Profile: AGplus
A family-owned Te Aroha business is firmly focused on growing its impressive range of farm and lifestyle brands, with a new name to represent its future direction
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Stan and Fiona Knight
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When it comes to understanding the importance of solid relationships between farmers, contractors, and rural businesses, the team at AGplus (formerly Te Aroha Tractors) have it nailed.
As the business has grown and evolved – from its early days of five staff to a team now of more than 20 – so, too, has the range of brands available and scope of service and parts.
One thing that remains steadfast, however, is a full commitment to exceeding expectations of every single customer, from one-off sales or servicing through to the long-established repeat local farming families.
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A range of McCormick tractors at the AGplus yard
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Business owners Stan and Fiona Knight are Te Aroha locals themselves, and with Fiona managing the family dairy farm, including milking, Stan’s focus is on keeping the family business growing and equipped to meet the needs of local farmers and contractors.
The recent name change from Te Aroha Tractors to AGplus reflects the continued evolution of the business and the fact that with that growth comes an extended focus larger than specialising only in tractors.
"We wanted a new name to better demonstrate what we represent," says Fiona.
"We’ve got a fairly sizeable selection of brands and products that we offer now, and I think we’ve just got to the point where we outgrew the old name of Te Aroha Tractors.
"We carry forward the history of that established business, with the new name a clearer representation of the future business direction and growth."
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AGplus has a sizeable selection of brands and products
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While the yard showcases the popular local brands of McCormick and Landini tractors, Lemken cultivation equipment, Strautmann wagons, Giant loaders, and Polaris bikes, AGplus also represents Stewart trailers, Rata, Pearson, Aakron, and Tyremax. Alongside offering service and repairs for farm and lifestyle machinery, trucks, and diggers, there’s a key focus on garden and lawn equipment, with Husqvarna and Masport proving popular.
With such a diverse range of farming in the area (Morrinsville, Te Aroha, Coromandel, and Matamata), including dairy and goat farming, as well as horticulture, cropping, and contracting, the AGplus’ busy yard is an accurate representation of their demographic.
With a background as a diesel technician, Stan has an appreciation for quality workmanship and ensuring the brands he represents are well built and suitable for the job they are required for. His background also ensures the business offers top-notch workshop and after-sales service, along with carrying a good range of parts and accessories.
Te Aroha Tractors (now AGplus) has been an integral part of the community for some decades, and with three children themselves, Stan and Fiona proudly continue this tradition. The business sponsors and supports local teams, clubs, schools, and individuals and is often involved in community projects.
"We were both born here in Te Aroha. We grew up here and are raising our family here. We’re committed to the community we are proudly part of," says Fiona.
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