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History

Growth and Expansion

In 1988 Farol took on 'CASE IH'. At the time it was one of the leading tractor and combine manufacturers, we gained a good market share, achieved 'Service Excellence' and expanded a very satisfied client base. In 1999 Farol opened a second CASE IH dealership in Byfield between Banbury and Daventry, and in its first year of trading it exceeded all expectations for market share and turnover, Byfield currently turns over £4.5 million, which we hope to build on with John Deere.

In February 2000 Farol opened for business a third CASE IH dealership in Pewsey near Malborough in Wiltshire. Pewsey became a very successful £3.5 million turnover agricultural machinery business within 3 years.

Matthew Vellacott took over full control as the Managing Director of Farol in 2001 adding a fresh and dynamic approach to the business.

The need to expand the retail side of the company seemed very apparent with economic changes in agriculture, the need to spread overheads over a larger business, the need to obtain a larger client base as some farms cover large areas and the need for even more expensive workshop tooling and education, in turn Farol can pass these benefits over to the customer offering an even better service at a better price.

Farol Export: Since the early eighties Farol Export was also built up as being a very important part of the company with exports of agricultural machinery to all over the world such as Australia, America, Africa, Russia and all of Europe. There are several fluent French speakers at the main depot, Milton Common, near Oxford.

Farol Transport: To compliment the other areas of the business Farol also started a machinery haulage and crane lorry business, this mainly set up as a separate transport company for hire, but for export and retail deliveries it makes for financial sense and convenience.

Farol Tyres: In 2003 Farol bought a local tyre supplier (RCP TYRES). It was decided to take on a tyres business to continue the diversification and to compliment the other areas in the business with retail agricultural sales and transport business. Specialising with agricultural tyre supply and repair but also construction and commercial HGV tyre supply and repair, with 24 hr callout and fitting vehicles. 

John Deere - March 2004: Due to various changes with the aquisition of Case IH by Fiat combined with the chance of taking on the premier franchise John Deere, Farol decided to pursue this option which involved the closure of Pewsey premises and the re opening of a larger dealership 15 miles east of Pewsey near Hungerford. John Deere also gave Farol the oportunity for expansion in the north and in October opened a new JD dealership in Atherstone on the A5 with a whole new customer base in Warickshire and Leicestershire.

October 2009: With the opportunity to expand, Farol took on John Deere in Midhurst covering West Sussex and East Hampshire. The new depot was up and running by May 2009 and has been serving customers in the Sussex/Hampshire area from that summer. 

September 2010: With the Warwickshire and Leicestershire area increasing in business, Farol looked for larger premises and found an excellent site at Trinity Marina, Hinckley. The ex-Land Rover showroom has been turned into a one stop shop for agricultural, groundscare, tyres, parts and service in a modern building with plenty of outside space for new and used equipment to be displayed.

January 2011: Farol were offered the chance to take on the John Deere Professional Groundcare account and took on a whole team of sales, service and parts team to serve customers from Milton Common, Hinckley and Shefford Woodlands. The groundcare part of Farol compliments well with the agricultural, tyre and homeowner business which was already established.

October 2013: With Farol expanding to over 160 employees, 70 of which are based at head office, Milton Common, the need for a new "all in one" building at Head Office was started. The purpose built building will feature a large workshop, showroom, office space and parts storage all under one roof

January 2015: As of January 2015 the Milton Common Head Office took on the Amman & Yanmar plant franchises, enabling Farol to stock a range of 1T-10T diggers, tandem rollers, pedestrian ground compactors and tracked dumpers to supply the M40 corridor and surrounding areas.

October 2015: Farol moved into their new Milton Common (Oxfordshire) head office office with a brand new open plan showroom, large new workshops and machinery display areas.

March 2016: Farol take on the franchises for AS Motor, Eliet, Koppl and TS Industrie professional groundscare machinery in a deal that sees them supplying central and southern England.

May 2016: Mercedes-Benz announces the appointment of Farol as a franchised Unimog Dealer of leading agricultural machinery sales and service specialist. The move represents the first, important step in a new strategy designed to raise the profile and boost sales of the legendary off-roader in Britain.

September 2017: Farol signs a deal to take on Kramer after John Deere announce new trade partnership to run their agricultural range of Kramer products alongside the John Deere European dealer network.

April 2018: Farol are now proud dealers and stockists for the range of AVANT Tecno compact implement carriers. These articulated telescopic machines are an excellent all-round solution for applications where compactness and versatility are key.

Depot addresses:

Milton Common (Head Office)
Farol Ltd, Rycote Lane Farm, Milton Common, Thame, Oxon, OX9 2NZ

Shefford Woodlands
Farol Ltd, Coldridge Copse, Shefford Woodlands, Hungerford, Berkshire, RG17 7BP

Byfield
Farol Ltd, Boddington Road, Byfield, Daventry, Northants, NN11 6FL

Hinckley
Farol Ltd, Wharf Farm, 353 - 355 Coventry Rd, Hinckley, Leicestershire, LE10 0NB

Midhurst
Farol Ltd, Holmbush House, Holmbush Industrial Estate, Midhurst, West Sussex, GU29 9XY

Wokingham
Farol Ltd, Unit 4, Ashville Way, Wokingham, Berkshire, RG41 2PL

Over the years Farol has built up an excellent team of dedicated staff in all areas, Sales, Parts, Transport, Tyres and Service, many have been with the company since nearly the beginning. We aim to continually improve and expand our commitment to UK farming and our export sales with our diverse and enthusiastic approach.

We will be offering customers our excellent service for many years to come.

New Milton Common Showroom