There’s a color change and a new name in the works for an established Powell farm and construction equipment dealer.

The “red paint” of Case International Harvester will no longer be the calling card of Heart Mountain Farm Supply. Even the name will change.

In its place, Heart Mountain Equipment will carry on as a full line Kubota dealer.

Ownership remains the same; Terry and Val Swenson are the owners, and Greg Wilson is the general manager.

“We’re very excited the way Kubota takes care of its customers and its equipment,” said Wilson. “We will continue to sell Vermeer hay equipment and Hesston small square balers.”

Wilson added that Case IH has allowed Heart Mountain Equipment to sell its parts for a year.  Case indicated it is seeking another dealer to serve this area, Wilson said.

“As we transition our service department, we will continue to service and repair Case IH tractors, combines and equipment, along with the lines we carry,” Wilson noted. “Additionally, we have become a Trimble Ag dealer so we can continue to provide precision farming and GPS solutions that were previously sourced through Case IH.”

The new name of Heart Mountain Equipment is a change in branding to reflect that the business has more than just farm equipment on its lot. It will be a dealer for the full line of Kubota construction equipment. 

“Kubota has a heritage as a Japanese company, but currently they are manufacturing a large portion of Kubota products in three factories in the United States,” Wilson said.

No changes in personnel are anticipated.

— By Dave Bonner