Buhler Equipment Introduces New Brand Strategy

Buhler Industries Inc., headquartered in Winnipeg, Manitoba, Canada, said they will consolidate the company’s products into two brand names. Their new brand strategy will see all its equipment marketed under either the Farm King or Versatile brands. The strategy, follows their decision in 2008 to rebrand all its tractor lines under the Versatile name, which Buhler bought from CNH after the merger of Case IH and New Holland in 2000.

Buhler’s shortline products, including its grain augers, grain vacs, hay tools, and crop application equipment, such as pull-type high clearance sprayers, will now carry the Farm King brand name. Buhler has also launched new websites as part of the rebranding, including a retooled corporate website for Buhler Industries
(buhlerindustries.com) and a separate site for the Farm King brand (farm-king.com), along with the Versatile (versatile-ag.com) site the company launched last year.

The company now operates seven manufacturing plants at Winnipeg and Morden, Manitoba, Fargo, ND, as well as nine distribution centres across Canada and the U.S. (Owner John Buhler sold his majority stake in the company in 2007 to Combine Factory Rostselmash, a Russian ag equipment manufacturer.