Green Tractors

What Green Tractors does

Green Tractors operates in the market as Premier Equipment, a privately held, full-service authorized John Deere dealership founded in the 1950s and headquartered in Elmira, Ontario, with 20 physical locations spread across Central and Eastern Ontario (including Nobleton, Alliston, Ayr, Belleville, Brampton, Kingston, Listowel, Milton, Norwich, Odessa, Omemee, Orono, Port Perry, Smithville, Stouffville, Tavistock, and others). The firm employs between 101 and 250 people and sells new John Deere agricultural, compact construction, and grounds care equipment along with used equipment, OEM parts, service and repair, and rentals through a dedicated rental e-commerce channel (premierequipmentrentals.ca). Its product surface spans production agriculture and precision agriculture technology, residential property care, landscaping and grounds keeping, golf and sports turf, compact construction and material handling, livestock and dairy, and specialty crop/orchard/vineyard categories.

The dealership's core technology proposition revolves around John Deere's precision agriculture stack, including GPS guidance, variable rate application, yield monitoring, and data management systems deployed to production agriculture customers. An ecosystem of 18+ dealer-supported brands is layered onto the John Deere core, including Hagie (STS sprayers), Poettinger, Liebherr, Unverferth, Salford, STIHL, Honda Power Equipment, Jaylor, Ariens, LEMKEN, and several Ontario-based fabricators, enabling a one-stop shop across tillage, hay, seeding, livestock feeding, attachments, and grounds care. Used equipment is publicly priced in the C$840K-C$1.02M range (e.g., 2024 John Deere S780 at $899,995 CAD and 2025 John Deere S7 800 at $1,019,995 CAD), while new equipment is quote-based.

The business model rests on five revenue streams: one-time new and used equipment sales (the largest by ticket size), parts (transaction-based), service and technical support (professional services, including post-season inspection), and usage-based rentals. Go-to-market is an enterprise/dealership field sales motion supplemented by trade show participation (Forage Expo, Landscape Ontario Snowposium, local fairs), email newsletter, and SEO-driven website traffic. Customer concentration risk is mitigated by a horizontal segmentation approach across seven distinct end-markets, although production agriculture remains the primary vertical and ties revenue to North American farm equipment cycles.

Name

Green Tractors

Legal name

Premier Equipment

Website

https://greentractors.ca

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

101–250 employees

Short description

Green Tractors (operating as Premier Equipment) is a privately held, full-service John Deere dealership with 20 locations across Central & Eastern Ontario, selling new and used agricultural, compact construction, and grounds care equipment, parts, service, and rentals.

Ownership category

akta.pro rank

Product category

Agricultural Equipment Dealership

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Outdoor Power Equipment Retailers (444230), Farm Machinery and Equipment Manufacturing (333111)

SIC

Farm Machinery & Equipment (3523), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

Tractors & Power Units (IMAHACAA)

akta.pro secondary industries

Compact & Specialty Farm Machinery (Compact Tractors, Vineyard/Orchard, High-Clearance, Track Systems) (AFAAAAAJ), Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC), Livestock & Dairy Equipment (IMAHACAG), Custom Equipment Operation & Rental with Operator (Tractors, Implements) (AFACAAAH)

Keywords

• Agricultural equipment dealer
• John Deere dealership
• Farm equipment sales
• Compact construction equipment
• Grounds care equipment

Headquarters

HQ city

Nobleton

HQ country

Canada

HQ region

North America

Offices20 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. New Equipment Sales: Sales of new John Deere agricultural equipment, compact construction, and grounds care machinery through 20 dealership locations
2. Used Equipment Sales: Sales of pre-owned agricultural equipment including combines, tractors, and other machinery with publicly listed prices ranging from approximately $840,000 to $1 million CAD
3. Parts Sales: John Deere OEM parts and accessories for equipment maintenance and repair
4. Service and Support: Equipment service, maintenance, and technical support including post-season inspection services
5. Equipment Rentals: Short-term and long-term equipment rental services through premierequipmentrentals.ca

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Green Tractors (Premier Equipment) is an authorized John Deere dealership selling new and used agricultural, residential, commercial grounds care, golf and sports turf, compact construction, livestock and dairy, and specialty crop equipment through 20 locations in Central and Eastern Ontario. The business is complemented by OEM and aftermarket parts sales, factory-trained service and repair (including post-season inspection), short- and long-term equipment rentals through a dedicated Premier Equipment Rentals portal, and dealer-supported complementary brands such as STIHL, Honda Power Equipment, Poettinger, and Liebherr.

Product overview

Premier Equipment is a full-service John Deere dealership operating as a multi-category equipment distribution platform across Central & Eastern Ontario. The company offers a comprehensive portfolio of John Deere agricultural, lawn, commercial grounds care, and compact construction equipment, supplemented by dealer-supported products from brands including Hagie, Poettinger, Liebherr, Unverferth, Salford, STIHL, and Honda. The product range spans production agriculture and precision ag technology, residential property care, landscaping and grounds keeping, golf and sports turf, livestock and dairy operations, specialty crop/orchard/vineyard equipment, compact construction, and material handling. The company also provides used equipment sales, parts supply, and service support across 20 locations.

