Goulburn Valley Ag

What Goulburn Valley Ag does

Goulburn Valley Ag Pty Limited is a privately-held agricultural equipment dealership founded in 2012 and headquartered in Kialla (Shepparton), Victoria, Australia, operating as part of the PFG Australia dealer network. The company sells new and used tractors, machinery, and parts through two physical branches — the original Shepparton showroom and a newly opened Echuca branch at 39 McKenzie Road (September 2025) — and offers in-house workshop service and preseason maintenance programs. Its franchise portfolio is led by Deutz-Fahr as the flagship tractor brand, supplemented by Kioti (South Korea) and Versatile (Canada), with complementary lines spanning McHale, Kverneland, Vicon, GOLDACRES, Bad Boy Mowers, Wacker Neuson, Kinghitter, RedGum, Taege, Aitchison, Howard, Jaylor, Maschio Gaspardo, Trans Tank International, RATA Power Claw, and WMI Feeders — covering equipment from 25HP subcompact tractors through to 620HP articulated four-wheel-drive models and adjacent civil, landscaping, and livestock product categories.

The business operates a traditional sales-led dealership go-to-market, employing 20+ staff across sales, parts, service, accounts, and reception under Dealer Principal Christian Barnett. Revenue is generated through four streams: (1) tractor sales (hardware), (2) machinery and implement sales (hardware), (3) parts sales for all franchise brands (hardware), and (4) workshop service and maintenance (professional services). Pricing is largely quote-based for capital equipment, with sub-$20K consumer items such as RedGum log splitters ($2,350–$6,600) and Bad Boy mowers ($8,399+) listed online. Distribution is purely domestic through direct dealership and showroom channels in northern Victoria, supported by a website, Facebook presence, newsletter signup, downloadable e-brochures, and demo events. The customer base is segmented into Goulburn Valley farmers (primary), lifestyle block owners, and contractors and civil operators — the last being the most recent vertical expansion, evidenced by a May 2025 Versatile 570 Scraper Special delivery to James Civil Group.

The company's competitive position rests on its Deutz-Fahr Platinum Dealer status, multi-brand breadth, two-branch regional footprint with integrated parts and service, and an in-house technical workforce including four apprentices and 8+ service technicians. The 2026 Deutz-Fahr PFG Credit Excellence Award recognized its credit performance at the national dealer conference. There is no public disclosure of revenue, no external institutional investment, and no subsidiary, M&A, or fundraising activity — Goulburn Valley Ag operates as a focused, growth-oriented regional dealership rather than a scaled multi-site retail platform.

Name

Goulburn Valley Ag

Legal name

Goulburn Valley Ag Pty Limited

Website

https://goulburnvalleyag.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Goulburn Valley Ag is a privately-held agricultural equipment dealership in northern Victoria, Australia, selling and servicing Deutz-Fahr, Kioti, and Versatile tractors plus a multi-brand machinery portfolio to Goulburn Valley farmers, lifestyle block owners, and civil contractors across its Shepparton and Echuca branches.

Ownership category

akta.pro rank

Product category

Agricultural Equipment Dealership

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Farm and Garden Machinery and Equipment Merchant Wholesalers (423820), Lawn and Garden Equipment and Supplies Retailers (4442), Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (42381)

SIC

Farm Machinery & Equipment (3523), Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Machinery, Equipment & Supplies (5080), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)

akta.pro primary industry

Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE)

akta.pro secondary industries

Hay & Bale Handling Equipment (IMAHACAF), Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC)

Keywords

• Agricultural equipment dealership
• Farm machinery sales
• Tractor dealership
• Agricultural parts service
• Hay and tillage machinery

Headquarters

HQ city

Shepparton (Kialla)

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tractor Sales: Sale of new and used agricultural tractors across multiple brands (Deutz-Fahr, Kioti, Versatile) ranging from 26hp to 620hp
2. Machinery Sales: Sale of agricultural machinery including balers, mowers, spreaders, cultivators, and implements from brands like McHale, Kverneland, Vicon, GOLDACRES
3. Parts Sales: Genuine parts support for all franchise brands including Deutz-Fahr, Versatile, Kioti, and machinery brands. Large stock of parts available.
4. Service & Maintenance: Workshop services including preseason service offers for hay and silage equipment

