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New Holland finds home, support in Riverton

Written by Liz LeSatz
Riverton – A young, energetic crew is now in place to fill the New Holland void in west-central Wyoming with the opening of Brown Company in Riverton.
    “We’re kind of a young crew, but we’re enthusiastic,” says General Manager Trevor Bekken.
    With eight employees, the majority of which are in their 20s, Service Manger Stephanie Malcolm sees the company’s youth as an advantage.
    “We can set this up and make this work,” she says, adding their youth will bring fresh ideas to the dealership.
    Bekken agrees, “We’ve got good people working here and they’re willing to put in extra effort to make sure things are done and are done right.”
    While the store has technically been providing parts, sales and service in various forms since March, a “light” opening will take place Aug. 20 and 21 at the new storefront. Bekken wants to increase foot traffic and make customers aware the company is in town. The official grand opening of the store is planned following sugarbeet harvest to ensure more producers are able to visit.
    The makings of the Riverton branch started nearly 18 months ago when three New Holland dealerships closed their doors. The store hopes to fill the void and reach across the region.
    Brown Company in Riverton has seen a lot of support from the local community, and Bekken says they are excited to serve the local citizens and beyond. The store is also targeting the Pinedale and Worland areas.
    “The local support has been tremendous, more than we could have asked for,” says Bekken.
    Brown Company of Riverton’s service department includes three service technicians and the company is excited to offer help to producers in New Holland and other brands.
    “If people need us out at their place, we’re there,” says Bekken.
    The store also offers equipment rental. “We rent everything from skidsteers to tractors to windrowers to balers,” says Bekken. “If you need it, we’ll rent it.”
    With input from all employees and plenty of goals in mind, Bekken says they are striving to occupy 20 to 25 percent of the market in the next few years. But overall, Bekken says Brown Company is excited to carry on the New Holland tradition of supporting FFA and is ready to serve the community.
    Brown Company has existing businesses in Torrington and Wheatland.
    Liz LeSatz is the 2008 Summer Intern for the Wyoming Livestock Roundup and can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..