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Italian Tractor Implement Manufacturer Becomes Kubota Group Company Acquired by Kverneland AS to Strengthen Its Hay and Forage Products Business

October 8, 2021
Kubota Corporation

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

  • ROC's 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

Corporate name ROC S.r.l
Business Development, manufacture, and sale of Merger hay implements
Established 1996
Head office Rimini City, Italian Republic
Representatives Denis Ubaldi and Raffaele Ubaldi
Number of employees 52


[Kverneland AS Overview]

Corporate name Kverneland AS
Business Manufacture and sale of implements
Established 1879
Head office Kverneland, Kingdom of Norway
President and CEO Shingo Hanada

[Great Plains Manufacturing, Inc. Overview]

Corporate name Great Plains Manufacturing, Inc.
Business Manufacture and sale of implements
Established 1976
Head office Salina, Kansas, U.S.A.
President and CEO Linda Salem
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