Greenvalley Equipment
Greenvalley Equipment is a privately held John Deere agricultural equipment dealer operating four branches across Southern Manitoba, selling new and pre-owned tractors, combines, sprayers, and lawn/garden equipment alongside parts, service, and precision agriculture technology for commercial farmers and acreage owners.
- Company typePrivate
- Founded1989
- HeadquartersMorden, Canada
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Greenvalley Equipment does
Greenvalley Equipment is a privately held John Deere agricultural equipment dealership founded in 1989, operating four full-service branches across Southern Manitoba (Morden, Altona, Killarney, and Treherne) with 101-250 employees. The company sells new and certified pre-owned John Deere tractors, combines, sprayers, planters, and lawn/garden equipment, complemented by Bourgault seeding and tillage implements and Elmer's Manufacturing products. Its core technology layer rests on John Deere's Precision Ag stack — RTK guidance, AutoTrac, rate controllers, and water management solutions — augmented by GVE's own proprietary RTK Network Infrastructure and a patent-pending Calibration Chute for John Deere Air Seeders.
The business operates an integrated dealer model spanning equipment sales, parts, service, and agronomic support. Revenue is generated across five streams: new equipment sales, certified pre-owned equipment (tiered as Quality, Value, and Premium Certified), parts sales including A&I Products aftermarket and online ordering via shop.deere.com, service and repair with 47 technicians across four shops and 15 mobile service trucks, and financing facilitation through the John Deere Multi-Use Account. The service operation is supported by an 80% parts fill rate, ProCheck annual inspections with warranty and temporary machine replacement, 24/7 emergency availability, and 1,200+ hours of annual technician training. Supporting infrastructure includes $11.5M CAD in parts inventory across all locations and 56,000 square feet of shop space.
Greenvalley serves commercial farmers, small to mid-size farms, lawn/garden and acreage owners, and precision agriculture adopters in Southern Manitoba. Distribution is conducted through direct in-person sales at dealership locations, on-farm mobile service delivery, the MyDealer customer portal for 24/7 self-service, and online parts ordering. The leadership team — President Curwin Friesen, VP of Sales Kevin Kehler, and VP of Assets Ken Kehler — oversees a privately owned operation with no disclosed institutional investors or parent company.
Greenvalley Equipment firmographics
Firmographics- Name
- Greenvalley Equipment
- Legal name
- Greenvalley Equipment
- Website
- https://mygve.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Greenvalley Equipment is a privately held John Deere agricultural equipment dealer operating four branches across Southern Manitoba, selling new and pre-owned tractors, combines, sprayers, and lawn/garden equipment alongside parts, service, and precision agriculture technology for commercial farmers and acreage owners.
- Ownership category
- akta.pro rank
Greenvalley Equipment industry classification
Industry- Product category
- Agricultural Equipment Dealership
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Outdoor Power Equipment Retailers (444230)
- SIC
- Farm Machinery & Equipment (3523), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)
- akta.pro secondary industries
- Used & Refurbished Farm Machinery (Resale, Rebuild, Remanufacturing) (AFAAAAAI), Precision Agriculture & Farm Technology Equipment (IMAHACAH), Tractors (Utility, Row-Crop, Articulated, Specialty) (AFAAAAAA)
Keywords
Where Greenvalley Equipment is headquartered
LocationHeadquarters
- HQ city
- Morden
- HQ country
- Canada
- HQ region
- North America
Offices4 records
Markets served
Greenvalley Equipment business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- New Equipment Sales: Sales of new agricultural equipment including John Deere tractors, combines, sprayers, and implements. Also includes Bourgault, Elmer's Manufacturing, and other branded equipment.
- Pre-Owned Equipment Sales: Sales of certified pre-owned farm equipment with Quality Certified, Value Certified, and Premium Certified tiers.
