In Australia, by the 1930s, Howard was finding it increasingly difficult to meet a growing worldwide demand for exports of his machines. He travelled to the United Kingdom, founding the company Rotary Hoes Ltd in East Horndon, Essex, in July 1938. Branches of this new company subsequently opened in the United States of America, South Africa, Germany, France, Italy, Spain, Brazil, Malaysia, Australia and New Zealand. It later became the holding company for Howard Rotavator Co. Ltd. The Howard Group of companies was acquired by the Danish Thrige Agro Group in 1985, and in December 2000 the Howard Group became a member of Kongskilde Industries of Soroe, Denmark.