All the activities (includes assets, intellectual property, staff) of French manufacturer Novag have been acquired by a new organisation called Agriculture Nouvelle Génération.
Securing the future of the French no-till specialist, which called in the administrators in October 2024, one of the goals of the new consortium, which is led by director Jean-Paul Rault (a long-time Novag customer and farmer), two key Novag employees, and trusted partners of the company, is to invest in the future of the brand.
“Our objective is to preserve its unique know-how, safeguard jobs, ensure continuity of service for users and lead the company towards solid and sustainable development,” said Mr Rault.
New Novag director Jean-Paul Rault is a long-time customer of the French no-till brand.
Agriculture Nouvelle Génération is the new legal and structural entity behind the brand, but Novag as a name, identity, and technology remains unchanged, and new machines will continue to carry the Novag name.
All warranties and commitments for the existing global machine fleet will be honoured, ensuring a continuous after-sales service for all Novag customers, and the entire team in France and at Novag GmbH in Germany remains operational.
The French manufacturer intends to increase its presence through direct sales, especially in key markets such as Germany and France. “This approach ensures continuity for the brand’s customers, distributors and partners while consolidating Novag’s historical expertise,” said technical director Ramzi Frikha.
Founded in 2011 as a start-up, Novag now sells its machines in more than 25 countries both inside and outside Europe (Shipston on Stour-based James Alexander/Primewest Ltd is the UK distributor).
Novag develops and produces its direct seeding machines at its main site in Fressines, western France, and in 2022 established its first subsidiary, Novag GmbH, in Hannover, Germany, to ensure sales and service in Europe.
The company employs 25 people in France and Germany. The product range includes no-till machines in working widths of up to 10m. The latest machine innovations will be at Agritechnica in November.
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