Roth Product Portfolio and Launches New Digital Platform
LOYAL, WI, April 14, 2026 – Wisconsin-based farm equipment manufacturer Roth Manufacturing has rebranded as Roth Equipment & Supplies, reflecting a strategic shift from a single-line manufacturer to a broader equipment supplier with expanded distribution capabilities and a more diversified product portfolio.
The company also announced the launch of a new website — rothequipment.com — designed to support both direct-to-producer sales and dealer engagement, with improved product navigation, technical detail, and e-commerce functionality.
The rebrand formalizes a multi-year transition in the company’s operating model, which 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, Roth has long been known for its Loyal-branded equipment, particularly in dairy and livestock applications. That legacy manufacturing operation remains a core part of the business, supported by expanded capabilities following the integration of TR Metal Crafters.
In parallel, the company has grown its role as a regional supplier, including serving as the exclusive Wisconsin distributor for select calf housing systems and related equipment. This hybrid model allows Roth to maintain control over product quality in key categories while offering customers access to proven third-party solutions.
“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 component of that strategy. Built to serve both independent producers and dealer partners, the platform includes detailed product specifications, application guidance, and a streamlined purchasing experience—supporting both smaller direct orders and larger, dealer-supported transactions.
The company indicated that the digital platform will continue to evolve, with future enhancements focused on dealer tools, product configuration, and improved access to technical resources.
From a market standpoint, the rebrand positions Roth to compete more directly with full-line equipment suppliers, particularly in dairy-focused segments such as calf housing, feeding systems, and livestock handling.
“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.”
Roth Equipment & Supplies will continue operating from its Loyal, Wisconsin headquarters, serving producers across the Upper Midwest.
For more information, visit rothequipment.com.
About Roth Equipment & Supplies:
Founded in 1956, Roth Equipment & Supplies has grown from a small garage operation into a trusted name in agricultural equipment. Today, the Loyal, Wisconsin-based company serves dairy and livestock producers with a combination of in-house manufactured products and carefully selected equipment from leading partners. Known for rugged construction, practical design, and a farmer-first approach, Roth is committed to helping producers find the right solutions to support healthier animals, more efficient operations, and long-term success.
Contact:
Eric LaRose
Media Contact – Roth Equipment & Supplies
Blue Door Consulting
(920) 230-2583 x 1336
Eric.larose@bluedoorconsulting.com
