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Plant City Tractor Firm Announces Merger

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By RAY REYES | The Tampa Tribune

Published: November 7, 2007

PLANT CITY - Executives of a local company that has supplied the city with John Deere equipment since 1996 say an upcoming merger with Ocala-based Highland Tractor Co. will strengthen both businesses.

Southern Equipment & Machinery has agreed to be acquired and will change its name to Highland Tractor Co. when the deal is finalized in January, said Carol Austin, marketing and advertising manager for the Ocala-based company.

Southern Equipment & Machinery's Palmetto store is also affected by the merger, Austin said. The Plant City facility was opened 11 years ago at 2805 State Road 60.

"It's an exciting time to be in Florida and to play a part in influencing this type of positive change in the John Deere equipment distribution network," said Southern Equipment & Machinery's Chief Operations Officer Gary Coffman in a prepared statement. Following the merger, Coffman will become Highland's chief financial officer, according to a statement released by both companies.

Highland closed its Lakeland store as part of the companies' merger, executives said. Customers in the Tampa Bay area will be served by the Plant City store and facilities in Dade City and New Port Richey. Parts can also be purchased online at www.jdparts.com, the release said.

Following the acquisition, Highland Tractor Co. will have additional locations in Leesburg, Winter Garden and Melbourne.

"We are very excited about the opportunity to bring our valued customers an even greater level of service," said Joe Varner, vice president of Highland, in an official statement.

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