Italian Tractor Implement Manufacturer Becomes Kubota Group Company
Acquired by Kverneland AS to Strengthen Its Hay and Forage Products Business
October 8, 2021
Kverneland AS (Head Office: Kverneland, Kingdom of Norway; President and CEO: Shingo Hanada; hereinafter “Kverneland”), a subsidiary of Kubota Corporation (Head Office: Naniwa-ku, Osaka, Japan; President and Representative Director: Yuichi Kitao; hereinafter “Kubota”), has decided to acquire 80% of shares in ROC S.r.l (Head Office: Rimini City, Italian Republic; Representatives: Denis Ubaldi and Raffaele Ubaldi; hereinafter “ROC”) and bring the company under the Kubota Group umbrella.
Operation of Merger
1. Background and Objectives
- Kubota has striven to develop its tractor implement (hereinafter “implements”) business in hay & forage and arable farming markets globally with the acquisition of Kverneland in Europe and Great Plains Manufacturing in the United States in an effort to capitalize on their high-level technical capabilities and implement brand power.
- ROC is a specialized manufacturer of implements called Mergers that are used to swath cut crops and have become popular in recent years among large-scale dairy farmers and contractors. ROC Mergers better separate dirt, rocks, and other contaminates than conventional implements used for the same applications. Implements producing hay with fewer contaminates achieve high-quality feed production and are expected to provide other benefits, such as a higher yield of milk from dairy cattle and better health of livestock.
- Large-scale dairy farmers and contractors who use these kinds of Mergers are an important target demographic as Kubota and Kverneland expand business into hay & forage markets. ROC offers a comprehensive lineup of small to large implement products. By bringing ROC into the Kubota Group as a subsidiary to strengthen its hay & forage products for the same customer demographic, Kverneland will accelerate business growth toward the expansion of its implement business in Europe.
2. ROC Overview
[Great Plains Manufacturing, Inc. Overview]
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