AFGRI Equipment, part of the AFGRI Group, has been appointed as the sole distributor of John Deere’s construction and forestry range of equipment in Botswana, Zambia, Zimbabwe, and AFGRI’s areas of operation in South Africa.

According to Patrick Roux, managing director of AFGRI Equipment, this builds on the successful partnership already in place with John Deere in Western Australia, where AFGRI Equipment is the single largest distributor of the construction and forestry range.

“The success we’ve enjoyed with the John Deere agricultural range in these African markets, combined with our outstanding service levels and ethos, as well as excellent customer relationships, established a solid base of operations to further expand and strengthen the John Deere brand, given the synergies that exist between the agricultural and construction equipment ranges.”

Roux added that AFGRI Equipment was delighted with the appointment, which certainly cements the relationship with John Deere.

“However, more important is the ability to now offer these markets access to this well-respected and premium range of equipment. John Deere is well aware of our established footprint in these countries, and that was certainly another factor in the decision.”

Diversification underpins sustainability

This appointment provides AFGRI Equipment with a solid diversification angle to the business, which will strongly underpin sustainability and growth. Roux added that he was confident that AFGRI Equipment’s strong retail knowledge and experience in the agricultural sector could easily be transferred to the construction and forestry space.

“We have become the go-to company for many farmers, and we’re truly delighted to extend our services to local mining, construction, and forestry companies, with the hope that we will earn this same reputation.”

Initially the construction and forestry range will be available through selected AFGRI Equipment branches, with the idea being to develop a standalone construction and forestry business unit in due course. To this end, Pieter Nel has been appointed to head up the business. Nel has extensive experience in both construction, agricultural, and so-called yellow equipment.

“We look forward to working with new clients to introduce an extensive range of solutions purposefully built on the backbone of technology to drive down the costs of operation and increase efficiency,” concluded Roux.Press release, AFGRI Equipment