AFGRI Group acquires MASCOR’s John Deere dealerships in KwaZulu-Natal and the Lowveld

AFGRI Group is proud to announce the successful acquisition of the John Deere dealerships previously operated by MASCOR across KwaZulu-Natal and the Lowveld regions of South Africa.

AFGRI Group is a leading diversified agribusiness organisation with a proud history from 1923. Today, it comprises large, specialised, and complimentary business units offering a full range of products, services, and solutions across the industry.

This acquisition marks a significant milestone in the AFGRI Equipment Business Unit’s growth journey. It reaffirms AFGRI Equipment’s commitment to delivering exceptional service and value to customers in key areas and its role in the development and success of the John Deere brand in South Africa.

“The AFGRI Group continues its journey towards growing and scaling its core business units and value propositions to position itself as a long-term strategic partner to its core customers. We are therefore very grateful and proud of this exciting expansion and look forward to building on the proud legacy created by MASCOR,” said Norman Celliers, Group Executive Officer of the AFGRI Group of Companies.

The acquisition includes the John Deere agriculture, homeowner turf and construction and forestry dealerships in:

• Winterton
• Newcastle
• Vryheid
• Underberg
• Pietermaritzburg
• Kokstad
• Greytown
• Dalton
• Empangeni
• Salt Rock
• Port Shepstone
• Mbombela
• Komatipoort

MASCOR has a legacy of 57 years of service to farmers and customers in these regions. AFGRI Equipment acknowledges and is honoured to build upon this remarkable history, ensuring a seamless continuation of service excellence, trusted relationships, and local expertise.

AFGRI Equipment is focused on delivering even greater value by:

• Deepening customer engagement and understanding operational needs.
• Providing expert advice and practical solutions tailored to each customer.
• Minimising downtime through well-trained, equipped, and motivated teams.
• Ensuring consistent support to improve customer productivity.

All directly related former MASCOR employees officially joined the AFGRI Equipment team on 7 April 2025 and are now operating under the new banner with enthusiasm and commitment. Jacques Stander, a seasoned industry leader with 28 years of experience in the equipment sector, is heading up operations in the region.

“We are incredibly excited to welcome the former MASCOR staff to the AFGRI Equipment team”, says Patrick Roux, Managing Director of AFGRI Equipment. “Their history of dedication and service sets a strong base as we look ahead to new opportunities and greater impact”.

AFGRI Equipment thanks customers for their continued support and patience during the transition. A series of regional roadshows is planned to meet with customers, build relationships, and share more insights about the journey ahead.

“We wish Jacques and AFGRI Equipment the greatest success in serving an immensely proud John Deere customer base. We look forward to the continued journey as a customer and supplier. We sincerely thank the staff for their utmost dedication during this transition period and are confident in the new opportunities and successes that will be delivered with the AFGRI Equipment team”, says Colin Corbishley, Non-Executive Director of MASCOR.