- Parts Sales: Sales of genuine John Deere parts and accessories. Also offers A&I Products aftermarket parts. Online ordering available through shop.deere.com. Parts OnSite program for inventory management at customer locations.
- Service and Repairs: Maintenance and repair services for agricultural equipment including tractors, combines, and lawn/garden equipment. Mobile service trucks and shop-based repairs. ProCheck annual inspections.
- Financing Services: Financing options through John Deere Multi-Use Account with no payment, no interest options for qualifying purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Pre-owned equipment certification tiers |
| Transaction based/ take rate | Pay-as-you-go | Promotional parts pricing |
| Unit Pricing | Annual | ProCheck Annual Inspections |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Greenvalley Equipment product offering
Product offeringCore offering
Greenvalley Equipment is a John Deere agricultural equipment dealership selling new and pre-owned tractors, combines, sprayers, seeders, and lawn & garden equipment across four branches in Southern Manitoba. The dealership also provides genuine John Deere parts, in-house and on-farm mobile equipment service and repair, ProCheck annual inspections, and precision agriculture technology services including an RTK network, planter optimization, and water management solutions.
Product overview
Greenvalley Equipment is a John Deere dealer in Southern Manitoba operating four locations (Morden, Altona, Killarney, Treherne). The company offers a comprehensive agricultural equipment portfolio combining new and pre-owned equipment sales with technology and service capabilities. The core product lineup includes John Deere tractors (1-4 series compact through 9R/9RX articulated and track tractors), combines (S7, S9 series), self-propelled sprayers (410R, 616R), and implements. This equipment offering is augmented by Bourgault seeding and tillage equipment and Elmer's Manufacturing products. The company differentiates through Precision Ag Technology services encompassing RTK Network infrastructure, Precision Plant optimization, Water Management solutions (Surface Water Pro Plus, T3RRA Cutta, iGrade, SD Drain), and comprehensive Optimization Services for equipment training. Supporting the equipment sales are Parts Department (with online ordering, A&I Products aftermarket, Calibration Chute proprietary product), Service Department (47 technicians, 15 mobile trucks, ProCheck inspections), and MyDealer customer portal. The portfolio operates as an integrated dealership model where equipment, technology services, parts, and service work together to support farming operations.
Differentiator
Problem solved
Functional benefit
Products and services
- New Equipment Sales of new John Deere agricultural machinery including row crop tractors (6R, 7R, 8R series), articulated and track tractors (9R/9RX), combines (X9, S7 series), self-propelled sprayers, seeding and planting equipment, tillage, hay and forage equipment, cutters and shredders, front end loaders, and specialty tractors. Targeted at large-scale farming operations.
- Pre-Owned Equipment Certified pre-owned agricultural equipment including track tractors, articulated 4WD tractors, combines, and self-propelled sprayers, classified under Quality Certified, Value Certified, and Premium Certified tiers. Pricing examples range from approximately $16,000 CAD for older combine platforms to over $750,000 CAD for late-model self-propelled sprayers.
- Lawn & Garden Equipment Sales of residential and light-commercial outdoor equipment including compact tractors (1-4 series, 22-66 HP), lawn tractors, zero-turn mowers, Gator utility vehicles, utility tractors (5 and 6 series), commercial mowing equipment, and Frontier attachments. Promotional financing includes 0% APR/ACR for 60 months on select compact tractors.
- Precision Ag Technology Services Comprehensive precision agriculture offering including the in-house RTK network for sub-inch GPS accuracy without customer base stations, Precision Plant on-farm row unit testing and optimization, Water Management solutions (Surface Water Pro Plus, T3RRA Cutta, iGrade, SD Drain), and Optimization Services covering tractors, planters, air seeders, tillage, hay equipment, combines, AutoTrac, rate controllers, and variable rate Rx support. Delivered by Precision Ag Consultants, Specialists, Certified Crop Advisors, and a Precision Agronomist.
