4Rivers 100 Years

CELEBRATING 100 YEARS OF JAMES RIVER EQUIPMENT

View the entire Roy Romer interview

1926

James River Equipment has been a staple in the communities it has served since beginning as 'Romer Mercantile' in Holly Colorado in 1926. Roy Romer moves with his family to Holly in 1928, a couple of years after his grandfather has already made the move, and begins the family's new John Deere business.

Romer Mercantile Established - Holly, CO

“One of my most vivid memories is how hard people had to work; everybody worked.”
Two men in front of a building - one in suit and hat, one in overalls and cap
Two-story building with HOLLY visible on facade

1930s

In 1930, the market crashes and the dust settles in (literally); the region gets hit by the infamous Dust Bowl. The community goes through incredibly hard times during this period of the Great Depression. Through it all, John Deere's roots in Colorado manage to survive some of the most devastating parts of the 20th century.

“It's because of the relationships we had with our customers. It's the kind of relationship John Deere has always had with its customers.”

1940s

John Deere produces transmissions for military tractors, submarine hatches, ammunition, aircraft parts and more during World War II.

1950s

1956

John Deere makes a 15 million dollar investment into building manufacturing facilities to build construction machinery separately. One year later, John Deere debuts 15 industrial tractors at the Chicago Road Show.

Roy Romer recalls the partnership with Bruce Young at his family's store materializing during this time. Roy manages the financial side of the business while Bruce does the rest. The partnership flourishes.

In the coming years Roy and Bruce will go up the front range purchasing John Deere ag stores and converting them successfully to industrial businesses.

1960s

1970s

Roy expands into Virginia. Committed to the company and his vision of the future, Roy sells his aircraft business for stores in “Salem, Fishersville and Ashland.” The John Deere business grows exponentially right along with Roy, and partners like Walter Burke and Bruce Young.

1977

Purchased:
  • Ashland, VA
  • Fishersville, VA
  • Roanoke, VA

1980s

Roy remembers weathering hard times in the early eighties, luckily offset by the company maintaining fiscal discipline when the economy called for it. “We had a uniqueness in that we were careful and put money aside for bad times. We accumulated conservative actions so when times like the 1980-1981’s came around, we had a reserve to call on. Along with this we also dove into operations that had gone broke and took calculated risks.” The organization’s ability to find a balance between conservation and growth is another unique puzzle piece that carried them through the century of business.

1989

Purchased:
  • Phoenix Tractor - Chester, VA

1990s

Don Jones, who worked for Wimmer & Wimmer since 1978, takes over the role of General Manager following the tragic death of owner, Nelson Wimmer, in 1987. When JRE acquires Wimmer & Wimmer in 1997, Don goes from managing a single store to overseeing multiple locations. With Don’s ability to adapt and lead through changes, he becomes instrumental in JRE’s growth in the late 90s.

1992

Purchased:
  • Hawkins Tractor - Burkeville, VA

1997

Purchased:
  • Wimmer & Wimmer
    • Danville, VA
    • Manassas, VA

1999

Opened:
  • La Crosse, VA

2000s

2000

Purchased:
  • Buhrman & Sons
    • Richmond, VA
    • Charlotte, NC
    • Greensboro, NC
    • Mt. Gilead, NC
Group in front of building with John Deere and 4Rivers Equipment logos
People celebrating at 4Rivers event
Group of people at ribbon-cutting ceremony outdoors

2002

Opened:
  • Rock Hill, SC
  • Power Mountain
  • Wilkesboro, NC

2006 - 08

Purchased:
  • Tarheel Lawn & Tractor - Matthews, NC
  • Piedmont Farm & Yard - Salisbury, NC
  • Piedmont Tractor - Asheboro, NC
  • Ideal Tractor - Statesville, NC
  • Smitherman Lawn & Garden - Pfafftown, NC
  • Opened:
  • Wakefield, VA

2009

Opened:
  • Tazewell, VA

2010s

2010

Purchased:
  • Rappahannock Tractor
    • Tappahannock, VA
    • Toano, VA
  • Asheville, NC

2011 - 13

Purchased:
  • Blue Ridge AG & Turf - Mount Airy, NC
  • Whitesel Brothers
    • Harrisonburg, VA
    • Edinburg, VA
  • Hamrick O'Shields Equipment - Shelby, NC

2015

Purchased:
  • Outback Motor Sports - Amherst, VA
  • R.W. Moore Equipment
    • Eastern, NC
    • Raleigh, NC

2016 - 18

Opened:
  • Monroe, NC (formerly Matthews, NC)
  • Martinsville, VA
    • Purchased:
  • Blue Ridge Farm Center
    • Buchanan, VA
    • Rocky Mount, VA

A Legacy in Motion

James River Equipment begins sponsoring the Novant Health Thanksgiving Eve Parade in Charlotte, NC by providing John Deere tractors to pull the floats. This partnership honors a tradition that began 75 years before, when local farmers used their own tractors to bring the parade to life. By stepping in with our equipment, we're proud to carry on this legacy and celebrate our agricultural roots in a modern way.

2019

Opened:
  • Dillwyn, VA
  • Newton, NC
  • Elizabeth City, NC

2020 - 26s

2020

Purchased:
  • Harvest Equipment Company
  • Lewisburg, VA
  • Opened:
  • Locust Hill, VA
  • Alexandria, VA
  • Chesapeake, VA

2022

Opened:
  • Boones Mill, VA (formerly Rocky Mount, VA)
  • Woodstock, VA (formerly Edinburg, VA)

2023

Opened:
  • Stafford, VA

A Splash of History

For years James River Equipment has celebrated excellence with a tradition as memorable as it is meaningful: rewarding top-performing employees with a well-earned cruise trip. This unique recognition not only honors outstanding achievements, but also reflects our deep appreciation for the dedication, hard work, and commitment our team members bring every single day. At James River, we believe that investing in our people means celebrating their success—on land and at sea.
Group in front of building with John Deere and 4Rivers Equipment logos
People celebrating at 4Rivers event
Group of people at ribbon-cutting ceremony outdoors

2025

Acquired:
  • JESCO locations
    • Baltimore, MD
    • Delmar, MD
    • Frederick, MD
    • Waldorf, MD

Mission

To improve the lives of our employees and our customers, and to strengthen the communities we serve.

Vision

To provide value to our customers, to conduct business profitably and ethically, to make decisions for the long-term, and to have fun doing it!

INTEGRITY

Be Honest, Fair and Decent

  • Set an Example
  • Respect Others
  • Take Responsibility for Your Actions
  • Hold Ourselves & Others Accountable

COMMITMENT

Go above and beyond to make things happen

  • Create Long-term Value
  • Invest in our People, our Business, and our Partners
  • Deliver High Quality Customer Service
  • Work Safely

Partnership

Build Trusting Relationships

  • Communicate Openly & Honestly
  • Take Care of Each Other
  • Help Others be their Best
  • Work Together to Achieve Success

Leadership

Create & Nurture a Collaborative Environment

  • Develop Self & Others
  • Recognize & Celebrate Accomplishments
  • Lead with Confidence
  • Empower Decision-Making