What Ag Pride does

Ag-Pride Australia Pty Ltd is a family-owned, privately held importer and distributor of agricultural, construction, and vegetation-management equipment, headquartered at 23 Galleghan Street, Hexham, NSW, Australia. The company has operated for over five decades and positions itself as a trusted source of high-quality implements for Australia's agricultural, construction, and lifestyle sectors. Ag-Pride does not manufacture its own core products; instead it sources implements from five global manufacturers — Berti (mulchers, disc mowers, hydraulic forestry mulchers for excavators and skid steers), Bomford (flail mowers, reach arm mowers, rotary cutters, remote-control slope mowers), MX (front linkages and loaders for tractors), Pronar (fertiliser spreaders, round bale wrappers), and Towmate (galvanised plant trailers) — and distributes them exclusively through an authorised dealer network across Australia. The company also markets its own branded Ag-Pride subsoil rippers.

The product portfolio spans a broad taxonomy: carryalls, fertiliser spreaders, front linkages, grader planes, mowers (between-row weed, reach arm, orchard, vineyard), mulchers (grass, orchard, vineyard, front/rear linkage, offset/in-line, roadside, forestry, pick-up, pineapple, hydraulic excavator, skid steer), post hole diggers, rotary cutters, round bale wrappers, sub-soil rippers, and plant trailers. Notable technical features include Towmate's hot-dipped galvanised modular chassis, Bomford's ICS joystick-controlled reach-arm mowers, MX's dual-implement front linkages, and Ag-Pride's own galvanised adjustable-tyne rippers with replaceable wear points.

Ag-Pride operates a pure B2B hardware distribution model, selling exclusively through its authorised dealer channel with no direct-to-end-user sales and no publicly disclosed pricing. Revenue is generated from the sale of imported implements, supplemented by spare parts revenue underpinned by an extensive inventory and a 24-hour despatch commitment that minimises dealer and end-customer downtime. The company's value proposition centres on sourcing premium global brands, providing product training, and delivering after-sales support and parts reliability — rather than on proprietary technology or software-enabled differentiation.

Name

Ag Pride

Legal name

Ag-Pride Australia Pty Ltd

Website

https://agpride.com.au

Company type

Private

Operating status

Operating

Short description

Ag-Pride Australia is a family-owned importer and distributor of agricultural, construction, and vegetation-management equipment, serving farmers, contractors, and lifestyle property owners across Australia through an authorised dealer network with five global brand partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Hexham

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Agricultural Equipment Distribution: Family-owned company based in Hexham, NSW, specialising in importing and distributing agricultural and construction implements across Australia through an established dealer network. Revenue generated from the sale of implements sourced from global manufacturers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Ag-Pride imports and distributes agricultural, construction, and vegetation-management implements across Australia, sourced from global manufacturers Berti, Bomford, MX, Towmate, and Pronar, plus its own Ag-Pride-branded subsoil rippers. Products include mulchers, mowers, reach-arm flail mowers, rotary cutters, fertiliser spreaders, bale wrappers, subsoil rippers, front linkages, and plant trailers. Distribution is handled exclusively through an authorised Australian dealer network that supplies and fits equipment locally.

Product overview

Ag-Pride is a family-owned Australian company based in Hexham, NSW, that imports and distributes agricultural and construction implements across Australia through an authorised dealer network. The product portfolio includes a comprehensive range of vegetation management and agricultural equipment sourced from global manufacturers including Berti (agricultural and professional mulchers, disc mowers), Bomford (reach arm flail mowers, rotary cutters, remote control slope mowers), MX (front linkages for tractors), Pronar (fertiliser spreaders, bale wrappers), and Towmate (plant trailers). The company also offers its own branded Ag-Pride subsoil rippers. Products span multiple categories including carryalls, fertiliser spreaders, front linkages, grader planes, mowers (between row weed, reach arm, orchard, vineyard), mulchers (various types for grass, forestry, orchard, vineyard, road side, excavator, skid steer), post hole diggers, rotary cutters, round bale wrappers, sub soil rippers, and trailers. The company emphasizes high-quality equipment with excellent after-sales support, product training, and rapid spare parts supply with most consignments delivered within 24 hours.