- Parts Department Sales of genuine John Deere parts and accessories, A&I Products aftermarket parts, and home/workshop products. Online ordering available through shop.deere.com with dealer ID 731367, with 80% parts fill rate and support via 26 parts representatives. Parts OnSite program offers inventory management at customer locations.
- Calibration Chute Proprietary calibration chute designed for John Deere 1910 Air Seeder Carts with patents pending. Compatible with all John Deere air seeder cart models, providing a differentiated GVE-designed part.
- Service Department Equipment maintenance and repair services covering tractors, combines, and lawn/garden equipment, delivered by 47 service technicians across four branches and supported by 15 fully equipped mobile service trucks for on-farm field service. 24/7 emergency service available with no call-out fees; technicians complete 1,200+ training hours annually.
- ProCheck Annual Inspections Off-season equipment inspection program conducted by factory-trained technicians to identify failed and worn parts, increase resale value, and provide warranty on parts and labor. Includes temporary machine replacement during breakdowns for customers who complete recommended repairs.
- MyDealer Customer Portal Online customer portal providing 24/7 access for parts ordering, account and profile management, parts invoice viewing, work order history viewing, parts/service/equipment quote requests, and machine history editing through MyDealer login.
- Dealer Transfers Service to transfer machines from other John Deere dealerships to Greenvalley Equipment, enabling consolidated parts and service support under GVE.
- John Deere Brand Equipment Full John Deere agricultural equipment portfolio including harvesting equipment (X9, S7 combines), seeding, cutters and shredders, hay and forage, planting equipment, row crop tractors, tillage, spraying equipment, precision ag technology, front end loaders, and specialty tractors.
- Bourgault Equipment Bourgault agricultural implements including air carts, ParaLink Hoe Drills, ParaLink Coulter Drills, frame mounted seeders, mid row fertilizer applicators, air hoe drills, tillage equipment (cultivators, chisel plows), field harrows, wing type packers, liquid fertilizer carts, grain carts, and air planters.
- Elmer's Manufacturing Equipment Farm equipment manufactured by Elmer's Manufacturing, based in Altona, Canada, sold through GVE to enhance farming capabilities, productivity, and profitability.
Quantifiable outcome
- 80% parts fill rate ensures high parts availability
- +3 more outcomes
Companies that use Greenvalley Equipment
Customer profileSegments4 records
Ideal customer profiles3 records
Greenvalley Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Greenvalley Equipment partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- John DeereflagshipOfficial John Deere dealer since 1989. Exclusive dealer for John Deere agricultural equipment, precision ag technology, and parts in Southern Manitoba. Sells full line of John Deere products including tractors, combines, sprayers, seeding equipment, and lawn/garden equipment.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Greenvalley Equipment competitors and assessment
Company assessmentDirect peers
- RDO Equipment Co. RDO Equipment is one of the largest John Deere dealer groups in the United States, operating agricultural, construction, and environmental equipment dealerships. Comparable to Greenvalley as a multi-location, full-line John Deere dealer with a strong focus on precision agriculture and integrated service/parts.
- Koenig Equipment: Koenig Equipment is a John Deere agricultural dealer group operating across Indiana and Ohio. Directly comparable to Greenvalley as a multi-location, full-line John Deere dealer serving commercial row-crop farmers with integrated parts, service, and precision agriculture capabilities.
- Ag-Pro Companies: Ag-Pro is a large John Deere dealer group operating across the southeastern United States. Comparable to Greenvalley as a multi-location full-line John Deere dealer with integrated parts, service, and precision agriculture; notable as a US analogue that has executed rapid dealer roll-up growth.
- Brandt Industries (Brandt Tractor): Brandt is a major Canadian agricultural and construction equipment dealer group, including John Deere agricultural equipment dealerships across multiple provinces. It is one of the closest direct comparables to Greenvalley Equipment, with a similar full-line John Deere dealer model, multiple branches, and large parts/service operations — making it a leading benchmark for valuation and operations.