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Goulburn Valley Ag is an authorized agricultural equipment dealership selling new and used tractors (Deutz-Fahr, Kioti, Versatile), hay, silage and tillage machinery (McHale, Kverneland, Vicon, Jaylor, Taege, Aitchison, Howard, Maschio Gaspardo), zero-turn mowers (Bad Boy, Kioti ZXD), sprayers (GOLDACRES), construction equipment (Wacker Neuson), implements, attachments and livestock equipment. The dealership also provides genuine parts, workshop service and maintenance through two branches in Shepparton and Echuca in Victoria, Australia.

Product overview

Goulburn Valley Ag is an agricultural equipment dealer offering a comprehensive portfolio of farm machinery and equipment through its Shepparton and Echuca locations. The product range spans tractors from 25HP to 620HP (Deutz-Fahr, Kioti, Versatile), hay and silage machinery (McHale, Vicon, Kverneland, Jaylor), tillage and seeding equipment (Maschio Gaspardo, Howard, Aitchison, Taege), zero-turn mowers (Bad Boy, Kioti ZXD), construction equipment (Wacker Neuson), sprayers (GOLDACRES), attachments (RATA Power Claw, Kioti Implements), post drivers (Kinghitter), and livestock equipment (RedGum, Trans Tank International, WMI Feeders). The dealer also provides parts, service, and finance options, operating as a one-stop-shop for farming operations in the Goulburn Valley region.

Differentiator

Problem solved

Functional benefit

Products and services

• Deutz-Fahr Tractors Flagship German-engineered tractor range from 50HP to 350HP including Warrior Series, Mid-Large Series, Lifestyle Utility Series, and Specialist Series for vineyard/orchard applications. Features TTV and Powershift transmissions.
• Kioti Tractors and UTVs South Korean manufactured tractors and utility vehicles from 25HP subcompact to 140HP utility tractors. Includes compact tractors, utility tractors, K9 UTV, and skid steer loaders. Over 27,000 units sold across Australasia.
• Versatile Tractors Canadian-built tractors with fixed-frame front-wheel assist models up to 400HP and articulated four-wheel drive models up to 620HP, plus DeltaTrack track systems. First North American mass-producer of articulated 4WD tractors.
• Bad Boy Mowers American-manufactured zero-turn mowers including residential models (MZ Magnum, MZ Rambler, ZT Avenger, ZT Elite, Maverick, Revolt SD) and commercial models (Maverick HD, Outlaw Rebel, Outlaw Rogue, Outlaw Renegade, Revolt, Rogue Rear Discharge).
• Kioti ZXD Diesel Zero-Turn Mowers Diesel-powered zero-turn mowers with 1.2L Kioti diesel engine and direct drive transaxles (no drive belt), available in 61 or 72 inch deck widths with 7-gauge fabricated steel deck and rubber-isolated suspension seat.
• Wacker Neuson Equipment German/Austrian-manufactured construction equipment including excavators (ET08 to EW100), skid steer and track loaders, telehandlers, dumpers, mini loaders, and concrete/construction/demolition equipment.
• GOLDACRES Sprayers Australian-manufactured agricultural chemical spray equipment including Crop Cruiser series (G4, G6, G8), Prairie Pro, Prairie 2500-3000, LM 1300-1900, and Prairie Special sprayers.
• Agricultural Machinery Range (McHale, Vicon, Kverneland, Jaylor, Maschio Gaspardo, Howard, Aitchison, Taege) Comprehensive range of hay, silage, and tillage equipment including balers, mowers, mower conditioners, rakes, tedders, ploughs, fertiliser spreaders, TMR mixers, seed drills, cultivators, and vegetation management equipment from multiple international brands.
• Kinghitter Post Drivers New Zealand-manufactured hydraulic post drivers with over 45 years history. Models include Series 2i-360, Series 2i-450, and Expander 2i with hammer weights from 230kg to 300kg and mast heights from 3.2m to 5.1m.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

19 partnerships are on record, tiered flagship, core and minor.

