Paul Bertoli started out with a Holden ute, $300, a toolbox, and an ambition to own his own business.
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Today, Bertoli Farm Machinery operates across three dealerships in Shepparton, Benalla and Albury-Wodonga and employs around 50 people over the three sites.
“A strong ambition with an unwavering drive, which became a reality,” Paul reflects on the 50th anniversary of the business.
Asked about the reasons the business has been so successful, Paul puts it down to three things.
“We have always had good staff, we have always dealt with good companies who have looked after us, and of course, our very loyal customers,” Paul said.
“Without those three things, you haven’t got a business.”
And why is he still working in his seventies?
“I’ve always enjoyed and had a passion for working in my own business,” he said.
“If I didn’t like it, I wouldn’t have stayed for 50 years.”
Reflecting on his 50 years, Paul couldn’t forget someone who has been a back-bone to him personally, to their two sons, and a daughter, his wife of almost 50 years, Gail.
“She’s tolerated my long working hours and has always supported me and our children in everything we have wanted to do.”
Having a good business partner has also contributed to the success and growth of the business over the last 22 years, since Jack Collins became a business partner in 2004.
Paul established his first business repairing cars, truck and tractors, initially working out of a utility, before renting a shed in the former Pan-o-Market in North St, Shepparton, (now occupied by La Trobe University) occasionally cribbing some space on the nearby GV Hotel car park.
“I started in the automotive industry with my apprenticeship in 1968, being driven by an interest in how things worked mechanically and a desire to fix things,” Paul said.
Central to his business success has been a continuous relationship with the Kubota brand.
“I made up my mind when I started my own business, after my experiences working with a Japanese car franchise, that I wanted to have my own Japanese tractor franchise dealership,” he said.
“It was clear to me that well-designed and supported products, coupled with quality services and customer care was a strong basis for a successful business.
“Instrumental in getting me into my own dealers was the support I received from Kubota tractors and John Berends implements.
“I’m eternally grateful to them putting their trust in me, and we have continued to return positive sales results, not only as a reflection of their trust and ongoing support, but to repay the generosity, they afforded me at a pivotal time in my business life.”
Over time, what started as a very small niche business, has grown to include the full Kubota product range, the Agco franchise including the Massey Ferguson and Fendt tractors and farm machinery as well as many other complementary franchise brands.
In the early 2000s, Jack Collins returned to the business, after originally completing his mechanical apprenticeship and taking a break to return to the family farm, moving into a sales role and later becoming a partner.
During this time, Paul’s son, Nicholas, also joined the business, completing his mechanical apprenticeship, then working in spare parts, and now in a sales role and part of the business succession plan.
Over the 50 years, Bertoli’s has established long-term relationships with many customers.
Noel Plunkett from Plunkett Orchards was one of those customers.
He purchased a Kubota 6030 tractor in 1984, and Noel’s son Andrew Plunkett said the relationship and the tractor were still going strong.
Only last month, they took delivery of a new Kubota M5101 tractor for orchard spraying.
Andrew said Bertoli’s delivered a timely response and provided reliable quality equipment and back-up service support.
Federal Member for Nicholls Sam Birrell is a former agronomist who has met many of Paul’s customers and all of the Bertoli’s staff.
“Paul believes in his team, and they respond with loyalty to offer service to the customers. The business has a culture of excellence about it,” he said.
Paul had a long-term interest in politics, but respects that others may hold their own views.
His interest is in playing a part in the advancement of the community to benefit his children, grandchildren and the greater community.
“I’m deeply concerned for the future of the younger generations of our communities,” Paul said.
Bertoli Farm Machinery was inducted into the Greater Shepparton Business Hall of Fame last year.
Paul has been a member of the Victorian Automotive Chamber of Commerce since 1982, and is vice-president and chair of the Farm and Industrial Machinery Dealers Association.