RDO Equipment Co.’s Structure for Shortlines
Mfr. & Dealer Issues

RDO Equipment Co.’s Structure for Shortlines

Lee Rogness, the dealer-principal of Interstate Inc. (Fergus Falls, Minn.) before selling to RDO Equipment Co. in 2008, knows the power of shortlines. His business “survived on shortlines” during transitions between majors in the tumultuous 1980s, before Interstate inked a contract with John Deere. “We lived on shortlines,” he recalls. “And then we took on Deere and we made money on both and had good market share.”

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Dealership of the Year

Dealership of the Year

For the 11th consecutive year, Farm Equipment is sponsoring its “Dealership of the Year” awards program to recognize North America’s best farm equipment dealers.

Dealers, manufacturers and others are invited to participate by nominating top dealers from across North America. There is no limit to the number of nominations that an individual can submit.

Farm Equipment Videos

Industry Insider

  • 2014 Government Payments Boosted Livestock Producer’s Bottom Line

    ERS’s current farm income forecast for 2014 includes $4.4 billion in Livestock Forage Disaster Program (LFP) payments, an over 700% increase from total LFP payments made during the previous 5 years combined.
  • 2014 Most Profitable Year Ever for Ethanol Producers

    While the future of ethanol is facing an uncertain future as the political battles about its usefulness continue, last year most U.S. ethanol producers were swimming in profits like they have never experienced.
  • JCB Makes Strides in Expanding Ag Dealer Network

    In today's newscast we report on whether the Fed's announcement will impact farm equipment manufacturers, how the strong U.S. dollar is impacting exports, AgJunction's recent merger, JCB's expanding dealer network for ag equipment and worldwide tractor sales.
  • Titan Machinery Announces Realignment

    In today's newscast we have details on Titan Machinery's realignment, an update on Deere's high-speed planter, Cervus Equipment and Rocky Mountain Equipment's latest earnings reports and info on the Open Ag Data Alliance.

Farm Equipment Columns

  • Kim Schmidt

    Growing Role of Women in Agriculture

    While scanning through the news that had come in over the weekend something jumped out at me — the growing role of women in agriculture. The two headlines that caught my eye were "Women Play Key Roles in Agriculture Jobs," from The Herald Journal in Logan, Utah, and "AGCO Celebrates Formation of First Women in Manufacturing Chapter in Minnesota," from the Daily Globe in Worthingon, Minn.
  • Dr. Jim Weber

    Business of Selling: Executing with Speed

    While my last two columns focused on “Dominating the Market” and “Initiating a Winning Strategy” by utilizing the principles of Sun Tzu’s “The Art of War,” this column will address similar precepts necessary to execute a strategy with the alacrity necessary to be victorious.
  • Dan Crummett

    Ahead of the Curve: Proposed Tractor Electrification Standards Emphasize Safety

    The evolution of farm tractors from traction devices to diesel-electric power plants took another step in February as engineers met during the National Farm Machinery Show in Louisville, Ky. The purpose of the meeting was to discuss standards for the electrification of tractors and various implements.
  • George Russell

    Technology For Profit: Article Rewind: What We’ve Covered So Far

    I began writing a regular column in 2009 under the banner “Planning for Profits,” which focused on ways progressive farm equipment dealers can improve their bottom lines. In early 2012, the editorial focus changed to “Technology for Profits” — that is how dealers can and should use technology profitably. This list responds to dealers who have asked for copies to previously published articles.

Top Directory Listings

Editorial Advisory Board

Brian Carpenter
President & GM
Champlain Valley Equipment
Middlebury, Vt.

Mark Foster
Regional Manager/Partner
Birkey's Farm Store
Bloomington, Ill.

Leo Johnson
Johnson Tractor
Janesville, Wis.

Keith Kreps
Executive Vice President
RDO Equipment
Fargo, N.D.

Tom Rosztoczy
President & CEO
Stotz Equipment
Avondale, Ariz.

Clint Schnoor
Agri-Service LLC
Twin Falls, Idaho

Tim Young
General Manager
Young's Equipment
Regina, Saskatchewan

Mark Foster
Regional Manager/Partner
Birkey's Farm Store
Bloomington, Ill.

Product Roundups

Top Store Items
Ag Equipment Intelligence - 1 Year Subscription

Ag Equipment Intelligence - 1 Year Subscription

Ag Equipment Intelligence provides ag equipment marketers, dealers and analysts with late-breaking news, analysis and viewpoints on the changing trends in the farm machinery marketplace. Condensing information into the knowledge that you need for quicker, sounder and more profitable strategic decision making, each issue presents financial updates, significant industry-altering trends, and outlooks and forecasts from a variety of different sources.
2015 AEI Dealer Business Outlook and Trends - Farm Equipment Forecast (PDF)

2015 AEI Dealer Business Outlook and Trends - Farm Equipment Forecast (PDF)

Based on surveys from more than 300 North American dealers, not only does the 2015 Dealer Business Outlook & Trends forecast report give you a "from the trenches" look at what dealers see for equipment sales in the year ahead, but it also identifies trends for individual product sales growth. In 48 pages, the report breaks out the dealers' 2015 outlook by country, by region, by the equipment brand and by the size of their dealership. Learn more.


Farm Equipment 1-Year Subscription (U.S.)

Farm Equipment 1-Year Subscription (U.S.)

Farm Equipment is a BPA-audited, controlled-circulation trade publication serving retail dealers of tractors, implements and/or related farm machinery in the U.S., Canada and Mexico. Additionally, Farm Equipment serves retail dealers of shortline machinery, wholesalers and distributors of tractors, implements and/or related machinery and manufacturer’s representatives.


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