Five Generations, One Commitment to 4Rivers Equipment Customers
For 100 years, 4Rivers Equipment has built its business around more than John Deere equipment. It has been built around people, relationships and the commitment to being a dependable working partner for the customers and communities we serve.
Today, the fifth generation of our founding family is helping carry that philosophy forward.
What Does Five Generations Mean for 4Rivers Equipment Customers?
A fifth generation is an important milestone, but the family connection isn't really the story. What matters is what has been passed down along the way.
For generations, our business has relied on developing lasting relationships with the people who depend on their equipment to get work done. That philosophy has helped guide 4Rivers from its beginnings as Romer Mercantile in Holly, Colorado, in 1926 to the company our customers know today.
David Romer grew up hearing that message firsthand.
"I always heard from my dad and my grandfather growing up how important people are in this business," says David Romer. "It's the most important part, and over the past 6 years I've learned that to be abundantly true."
How Does 100 Years of Experience Help Our Customers?
Equipment has changed dramatically since 1926. The importance of having people you can count on hasn't.
Over the decades, our teams have supported customers through changing economies, new generations of John Deere equipment and evolving technologies. Through it all, the focus has remained on providing equipment solutions backed by knowledgeable parts and service support.
For our customers, that experience means having a working partner who understands that a piece of equipment isn't just another machine. It's part of how you make a living, complete a project and keep your operation moving.
A John Deere Dealership Built on Long-Term Relationships
Our history includes plenty of milestones, but some of the most important aren't dates on a timeline.
They're the relationships built between our customers and the people behind our parts counters, in our service departments, in the field and throughout our dealerships.
That customer-first approach has carried 4Rivers through a century of change. Our core values today include integrity, respect, commitment and innovation, with an emphasis on long-term outcomes and creating value for the customers and communities we serve.
Carrying the 4Rivers Equipment Legacy Forward
Reaching 100 years gives us an opportunity to look backward, but we're just as interested in what comes next.
Having a fifth generation involved in the business connects that future to the same lesson David heard from his father and grandfather: people are the most important part of this business.
For us, continuing the legacy means earning relationships rather than simply inheriting them. It means listening to customers, understanding the work they need to accomplish and continuing to provide the John Deere equipment, parts, service and support that help them succeed.
That's what being Your Working Partner has meant across generations, and it's what we intend to carry forward.
Explore 100 Years of 4Rivers Equipment
From Romer Mercantile in 1926 to today's 4Rivers Equipment, our story has been shaped by the customers, employees and communities that have grown alongside us.
Explore the milestones, stories and people behind our first century on the 4Rivers Equipment 100 Years page.
Common Questions About 4Rivers Equipment
How long has 4Rivers Equipment been in business?
The company's history dates to 1926, when Romer Mercantile was established in Holly, Colorado. That makes 2026 the company's 100th year.
Is the founding family still involved with 4Rivers Equipment?
Yes. A fifth generation of the founding family is now involved with 4Rivers Equipment, continuing a family legacy centered on the importance of people and customer relationships.
How long has David Romer worked in the family business?
David Romer says he has spent the past six years learning firsthand just how important people are to the success of the business.
What are 4Rivers Equipment's core values?
4Rivers Equipment identifies Integrity, Respect, Commitment and Innovation as its core values. The company describes being "Your Working Partner" as a commitment to customer success and providing innovative solutions with integrity.
What does "Your Working Partner" mean?
For 4Rivers Equipment, being Your Working Partner means looking beyond an equipment transaction and focusing on the customer's long-term success through equipment solutions, parts, service and support.
