About Us | John Deere Dealership

Dedicated To You

4Rivers Equipment is proud to be your John Deere Dealer. Committed to being your working partner, we work to support you with integrity and respect. Our goal is to provide you with innovative solutions for your home, farm, or business.

4Rivers History

In 1926, 4Rivers Equipment began as Romer Mercantile, a small John Deere agriculture equipment dealer in Holly, Colorado. Through dedication and perseverance, the store prospered through difficult times and started to grow during the 1960s.

We now feature agriculture locations, construction locations, and some stores that are combined ag and construction. Thanks to the dedication of over 400 highly trained and skilled employees, we plan on being your working partner through all the seasons moving forward.

—Keith Olson, CEO of 4Rivers Equipment

About 4Rivers Equipment

old vintage photo from 1926 showing 4Rivers Equipment founder Roy Romer's mother and father in Holly, Colorado. Black and white vintage photot. Vintage clothing. Sign on the left with the words "Easy Terms" written at the top. Black leather vintage coats. Khaki pants and/or skirt. White button-up collared shirt and/or blouse. Outside Romer Mercantile, a small John Deere agriculture equipment dealer in Holly, Colorado.

Your Working Partner

4Rivers Equipment has been serving Colorado farmers with John Deere equipment solutions since 1926. Throughout the years, our vision and purpose have remained consistent. We provide the most innovative equipment and machinery and support it with industry-leading service and parts departments.

To 4Rivers, being your working partner means committing to your success and providing innovative solutions with integrity.

4Rivers Equipment President/Founder and Former Governor of Colorado Roy Romer speaking with a local Colorado farmer. Roy Romer is wearing a white button-up collared shirt with his white hair and round glasses. He has his left hand on an antique John Deere tractor as he is talking and smiling with the local farmer as they face each other. The local Colorado farmer is explaining something to Roy Romer. The local Colorado farmer is wearing a plad button-up shirt with a blue hat and sunglasses with his hand upward facing like he's asking a queston. There is a building in the back behind them with green metal roof and some wood plants along the roof and building edge line. Sunny day. John Deere antique tractor with yellow text reading in the old font John Deere.

Mission

The Mission of 4Rivers is to improve the lives of our customers, business partners, and employees through our constant pursuit of excellence as a dealer. We strive to be the employer of choice by providing career growth opportunities, stability, and longevity for generations to come. By delivering value to our stakeholders with long term strategies for growth and profitability, we offer innovative solutions to customers, employees, and manufacturers that create value for their lives and businesses. All with respect and humility while maintaining our integrity and commitment to excellence.

“I blew a drive belt on my lawn mower with about 1/3 of my lawn to go. It was 3:45 on a Saturday, and I live 45 minutes away. I called Dan in parts and he offered to stay late until I got there so I could get the belt this weekend. He was friendly and even better the belt was right! Thank you Dan!”

-Scott Williams, Longmont, CO – March, 2018

-William Scott, Shortmont, CO – March, 2018

What Are the Four Rivers?

CAN YOU NAME THE FOUR RIVERS?

Our previous names, Colorado Equipment and Colorado Machinery wasn’t very fitting for the growth into Wyoming, New Mexico and Texas. So after careful thought, the name 4Rivers Equipment became our new name.

Having headwaters here in Colorado, 4Rivers Equipment’s history and future are well represented by the name. The four rivers that make up the name 4Rivers Equipment are the Colorado, the Rio Grande, the Platte, and the Arkansas.

Values

Committed To Your Success

Justice balance symbol showing even weights.

Integrity

We promise to approach each situation with the highest integrity and values. We will not do anything that would diminish 4Rivers Equipment or the manufactures we represent.

Circle with symbols of 3 people connecting the circle.

Respect

We always promise to treat customers, future customers, fellow employees, manufactures, and anyone we come in contact with the utmost respect.

Mountains with a flag on top with snow caps. All white with transparent background.

Commitment

We commit to being the best working partner for our customers and the employer of choice. Our commitment to any situation is to the long term outcome versus the short term gains.