Tulloch Farm Machines Ltd
Tulloch Farm Machines Ltd is a New Zealand-based wholesale distributor of agricultural machinery, importing and distributing world-leading brands (Krone, Bema, Carre, Supreme, Eurobagging, Monosem, Einbock) through a nationwide network of independently owned dealers serving New Zealand farmers and contractors.
- Company typePrivate
- Founded1963
- HeadquartersMasterton, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Tulloch Farm Machines Ltd does
Tulloch Farm Machines Ltd is a New Zealand-based wholesale distributor of agricultural machinery, headquartered at 300 High Street, Solway, Masterton. Founded in 1963 as D.W. Tulloch & Company Limited and re-established in its current form in 1989, the company imports and distributes world-leading agricultural equipment brands — Krone, Bema, Carre, Supreme International, Eurobagging, Monosem, and Einbock — exclusively through a nationwide network of independently owned dealers spanning from Invercargill to Kaitaia. The company is family-owned and led by Managing Director John Tulloch, who succeeded his father Graeme in 1998.
The product portfolio covers forage harvesting, mowing, baling, feeding, sweeping, cultivation, planting, and bagging equipment. Notable technical components include Supreme brand feed mixers with patented freestanding vertical cutting augers, Carre's precision guidance system (PRECICAM), and a forthcoming Bema Sweezy 450 Dual E electric-powered quad sweeper. The company distributes, rather than manufactures, all equipment.
Revenue is generated through wholesale hardware sales (machinery and parts) to its dealer network, with quote-based pricing and no public price disclosure. The company also facilitates customer financing through partnerships with Heartland Bank and UDC. Customer segments include New Zealand farmers (dairy, sheep, beef, crop), agricultural contractors, and the independent dealers themselves. The business does not sell direct to end customers, invests in dealer technician training, and maintains a substantial parts inventory with emergency ordering capabilities as a core aftermarket support differentiator.
Tulloch Farm Machines Ltd firmographics
Firmographics- Name
- Tulloch Farm Machines Ltd
- Legal name
- Tulloch Farm Machines Ltd
- Website
- https://tulloch.nz
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Tulloch Farm Machines Ltd is a New Zealand-based wholesale distributor of agricultural machinery, importing and distributing world-leading brands (Krone, Bema, Carre, Supreme, Eurobagging, Monosem, Einbock) through a nationwide network of independently owned dealers serving New Zealand farmers and contractors.
- Ownership category
- akta.pro rank
Tulloch Farm Machines Ltd industry classification
Industry- Product category
- Agricultural Machinery Distribution
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE)
- akta.pro secondary industries
- Livestock & Dairy Equipment (IMAHACAG), Hay & Bale Handling Equipment (IMAHACAF), Agricultural Processing Equipment (On-farm) (IMAHACAL)
Keywords
Where Tulloch Farm Machines Ltd is headquartered
LocationHeadquarters
- HQ city
- Masterton
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Tulloch Farm Machines Ltd business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Farm Machinery Sales: Revenue generated from importing and distributing world-leading agricultural machinery brands through a national dealer network. Includes tractors, forage harvesters, mowers, balers, feed mixers, cultivators, and specialty farming equipment.
- Parts & Accessories: Wholesale importation and supply of genuine parts for all distributed brands, available through the dealer network nationwide.
- Finance Services: Facilitation of financing options through financial partners Heartland Bank and UDC for equipment purchases, including pre-approval processes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing for all agricultural machinery |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Tulloch Farm Machines Ltd product offering
Product offeringCore offering
Tulloch Farm Machines is a wholesale importer and distributor of world-leading agricultural machinery brands in New Zealand. It represents brands including Krone, Bema, Carre, Supreme/Segue, Eurobagging, Monosem, and Einbock, supplying forage harvesting, mowing, baling, feed mixing, sweeping, cultivation, planting, and bagging equipment through a nationwide independent dealer network spanning from Invercargill to Kaitaia.
Product overview
Tulloch Farm Machines Ltd is a New Zealand-based machinery distributor representing multiple world-leading agricultural equipment brands through a nationwide dealer network. The product portfolio comprises four core distributed brands: Bema Sweepers (agricultural, municipal, and industrial sweeping equipment including electric, hydraulic, and PTO-powered models), Carre Strip-till, Weeders & Hoes (strip-tillage, inter-row cultivation, grassland regeneration, and precision guidance systems), Eurobagging Machines (silage bagging and grain crimping equipment), and Supreme & Segue Feed Mixers (tractor-drawn, stationary, truck-mounted feed processors and delivery systems). These products serve the New Zealand agricultural sector with machinery for crop cultivation, weed control, forage harvesting, feed mixing, and material handling applications.
Differentiator
Problem solved
Functional benefit
Products and services
- Bema Sweepers
Quantifiable outcome
- Within two years of re-establishment in 1989, achieved steady results; in third year experienced rapid growth and re-established as major player in NZ farm machinery market
- +1 more outcomes
Companies that use Tulloch Farm Machines Ltd
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Tulloch Farm Machines Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Tulloch Farm Machines Ltd partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- KronecoreKrone is a German manufacturer and one of the world-leading brands represented by Tulloch. Products include forage harvesters (BiG X series), disc mowers, tedders, rakes, balers (Fortima, Comprima, VariPack), and loader wagons. Tulloch has been the NZ distributor since 1970.
- BemacoreGerman manufacturer of sweeper attachments for quads, ATVs, and UTVs. Products include Sweezy series sweepers with various brush sizes and configurations for agriculture, construction, and landscaping.