• Deutz-FahrflagshipChannel Partner/ Reseller/ DistributorFlagship tractor brand partnership. Goulburn Valley Ag is a Deutz-Fahr Platinum Dealer offering the full range of Deutz-Fahr tractors from 50hp to 350hp including Warrior Series, Mid-Large Series, Lifestyle Utility Series, and Specialist Series.
• Kioti (Daedong)coreChannel Partner/ Reseller/ DistributorSouth Korean tractor manufacturer - South Korea's Number 1 tractor manufacturer with 75+ years heritage. Kioti has been in Australia for over 25 years. Range includes subcompact (25hp), compact (30-80hp), and utility tractors (80-140hp). Over 27,000 Kioti tractors sold across Australasia.
• VersatilecoreChannel Partner/ Reseller/ DistributorCanadian manufacturer - first North American mass-producer of articulated 4WD tractors. Plant in Winnipeg, Manitoba has built over 100,000 tractors. Range includes FWA (400hp), 4WD (425-620hp), and DeltaTrack crawler tractors.
• McHalecoreChannel Partner/ Reseller/ DistributorEurope's leading supplier of balers and wrappers. Family-run Irish business by brothers Padraic and Martin McHale. Products include balers, integrated balers, orbital wrappers, tedders, and bale handling equipment.
• KvernelandcoreChannel Partner/ Reseller/ DistributorWorld's leading plough manufacturer with 100+ years experience. Products include balers, mower conditioners, mowers, rakes, tedders, ploughs, and cultivation equipment. Known for unique heat treatment technology.
• ViconcoreChannel Partner/ Reseller/ DistributorLeading specialist in fertiliser spreaders with 2+ million machines sold worldwide. Products include Twin Disc Spreaders and GEOSPREAD GPS-controlled spreaders featuring RotaFlow technology.
• GOLDACREScoreChannel Partner/ Reseller/ DistributorAustralian manufacturer of agricultural chemical sprayers since 1978. Australia's most innovative sprayer manufacturer. Range includes G4, G6, G8 Crop Cruiser sprayers and Prairie series.
• Bad Boy MowerscoreChannel Partner/ Reseller/ DistributorAmerican manufacturer known for over-built, over-horsepowered mowers. Tagline 'Mow with an attitude'. Range includes residential (MZ Magnum, MZ Rambler, ZT Avenger, ZT Elite, Maverick, Revolt SD) and commercial (Maverick HD, Outlaw Rebel, Outlaw Rogue, Outlaw Renegade, Revolt, Rogue Rear Discharge).
• Wacker NeusoncoreChannel Partner/ Reseller/ DistributorGlobal company with 175+ years experience. Manufacturing in Germany, Austria, USA, China, and Serbia. Products include excavators, skid steer loaders, telehandlers, dumpers, mini loaders, and concrete/construction/demolition equipment.
• TaegeminorChannel Partner/ Reseller/ DistributorNew Zealand agricultural engineering company specializing in seed drills, cultivators, and tyre rollers since 1923. Known for innovative and reliable machinery solutions.
• AitchisonminorChannel Partner/ Reseller/ Distributor35+ years in seeding and soil management equipment. Known for Easyflow cultivator, Earthquaker aerator, Agrispred spreaders. Famous for Seedmatic direct drills with inverted T boot opener designed with Massey University.
• HowardminorChannel Partner/ Reseller/ DistributorIconic Australian brand since 1923, direct descendant of original company that produced first rotary hoe in Australia. Leading short-line provider with quality slashers and rotary hoes.
• JaylorminorChannel Partner/ Reseller/ DistributorBuilt on word of mouth success on farms. Reputation for high quality TMR (Total Mixed Ration) mixers. Distributed throughout North America and 50+ countries worldwide. Products include mini TMR mixers, single auger, twin auger, and heavy duty twin auger mixers.
• KinghitterminorChannel Partner/ Reseller/ Distributor100% New Zealand manufactured post drivers for over 45 years. World leader in hydraulic post driver design. Products include Series 2i-360, Series 2i-450, and Expander 2i with legendary reliability and cutting-edge design.
• RedGumminorChannel Partner/ Reseller/ DistributorAustralia's number 1 selling Honda powered logsplitters and wood chippers. Supplied over 30,000 units since 2008. Products include Deluxe splitters, GX200 Series II, Silver Edition, Lifter splitters, and chippers.
