When it comes to tractor and machinery sales, the name Heery is one that is well known within machinery circles across the island of Ireland. Based outside Baileborough, Co Cavan, just minutes away from the well-known BKT tyre importer that is Agrigear, brothers Dessie and Jim operate their own separate tractor and machinery sales businesses, by the name of Trade Tractors and Heery Tractors. Over the years, both businesses have evolved and naturally found themselves catering to different customer types. Jim specialises in the sale of modern tractors, while Dessie tends to focus on tractor exports, as well as the sale of classic tractors that have become hard to find: collectors’ items.
Background
Sales was something that Dessie got the bug for at the age of 14. Having saved up his earnings from a summer job working with a furniture manufacturer in England, he decided to buy a Honda ATC110 trike at the Cambridge auctions, which he felt was good value at the time.
“I got the trike home, tided it up and advertised it. I doubled my money on it. This was my first real taste of sales, and from then on you could say I became hooked,” Dessie said.
With an interest in agriculture, Dessie finished school and from there went on to Ballyhaise Agricultural College to get his Green Cert. Around the same time, the entrepreneur within decided that sales was something he wanted to pursue.
“At that time, quads were only starting to arrive on farms in Ireland, not many people had them. They were more common on farms in Scotland, given the mountainous landscape. So I’d often head over to Scotland on the first boat out of Belfast, pick up a load of second-hand quads and head for home. Usually, I’d be back home in the yard late the same night.
“I’d spend the following days and weeks repairing and tidying up the quads before advertising them. Quads suited because they were easily worked with and starting out, there was a lower finanical risk attached in comparison to buying tractors. Looking back, they were a great starting point,” Dessie said.
As the business grew, Dessie later took on the agency for Yamaha and Suzuki in the early 2000s, trading under the name of Heery Quads.
While on his travels across the UK, the dealer in Dessie soon started spotting tractors that he felt could be retailed back home for a profit. Having had the working capital built up from the quad business, Dessie bought his first used tractor and quickly found himself dabbling in tractor sales.
Over the years that followed, he gravitated more and more towards tractor sales, before eventually making the decision to sell the quad business and focus solely on tractor and machinery sales.
Tractor exports
During the recession years, retail sales naturally slowed for Trade Tractors, like it did for all other machinery dealers. Knowing it was time to change tack, Dessie quickly spotted an opportunity for the export of certain tractor types.
“Technically, we exported our first tractor in 2005, but exports really took off during the recession, when work slowed up and the country was full of tractors that couldn’t be sold. The export market gave people a way out. So, during these times, the export side of the business grew for us. European countries like Poland had good appetite for the German-built tractors, such as John Deere. Other countries further east, such as Asia, were looking for Fords – tractors like the older 10 series – and when they became hard to source, they moved on to 40 series models. Export markets require the simpler, straightforward models, with minimal electronics. We quickly became good at stripping tractors for shipping. We generally fit three tractors into a standard 40ft container,” Dessie said.
“Nowadays, the export market has slowed. It’s getting harder and harder to find suitable classic tractors for export. The majority of suitable tractors here at home have been shipped, scrapped or restored,” he added.
However, having spent years sourcing tractors for export throughout Ireland and having built a vast network of contacts across mainland Europe and Scandinavia, dealers began contacting Dessie to buy their trade-ins. This is where the name Trade Tractors came from.
Trade Tractors
Nowadays, somewhere in the region of 60% of Dessie’s business is, in fact, trade sales or export. The remaining 40% is the retail sales, specialising in modern day classics, a large majority of which are sourced throughout Europe. Now well-established, Dessie manages to source rare and low-houred examples of what are regarded as modern day classics all across Europe and further afield. Examples of these include the following: Fiat 90-series, Case IH MX models, Case IH/International 55 series, John Deere 10 series, New Holland Genesis tractors and MB Trac tractors, etc.
