Roth Rebrands, Expands Farm Equipment Offerings

Wisconsin-based Roth Manufacturing has rebranded as Roth Equipment & Supplies, marking a shift toward a broader equipment supply model and expanded distribution capabilities. The company also launched a new website designed to support both direct sales to producers and dealer engagement.

The rebrand reflects a multi-year transition from a single-line manufacturer to a supplier offering a more diversified product portfolio. The company now combines in-house manufacturing with the distribution of complementary agricultural equipment sourced from strategic partners.

“Producers today are looking for complete solutions, not just individual pieces of equipment,” said Joe Roth, president. “By evolving into Roth Equipment & Supplies, we’re aligning our business with how farmers actually buy — evaluating performance, durability and fit across multiple product categories, not just one brand.”

Founded in 1956, the company has been known for its Loyal-branded equipment, particularly in dairy and livestock applications. That manufacturing operation continues as a core part of the business, supported by expanded capabilities following the integration of TR Metal Crafters.

What Farmers Need to Know

• The company is expanding beyond manufacturing into a full equipment supplier model
• Producers can access both Roth-built equipment and third-party products through one source
• The business continues to focus on dairy and livestock equipment, including calf housing and feeding systems
• A new website offers improved product details, navigation and e-commerce functionality
• The platform supports both direct purchases and dealer-assisted transactions

The company has also expanded its role as a regional supplier, including serving as the exclusive Wisconsin distributor for select calf housing systems and related equipment. This hybrid model is intended to maintain product quality in key categories while broadening available equipment options.

“This shift gives us flexibility we didn’t have before,” said Tom Roth, chief operating officer. “We can continue engineering and building our own equipment where we add the most value, while also bringing in best-in-class products that complement our lineup. From a producer standpoint, it simplifies sourcing and ensures compatibility across the operation.”

The newly launched website is a central part of the company’s strategy, offering detailed product specifications, application guidance and a streamlined purchasing experience. The company indicated the platform will continue to evolve with added dealer tools, product configuration features and expanded technical resources.

Roth Equipment & Supplies will continue operating from its headquarters in Loyal, Wisconsin, serving producers across the Upper Midwest.

“Our customers are managing tighter margins and higher expectations than ever before,” Joe Roth added. “They need equipment that performs, holds up over time, and integrates into their operation without friction. This move allows us to meet those expectations more completely.”