A John Deere dealer who has been setting up at Agfest for 35 years says the event has transformed from a simple machinery display into a drawcard event for everyday people right across Tasmania.
James Darcey, dealer principal of Midland Tractors – the sole John Deere dealer in Tasmania, said the early days of Agfest were a far cry from the sprawling showcase it has become.
“When we first started, when there was four or five John Deere dealers [in Tasmania]’, we’d turn up with a caravan and handful of tractors and that was that,” he told Pulse.
“And there were trucks here and but mostly it was just machinery.”
“Obviously now, it’s everything from a pair of socks to a caravan.”
Midland Tractors won the best agricultural display award at Agfest this year.
Darcey said his earliest memory of Agfest dates back to when it was held at Symmons Plains when he was a kid, before it moved to Quercus Park in 1987.
He said the broad appeal of the event now brings a good cross-section of the community through the gates, including many who are not directly involved in agriculture.
His customers come from all corners of the state to take home anything from a hat to a lawnmower.
His said bigger purchases tend to happen at his branches, but Agfest plays an important role in keeping the brand front of mind for larger farmers and contractors.
Darcey’s father started the business in the south of the state before expanding into the northern Tasmanian market from Longford.
When his father retired, Darcey and his wife took over the state’s other John Deere dealership, following the manufacturer’s push toward consolidation over the past two decades.
Today with 55 staff, Midland Tractors operates out of four locations – Longford in the north, Latrobe and Stanley in the north west and Montrose in the south.
Darcey said technology has become a major part of the business, with technicians being able to log into people’s tractors to diagnose problems before turning up to farms.
“It saves us a lot of time from the point of view that we can … remotely access these tractors and we can look at the telematics of the machine remotely and make decisions before we actually are on site.”
He said despite major improvements in technology reducing the need for face-to-face interaction, Agfest remained an important opportunity to connect with customers and the broader public.
This year’s Agfest drew 23,714 visitors on its final day on Saturday, bringing the three-day total to 55,703 people.
The event saw steady foot traffic through machinery displays, produce stalls and lifestyle exhibits over the course of the three days.
Agfest will return from May 6 to May 8 in 2027, with exhibitor applications opening on September 1 this year.
