Formula Equipment, a full-service construction equipment dealer, founded in 1981 in Rock Tavern, NY, has opened its third branch in South River, NJ, to expand its territory.

The South River branch, of Formula, will cover New Jersey from Ocean County on the east to Mercer County and all northern counties of New Jersey.

“By opening the South River branch, Formula is now positioned to service the entire Metro New York area,” said George Maggiolo, president of Formula.

Formula Equipment’s South River facility, located at 396 Whitehead Ave., is managed by Steve Palumbo and can be reached by phone at: 732/967-9100.

This new 4,400-sq.-ft. facility offers sales, parts and service, rentals, and mobile and in-house service support for equipment. Administrative offices also are found at this location.

John McHeffey, Jack Buttelman and Drew Shufelt cover Formula’s sales territory in New Jersey.

John McHeffey represents Formula in the counties of: Mercer, Ocean, Monmouth and Middlesex.

Jack Buttelman sales area includes Passaic, Bergen, Morris, Somerset, Sussex, Warren and Hunterdon counties.

Drew Shufelt is sales representative in Essex, Union and Hudson counties.

Roger Wait is parts manager and Marty Walsh is service manager.

Hitachi; Kawasaki; Terex; Fuchs; Gradall; Allied; Furukawa; Genesis; TrailKing; Wirtgen; Hamm; and Vogele, are the manufacturers that provide the equipment for Formula’s varied and extensive inventory.

For more information, visit www.formulaequipment.com.