About Us

Since opening our doors sixty years ago, our dealership may have changed, but the goal has remained the same. By providing Central Californians with the best in equipment and service, Kings River Tractor remains a leader in customer satisfaction. Our doors have remained open through customer and brand loyalty.

Starting with a simple partnership in the early 1940s, Cornforth and Fraga turned the key and started a bond between a Ford Tractor dealership and its customers. William Cornforth later bought out Fraga and witnessed the expansion of the Ford tractor line.

The 1970s were a period of growth and transition. The dealership was purchased by Roy Kellogg in 1970 and became Reedley Ford Tractor. One of the current owners, John Kellogg, began work at the dealership the same year. Jerry Flaming, another owner, was promoted from the shop to the sales floor. The dealership moved to its current location in Downtown Reedley in 1973. 1978 saw the addition of salesman Norbert Croghan who is currently one of the owners.

By expanding to an additional dealership in 1989, Reedley Ford Tractor changed its name to Valley Ford New Holland, Inc. The new Visalia store was able to increase its customer base and offer quality machinery to another Central California market.

The 1990s saw a wealth of innovation and creation as Fiat purchased the agricultural division from Ford Motor Company. New Holland later acquired Fiat Group’s equipment division and the New Holland brand took shape. Merging with Case International in 1999, Case New Holland Global is a leading manufacturer of agricultural and construction equipment. While the names have changed, the color and attention to quality has remained the same.

In February 2008, we moved to our new location in Visalia. Conveniently located just minutes from highway 99 and 198, we’re now easier to find and offer the same great service our customers expect.

Today Kings River Tractor, Inc. continues to serve the needs of the Central Valley. Kings River Tractor helps you make every day more productive.