Equipment Marketing & Distribution Association

What Equipment Marketing & Distribution Association does

EMDA is a nonprofit trade association serving as the structural link between manufacturers (domestic and international) and North American retail dealers of agricultural and related industry equipment, parts, and supplies. The association's member base is segmented into five tiers: Distributor Members ($770/year plus $200 per additional warehouse), Rep Members ($655/year), Associate Members, Affiliate Members ($435/year), and Provider Members at Silver ($1,000), Gold ($2,500), and Platinum ($5,000) tiers. Beyond membership dues, EMDA generates revenue through event sponsorships at the Fall Convention and Industry Showcase, joint conventions with FEMA, and savings programs offered through partner-provided discounts.

EMDA's core service portfolio centers on event-driven engagement and networking infrastructure. Flagship offerings include the annual Fall Convention & Industry Showcase (held in locations such as Las Vegas 2025 and New Orleans 2026), Spring Workshops, Contact Sessions, and webinars. The Member Portal provides a searchable directory indexed by state, category, and tags, enabling year-round connection among members. Additional member resources include a scholarship program (established 2019), a mentor program, the Excess Inventory Board for surplus equipment transactions, and Savings4Members discounts for U.S.-based members. International members include manufacturers from Germany, Italy, and Canada seeking entry into U.S. and Canadian markets.

EMDA operates from a small headquarters in Statham, Georgia, led by Executive Director Celeste Lindsey and a member-elected board headed by President Kris Yancey (Implement Sales). The association maintains strategic alliances with FEMA (joint Fall Conventions), FIRA USA (ag robotics), FederUnacoma (Italian manufacturers), and a roster of Provider Members offering cloud ERP, accounting, freight, and consulting services. The organization's foundational technology is limited to a member portal and event-registration infrastructure; EMDA does not develop proprietary software products.

Name

Equipment Marketing & Distribution Association

Legal name

The Equipment Marketing & Distribution Association

Website

https://emda.net

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

EMDA is a nonprofit trade association connecting agricultural equipment manufacturers, wholesale distributors, and independent sales representatives in North America through tiered membership, annual conventions, and a member directory. Members serve as the channel between manufacturers and over 1,700 retail dealers, primarily in the Southeast.

Ownership category

akta.pro rank

Headquarters

HQ city

Statham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: EMDA generates revenue through annual membership dues from five membership categories: Distributor Members ($770/year + $200 per additional warehouse), Rep Members ($655/year), Associate Members (manufacturer/component suppliers), Affiliate Members ($435/year), and Provider Members at Silver ($1,000/year), Gold ($2,500/year), and Platinum ($5,000/year) tiers.
2. Event Sponsorships: EMDA generates revenue through event sponsorship packages at the Fall Convention and Industry Showcase, including joint EMDA/FEMA sponsorships. Sponsorship opportunities include booth displays, speaking slots, branded recognition, and social event hosting.
3. Savings4Members Program: EMDA offers exclusive savings programs for U.S.-based member companies, including discounts on shipping, credit reporting, and marketing services. Revenue may be derived from partnerships with service providers offering these discounted programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

EMDA is a membership-based trade association providing tiered membership categories (Distributor, Rep, Associate, Provider, Affiliate) with annual dues, annual industry events including the Fall Convention & Industry Showcase and Spring Workshops, a searchable member directory portal, and member programs including scholarships, mentorship, Excess Inventory Board, and Savings4Members discount programs for businesses in the agricultural and related equipment distribution sector.

Product overview

EMDA (Equipment Marketing & Distribution Association) is a membership-based industry association rather than a software product company. The organization operates as a network connecting manufacturers, distributors, independent sales representatives, and industry service providers in the agricultural and related equipment sector. EMDA's core offerings center on tiered membership programs (Distributor, Rep, Associate, Provider, and Affiliate), annual events (Fall Convention and Spring Workshop), the Industry Showcase exhibition, and member resources including a directory portal, scholarship program, mentor program, and savings benefits. The association does not offer a unified software platform but provides access to events, networking, and member tools as its primary service portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• EMDA Membership Programs Tiered membership categories including Distributor Member ($770 annually + $200 per additional warehouse), Rep Member ($655 annually), Associate Member, Provider Member (Silver $1,000, Gold $2,500, Platinum $5,000 annually), and Affiliate Member ($435 annually). These programs provide networking access, event participation, directory listings, and business development resources for companies in the agricultural equipment distribution channel.
• EMDA Fall Convention & Industry Showcase EMDA's flagship annual convention featuring face-to-face meetings, tabletop exhibits, contact sessions, educational breakout sessions, and networking events for equipment distribution industry professionals. Held at rotating locations (New Orleans October 2026, Las Vegas 2025, Oklahoma City 2027).
• EMDA Spring Workshop An intimate spring meeting featuring collaborative learning through small-group discussions, peer workshops, best practice sharing, and interactive sessions focused on industry challenges and actionable insights.
• Member Portal & Directory A real-time, year-round online portal providing searchable membership directory with search options by state, category, and tags, enabling members to find connections and resources. Includes QR codes for event check-in and networking.
• EMDA Scholarship Program Financial assistance program supporting EMDA member companies and their employees pursuing degrees, licenses, or certificates for professional development.
• Savings4Members Program Exclusive savings programs for U.S.-based member companies offering discounts on shipping, credit reporting, marketing services, and other business efficiency tools.
• Industry Showcase Exhibition A half-day tabletop exhibit event held during the Fall Convention connecting manufacturers, distributors, representatives, and farm equipment professionals for face-to-face business development and networking opportunities.

