Webbline Agriculture is celebrating its 60-Year Journey in New Zealand Farming 

Since 1963, the Malcolm family have grown alongside the New Zealand Agricultural Industry, providing innovative machinery and dedicated support. From small beginnings in Nelson, when Ted Malcolm started his engine reconditioning service to becoming a key player in the agricultural sector in New Zealand (and more recently across the Tasman in Australia), the Webbline story is one of growth, adaptation, and dedicated support of New Zealand farmers and contractors. 

For over six decades, Webbline Agriculture has been a vital part of New Zealand’s farming success. Their commitment to innovation, understanding the needs of farmer and contractors, and providing ongoing support has been the cornerstone of their long-standing success. As they continue to evolve, their role in advancing New Zealand agriculture remains unwavering.  

The acquisition of the Webbline patented tube wrapping system in the late 1990s, saw the merger of Malcolm Machinery into Webbline Agriculture Ltd. This innovation revolutionized how silage bales were stored, offering farmers a more efficient and cost-effective solution. The tube wrapping system, quickly became an essential tool for many farmers and contractors. But it was the support and service, alongside the sale of products and accessories that Webbline identified its winning formula. 

The Early Years and Growth 

With a vision to improve farming with more new machinery and technology, Webbline started looking abroad for quality brands and products. A significant milestone was teaming up Goweil from Austria, introducing their round and square bale wrappers and the versatile ‘combi machine’ to the New Zealand Agricultural Industry. Initial conversations began and the Webbline team was able to forge a unique partnership that continues today.  

It’s about being part of the community 

“We don’t just sell machines, we support them 24/7” says Scott Malcolm, Sales Team Leader. The Goweil partnership laid the foundation for our growth and set the standard for the brand partnerships we wanted to establish. We had plans from the start, and we knew our ability to identify quality and innovative machinery that suited the demands of the New Zealand Agricultural Industry, combined with our service ethos – we were on to something.  

As new brands joined the portfolio, strategically located service and support premises were established around the country. Each Webbline branch is fully equipped with dedicated technical staff and spare parts inventory. Webbline are proud to say that over 90% of the New Zealand Agricultural Industry is within a four-hour drive of a Webbline branch. Keeping farmers and contractors’ machines operational is critical says Zac Malcolm National Service Manager. 

Looking to the Future 

As Webbline looks ahead, they remain focused on supporting the agricultural sector through the introduction of great brands, innovative machinery and dedicated 24/7 service. Webbline has recently launched its online shop – currently only offering spray pumps, service kits, parts and accessories, the demand is growing for quick access to much more that.  

From servicing a local community in 1963 to servicing the New Zealand Agricultural Industry in 2023, Webbline Agriculture have built a portfolio of premium machinery brands from leading European manufacturers such as Bergmann, BvL, Dieci, Goweil, Herron, Mastek, MDE, ROC, Romill, SIP and Wilson, as well as a portfolio of crop packaging supplies from leading plastics manufacturers such as Cotesi, Mima, Rani and Webbline. The Webbline team are focused on offering a suite of solutions and services that support local farmers from forage to harvest and transport. 

“We’re not just selling equipment; we’re a part of the farming community, contributing to a sustainable future – so watch this space,” says Scott Malcolm. 

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0800 932 254

Waikato Branch/Head Office

150 Ingram Road, Hamilton

Manawatu Branch

24 Kawakawa Road, Feilding

Canterbury Branch

17 South Street, Ashburton

Southland Branch

16 Racecourse Road, Gore


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