Deerland Equipment
Deerland Equipment is a private multi-location John Deere agricultural, turf, and utility equipment dealership operating three stores in Alberta, Canada, serving farmers, commercial landscapers, and residential property owners with new and used equipment sales, $5M+ parts inventory, certified service, and precision agriculture support.
- Company typePrivate
- Founded1990
- HeadquartersFort Saskatchewan, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Deerland Equipment does
Deerland Equipment is a privately held, multi-location John Deere agricultural, turf, and utility equipment dealership headquartered in Fort Saskatchewan, Alberta, Canada. Founded approximately 30+ years ago, the company operates three dealership locations across central and northern Alberta (Fort Saskatchewan, Vegreville, and Athabasca), serving agricultural producers, commercial landscaping operators, and residential property owners with equipment sales, parts, and service. In 2025, the company opened a new Fort Saskatchewan headquarters at 8926-120 Street, signaling reinvestment in its primary site. The business carries no proprietary technology of its own; its technology stack is composed of third-party platforms including CDK Global's MyDealer customer portal, John Deere's My John Deere and Connected Support ecosystems, MachineFinder used equipment listings (Dealer ID 7345), and a barcode-based internal inventory control system.
The company's core offering includes new and used John Deere agricultural equipment (tractors, combines, seeding and tillage equipment), commercial and residential turf equipment (mowers, utility vehicles, garden tractors), and complementary brands such as JCB agricultural equipment, STIHL power tools, Frontier implements, Bourgault, Degelman, Seppi M, and various parts brands (Brandt, A&I Products, Dutch Industries). The company maintains over $5,000,000 in parts inventory across its three locations, supported by daily inter-location parts transfers and online ordering through shop.deere.com. Service capabilities include certified technician repairs, Green Light pre-harvest inspections ($250 deposit, up to 10% progressive discount on installed parts), after-hours parts and service support at all three locations, and GPS updates for precision agriculture equipment through John Deere's platform.
Deerland generates revenue across four primary streams: one-time new and used equipment sales, parts sales, service and repair work, and GPS/precision technology support. Distribution occurs through physical dealership locations (regional scope), John Deere's online parts and configuration platforms (shop.deere.com, Build Your Deere), and the MachineFinder used equipment marketplace. Customer relationship management is handled through the CDK Global-powered MyDealer portal. Marketing channels are limited to the company's website (deerland.ca), a Facebook page, and partnership programs such as the Equine Association Incentives — no paid digital advertising, email nurture programs, or formal CRM-driven outbound sales motions are documented in the available sources.
Deerland Equipment firmographics
Firmographics- Name
- Deerland Equipment
- Legal name
- Deerland Equipment
- Website
- https://deerland.ca
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Deerland Equipment is a private multi-location John Deere agricultural, turf, and utility equipment dealership operating three stores in Alberta, Canada, serving farmers, commercial landscapers, and residential property owners with new and used equipment sales, $5M+ parts inventory, certified service, and precision agriculture support.
- Ownership category
- akta.pro rank
Deerland Equipment industry classification
Industry- Product category
- Agricultural Equipment Dealership
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)
- 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
- Tractors (Utility, Row-Crop, Articulated, Specialty) (AFAAAAAA), Tractors & Power Units (IMAHACAA), Used & Refurbished Farm Machinery (Resale, Rebuild, Remanufacturing) (AFAAAAAI), Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC)
Keywords
Where Deerland Equipment is headquartered
LocationHeadquarters
- HQ city
- Fort Saskatchewan
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Deerland Equipment business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Equipment Sales: Sales of new and used agricultural tractors, lawn mowers, utility vehicles, and related equipment. New equipment includes John Deere agricultural products, commercial landscaping equipment, and residential lawn/garden equipment. Used equipment is listed through MachineFinder platform.
- Parts Sales: Carries over $5,000,000 in parts inventory across three locations. Parts are moved daily between locations to maintain optimal inventory mix. Online parts shopping available through John Deere's shop platform. Also distributes parts for STIHL, Dutch Industries, and other allied brands.
- Service and Repairs: Service department providing repairs, maintenance, and Green Light inspections. Offers after-hours parts and service support. Green Light inspection program identifies issues before harvest season with discounted repairs.