Many of these tractors once back in Dessie’s yard receive minimal work, as he outlined that the majority of customers tend to be collectors and more often than not would rather buy an original example where it will either remain untouched or later receive a full nut and bolt restoration. In total, the team at Trade Tractors is made up of four people including Dessie and office staff. Given the fact that Dessie tends to cater to a different type of customer, means that viewing of stock is typically by appointment only.
Current stock
It’s clear that Fiat is one brand in particular that Dessie has a grá for. When we visited Dessie’s yard, we were treated to a lineup of Fiat tractors that is likely unmatched anywhere else in Ireland, or even further afield. In total, there were 15 Fiat/New Holland 90 series tractors, 10 110-90s, an 80-90, four 180-90s, alongside an F140 model – the majority of which are for sale, with the exception of one or two low-houred examples.
In total, these tractors were sourced from eight countries through contacts Dessie established over the years. “You could say I’ve been fond of the Fiat brand now for over 20 years. I started out buying Fiats at the auctions in Cambridge, and ever since have been passionate about them. I’d estimate that we’ve had over 300 Fiats pass through the yard here in total.
“Although I’m in the business of selling tractors and machinery, there are a few tractors in the yard that I wouldn’t sell, not unless I found a better replacement for that particular tractor beforehand. The business has changed over the years, especially as the likes of these tractors get on in age and become rarer. Given their current values, it’s not the typical farmer that’s buying them – it’s collectors from all across Europe. I’ve even had customers recently come all the way over from Bolivia to look at tractors,” Dessie said.
Other sought-after models in stock when we visited included a John Deere 7810, Case IH MX 170. Case IH 1455XL, MB Trac 1400, Massey Ferguson 6290 and a New Holland T7070 Blue Power, just to mention a few.
Telehandlers and forklifts
To help diversify the business, in recent years, Dessie has started to specialise in JCB Loadalls, which he said are selling well – noting that he now sees a lot of farmers making the switch over from a tractor and front loader.
On his travels in recent years, Dessie happened to come across the Chinese- built MegaLift range of forklifts, for which he carries the Irish agency.
“They’re well-built and competitively priced. They’re equipped with a three-cylinder diesel engine and come standard with hydraulic side-shift.
“At the moment we’re selling direct, but at some point we might look at appointing a dealer if things go well.”
Q&A
Future plans for Trade Tractors?
Dessie knows that operating a slightly different business model to the norm has served him well and in the short to medium term, he has no plans to change this: “For me, I want to continue keeping my overheads low. With the tractors, I want to continue focusing on quality over quantity. Although i need sales to make money, I’m lucky in the sense that the majority of tractors in stock are not depreciating; if anything, some are going the other way. So if I need to wait for asking price, I can. There is still good opportunity to find new export markets, which we are actively exploring all the time. Diversification is important and partly why we’ve put a focus on the used JCB telehandlers and the MegaLift forklifts.”
Is the future positive for classic tractors?
“Parts companies like QTP, and places like John Conaty’s in Co Meath are vital to the future of classic tractors. Once there are parts, then these older tractors will have a following.”
Did you ever consider becoming a main agent for a tractor brand?
“I’ve had agencies for certain brands in the past and know that it doesn’t always leave you any better off. I like being able to do my own thing and not have to answer to demands of any brand. You often see some main dealers maybe carrying huge stock and selling lots, but at the end of the day they may be not as profitable as you may think. The availability of good labour is another issue that is crippling many businesses.”
What’s an up and coming classic tractor to watch out for?
“It’s a tough question, but when you look back it’s nearly always been the flagship model from whatever series, ie John Deere 7810, Case IH MX170, Massey Ferguson 6290, Case IH/International 1455 XL, etc. I think the limited-edition models like the Blue Power New Holland T7070, etc, will become more sought after in time, similar to the Jubilee 10 series Fords.”
Most under rated tractor brand/model?
“Personally, I think the MB Tracs were very much underrated in their day. For a long time, good examples were only selling for €20,000. Now, a lot of units in Ireland and the UK are being sold back to Germany. I’ve sold somewhere in the region of 30 to the one customer over the years.”
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