- CarrecoreFrench manufacturer of strip-till equipment, weeders, and hoes. Products include INRO II strip-tiller, ECONET inter-row cultivators, PRAIRIAL grass regenerator, SARCLERSE weeding harrow, and PRECICAM guidance system.
- Supreme InternationalcoreManufacturer of feed mixers and processors (Supreme and Segue brands). Products include tractor-drawn, stationary, truck-mounted, and Enviro Series feed processors with capacities from 7.8m³ to 53m³.
- EurobaggingcoreManufacturer of silage and grass bagging machinery and crimpers. Products include EB 310 LG bagging machine, CS 1000 crimper, and CD 1000 crimper for field harvesting operations.
- MonosemcoreFrench precision planter manufacturer, now part of John Deere (acquired 2015). Products include pneumatic shoe planters, double disc planters, precision vegetable planters, and inter-row cultivators. Tulloch continues as distributor via dealer network.
- EinbockcoreAustrian manufacturer of seeding and cultivation equipment including Pneumaticstar air seeders, Pneumaticbox seed boxes, and Chopstar row crop cultivators.
Scale indicators2 records
Recent moves10 records
Expansion highlights5 records
Tulloch Farm Machines Ltd competitors and assessment
Company assessmentBroad incumbents
- Pöttinger: Austrian manufacturer of hay/forage machinery, tillage, and seeding equipment. Direct competitor to Krone and Kuhn in the forage/hay/baler category that forms the core of Tulloch's offering.
- CLAAS: Global German manufacturer of forage harvesters, mowers, balers, and tractors. A major competitor to Krone and other brands Tulloch distributes; competes for the same NZ forage/hay equipment category.
- Krone (Bernard Krone Holding): German manufacturer of forage harvesting, mowing, baling, and tillage equipment. Tulloch is Krone's NZ distributor, making it a supplier/partner relationship; however, Krone's product line directly competes in the same forage/baler category Tulloch sells.
- John Deere (Deere & Company): Dominant global agricultural machinery manufacturer with NZ operations. Already owns Monosem (one of Tulloch's distributed brands) — illustrating the vertical integration risk Tulloch faces and providing direct competition across tractors, planters, and harvest equipment.
- Kuhn Group: French manufacturer of tillage, seeding, hay/forage, livestock feeding, and crop protection equipment. Comparable product portfolio to Tulloch's distributed range (Carre, Einbock, Supreme) and competes for the same dealer and farmer customers in hay/forage/feeding equipment.
- AGCO Corporation: Global manufacturer of Massey Ferguson, Fendt, and Valtra tractors plus Hesston by Massey hay/forage equipment. Competes in the same NZ agricultural machinery market with broader product depth and global scale.
Direct peers
- Power Farming NZ: NZ-based wholesale distributor of premium European and global farm machinery brands (including Deutz-Fahr, Kverneland, McCormick). Comparable multi-brand distribution model serving NZ's agricultural sector.
- AGrow Quip NZ: New Zealand agricultural machinery distributor offering tillage, seeding, spraying, and hay equipment through a dealer network. Comparable as a multi-line importer/distributor serving NZ farmers.
- Norwood Farm Machinery Centre: New Zealand's largest farm machinery distributor with a national dealer network. Directly comparable as a multi-brand wholesale importer of agricultural equipment serving NZ farmers through independent dealers.
Emerging players
- Vermeer Corporation: US manufacturer of hay/forage equipment (balers, mowers, rakes) and industrial machinery. Adjacent competitor in the hay/forage equipment category with limited NZ distribution but expanding presence in agricultural contractors.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Tulloch Farm Machines Ltd social profiles
Digital presenceTulloch Farm Machines Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tulloch Farm Machines Ltd leadership team
Management profileNumber of profiles
Profiles1 record
Tulloch Farm Machines Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tulloch Farm Machines Ltd 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 Tulloch Farm Machines Ltd
What does Tulloch Farm Machines Ltd do?
Tulloch Farm Machines is a wholesale importer and distributor of world-leading agricultural machinery brands in New Zealand. It represents brands including Krone, Bema, Carre, Supreme/Segue, Eurobagging, Monosem, and Einbock, supplying forage harvesting, mowing, baling, feed mixing, sweeping, cultivation, planting, and bagging equipment through a nationwide independent dealer network spanning from Invercargill to Kaitaia.
Is Tulloch Farm Machines Ltd a public or private company?
Tulloch Farm Machines Ltd is a private company. It is classified as family owned and is currently operating.
When was Tulloch Farm Machines Ltd founded?
Tulloch Farm Machines Ltd was founded in 1963. It employs 1 to 10 people.
Where is Tulloch Farm Machines Ltd based?
Tulloch Farm Machines Ltd is headquartered in Masterton, New Zealand, in the Oceania region.
How does Tulloch Farm Machines Ltd make money?
Three revenue lines are on record. Farm Machinery Sales are the primary driver. The others are parts & Accessories and finance Services.
Who are Tulloch Farm Machines Ltd's main competitors?
Broad incumbents on record are Pöttinger, CLAAS, Krone (Bernard Krone Holding), John Deere (Deere & Company), Kuhn Group and AGCO Corporation. Direct peers are Power Farming NZ, AGrow Quip NZ and Norwood Farm Machinery Centre. Vermeer Corporation is listed as an emerging player.
Does Tulloch Farm Machines Ltd have an API?
No public API is recorded for Tulloch Farm Machines Ltd.
What industry is Tulloch Farm Machines Ltd in?
Tulloch Farm Machines Ltd's product category is Agricultural Machinery Distribution. Its primary akta.pro industry code is AFAAAAAE, Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers), with a secondary code of IMAHACAG, Livestock & Dairy Equipment. Its NAICS code is 42382 and its SIC code is 3523.