- GPS and Technology Solutions: Provides GPS updates and support for precision agriculture technology. References John Deere Connected Support and My John Deere platform integration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Equipment sales - quote-based pricing |
| Unit Pricing | Pay-as-you-go | Parts pricing - available through online shop or contact |
| Other | Pay-as-you-go | Green Light Inspections - $250 deposit required |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Deerland Equipment product offering
Product offeringCore offering
Authorized John Deere agricultural, turf, and utility equipment dealership operating three locations in Alberta. Sells new and used tractors, combines, lawn mowers, and utility vehicles, complemented by JCB, STIHL, and Frontier equipment. Maintains over $5,000,000 in parts inventory across locations and provides certified repair services, Green Light pre-harvest inspections, and GPS/precision agriculture technology support.
Product overview
Deerland Equipment is a multi-location John Deere agricultural, turf, and utility dealer operating three stores in Alberta. The core offering consists of new and used John Deere equipment across agricultural (tractors, combines) and turf/utility (lawn mowers, utility vehicles) segments, supplemented by complementary brands including JCB equipment and STIHL power tools. The company provides a full-service dealer experience including parts sales with over $5,000,000 in inventory, certified service technicians, and precision technology support including GPS updates. Used equipment is available through MachineFinder. The dealer serves customers from Fort Saskatchewan, Vegreville, and Athabasca locations.
Differentiator
Problem solved
Functional benefit
Products and services
- John Deere Agricultural Equipment
Quantifiable outcome
- Over $5,000,000 in parts inventory maintained across three locations
Companies that use Deerland Equipment
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Deerland Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Deerland Equipment partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered flagship, core and minor.
- John DeereflagshipAuthorized John Deere Agricultural, Turf and Utility dealer. Represents the complete John Deere product line including agricultural tractors, combines, commercial and residential turf equipment, and precision agriculture technology. Access to John Deere's Build Your Deere configuration tool, My John Deere platform, MachineFinder used equipment platform, and Connected Support technology.
- JCBcoreDeerland Equipment offers JCB equipment for agriculture. JCB brand buttons and links are prominently featured on the company website alongside John Deere offerings.
- STIHLcoreAuthorized STIHL power equipment dealer. STIHL products are featured in parts section with links to STIHL product pages. STIHL is positioned as a complementary brand to John Deere for outdoor power equipment needs.
- CDK GlobalcoreCDK Global provides the MyDealer customer portal platform (id2eservices.cdkglobal-es.net). The MyDealer system handles customer account management, invoice access, parts ordering, and dealership communication.
- MachineFinder (John Deere)coreMachineFinder is John Deere's equipment listing platform. Deerland Equipment uses MachineFinder for used agricultural and turf equipment inventory visibility. Dealer ID 7345 is used for all MachineFinder listings.
- Frontier (John Deere Brand)coreFrontier is a John Deere brand for implements and attachments. Deerland Equipment offers Frontier products with 2018 Frontier Product Guide and Tips Notebook resources available.
- BourgaultminorBourgault farm equipment (seeding and tillage equipment) featured as a complementary brand. Links to Bourgault.com homepage provided on equipment pages.
- DegelmanminorDegelman farm equipment (rock pickers, tillage equipment) featured as a complementary brand. Links to Degelman.com homepage provided on equipment pages.
- Seppi MminorSeppi M equipment (stump grinders, forestry equipment) featured as a complementary brand. Links to Seppi M website provided on equipment pages.
- BrandtminorBrandt parts and services referenced in parts section. Brandt is a major agricultural equipment parts supplier with parts links available through the website.
- TraegerminorTraeger pellet grills/smokers featured in parts section with link to Traeger.com Canadian website.
- A & I ProductsminorA & I Products (agricultural equipment parts manufacturer) referenced in parts section with link to A&I Products website.
- Dutch IndustriesminorDutch Industries (seed openers and agricultural equipment) referenced in parts section with link to Dutch Industries website.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Deerland Equipment competitors and assessment
Company assessmentDirect peers
- Brandt: Brandt is a major Canadian agricultural and construction equipment dealer group that acquired Cervus Equipment in 2024, becoming one of the largest John Deere dealer networks in Canada. It is a direct comp on multi-location John Deere representation, ag/turf/construction equipment, parts, and service across Western Canada.
