Ltd is a family-owned, multi-brand farm equipment dealership founded in 1959, serving commercial farmers, small farms, and construction/landscaping buyers across Eastern Ontario through two locations in Pembroke and Carleton Place.

Ownership category

akta.pro rank

Product category

Farm Equipment Dealer

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Farm Machinery & Equipment (3523)

akta.pro industry

PRIMARYIMAHACAA

Tractors & Power Units

Industrials, Manufacturing & Construction/Industrial Machinery & Heavy Equipment/Agricultural Machinery & Equipment

SECONDARYIMAHACAD

Harvesting & Forage Equipment

Industrials, Manufacturing & Construction/Industrial Machinery & Heavy Equipment/Agricultural Machinery & Equipment

SECONDARYAFAAAAAH

Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools)

Agriculture & Food Production/Agricultural Equipment & Technology/Farm Machinery & Tractors

Keywords

• Farm equipment dealer
• Agricultural machinery sales
• Tractor dealership
• Hay and forage equipment
• Compact track loaders

Headquarters

HQ city

Pembroke

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Equipment Sales: Sale of new farm equipment including tractors, balers, mowers, windrowers, and compact loaders from AGCO brands (Massey Ferguson, Hesston, ASV, Gehl) and other manufacturers (Cub Cadet, Claas, Lemken, etc.). Revenue generated through one-time hardware sales transactions.
2. Parts Sales: Sale of genuine AGCO parts and accessories. Parts can be ordered online through the AGCO parts portal and purchased at both dealership locations. Includes promotional offers such as PM360 inspection savings on AGCO Genuine Parts.
3. Service and Repair: Service department providing maintenance, diagnostics, and repairs for all equipment brands sold. Technicians perform routine maintenance, quick fixes, and major repairs to keep machinery operating at peak performance. Service is available at both locations.
4. Equipment Financing: Facilitation of equipment financing through AGCO Finance and Farm Credit Canada. While the financing is provided by third-party financial partners, the dealership earns revenue through equipment sales that include financing arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Elliott Farm Equipment is a family-owned authorized farm equipment dealer selling new agricultural machinery from AGCO brands (Massey Ferguson tractors, Hesston hay/forage equipment, ASV compact track loaders, Gehl compact equipment) plus complementary brands (Cub Cadet, Claas, Lemken). The company also offers genuine parts, in-house service and repair, and financing facilitation through AGCO Finance and Farm Credit Canada across its two Ontario dealership locations.

Product overview

Elliott Farm Equipment Ltd is a family-owned farm equipment dealer (est. 1959) serving Eastern Ontario with two locations in Pembroke and Carleton Place. The company offers a comprehensive portfolio of agricultural equipment spanning multiple brands. The core product line centers on Massey Ferguson tractors (sub-compact through 425 HP high-horsepower), complemented by Hesston by Massey Ferguson hay and forage equipment (balers, mower conditioners, windrowers). Additional brands include Cub Cadet (lawn equipment), Gehl and ASV (compact equipment), and Claas (agricultural machinery). The company also provides parts, service, and financing through AGCO Finance and FCC. This is a multi-brand dealer model, not a unified platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Massey Ferguson Tractors Full line of agricultural tractors ranging from sub-compact (1GC Series, 23 HP) to high-horsepower (9S Series, 425 HP), serving property owners through large-scale commercial farming operations.
• Massey Ferguson Compact & Utility Tractors Sub-compact, compact, and utility tractors (23-100 HP) designed for property owners, hobby farmers, and operators needing dependable muscle without extra complexity, with year-round work capability.
• Massey Ferguson Mid-Range Tractors Mid-range tractors (100-145 HP) including the 5S, 5700, and 6700 Series, offering reliable power, comfort, and versatility for hay, dairy, and livestock operations.
• Massey Ferguson High-Horsepower Tractors High-horsepower tractors (145-425 HP) including 6S, 7S, 8S, 9S, and 8700 S Series, built for row crops, planting, tillage, and heavy-duty agricultural work.
• Massey Ferguson 1300 Series Mower Conditioner Pull-type and center-mounted mower conditioners with RazorEdge cutter bars, offering steel-on-steel, rubber-on-rubber, or tine conditioning options.
• Massey Ferguson TD Series Tedders Professional-grade tedders for accelerating hay drying, available in widths up to 41 feet 8 inches with 2-10 rotors depending on model.
• Massey Ferguson 1 Series Round Baler Heavy-duty round baler with camless pickup, ISOBUS-ready with optional touchscreen monitor, featuring Tractor Implement Management (TIM) and telemetry capabilities.
• Massey Ferguson LB2200 Series Large Square Baler Large square baler with Extra-Density performance delivering up to 20% more bale density, compatible with Datatronic 5, MF Connect telemetry, and the HayBoss preservative system.
• Massey Ferguson 1800 Series Small Square Baler Small square baler with exclusive in-line design for easier handling, stacking, and feeding, featuring OptiForm bale chamber and hydraulic bale tension.
• Massey Ferguson Planters Precision planters with factory-ready Precision Planting technology including vSet2, vDrive, DeltaForce, and optional SpeedTube, offering 99% singulation accuracy.
• Hesston WR Series Self-Propelled Windrower Self-propelled windrower with AGCO Power engines (203-265 HP), Vision cab, MF Guide hands-free steering, and triple windrow attachment capability.
• Hesston by Massey Ferguson Hay & Forage Equipment Complete line of hay and forage equipment including balers, mower conditioners, and self-propelled windrowers designed for efficient hay operations.
• Cub Cadet Outdoor Power Equipment Residential and commercial outdoor power equipment including zero-turn mowers, riding lawn mowers, snow blowers, and walk-behind mowers.
• ASV Compact Track Loaders & Skid Steers Compact track loaders and skid steers with patented Posi-Track undercarriage system, featuring superior traction and low ground pressure for mud, snow, sand, and soft ground.
• Gehl Compact Equipment Compact equipment including skid loaders and track loaders with IdealTrax automatic track tensioning, designed for construction, agriculture, and landscaping.
• Claas Agricultural Machinery Claas agricultural machinery including tractors, combines, precision forage harvesters, and hay tools with implements like mowers, tedders, rakes, and balers.
• Parts & Service Department Genuine AGCO Parts, service department, PM360 inspections, and financing services supporting all equipment lines retailed by the dealership.
• AGCO Finance & FCC Equipment Financing Flexible financing solutions facilitated through AGCO Finance and Farm Credit Canada for purchasing new or used machinery, refinancing, or leasing.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core, secondary and minor.

