John Deere announces dealer expansions in West Midlands and mid-Wales territories

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John Deere has announced that three of its dealerships will expand to support the company’s agricultural customers across the West Midlands and mid-Wales.

Charlies Groundcare and Machinery, FAROL LTD and Tallis Amos Group LTD (TAG), will all take on new territories to offer full sales, service, and parts support to farmers and contractors within the region.

The move will ensure a seamless transition for John Deere customers who have been served by Rea Valley Tractors LTD (RVT) for the past 38 years. The partnership with RVT will continue until 31 October 2022.

Charlies Groundcare and Machinery – which will rebrand to Charlies Ag & Turf as a result of the change – is based at Coed y Dinas, Welshpool, and already supplies John Deere golf and turf products. The company will now add John Deere’s agricultural portfolio to its business, supporting customers west of Shrewsbury and across mid-Wales through a purpose-built agriculture facility at its Welshpool site.

Searching for premises

FAROL will grow its business to supply and support customers in Staffordshire and Derbyshire, while TAG will represent the brand in Shropshire, east of Shrewsbury. Both businesses have already begun actively searching for premises to set up new, local dealerships, demonstrating their commitment to agricultural customers in the region.

Each business will communicate its own plans separately in the near future.

Brian D’Arcy, Agricultural Division sales manager, said: “Ensuring that the highest possible level of service and support continues for our customers is the main priority, and we are pleased to have been able to appoint three dealers who will quickly establish themselves in their new areas of responsibility.

“TAG, FAROL, and Charlies, are well established, successful businesses which have served John Deere customers extremely well, so I am confident that the high level of service will continue across the West Midlands and mid-Wales.

“We are grateful for the excellent partnership John Deere and RVT has maintained for the past 38 years and are thankful to the entire team at RVT for its dedication in serving our customers.”

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