- Stotz Equipment: Stotz Equipment is a multi-state John Deere agricultural and turf dealer in the western United States. Directly comparable to Greenvalley as a regional full-line John Deere dealer serving commercial farmers and small-acreage customers with sales, parts, service, and precision ag offerings.
- Rocky Mountain Equipment: Rocky Mountain Equipment is one of Canada's largest networks of John Deere agricultural equipment dealerships, operating across the Canadian Prairies. Highly comparable to Greenvalley as a multi-location John Deere dealer serving commercial farmers in Western Canada with a similar sales/service/parts operating model.
- Cervus Equipment (now part of PFP Canada): Cervus Equipment was a Canadian John Deere agricultural equipment dealer network (acquired by PFP Canada in 2023) operating across Western Canada. A direct historical comparable to Greenvalley in business model, brand authorization, and Prairies customer base, and a relevant precedent for dealer-network consolidation in Canada.
- Platte Valley Equipment: Platte Valley Equipment is a multi-location John Deere agricultural dealer in the US Midwest. Comparable to Greenvalley as a full-line John Deere dealer operating across multiple branches with a comparable mix of new/used equipment, parts, service, and precision ag offerings.
Others
- Bourgault Industries: Bourgault Industries is a Canadian manufacturer of high-end tillage, seeding, and air cart equipment that Greenvalley Equipment resells. It is an ecosystem supplier — comparable in the sense that its product roadmap and dealer-network decisions shape GVE's Bourgault-branded revenue mix and customer value proposition.
Broad incumbents
- Deere & Company (John Deere): Deere & Company is the OEM that authorizes Greenvalley Equipment as a dealer. While not a direct competitor (it is the upstream supplier), it is the most strategically important counterparty and the principal channel-setter whose dealer-agreement economics, direct-channel investments, and product roadmap determine Greenvalley's growth and margin trajectory.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Greenvalley Equipment social profiles
Digital presenceGreenvalley Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greenvalley Equipment leadership team
Management profileNumber of profiles
Profiles7 records
Greenvalley Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greenvalley Equipment M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Greenvalley Equipment
What does Greenvalley Equipment do?
Greenvalley Equipment is a John Deere agricultural equipment dealership selling new and pre-owned tractors, combines, sprayers, seeders, and lawn & garden equipment across four branches in Southern Manitoba. The dealership also provides genuine John Deere parts, in-house and on-farm mobile equipment service and repair, ProCheck annual inspections, and precision agriculture technology services including an RTK network, planter optimization, and water management solutions.
Is Greenvalley Equipment a public or private company?
Greenvalley Equipment is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Greenvalley Equipment founded?
Greenvalley Equipment was founded in 1989. It employs 101 to 250 people.
Where is Greenvalley Equipment based?
Greenvalley Equipment is headquartered in Morden, Canada, in the North America region.
How does Greenvalley Equipment make money?
Five revenue lines are on record. New Equipment Sales are the primary driver. The others are pre-Owned Equipment Sales, parts Sales, service and Repairs and financing Services.
Who are Greenvalley Equipment's main competitors?
Direct peers on record are RDO Equipment Co., Koenig Equipment, Ag-Pro Companies, Brandt Industries (Brandt Tractor), Stotz Equipment, Rocky Mountain Equipment, Cervus Equipment (now part of PFP Canada) and Platte Valley Equipment. Bourgault Industries is listed as an others. Deere & Company (John Deere) is listed as a broad incumbent.
Does Greenvalley Equipment have an API?
No public API is recorded for Greenvalley Equipment.
What industry is Greenvalley Equipment in?
Greenvalley Equipment's product category is Agricultural Equipment Dealership. Its primary akta.pro industry code is AFAAAAAH, Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools), with a secondary code of AFAAAAAI, Used & Refurbished Farm Machinery (Resale, Rebuild, Remanufacturing). Its NAICS code is 42382 and its SIC code is 3523.