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Concord air seeding equipment in field Courtesy of Concord
FAMILIAR NAME, NEW TECH: The Amity brand is bringing back the Concord name for its seeding tools with the model year 2020 machines.

Reviving a legacy farm equipment name

Farmers can start buying Concord-brand air seeding tech in 2020.

There is a range of venerable farm equipment brands that have gone by the wayside over the years through acquisition, or businesses ending. But for 2020, a well-known name in the world of air seeding will return. Agco-Amity JV LLC in Wahpeton, N.D., will offer all air drills and air carts manufactured by the business under the Concord brand.

Originally those machines would have been branded Amity, but the company has decided to return to its legacy brand. Ben Sander, marketing manager, explains that the Concord brand was acquired in a purchase by Case IH several years ago. “We watched and saw that the name has not been used; and after so long, if you don’t use a brand, it becomes available,” he says. “We used it on the shank drill, but as we progressed along and looked at that, we decided to bring back the Concord name. We wanted to renew the legacy.”

It was back in 1996 when Concord was sold to the Case Corp., but remaining assets and staff eventually became Amity Technology. Since then, in 2007 Amity acquired Fargo Products, an air seeder and card manufacturer, and entered into the joint venture with Agco in 2011. Over that time, the line has continued to expand to include single- and double-disk drills; air till drills; precision shank drills; and a line of air carts, with up to three tank compartments and capacities up to 525 bushels.

Sander explains that news of the return of the Concord name got a “very warm reception” from dealers both in the U.S. and Canada. “They remember the name well, and they did well with the product. They’re excited to see that name back and to gain traction with it,” he says.

Looking ahead

Sander is quick to point out that while the legacy brand is returning, the company is looking ahead to new product development. As the “new” name is launched, the company is also announcing updates to its narrow-transport disk drill with a 175-bushel integral tank, now known as the NT30. Key updates include a simplified air distribution system and improved hose routing, for better material flow and easier maintenance.

And for 2019, the company is launching the Heads-Up Opener option for its disk drills. Sander says the opener is a heavy-duty, double-disk design developed for box drills several years ago by Agco. “We’ve successfully added it to our disk drill toolbar,” he says.

The design allows for dependable ground following, which works well with terraces and uneven land. “We’re very excited to build on the Concord legacy with the new Heads-Up Opener option and updates to the NT30 disk drill,” he says.

Sander says farmers will start seeing the brand at shows promoting the name for the 2020 model year. Early ordering for the new brand opens June 1. The Concord equipment will be sold and serviced through the current Amity seeding dealer networks. Owners of existing Amity-branded equipment will continue to get full support through those Concord dealers, and the brand’s headquarters. Learn more at concordseeding.com.

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