• AGCO (Massey Ferguson, Hesston, ASV, Gehl)coreChannel Partner/ Reseller/ DistributorElliott Farm Equipment is an authorized AGCO dealer, reselling Massey Ferguson tractors and equipment, Hesston by Massey Ferguson hay and forage equipment, ASV compact track loaders and skid steers, and Gehl compact equipment. AGCO provides the product lineup, technical support, and financing infrastructure through AGCO Finance.
• Cub CadetsecondaryChannel Partner/ Reseller/ DistributorElliott Farm Equipment is an authorized Cub Cadet dealer offering a full lineup of outdoor power equipment including zero-turn mowers, riding lawn tractors, commercial mowers, snow blowers, and walk-behind mowers for residential and commercial users.
• ClaassecondaryChannel Partner/ Reseller/ DistributorElliott Farm Equipment offers Claas agricultural machinery including powerful tractors, advanced combines, precision forage harvesters, and hay tools. Claas products complement the AGCO product lineup for customers requiring specialized equipment.
• LemkenminorChannel Partner/ Reseller/ DistributorElliott Farm Equipment offers Lemken equipment as part of their product lineup, providing tillage, seeding, and crop protection implements for farmers in Eastern Ontario.
• ExmarkminorChannel Partner/ Reseller/ DistributorExmark zero-turn mowers are offered through Elliott Farm Equipment, known for unmatched cut quality, durability, and maneuverability with over 30 years of innovation and customer-driven design.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Rocky Mountain Equipment: Canada's largest Case IH agricultural equipment dealer, operating numerous locations across Western Canada. Comparable as a public, multi-location full-service farm equipment dealer with parts, service, and financing operations.
• Cervus Equipment: Large Canadian multi-brand equipment dealer group (now part of Brandt) operating John Deere agricultural dealerships across Western and Central Canada. Comparable as a multi-location full-line farm equipment dealer, though at materially larger scale.
• Brandt Tractor Ltd: Major Canadian dealer of Case IH and other heavy equipment with extensive branch network. Comparable as a large-scale Canadian farm and construction equipment dealer offering sales, parts, service, and financing.
• Hewitt Equipment (now EQUIPMENTShare-equivalent CAT dealer network): Major Canadian Caterpillar dealer also serving agricultural and construction markets. Comparable as a large-scale Canadian equipment dealer with full-service capabilities across multiple product categories.
• Mazergroup: Manitoba-based multi-location New Holland and Case IH dealer group. Comparable as a larger Canadian farm equipment dealer network offering new and used equipment, parts, service, and ag financing.

Emerging players

• Tractor Joe (TractorJoe.com): Online marketplace for purchasing tractors and farm equipment from multiple brands. Comparable as an emerging channel for farm equipment transactions, though primarily digital rather than dealer-based; potentially disruptive to traditional dealer models.

Direct peers

• Stoltz Sales & Service: Ontario-based farm equipment dealer selling and servicing tractors, hay tools, and related equipment. Comparable as a regional Canadian full-line farm equipment dealership with overlapping customer segments and OEM relationships.
• Premier Equipment Ltd: Ontario-based John Deere dealer with multiple locations across Southwestern Ontario. Directly comparable as a multi-location farm equipment dealership serving Canadian farmers with a full lineup of tractors, hay/forage, and precision agriculture solutions.
• Albert's Farm Equipment: Ontario-based farm equipment dealer carrying Kubota and complementary brands. Directly comparable as an independent multi-location farm equipment dealer in Ontario with a similar full-service sales/parts/service offering.
• Maple Lane Farm Equipment: Ontario-based farm equipment dealer offering a multi-brand lineup including Kubota and other major OEMs. Comparable as a regional Canadian farm equipment dealer serving farmers with similar product breadth and service model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/elliott-farm-equipment-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Elliott Farm Equipment Ltd