Superior, Wisconsin Company Launches KRAKEN Machines

Superior, WI—BARKO Hydraulics, a Superior, Wisconsin-based company focused on the production of heavy equipment for forestry and logging professionals since 1963, today announced the introduction of a new equipment brand targeting a variety of non-forestry industries, including general construction, scrap/recycling and disaster mitigation, including wildfire prevention and clean-up.

President, Justin Rupar, expressed enthusiasm about the development, articulating the rationale for introducing the KRAKEN Machines brand.

“The point is growth via penetration of established markets where we know our ability to produce world-class heavy equipment is transferable. Our KRAKEN Machines brand is the manifestation of that recognition.”

The company is actively working to build out the KRAKEN Machines product line-up to serve these non-forestry segments, developing a distinct and dedicated distribution network. Engineering and other professional roles will also be added. Kevin Lee, Sales Director, noted that these challenges are among the most critical.

“We’re in a people-oriented business. People do business with people, not pieces of equipment. We’re dedicated to finding the right personnel to lead this very important and very visible initiative.”

Marketing Director, Parnell Thill, noted, “Our development of the KRAKEN Machines brand is based on the premise that using the right machine, designed for specific work, is a solid trajectory for us and for the markets we’re targeting. The days of using heavy equipment engineered for generic work are quickly giving way to a more market-specific approach. This is KRAKEN Machines.”

In addition to being configured specifically for the adjacent market segments named herein, the KRAKEN Machines product line will be easy to identify. Against a competitive backdrop where heavy equipment brands rely on decades-old brand design, KRAKEN Machines boasts an entirely unique look.

The company anticipates KRAKEN Machines will be available as early as late 2024.

An open press event is scheduled for Tuesday, October 29 at noon, where the first KRAKEN Machines loader will be unveiled.

Event address: 1 Banks Avenue, Superior, WI.

Contact:
Parnell Thill
pthill@krakenmachinesusa.com
715-919-3805

Follow us on social media for the latest updates in B2B!

Image

Latest

From Crisis to Recovery: How BMS CAT Helps After a Fire
From Crisis to Recovery: How BMS CAT Helps After a Fire
June 2, 2025

In this episode of Inside Restoration & Recovery, host Martha Lewis sits down with Cole Coulson, Vice President of Sales for BMS CAT, to explore the company’s front-line efforts during the recent Southern California wildfires and share practical guidance for property owners facing disasters. Cole opens by recalling his first moments on the ground…

Read More
LEGO
How LEGO Puts Play to Work Across Retail Experiences: Breaking Down the Formula with PJ du Toit
May 29, 2025

As in-store experiences become key to brand loyalty, LEGO is doubling down on its core brand essence of play, using it as both a design philosophy and a strategic lever. The company is transforming its physical spaces into destinations that spark imagination, encourage interaction, and strengthen emotional connections with shoppers of all ages. With…

Read More
summer melt
From Freshmen to Founders: Michigan Students Take on Higher Ed’s Summer Melt Crisis with MeetYourClass
May 29, 2025

A growing number of colleges are struggling to convert applicants into enrolled students—and to keep them engaged through graduation. With Gen Z students relying heavily on familiar digital platforms like Instagram and Discord for social interaction, traditional college tools for orientation, enrollment, and community-building often miss the mark. According to research, between 10 to 40…

Read More
Aviation maintenance
The Future of Flight Depends on Mechanics, Not Machines: How Jets MRO is Solving the Aviation Maintenance Talent Gap
May 28, 2025

Private aviation is booming—but behind the sleek jets and luxury cabins lies a hidden crisis. A looming shortage of qualified aviation maintenance technicians threatens to ground growth. According to Boeing’s 2023 Pilot and Technician Outlook, the industry will need about 690,000 new maintenance technicians by 2042. While private jet usage is skyrocketing, the infrastructure to…

Read More