Massey Ferguson makes inroads in Delmas region with new dealer M&F Bemarking

Appointed by AGCO Africa six months ago, M&F Bemarking has already sold 12 MF tractors.

Such has been the success of the Massey Ferguson brand in the Delmas, Mpumalanga region that M&F Bemarking, appointed by AGCO Africa as a dealer six months ago, has since sold an astonishing 12 tractors in that short space of time, with several more in the pipeline before year-end. A family-owned business, M&F Bemarking was established over 20 years ago as a specialist agricultural equipment and tool supplier, with Morne’s father-in-law Derek Whitehorn having been in the area for 40 years.

While the relationship with AGCO Africa is still newly-minted, Morne says the French-manufactured Massey Ferguson range has allowed M&F Bemarking to enter the high horsepower market segment. “The parts availability is excellent, based as it is on a just-in-time basis. We have also found that the AGCO Africa team, comprising its product specialists, area manager and technicians, together provide an exceptionally high level of service.”

In fact, Morne points out that AGCO Africa’s main warehouse hub for the continent is a mere 40 km away from Delmas, which means that M&F Bemarking can quite easily offer its customers a same-day service for any parts or spares it might carry in its own extensive stockholding. The dealer has four certified technicians with their own vehicles for carrying out any work in the field, in addition to four over-the-counter salespeople at its main office to assist walk-in customers. Any additional repairs or maintenance is carried out at the dealer’s fully-equipped workshop facility.

“We are privileged to have a dealer of the quality of M&F Bemarking onboard with us,” comments AGCO Africa Delmas Area Manager Leonard. “The farmers around here have been keen to have Massey Ferguson represented, so we embarked on an extensive search to find the right business partner that fit in with our vision and ethos, which is to put the farmer first. However, in order to achieve this objective, we have to be customer-facing, which is why our relationship with M&F Bemarking is so exciting for us.”

Parts availability is therefore critical, with AGCO Africa putting in a lot of behind-the-scenes work to ensure it has sufficient spares stockholding to meet its requirements for this year, and also well into 2022. “While Covid-19 has had a major impact on global supply chains, we have been very proactive and forward-thinking to ensure that our stockholding has not been affected, which gives both our dealers and their customers’ peace of mind,” says Leonard.

Jacques van Coller, who grew up in the Delmas area and currently farms with grains such as maize and soya, acquired his first tractor from M&F Bemarking in 2008. “About a month-and-half ago I contacted Morne to inform him we were on the lookout for a new tractor. He suggested that we look at precision farming in particular, and we were very impressed at the options he was able to offer us.”

Commenting on his two latest MF 7 Series tractors, Jacques says that what stood out for him most is that all of the implements are simply plug-and-play, which means the tractors are fully kitted out for his specific farming requirements from the get-go. “You are buying tractors that are immediately ready for your needs, as well as the fact that they are user-friendly and simple to operate.”

Jacques also highlights that he does not have any other tractor on his farm that can match Massey Ferguson in terms of fuel efficiency and the lowest total cost of ownership. In addition, the lead time for his new equipment from France was relatively short, meaning he could take ownership of his new machines far quicker than anticipated.

Martin, who farms in the Delmas area with lucerne and oats on an alternating five-year cycle, has known Morne and his father for a number of years as well. “We were on the lookout for a tractor specifically with a cutter option, due to the type of grain farming we are engaged in. We discussed our options with Morne, who suggested the MF 8 Series, as it has sufficient power for this application, even with the baler installed with its cutting blades. The dealer visited us personally at our office on the farm, and we basically sat and designed our tractor there and then.”

Watch a FarmSpace video interview with M&F Bemarking:

Leonard concludes that AGCO Africa’s strategy to become closer to the farmer has paid huge dividends in terms of dealers with the reputation and integrity of M&F Bemarking. “The agricultural industry is tough enough as it is, without having to worry out about the robustness of your equipment or the ready availability of aftermarket support. Our partnership with M&F Bemarking is ample testament to the success of this approach, and we are guaranteed to walk a long path together in the years to come.”

In support of the farming community, Massey Ferguson has an extensive network of over 35 dealers covering the whole of South Africa, catering for parts, service, aftersales and new sales. Potential customers interested in the MF range can obtain a price point with a rapid quote within 30 seconds, in addition to a video, brochure and the details of the nearest dealer, by simply visiting

About Massey Ferguson

Massey Ferguson has built up 175 years of global experience in manufacturing for the agricultural industry. It produces a full line of both high and low horsepower tractors, and has factories in China, Brazil, India, Europe and North America. Massey Ferguson also has a wide range of implements and combine harvesters. It has an extensive and established dealer network in South Africa and an extensive distributor network in Africa.

About AGCO

AGCO (NYSE:AGCO) is a global leader in the design, manufacture and distribution of agricultural machinery and precision ag technology. AGCO delivers customer value through its differentiated brand portfolio including core brands like Challenger®, Fendt®, GSI®, Massey Ferguson® and Valtra®. Powered by Fuse® smart farming solutions, AGCO’s full line of equipment and services help farmers sustainably feed our world. Founded in 1990 and headquartered in Duluth, Georgia, USA, AGCO had net sales of $11.1 billion in 2021. For more information, visit

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AGCO Africa Contact

Brand Marketing Communications Specialist

Robert Keir

Brand Marketing Communications Specialist

082 349 7441