Differentiator

Problem solved

Functional benefit

Products and services

• New John Deere Equipment Full line of new John Deere agricultural, residential lawn care, commercial grounds care, golf and sports turf, compact construction, livestock and dairy, and specialty crop equipment sold through 20 dealership locations across Central and Eastern Ontario.
• Used Equipment Pre-owned John Deere agricultural and commercial equipment inventory with publicly listed CAD pricing (approximately $839,995 to $1,019,995 CAD depending on model and hours).
• OEM Parts and Accessories Genuine John Deere OEM parts and accessories for equipment maintenance and repair, supported through online ordering and counter service at 20 dealership locations.
• Equipment Service and Repair Factory-trained equipment service, maintenance, and technical support including post-season inspection programs delivered through 20 service facilities across Central and Eastern Ontario.
• Equipment Rentals Short-term and long-term equipment rental services operated through the dedicated Premier Equipment Rentals website (premierequipmentrentals.ca).
• Dealer Supported Product Lines Complementary non-John Deere equipment brands distributed through the dealership, including Hagie STS sprayers, Poettinger tillage/hay/seeding, Liebherr compact construction, Unverferth, Salford, STIHL outdoor power equipment, Honda Power Equipment, LEMKEN, Ariens, Kress, Horst Welding, AMI Attachments, MK Martin, Reist Industries, Bauman Manufacturing, AgroTrend, and BearClaw.

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

18 partnerships are on record, tiered minor.

• Hagie ManufacturingminorChannel Partner/ Reseller/ DistributorDealer-supported product line offering STS sprayers for agricultural applications, complementing John Deere product offerings.
• PoettingerminorChannel Partner/ Reseller/ DistributorAustrian manufacturer of tillage, hay and seeding equipment distributed through the dealership network.
• LiebherrminorChannel Partner/ Reseller/ DistributorPremium construction equipment brand offered through the dealership for compact construction applications.
• UnverferthminorChannel Partner/ Reseller/ DistributorAgricultural equipment manufacturer providing grain handling, tillage, and transport products.
• Salford GroupminorChannel Partner/ Reseller/ DistributorCanadian manufacturer of tillage and seeding equipment for precision agriculture.
• STIHLminorChannel Partner/ Reseller/ DistributorPower equipment manufacturer for handheld tools, chainsaws, and blowers serving grounds care segment.
• JaylorminorChannel Partner/ Reseller/ DistributorLivestock feeding equipment and TMR mixers for dairy and beef operations.
• AriensminorChannel Partner/ Reseller/ DistributorOutdoor power equipment manufacturer specializing in snow products and zero-turn mowers.
• Honda Power EquipmentminorChannel Partner/ Reseller/ DistributorPower equipment including generators, water pumps, and tillers for various applications.
• LEMKENminorChannel Partner/ Reseller/ DistributorGerman manufacturer of tillage, seeding, and crop protection equipment.
• Horst WeldingminorChannel Partner/ Reseller/ DistributorCustom welding and attachment products for agricultural equipment.
• AMI AttachmentsminorChannel Partner/ Reseller/ DistributorAttachments for compact loaders and tractors including buckets, forks, and specialized implements.
• MK MartinminorChannel Partner/ Reseller/ DistributorCanadian manufacturer of attachments and implements for agricultural applications.
• Reist IndustriesminorChannel Partner/ Reseller/ DistributorOntario-based manufacturer of agricultural processing equipment.
• Bauman ManufacturingminorChannel Partner/ Reseller/ DistributorCustom metal fabrication and equipment manufacturing for agricultural applications.
• AgroTrendminorChannel Partner/ Reseller/ DistributorAgricultural equipment brand for tillage and seeding products.
• BearClawminorChannel Partner/ Reseller/ DistributorAgricultural attachments and implements.
• KressminorChannel Partner/ Reseller/ DistributorProfessional outdoor power equipment brand for commercial landscaping applications.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Regional players

• KanEquip: John Deere dealer group serving Kansas and surrounding states. While US-based, it is a comparable multi-location full-line ag and turf dealership with similar customer segments (production ag, livestock, turf).

Direct peers

• Ag-Pro Companies: US John Deere dealership group operating across the Southeastern US. Directly comparable multi-location ag, turf, and compact construction equipment dealer with full aftermarket support structure.
• RDO Equipment Co. Large US-based John Deere construction and agriculture dealer network. Comparable as a multi-brand, multi-location full-service dealer with strong focus on precision technology and integrated aftermarket support.
• Rocky Mountain Equipment: Publicly listed Canadian John Deere dealership group operating across Western Canada. Directly comparable as a multi-location John Deere ag and construction equipment dealer with similar new/used/parts/service revenue mix.
• Brandt Industries: Canadian dealer network (formed in part via the Cervus Equipment acquisition) that distributes John Deere and other brands across multiple provinces. Closest peer in scale and geographic spread within the Canadian ag equipment dealer market.
• Plains Ag: Regional John Deere dealership serving the Texas Panhandle and surrounding agricultural markets. Comparable as a multi-location dealer with strong production agriculture focus and complementary precision ag services.
• 21st Century Equipment: John Deere dealer group serving agricultural producers across Nebraska, Colorado, and Wyoming. Comparable in operating model — full-line ag and turf dealership with precision ag integration.
• Stotz Equipment: Multi-state US John Deere dealer group with similar full-service ag, lawn, and compact construction equipment offerings. Comparable in operating model — multi-location, full-line dealership with parts, service, and precision ag.
• C&B Operations: John Deere dealer group across the US Midwest with full-line agricultural, commercial, and residential equipment offerings. Comparable in scale, segment mix, and integrated service/parts operations.
• Huron Tractor: Authorized John Deere dealership operating across Southwestern Ontario with multiple locations. Directly comparable in geography overlap, customer segments (production ag, dairy, construction), and product portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/greentractorsjd
• Facebookfacebook.com/green.tractors
• LinkedInlinkedin.com/company/green-tractors

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Green Tractors