• Trans Tank International (TTi)minorChannel Partner/ Reseller/ DistributorAustralian manufacturer of liquid transport tank solutions. Products include diesel refuelling tanks, 3-point linkage sprayers, UTV sprayers, ATV spray trailers, 12v spot sprayers, and water cartage tanks.
• RATA Power ClawminorChannel Partner/ Reseller/ DistributorMulti-task attachment for tractors, telehandlers, and skid steers. Manufactured from AR450-grade high tensile steel. Strongest claw grab in Australian/NZ market. Range includes Compact, Mid-Range, Standard, and Split Top Power Claw.
• WMI FeedersminorChannel Partner/ Reseller/ DistributorAustralian made bale feeders and feed out carts. Serving farming industry for over a decade with high-quality products that withstand tough Australian climate. Range includes square, round, and multi-bale hay feeders.
• Maschio GaspardominorChannel Partner/ Reseller/ DistributorInternational group specializing in agricultural machinery for tillage, sowing, seeding, landscaping, forage-making, and crop care. 6 production plants (Italy, Romania, India, China) and 8 sales branches worldwide.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• AFGRI Equipment Australia: Dealer network representing CLAAS, JCB, and other premium European agricultural brands across Australia. Directly comparable as a multi-brand agricultural equipment dealer with workshop, parts, and sales operations.
• Cervus Equipment Australia: Multi-brand agricultural, construction, and transportation equipment dealer operating branch networks in Australia and Canada. Comparable dealer business model selling tractors, hay equipment, and machinery with parts and service.
• RDO Equipment Australia: Authorized John Deere dealer operating multiple branches across Australia with full sales, parts, and service capability. Directly comparable as a multi-brand regional agricultural equipment dealer serving broadacre and mixed farming customers.
• Brandt Australia: Australian arm of Brandt, operating John Deere and complementary brand dealerships across multiple states. Comparable in scale, product breadth (tractors, sprayers, hay tools), and full-service dealer business model.
• Hutcheon & Pearce: Major regional agricultural equipment dealer in New South Wales and Victoria representing Case IH and complementary brands. Closely comparable multi-branch dealership model selling tractors, hay/forage equipment, and parts with workshop service across regional Australia.
• Emmetts: Family-owned agricultural and construction equipment dealer operating across South Australia, Victoria, and Western Australia with Case IH and complementary brands. Directly comparable multi-branch regional dealer model.
• McIntosh Distribution: Western Australian agricultural and construction equipment dealer representing Case IH, Krone, and other brands. Comparable as a regional multi-branch dealer with sales, parts, and service offerings.
• Power Equipment: Tasmania-based agricultural and construction equipment dealer carrying multiple brands including McHale and Krone. Comparable regional multi-brand dealership model with similar product categories.

Broad incumbents

• PFG Australia: National distributor and parent dealer network of Deutz-Fahr, Kioti, and other brands in Australia. Relevant as the parent organization and broader network that Goulburn Valley Ag operates within, providing brand-level context.
• Kubota Australia: Direct subsidiary of Kubota Corporation managing distribution and dealer support for Kubota tractors, mowers, and construction equipment across Australia. Comparable as a broader ag equipment distributor that competes for dealer mindshare and franchise relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/goulburnvalleyag.com.au
• Instagraminstagram.com/goulburnvalleyag/?hl=en
• LinkedInlinkedin.com/company/goulburn-valley-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Goulburn Valley Ag