Machinery Pete Acquires TractorSearch.com from USAgNet
The deal also forms a strategic partnership between USAgNet and the Farm Journal Media-owned equipment marketplace.
Online farming equipment marketplace Machinery Pete has acquired equipment classified platform Tractor Search from USAgNet, a Wisconsin-based network of daily agriculture news websites serving 15 states throughout the Northeast and Midwest.
The Tractor Search acquisition marks the formation of a strategic partnership in which Machinery Pete will serve as USAgNet's exclusive equipment search partner, and augments Machinery Pete's database of more than 500,000 equipment prices.
"The number of farmers who rely on the internet to help make their purchasing decisions is growing all the time," said Patrick Sternitzky, president of USAgNet, in an official statement. "By combining listings into one website, these buyers will gain a wider selection of inventory choices, while providing dealers with even more exposure."
Founded in 2010 by machinery auction analyst Greg Peterson, Machinery Pete serves over 300 dealerships in the Upper Midwest with over 30,000 used equipment listings, according to the company.
The deal comes just weeks after Farm Journal Media, which purchased a majority interest in Machinery Pete in 2014, bought the agriculture and produce media assets of Vance Publishing Corp., including AgProfessional, Dairy Herd Management and Produce Ops. In August, the Philadelphia-based publisher named Susan Skiles Luke the 10th editor in flagship brand Farm Journal's 138-year history.
In June, Machinery Pete relaunched its website and named a new CEO, Kevin Doyle, before selling off Implement & Tractor magazine a month later.
"This is an exciting time for Machinery Pete," said Doyle. "Adding Tractor Search to the Machinery Pete platform will advance our momentum to be the go-to resource for farmers and dealers."