Differentiator

Problem solved

Functional benefit

Products and services

• Ag-Pride Subsoil Rippers

Quantifiable outcome

• Most spare parts consignments delivered within 24 hours

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• BerticoreChannel Partner/ Reseller/ DistributorBerti is a leading global manufacturer of agricultural equipment. Ag-Pride sources a broad range of implements from Berti including mulchers, disc mowers, and grass mowers. Products include Berti AF Mulcher (low body), Berti AF/L Mulcher, Berti LAND/S Mulcher, Berti SF/2 Mulcher (heavy duty semi forestry), Berti RM.AD/TL Disc Mower, Berti RI Disc Mower, Berti RI/2 Disc Mower, and various hydraulic forestry mulchers for mini excavators and skid steer loaders.
• BomfordcoreChannel Partner/ Reseller/ DistributorBomford is a UK-based manufacturer of professional vegetation management equipment. Ag-Pride distributes Bomford products including flail mowers, reach arm mowers, rotary cutters, and attachments. Products include Bomford Flailbot T4F remote control slope mower, Bomford Microklippa, twin blade slashers, and various reach arm flail mowers (Wren, Kestrel EVO, Hawk EVO, Falcon EVO, Eagle, Buzzard EVO).
• MXcoreChannel Partner/ Reseller/ DistributorMX manufactures front linkages and loaders for tractors. Ag-Pride distributes MX products including R05, R08, R10, R12, R16, R16V, R16VF, R16F, R20, R28, R38, and R53 front linkages. These enable tractors to attach implements at the front for dual implement operations.
• PronarcoreChannel Partner/ Reseller/ DistributorPronar is a manufacturer of agricultural machinery. Ag-Pride distributes Pronar products including FD1-M03/M05 fertiliser spreaders and Z245 bale wrappers. Pronar equipment is designed for tough Australian conditions.
• TowmatecoreChannel Partner/ Reseller/ DistributorTowmate is a UK manufacturer of plant trailers. Ag-Pride distributes Towmate Rhino Pro digger plant trailers including models with 2700kg and 3500kg gross capacity, available in twin axle and twin pivot axle configurations. British engineering with hot-dipped galvanised chassis for durability.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• AFGRI Equipment Australia: AFGRI Equipment Australia is a major agricultural equipment dealer network distributing leading global brands (John Deere, CLAAS, Horsch) across Australia via a dealer model — directly comparable to Ag Pride's import-and-distribute-via-dealers approach for premium European brands.
• CLAAS Harvest Centre: CLAAS Harvest Centre distributes CLAAS agricultural machinery across Australia and New Zealand through an authorised dealer network. Comparable to Ag Pride in its focus on premium imported equipment, dealer-led distribution, and emphasis on after-sales support.
• Landpower Australia: Landpower is an Australian distributor of AGCO-owned brands (Massey Ferguson, Fendt, Valtra) operating through a regional dealer network. Highly comparable to Ag Pride as a multi-brand agricultural equipment importer and distributor with regional dealer coverage.
• Emmetts (John Deere dealer): Emmetts is a long-established John Deere agricultural equipment dealer group in Australia with multi-branch dealer coverage and after-sales/parts infrastructure — directly comparable to Ag Pride's dealer-network-led distribution model.
• Hutcheon & Pearce: Hutcheon & Pearce is a family-owned John Deere agricultural equipment dealer operating across regional Australia with multiple branches, parts, and service capability — closely comparable to Ag Pride as a family-led, dealer-network-based ag equipment distributor.

Regional players

• STIHL Australia: STIHL Australia distributes premium German-branded vegetation management and outdoor power equipment through a dealer network. Comparable to Ag Pride in the vegetation-management/equipment vertical but focused on handheld and smaller-format equipment rather than tractor implements.
• Husqvarna Australia: Husqvarna distributes professional vegetation management, forestry, and ground-care equipment in Australia via dealers — overlapping with Ag Pride's mulching, mowing, and vegetation management categories.
• RDO Equipment Co. RDO Equipment is a large US-based agricultural and construction equipment dealer network. Comparable as a multi-brand dealer/distributor model, though operating primarily in the US rather than directly competing in Australia.
• Vermeer Australia: Vermeer Australia distributes Vermeer industrial and agricultural equipment (including vegetation management and forestry products) through dealers — comparable to Ag Pride in equipment categories and dealer-led distribution, though with proprietary US manufacturing.

Broad incumbents

• Kubota Australia: Kubota Australia is the local arm of a major global tractor and implement OEM with a national dealer network selling into agricultural, construction, and lifestyle segments — overlapping Ag Pride's customer base but with proprietary manufacturing scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ag-pride-australia

Revenue estimate

Valuation estimate

Number of profiles

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 Ag Pride