Bertoli Farm Machinery Drives Into the Greater Shepparton Business Hall of Fame
When Paul Bertoli set out nearly 50 years ago with little more than a Holden Ute, a toolbox, and an unwavering vision, few could have predicted that his modest venture would become one of the Goulburn Valley's most respected names in agricultural machinery. Yet here we are in 2025, witnessing Bertoli Farm Machinery take its place amongst the region's business elite, becoming the 17th inductee into the Greater Shepparton Business Hall of Fame.
The honour, presented at Friday evening's Greater Shepparton SPC Business Excellence Awards, represents far more than a simple accolade. It's recognition of nearly half a century spent building a business that has become deeply woven into the fabric of regional commerce and community life.
What began in 1976 as a small workshop has transformed into a multi-site operation that now employs almost 50 staff across three locations—Shepparton, Albury, and Benalla. The group's dealerships stock leading agricultural and industrial machinery brands, a testament to the business's remarkable progress since those early days. Yet despite this expansion, the organisation has managed to maintain the customer-focused ethos that characterised its founding.
Speaking at the awards ceremony, Greater Shepparton Business Network president Stephen Schneider highlighted the significance of Bertoli's achievement. "From humble beginnings in 1976, when Paul Bertoli started with a Holden Ute, a toolbox and a vision, Bertoli's has grown to become a trusted name not only in Shepparton, but across northern Victoria and southern New South Wales," Mr Schneider noted, emphasising both the longevity and the geographical reach of the organisation's influence.
However, Bertoli's contribution to the region extends well beyond commercial success. Paul Bertoli has long been a steadfast advocate for the agricultural machinery industry itself, serving as a member of the Victorian Automotive Chamber of Commerce (VACC) since 1982. In his current role as vice president and chair of the Farm, Industrial and
Machinery Dealers Association Committee, he works alongside CEO Peter Jones and the board to champion and strengthen regional businesses—a commitment that speaks to his character and his genuine investment in the sector's future.
This broader vision extends into the community itself. Paul's commitment to the Goulburn Valley extends beyond his dealerships, with a strong focus on training, apprenticeships, and community initiatives that continue to contribute to the region's growth. It's this multifaceted approach to business—one that recognises obligations to employees, industry peers, and the wider community—that has earned Bertoli Farm Machinery its place in the Hall of Fame.
The Greater Shepparton Business Network hosts the annual Business Excellence Awards, supported by SPC, to celebrate enterprises that have made meaningful, enduring contributions to the local economy. The Hall of Fame honours businesses that demonstrate consistent excellence and community commitment across generations.
As Bertoli Farm Machinery approaches its 50th anniversary in 2026, the business stands as a compelling testament to the power of vision, hard work, and genuine commitment to regional development. In an era when businesses often relocate or lose their local identity, Bertoli's remains a reminder of what dedication to place and purpose can achieve.