New Leader First International Facility in Brazil

Published May 3, 2018

(May 3, 2018) – Highway Equipment Company (HECO), the manufacturer of New Leader crop nutrient applicators, recently announced its expansion into Brazil. The new entity, New Leader Comércio de Equipamentos Agrícolas e Serviços Limitada (New Leader Brazil), established its facility and parts warehouse in Assis, São Paulo. With its extensive John Deere and AGCO dealer network, HECO is particularly excited about the new opportunities the New Leader Brazil location will provide. Partnering with a local Brazilian manufacturer, all products will be manufactured in Brazil based on HECO's unique patented designs, and qualified to FINAME, the main credit line used by farmers. HECO is dedicating sales, product support, training, and warehousing resources to the São Paulo facility to provide its customers with the premier service and support for which HECO is known.


As the leading manufacturer of dry crop nutrient applicators, HECO recognizes the global need for high-quality equipment that enhances performance and productivity. The pull-type spinner spreader especially designed for the Brazilian market, and first product manufactured by New Leader Brazil, represents a major step in HECO’s international growth. This high-performance fertilizer and lime spreader gives operators the ability to efficiently and consistently apply fertilizer up to 30 m widths, and lime to 18 m widths, with variable rate capabilities. Launched at the Coopavel Show in February 2018, the new spinner spreader will be highlighted at the Agrishow in Ribeirão Preto. 


Brazil native and General Manager of New Leader South America, Anna Graf, will lead New Leader Brazil and, together with Product Specialist Caio Orsi and Product Sales and Support Coordinator Sarah de Oliveria, continue HECO’s commitment to excellence in São Paulo.


About Highway Equipment Company:

Highway Equipment Company is a family owned business located in Cedar Rapids, Iowa. As the manufacturer of industry-leading New Leader crop nutrient applicators and Hi-Way deicing spreaders and road maintenance equipment, HECO serves a customer base ranging from growers to agricultural retailers, from municipalities to contractors. HECO’s world-class manufacturing facility employs advanced production techniques such as laser cutting to deliver advantages including one-piece side sheet construction for fewer seams and potential corrosion zones. Its expert in-house engineering team uses the latest CAD systems to ensure proper fit and compatibility long before the production process begins. Since its inception in 1939, HECO has maintained one goal: to build the best. For over seven decades, HECO has continuously achieved that goal through its commitment to excellence, integrity, honesty, and most importantly, well-being for all. For more information, visit

Contact Information:

New Leader Comércio de Equipamentos Agrícolas e Serviços Ltda.

Durvalino Binato, 75 Bairro Jardim Aeroporto | Assis, SP  - CEP: 19.813-170

Phone: +55 18 3324 2028