I'm not a dealer, so I don't necessarily have a dog in the fight, BUT, I have had experience with meetings of this nature, government meetings/public hearings, etc..., so here's my $.02.
I would avoid at all costs having this turn into a group therapy session, especially if Gurkins is in attendance. If everybody gets up and b*tches about the same thing over and over again, it will waste a lot of time, and you will appear as though you have not unified or have not really coordinated. That works to his benefit. The dealers may feel better about venting, but that does not seem to be an efficient use of the time.
Assuming Gurkins, or someone with Farmtrac is present, you would probably be better served by having the dealers elected one representative (or two, max) to speak about the concerns facing the group. Get that name(s) of the Dealer Rep(s) out there sooner rather than later, and have the rep caucus with the dealers to get topics of discussion and issues facing the dealers.
As for the agenda, I would open with comments by the "moderator." Have the opening comments more conciliatory than accusatory, i.e. we all have a problem, need to find solutions, blah, blah, blah. If it is too inflamatory at the start, you run the risk of the Farmtrac rep walking out, or not responding to any questions. I would schedule the Farmtrac rep to address the assembled dealers first, right after the call to order and opening comments. Once he has concluded, turn it over to Dealer rep to discuss issues facing their group as pointedly and directly as possible, with an opportunity for Farmtrac Rep to respond point by point.
You may then want to open it up for a Q&A from the group to the Farmtrac Rep(s). I would also suggest that you seek to have a represenative of Textron in the meeting as well.
My suggestion is you invite Morrow, Gurkins, Textron reps, and reps from the National Dealer's Association (and/or their lawyer). You may also want to invite (but maybe not) a member or two of the media.
This is not the only way that this meeting can be run, but my experience has been once a meeting turns into a free-for-all, everyone leaves as mad (or madder) then before, and nothing really gets done.
Free advice is worth what you pay for it, so feel free to disregard if you have other ideas.
Good luck to all of you.