Loyal Roth Manufacturing


Dependable Quality — More Value — Since 1956!


Roth Manufacturing started in 1956 by Norman Roth in the garage at his farm in Loyal, WI. After 3 years of designing and building farm equipment from home, Norman moved to town and rented 1/3 of a building built by an economic development corporation in Loyal.

During the early years, Norman would load his truck up with self-designed products and travel around the state, setting up and selling to dealers.

Roth Building

Above Photo: Main building finishing up construction in spring 1960.

Normon Truck

Above Photo: Norman & employees with a feed bin they built.

In 1970, Norman moved into the remaining 2/3 of the building where Roth MFG. is headquartered today.

By 1977, the business had grown to the point where more space was needed. 20 acres of land was purchased and a couple more buildings were built for production and warehousing.

Tom & Tony

Above Photo: Tony and Tom next to their feed carts which was their first product line they built at T.R. Metal Crafters

When Norman wasn’t on the road, he was back at the office handling multiple roles – purchasing agent, cost accountant, marketing, etc.

Norman’s wife, Violet, was a teacher at different schools. As the company grew, she would become office manager and help produce catalogs of Roth MFG’s products.

Normon & Violet

Above Photo: Norman & Violet Roth

In 1979, Norman’s youngest sons, Tom and Tony, started T.R. Metal Crafters. They constructed a building across the road from Roth MFG. and began building farm equipment for Roth MFG. and other distributors.

Norman and Dan Roth w/ Lt. Governor & President of Loyal Chamber of Commerce

Above Photo: Norman and Dan Roth (center) with Lt. Governor (right) and president of the Loyal Chamber of Commerce (left)

In 1980, Norman’s oldest son, Dan, returned to Loyal after working as a CPA with an accounting firm for 8 years.

Dan bought Roth MFG. from Norman in 1983 and took over as president.

Over the next decade both Roth and T.R. continued to add different product lines, more facilities and grow. In 1993, Tom and Tony bought Roth MFG. from Dan. Dan continued to serve as CFO until he retired in July 2019, he still serves as consultant.

In 2016, Tom’s son, Joe, joined both companies. He works in sales/marketing, health/safety and inventory management.

Roth Manufacturing   |   P.O. Box 40   |  Loyal, WI 54446   |  800-472-2341   |   715-255-8515