- Rocky Mountain Equipment: Rocky Mountain Equipment (RME) was a publicly traded Canadian John Deere dealership group with a multi-store footprint across Western Canada, including Alberta. It is a direct comp on John Deere ag and turf equipment sales, parts inventory, and service operations in the same Alberta market.
- Cervus Equipment: Cervus Equipment was a publicly traded Canadian John Deere dealer network with multiple Alberta, Saskatchewan, and BC locations before being acquired by Brandt. It is a direct comp on John Deere agricultural and turf dealership operations in Deerland's core Western Canadian geography, with similar parts, service, and used equipment business mix.
- Stotz Equipment: Stotz Equipment is a multi-store John Deere ag and turf dealership group operating across the western US. It is directly comparable as a regional John Deere dealer with multiple locations, full ag and turf product lines, parts inventory, and certified service operations.
- RDO Equipment Co. RDO Equipment is one of the largest John Deere dealer networks in the US with extensive ag, turf, and construction equipment operations. It is a direct comp on multi-store John Deere representation, parts and service infrastructure, and used equipment markets, though at significantly greater scale.
- Ag-Pro Companies: Ag-Pro is a large multi-state John Deere ag and turf dealership group in the southeastern US. It is directly comparable on John Deere dealer business model, multi-store footprint, parts and service operations, and customer mix spanning agricultural, commercial, and residential segments.
- Heritage Tractor: Heritage Tractor is a multi-store John Deere ag and turf dealership group operating across the central US. It is a direct comp on John Deere ag and turf product mix, parts inventory, service depth, and used equipment operations within a regional dealer footprint.
- P&K Equipment: P&K Equipment is a John Deere ag and turf dealership group operating across Oklahoma, Arkansas, Kansas, and Texas. It is a direct comp on multi-store John Deere representation, parts and service operations, and customer base spanning agricultural producers, commercial landscapers, and residential property owners.
- Western Sales: Western Sales is a John Deere ag and turf dealership group based in Saskatchewan with multiple locations in Western Canada. It is a direct comp on John Deere ag equipment, parts inventory, service operations, and customer base in a neighboring Canadian prairie market with similar crop mix and farm economics.
- Greenway Equipment: Greenway Equipment is a multi-store John Deere ag and turf dealership group operating across the US Midsouth. It is a direct comp on the John Deere dealer business model, multi-store footprint, parts and service revenue mix, and precision agriculture support offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Deerland Equipment social profiles
Digital presenceDeerland Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deerland Equipment leadership team
Management profileNumber of profiles
Profiles1 record
Deerland Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deerland 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 Deerland Equipment
What does Deerland Equipment do?
Authorized John Deere agricultural, turf, and utility equipment dealership operating three locations in Alberta. Sells new and used tractors, combines, lawn mowers, and utility vehicles, complemented by JCB, STIHL, and Frontier equipment. Maintains over $5,000,000 in parts inventory across locations and provides certified repair services, Green Light pre-harvest inspections, and GPS/precision agriculture technology support.
Is Deerland Equipment a public or private company?
Deerland Equipment is a private company. It is classified as unknown and is currently operating.
When was Deerland Equipment founded?
Deerland Equipment was founded in 1990. It employs 11 to 50 people.
Where is Deerland Equipment based?
Deerland Equipment is headquartered in Fort Saskatchewan, Canada, in the North America region.
How does Deerland Equipment make money?
Four revenue lines are on record. Equipment Sales are the primary driver. The others are parts Sales, service and Repairs and GPS and Technology Solutions.
Who are Deerland Equipment's main competitors?
Direct peers on record are Brandt, Rocky Mountain Equipment, Cervus Equipment, Stotz Equipment, RDO Equipment Co., Ag-Pro Companies, Heritage Tractor, P&K Equipment, Western Sales and Greenway Equipment.
Does Deerland Equipment have an API?
No public API is recorded for Deerland Equipment.
What industry is Deerland Equipment in?
Deerland 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 AFAAAAAA, Tractors (Utility, Row-Crop, Articulated, Specialty). Its NAICS code is 42382 and its SIC code is 3523.