Quantifiable outcome

• Members gain access to a trusted network covering more than 1,700 equipment dealers in the Southeast alone, enabling manufacturers to achieve market coverage that would be impractical with internal sales teams alone.

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• AgritechnicaminorGTM or Marketing Partner · 9 November 2025EMDA members exhibit and attend Agritechnica, a world-class agricultural event in Hannover, Germany (November 9-15). EMDA facilitates member participation and promotion. Members exhibiting include AGRATOR, DUVELSDORF, Ferrari GrowTech, Kondex, Outback Wrap, Repossi Macchine Agricole, Simol, Stanhay, SFOGGIA, and the Western Canadian Pavilion (STEP).
• FEMA (Farm Equipment Manufacturers Association)flagshipStrategic or Co-development Partner · 27 October 2025EMDA and FEMA have a long-standing partnership for joint Fall Conventions, with EMDA's 80th anniversary celebrated alongside FEMA's 80th in 2025. The two associations offer joint sponsorship opportunities for the Fall Convention and collaborate on opening sessions, breakfasts, social programs, and the farewell event. The joint partnership provides cross-exposure to both associations' member bases—EMDA for distributors and reps, FEMA for manufacturers.
• WB Global ServicescoreImplementation/ SI/ Consulting Partner · 17 September 2025WB Global Services, founded by Wayne Brozek, joined EMDA as a Silver Provider Member. The firm specializes in channel development, dealer network optimization, after-sales performance improvement, and market entry strategies for OEMs and dealer organizations. WB Global expanded to Lexington, Kentucky through a partnership with MACKAYBEN LLC, creating the 246 Leadership Academy for career-stage leadership development.
• MACKAYBEN LLCminorStrategic or Co-development Partner · 17 September 2025MACKAYBEN LLC, founded by Russ Green, is a leadership consultancy dedicated to developing the next generation of leaders in agriculture. Through partnership with WB Global Services (EMDA Silver Provider), the two companies co-created the 246 Leadership Academy, a digital Learning Management System supporting leaders at every career stage. Russ Green is also a member of ASAC and Executive Ambassador with Agriculture Future of America (AFA).
• FederUnacomaminorStrategic or Co-development Partner · 25 August 2025EMDA and FederUnacoma (Italian manufacturers association) collaborated to present 'Expanding U.S.–Italy Collaboration Through EIMA,' supporting Italian manufacturers in exploring the U.S. market through EMDA's distribution network. The ITA (Italian Trade Agency) also participates in EMDA events.
• FIRA USAcoreStrategic or Co-development Partner · 21 August 2025EMDA partners with FIRA USA (International Forum of Agricultural Robotics) to explore how strong partnerships between innovators and distributors are transforming how ag technology reaches the field. The collaboration includes joint webinars, EMDA members receive a 20% discount to attend FIRA USA events, and joint exploration of innovation-to-market pathways. FIRA focuses on ag robotics and automation technologies.
• Moore ColsoncoreImplementation/ SI/ Consulting Partner · 28 July 2025Moore Colson is an award-winning accounting and advisory firm serving manufacturing and distribution businesses. The firm joined EMDA as a Platinum Provider Member and hosts webinars for members on topics including tax impacts of the One Big Beautiful Bill Act, bonus depreciation, and agribusiness capital spending outlook. Moore Colson specializes in audit, tax, and advisory services for the equipment distribution industry.
• Germinate PodcastminorGTM or Marketing Partner · 24 July 2025EMDA was featured on the Germinate Podcast to discuss equipment distribution, industry trends, the power of networking, and how EMDA's community is shaping the future of ag machinery. The podcast episode highlights EMDA's 80-year network connecting manufacturers, distributors, and reps.
• Broad Leaf MediaminorGTM or Marketing Partner · 24 July 2025EMDA partnered with Broad Leaf Media to host the webinar 'Managing Your Media in a Digital Market,' helping equipment manufacturers, distributors, and reps strategically manage and elevate their digital media presence. Broad Leaf Media specializes in video production and ag-focused content strategies.
• HendersonminorImplementation/ SI/ Consulting Partner · 23 July 2025EMDA partnered with Henderson to present the webinar 'Evolving Together: Henderson's Role in Your Onshoring Journey,' exploring how U.S. manufacturers and distributors can navigate onshoring through product development, engineering, and U.S.-based manufacturing support. Henderson helps reduce supply chain vulnerabilities and improve speed-to-market.
