AGCO Launches FarmerCore to Bring the Dealer Experience Directly to the Farm

Jan 31, 2024

DULUTH, Ga.--(BUSINESS WIRE)--AGCO (NYSE: AGCO), a global leader in the design, manufacture and distribution of agricultural machinery and precision ag technology, today announced the launch of FarmerCore, a transformative global initiative to deliver a next-generation farmer and dealer experience. The launch of the new end-to-end distribution model is a significant milestone in advancing AGCO’s Farmer-First strategy and solidifying its commitment to helping farmers across the globe become more profitable, productive and sustainable.

FarmerCore revolutionizes sales and service using tools that put dealers in closer proximity – onsite and online – to farmers. From product research to in-season uptime, the program develops and integrates digital and physical elements across the purchasing journey and product ownership lifecycle to create a leading on-farm offering.

“AGCO’s strategy remains focused on putting the farmer at the center of everything we do,” said Eric Hansotia, Chairman, President and CEO of AGCO. “The FarmerCore initiative further solidifies our pledge to prioritize farmers, blending physical and digital experiences to build brand loyalty and deepen customer engagement. Ultimately, we’re going to bring our entire business to the farmer through digital tools, service trucks, local parts access and more in partnership with AGCO’s global dealer network.”

FarmerCore is built on three pillars: the on-farm mindset, smart network coverage and digital engagement. The on-farm mindset positions dealers to meet customers’ needs at every stage of the ownership journey. Smart network coverage de-emphasizes the one-size-fits all outlet approach, moving toward a hub-and-spoke model that adds “light” retail outlets, service centers and parts-only locations. Digital engagement gives farmers 24/7 online access to sales and support, including online parts purchasing, dealer digital storefronts, online configurators and more.

Many AGCO dealerships already deploy aspects of the FarmerCore program, including mobile service fleets, alternative format outlets (e.g., parts-only stores) and digital tools to enhance customer support. In fact, the FarmerCore model has proven successful at the regional level through AgRevolution, an AGCO-owned, full-line agricultural equipment dealer serving farmers in Kentucky, Illinois and Indiana.

“We provide farmers with an outstanding on-farm experience that spans the entire ownership journey,” said Stacy Anthony, CEO of AgRevolution. “Our farmer-first mentality, combined with implementing FarmerCore’s assets, enables greater engagement across our region and helps us deliver exceptional customer outcomes and value. I am excited at the unlimited potential this innovative, farmer-first model will deliver to AGCO’s dealer network and farmers around the world.”

With FarmerCore, mobile assets bring buying and servicing to the farm. While dealership locations will continue to anchor farmer support in local communities, mobile and digital channels allow farmers to engage on their terms.

FarmerCore will be implemented in close partnership with AGCO’s global dealer network and will become a leader in ag machinery support, across every aspect of the ownership lifecycle. The program launches globally this year in select North and South America dealer organizations, with continued expansion throughout 2024.

Source : AGCO

Video: From Conventional to Regenerative: Will Groeneveld’s Journey Back to the Land

"You realize you've got a pretty finite number of years to do this. If you ever want to try something new, you better do it."

That mindset helped Will Groeneveld take a bold turn on his Alberta grain farm. A lifelong farmer, Will had never heard of regenerative agriculture until 2018, when he attended a seminar by Kevin Elmy that shifted his worldview. What began as curiosity quickly turned into a deep exploration of how biology—not just chemistry—shapes the health of our soils, crops and ecosystems.

In this video, Will candidly reflects on his family’s farming history, how the operation evolved from a traditional mixed farm to grain-only, and how the desire to improve the land pushed him to invite livestock back into the rotation—without owning a single cow.

Today, through creative partnerships and a commitment to the five principles of regenerative agriculture, Will is reintroducing diversity, building soil health and extending living roots in the ground for as much of the year as possible. Whether it’s through intercropping, zero tillage (which he’s practiced since the 1980s) or managing forage for visiting cattle, Will’s approach is a testament to continuous learning and a willingness to challenge old norms.

Will is a participant in the Regenerative Agriculture Lab (RAL), a social innovation process bringing together producers, researchers, retailers and others to co-create a resilient regenerative agriculture system in Alberta. His story highlights both the potential and humility required to farm with nature, not against it.