About VF Venieri & AMS

Similar to Rock and Dirt, Brothers Ferdinando & Carlo Veneri got their start in the late 40’s and early 50’s. VF-Venieri created its first crawler tractor in 1948, opened its first fully equipped plant in 1954, and, as its popularity grew, started producing earthmoving equipment in 1960. Venieri put in place multiple International OEM agreements to further raise the bar. They went on to install the first hydrostatic transmission in an earth moving machine, added more horsepower to their loaders, patented the world’s first electric backhoe loader, and produced the first electric front wheel loader.

Venieri’s production philosophy, “Invest in constant research for innovating technical solutions oriented to safety, reliability, stability, performance, operator comfort, and permanent technological developments,” has allowed them to continue to innovate and grow within the earth moving industry.

Today, Venieri’s factory in Italy covers 753,473 sq. ft., with a covered area of 215,278 sq. ft., which houses the production and design departments, multi-purpose prototype assembly departments, and test plots. Venieri’s adherence to a philosophy of innovation in the earth moving industry has brought international accolades with 2011 and 2014 SIA-Somoter International Awards. Venieri celebrated its 70th birthday in 2018.

Applied Machinery Sales (AMS) imports and distributes world-class heavy equipment for the construction, agriculture maintenance, material handling,and rental industries in the USA.  AMS started in 2010 when it was named the official importer for Merlo Telehandlers. AMS expanded its offerings of quality heavy equipment in 2018 by adding VF-Venieri earthmoving equipment to its lineup. All machines are available through a growing dealer network. AMS offers dealer opportunities, floor planning, retail financing, direct sales, rentals, service and training. Applied Machinery Sales is based out of Rock Hill, South Carolina.

Rock and Dirt’s own Marketing & Account Manager, Ginny Cole, had the pleasure of touring the Applied Machinery Sales facility in Mid-June with  AMS Marketing representatives Susan Doyle and Alex Thompson. Ginny was able to take a peek at both the VF10.23D Articulated Backhoe Loader as well as the VF13.63B Front Loader! See what she saw and learn more about these Venieri machines below.

VF10.23D Articulated Backhoe Loader

Maximum traction and one machine versatility.

  • Maximum Weight: 21,800 lbs.
  • Loader-Static Tipping Load-Full Turn: 12,700 lbs.
  • Loader- Breakout Force: 23,810 lbs.
  • Backhoe Breakout Force: 13,448 lbs.
  • Backhoe Maximum Digging Depth: 16’4″

VF13.63B Front Loader

Built for power. Designed for agility.

  • Maximum Weight: 31,200 lbs.
  • Maximum Operating Height: 16’10”
  • Lift Capacity: 23,150 lbs.
  • Static Tipping Load- Full Turn: 21,160 lbs.
  • Breakout Force: 26,456 lbs.

You can view all the Applied Machinery Sales (AMS) Inventory on Rock & Dirt at https://www.rockanddirt.com/seller?method=show&id=66055.