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the australian farmer
but it’s essential to consider the full value prop- osition that dealers offer. The cost of maintaining a local presence, employing skilled workers, and stocking a wide range of parts and equipment re- flects the essential services they provide. A race to the bottom on pricing may yield short-term sav- ings but risks undermining the infrastructure that supports farmers in the long term. Conclusion The term “middleman” often carries a reductive connotation that oversimplifies the critical con- tributions of dealers. Far from being a source of market failure, these businesses are enablers of success for farmers, employees, and local com- munities alike. It’s worth noting that many deal- ers are already adapting to new technologies and market expectations. Online parts stores, remote diagnostics, and precision farming consultations are just a few examples of how dealerships are in- tegrating digital solutions into their operations. Far from resisting change, they are evolving to meet the needs of a modern agricultural economy while maintaining the personal touch and local presence that online platforms cannot replace.
"Many of these employees live, work, and con- tribute directly to the communities where these dealerships operate, fostering economic activity and stability in rural and regional areas."
environmental stewardship. Plus, these innova- tions are critical in ensuring farmers have access to equipment that meets both current and future environmental expectations. Feeding the nation and supporting farmers While the internet has indeed made information and purchasing more accessible, farming is not a nine-to-five job. Dealers provide unparalleled support that goes beyond the initial sale, includ- ing round-the-clock service, parts availability, and expert advice during critical seasons. When a combine breaks down during harvest, it’s the local dealer who dispatches a technician at midnight, ensuring minimal downtime and preventing po- tential crop losses. This level of service is some- thing no online marketplace can replicate. Dealers don’t just sell machinery—they ensure it keeps running, minimising downtime and keeping farms operational and productive when it matters most. The call for greater pricing transparency is valid,
Gary Northover , Executive Director Tractor & Machinery Association of Australia
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