James River Equipment will mark a historic milestone throughout 2026: the 100th anniversary of a family-rooted enterprise that has grown from a single John Deere dealership into a trusted regional partner for customers across North Carolina, Virginia, and Maryland.
The company’s story began in Holly, Colorado in 1926, when the Romer family opened a John Deere dealership that would lay the groundwork for a century of service. From those humble beginnings, James River Equipment steadily expanded east, cultivating long-term relationships and a reputation for reliability that spans generations.
“We didn’t set out to get larger,” said Mark Romer, CEO and founder of James River Equipment. “We always wanted to grow, but we didn’t have a plan to get big. It just sort of happened. If there’s any special sauce we’ve applied, it’s been putting our trust in people to be good partners and to make good decisions.”
Throughout 2026, James River Equipment will commemorate its centennial with a yearlong celebration designed to spotlight the people, places, and milestones that shaped the company’s journey. Customers, team members, and community partners can look forward to:
- A rolling series of events hosted across the region
- Stories and recollections shared on James River’s social media channels
- In‑store historical installations at each James River location—featuring timelines, artifacts, and other curated pieces that trace the company’s evolution
These centennial moments will pay tribute to the dedicated employees, loyal customers, and strong communities that have fueled the company’s purpose: to be Your John Deere Dealer.
For updates on upcoming events, features, and spotlights throughout 2026, visit the James River Equipment website blog. Be sure to follow James River Equipment on social media to see photos, videos, and written reflections highlighting 100 years of excellent customer service, hard‑working employees, and a passionate commitment to partnership.
With roots dating back to 1926 in Holly, Colorado, James River Equipment today serves customers across North Carolina, Virginia, and Maryland. Built on relationships, reliability, and a deep commitment to community, the company remains focused on helping customers do their best work—backed by the strength of the John Deere brand and the everyday dedication of the James River team.