The consumer watchdog is concerned about a lack of competition in the farm supplies industry, as it considers a deal that would see two of the Wimmera's largest farm supplies businesses marge.
Nutrien, which owns Landmark, is proposing to merge with RuralCo holdings. RuralCo's subsidiaries with a Wimmera presence include Combined Rural Traders, which owns further farm supplies businesses Rodwells and Agritech Rural.
Australian Competition and Consumer Commission deputy chair Mick Keogh said the combined entity would encompass 650 stores.
"(This) is approximately 45 per cent of all rural merchandise stores nationally," he said.
"We are seeking submissions in response to our statement of issues, and will continue examining what impact the loss of a major national retail competitor might have on prices, product range (including private label brands) and other areas of competition," Mr Keogh said.
An ACCC spokesman said the body was considering whether the proposed acquisition would reduce competition at the wholesale level, or whether the remaining wholesalers or buying groups will provide sufficient competition.
"In addition, the ACCC is examining whether a merged Landmark-Ruralco would be more likely to discriminate against retailers which are wholesale customers that compete with its retail stores," he said.
"The ACCC's review has also considered overlaps between Landmark and Ruralco in the supply of wool broking, livestock agency and live export, insurance broking, financial services and real estate agency services."
The spokesman said submissions should be provided by June. The ACCC's final decision is scheduled for August 15.
Rodwells Wimmera area manager Wayne Driscoll declined to comment to the Mail-Times, as did RuralCo.
The Wimmera is also serviced in farm supplies by businesses including Elders and Driscoll, McIllree and Dickinson.
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