AGCO and JWL Agriculture
Local farmers and interested parties were warmly welcomed to visit the new branch and get firsthand experience with the team ready to meet their agricultural needs.
Good news for farmers around Middelburg
JWL Agriculture, a leading distributor of agricultural equipment, officially opened its brand-new branch in Middelburg in February 2025. This expansion marks a significant milestone in the company’s mission to better serve farmers across the region with world-class equipment and service.
The new branch offers a comprehensive range of products, including the full JWL product lineup, featuring AGCO’s renowned Massey Ferguson and Fendt tractors and equipment known for their efficiency, reliability, and advanced technology. With this move, JWL not only strengthens its presence in the region but also enhances its impact on the agricultural sector, bringing high-quality solutions closer to local farmers.
A Milestone in JWL’s History
Werner Nel, Managing Director of JWL Agriculture, considers the opening of the Middelburg branch a historic milestone for the company. He states, “Massey Ferguson has been absent from the Middelburg area for some time, and we have been servicing the region from our Ermelo branch. However, one cannot fully unlock the potential of this area without having a local presence. That’s why we decided to move closer to the farmers and establish a full-fledged branch here.”
Werner adds that they already have a strong and established customer base in this area, and their goal is to expand and build on that to provide better service by being closer to their customers.
What Do the Farmers Say?
Charles Griffiths (Belfast District Farmer)
Charles Griffiths, a farmer from the Belfast district, shares that they operate a mixed farming enterprise, growing maize and soybeans while also running a commercial cattle operation.
“We are very excited about the opening of JWL’s new branch here in Middelburg. This new branch means a lot to us, as the nearest JWL branch was in Ermelo, which was quite a distance from us. The new branch is much more central for doing business, as 80% of my operations take place in Middelburg.”
Farmers at the new Landbou branch opening in Middleburg
Charles explains that he started small with his tractor fleet in 2012. “I was looking for a no-till planter, and that’s when I came across Werner at JWL. Since then, we’ve never looked back. The planter introduced me to Massey, and I’ve stayed with Massey ever since.” He highlights the excellent after-sales service at JWL, saying, “That’s why I’ve stayed with JWL since 2012.”
Charles also shares details about his Massey Ferguson tractor lineup:
- MF 200 series – used for towing a feed mixer and cutter
- MF 4700 series – handles smaller farm tasks
- MF 5400 series – used with a trailed sprayer
- Two MF 6700 series tractors – one equipped with a Massey Ferguson 4121 loader, which has proven invaluable on the farm
- MF 7700 series – includes an MF7720, which is about seven years old and still going strong
- MF 7724 – used for spreading fertilizer on row crops
- MF 8737 S (Flagship tractor) – used for all planting operations on the farm
Charles praises the operator-friendly nature of Massey Ferguson tractors, particularly the advanced models. “There’s a lot of technology involved, but once you understand it, you can’t do without it. The layout is comfortable, with everything conveniently within reach.”
He also appreciates the Global series tractors, which he finds suitable for older farmworkers. “They are easy and practical to operate.”
Additionally, he owns a Massey Ferguson 9330 self-propelled sprayer, and an older Challenger combine harvester, which continues to perform reliably without any issues.
Nico van Eeden (Middelburg District Farmer)
Nico van Eeden, a farmer from the Middelburg district, emphasizes how the new branch will benefit his operations.
Farmers standing in front of a Fendt 700 Gen 7.
“We are here at JWL’s branch opening to see what they can offer us and how this equipment can help advance our farm. We are located 30 km from Middelburg, so this branch will make a huge difference to our farming operations.”
Nico explains that they have been doing business with JWL since 2023 and owns a Fendt 720, primarily used for spreading. He highlights the fuel efficiency, comfort, and user-friendliness of the Fendt tractor. “The faster and more comfortably you can work, the more time you save at the end of the day.”
He found the opening event very insightful, as it allowed him to meet key players from JWL and AGCO, ask questions, and learn more about the technology and products from industry experts.
Izak and Herman De Villiers (De Ville Farming)
Father and son team, Izak and Herman De Villiers from De Ville Farming, located between Middelburg and Stofberg, also attended the branch opening. Their mixed farming operation mainly focuses on maize and soybean production, along with livestock farming, including cattle, sheep, and pigs.
Izak mentions that they recently purchased a Massey Ferguson 8737 S tractor for planting and are extremely satisfied with its performance and the after-sales service provided by Werner and his team at JWL.
“We are currently in the market for a new combine harvester, and that’s why we attended today’s opening—to learn more about Massey Ferguson’s harvesters.”
Izak believes the new Middelburg branch reflects professionalism and quality service. “The setup here is neat and well-organized, and the staff is well-trained. The key advantage for us is the proximity of the branch. Tractors don’t break down outside of planting season; they sometimes need support during planting. So, the closer the technicians are, the better it is for us.”
He explains that having after-sales service in Middelburg makes it more logical to stick with the same brand. “Our plan moving forward is to keep everything Massey. We started with the MF 8737 S, and for our next tractors, we will definitely see if there are models in the Massey Ferguson line-up that meet our needs—which I believe there will be.”
Herman adds, “The new branch in Middelburg is a major advantage for us in terms of spare parts availability and reduced downtime—it will greatly benefit our farm.”
Massey Ferguson Tractors at the JWL Landbou new branch opening
AGCO’s Commitment to South African Farmers
Dominik Reus, Managing Director of AGCO Africa, states that the expansion of JWL’s new branch is significant for AGCO because it serves a major agricultural region where AGCO, Massey Ferguson, and Fendt have not yet had a strong presence.
He explains that for AGCO and JWL, this opening represents a major milestone, especially since they have been serving farmers in this area from Ermelo, which is quite far. “The feedback we received from farmers today has been very positive. They are happy with the new branch and that they now have a dealership closer to them. That’s exactly what AGCO aims to achieve. We are committed to understanding the needs of our farmers and working closely with them,” says Dominik.
Charles Griffiths highlights what he values most about Massey Ferguson tractors—their fuel efficiency. “I’ve used other brands, but Massey Ferguson’s fuel consumption is excellent. They deliver power to the ground, and that’s what I like!”
He also praises the suspension system on the MF 8700 series, calling it fantastic, with outstanding driving comfort.
Over the years, several farmers have inquired about Massey Ferguson tractors, especially the 8700 series. “Many have come to test the tractors on my farm, and even my neighbour, Frik Prinsloo, has purchased one, with another on the way. I can wholeheartedly recommend Massey to any farmer.”
“I would love for JWL Middelburg to offer a complete package—from mowers to yellow machinery, parts, and consumables. It’s great to have everything in one place with a dedicated technician servicing your equipment. I hope this branch continues to grow from strength to strength!” concludes Charles.