• Innovative Cloud SolutionsflagshipTechnology or Integration · 4 June 2025Innovative Cloud Solutions joined EMDA as a Platinum Provider Member and serves as EMDA's trusted technology and cloud solutions partner. ICS offers Acumatica Cloud ERP solutions tailored for distributors and manufacturers, hosts webinars on cloud ERP adoption, and provides an EMDA Resource Page with tools, insights, and technology aligned to distribution industry needs. ICS staff attend EMDA conventions and present breakout sessions.
• Flowing Sales PodcastminorGTM or Marketing Partner · 1 January 2025EMDA leadership (Celeste Lindsey and Kris Yancey) participated in the Flowing Sales Podcast to discuss how associations transform and amplify the manufacturing space, global connections, technology's impact on sales, and the critical support associations provide to manufacturers and rep firms.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• North American Equipment Dealers Association (NAEDA): NAEDA represents the downstream retail dealers that EMDA's distributor and rep members sell into. It operates the same membership-and-events association model for a directly adjacent constituency in the equipment channel, making it the most relevant peer for benchmarking dues, events, and member services.
• Power Transmission Distributors Association (PTDA): PTDA is a trade association for power transmission/motion control distributors and manufacturers' agents. It shares EMDA's distributor-plus-rep membership model and event-driven engagement strategy, making it one of the closest structural analogs outside of agriculture.
• Farm Equipment Manufacturers Association (FEMA): FEMA is the manufacturer-side counterpart trade association for farm equipment OEMs and is EMDA's flagship joint-convention partner. The two associations co-host the Fall Convention and cross-expose their respective distributor/rep and manufacturer member bases, making them tightly comparable in mission, event model, and revenue mix.
• Electronic Distribution Association (EDA): EDA represents distributors and manufacturers' representatives in the electronic components channel. It uses the same dual-membership model (distributor members + rep members) and annual leadership/events format, providing a strong operational benchmark for EMDA.
• Agricultural Retailers Association (ARA): ARA is a membership-based trade association serving agricultural retailers and input suppliers with advocacy, conferences, and member services. It uses a near-identical operating model (tiered dues, annual conference, government relations, member benefits) in an adjacent agricultural channel segment.
• National Fastener Distributors Association (NFDA): NFDA is a trade association for fastener distributors and manufacturers' representatives. It uses the same membership-dues-plus-annual-convention model as EMDA in an adjacent industrial distribution vertical, providing a useful benchmark for member-tier economics and event ROI.
• Industrial Supply Association (ISA): ISA is a trade association for industrial/MRO distributors and manufacturers' agents. It mirrors EMDA's distributor-rep-member model and event-driven GTM, making it highly comparable for dues structure, conference economics, and member benefit design.

Broad incumbents

• National Association of Manufacturers (NAM): NAM is the largest U.S. manufacturing trade association, advocating for OEMs across all categories. It is a broad incumbent whose scale, advocacy, and large-event model (e.g., NAM Show) serve as a benchmark for what a much larger manufacturing association can monetize, even though it does not focus on EMDA's distribution-channel niche.
• Association of Equipment Manufacturers (AEM): AEM is the largest U.S. trade association for equipment OEMs across agriculture, construction, mining, forestry, and utility sectors. It overlaps EMDA's manufacturer constituency but at a much broader category scope, making it a broad incumbent for benchmarking scale, events (e.g., Agritechnica partnership), and advocacy influence.

Regional players

• FederUnacoma: FederUnacoma is the Italian agricultural machinery manufacturers association and a formal EMDA collaboration partner (U.S.–Italy EIMA pathway). It is the closest European counterpart association serving the same equipment category, comparable on mission but operating primarily in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/emda-news

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Equipment Marketing & Distribution Association