North Java Farm Equipment, a new business specializing in sales, service and parts for farm tractors and implements is scheduled to open in Batavia, N.Y., by late February, according to published reports.

Java Farm Supply, which is opening the new location, has been in business since 1951 in North Java. It also operates a retail location in Yorkshire and employs 25 people in the two stores.

"There's a lot of machines in this area that need support, in the brands we carry," says third generation part-owner John Bookmiller. "North of the thruway is an area we haven't been able to penetrate from our original location (in North Java). The farm store will serve as a full-functioning dealership, with tractors and implements displayed prominently along the facade of the building."

Bookmiller calls the move a leap of faith for us. Our business has grown steadily but it is still a big commitment for our family-run operation.

Java Farm Supply represents more than 20 different brands of new and used farm equipment from advanced agriculture machines and compact tractors to lawn and garden equipment.

The "anchor" brand at the new Batavia location will be Challenger tractors. North Java also services and supplies Fendt and Massey Ferguson tractors. "Our goal is not to be an outsider, coming to do business in Batavia," Boomiller offers. "Our goal is to hire from Batavia, support folks from Batavia ... and be absolutely for this community, locally," he says. Java Farm Supply will hire 15 new personnel in Batavia, including service technicians, sales representatives and managers. Bookmiller has aggressive plans to open the Batavia shop for parts and service within 60 days. Equipment displays and sales will follow.