Due to the small orchard market, Washington Tractor turned to Antonio Carraro to provide its customers with a niche product to fit their needs.

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.”

AgPro Equipment Service in Hettinger, N.D., has found success selling farm equipment without a major line. Owner Jeff Hallen opened the dealership in 2013 after spending 6 years with RDO Equipment, one of John Deere's largest ag equipment dealers.

While last month’s column focused on some of the ups and downs that afflicted the agricultural equipment industry over the past 40 years, this column will take a look at what one can expect over the next several years. But first, it should be apparent after reading the previous column, that one of the primary drivers for the demise of manufacturers during the aforementioned time period was their feckless hiring of top management that were either devoid of pertinent and relevant experience, or their background was from the financial side of the business. Concerning the latter, when that is the case, management will generally save themselves into bankruptcy rather than marketing themselves into prosperity.

While farmer/dealers may have some limitations in the retail arena, they can also be an effective alternative for shortline manufacturers.

When "all distribution is local," good equipment dealers are demanding the best in training and technology to serve a new generation of growers.

Developing innovative tillage tools and fertilizer injection equipment — combined with an emphasis on dealer training — is Thurston Manufacturing's roadmap for growth.