Building a Legacy Since 1947
75 Years as a continual running John Deere dealership
Western Sales started from a small store in Rosetown and has grown to a total of 6 stores that have all had a long histories as dealerships serving West Central Saskatchewan. Our locations have been some of Canada's longest continual dealership locations in the John Deere dealer network.
The long-term success of Western Sales is based on the degree of confidence our agricultural customers have in Western Sales to support, train, acquire and utilize the ‘information’ and ‘technology’ they require to operate successful, viable, and profitable farms.
Our Core Values
- Western Sales will have superior parts and service departments that serve the customer's needs professionally, expertly, and passionately.
- Western Sales will add value to customers by:
*Providing knowledge in the areas of changing farming practices
*Assisting the Customer to acquire technology and being able to train and support the technology.
*Adapting new and innovative equipment to the customer's operations - Western Sales has a clear understanding of the Customer's issues.
- Western Sales will demonstrate a willingness to do its best at all times to serve customer's needs with excellence and will openly admit mistakes or shortcomings and at the same time take immediate action to make things right.
- Western Sales has consistency and honesty in pricing.
- Western Sales will demonstrate optimism and convey pride and confidence in all aspects of delivering products and services to its customers.
Small starts
Western Sales began in 1947, when Glen Thrasher opened a small shop on 2nd Avenue West in Rosetown, Saskatchewan, and secured a John Deere farm machinery contract. Seven years later, Fred Friend joined as manager, helping guide the growing business. By 1964, the dealership needed more space, prompting Glen to move a former Co‑op building to what was our long-standing location on Highway 7 West. Following Glen’s passing in 1965, Fred purchased the business and ushered Western Sales into its next era.
Growth, Leadership & Innovation
In 1972, Fred’s son Doug Friend became General Manager,later joined by brothers Art and Dennis and cousin Vance Booth. Under their leadership, Western Sales and John Deere quickly became market leaders acrosswest‑central Saskatchewan. By the late 1970s, Doug and Art became sole owners, and in 1977 Western Sales expanded beyond Rosetown with the acquisition of Smith Service Ltd. in Elrose—making us one of the first multi-location dealerships in Canada.
Growth & Expansion
The 1980s brought major milestones. In 1980, Western Sales achieved the highest John Deere agricultural equipment sales in Canada, holding this position for three consecutive years. In 1981, the Rosetown facility expanded to 28,000 sq. ft., becoming one of the region’s most efficient service centers. That same year, Western Sales entered the computer age with the purchase of its first IBM system—becoming one of Canada’s earliest ag dealerships to adopt a professional business platform, a partnership that continues today. Leadership evolved again in 1986 when Grant Henderson, Grant McGrath, and Doug Slimmon joined Doug Friend in guiding the company. New locations soon followed—Biggar in 1988 and Outlook in1991—creating a four‑branch organization that covered one of the largest service areas in Canada. In 2007, Western Sales expanded once more by acquiring Davidson Equip Ltd. and its Davidson and Central Butte branches
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Modernization & Continued Expansion
Beginning in 2003, Western Sales launched its most significant renovation in Rosetown, rebuilding and expanding the entire facility. This included a new parts warehouse, fully renovated showroom and offices, an 8,400 sq. ft indoor equipment showroom, and a state‑of‑the‑art two‑level conference centre. In 2004, a 25,000 sq. ft. cold storage facility was added to support our growing Certified Maintenance Inspection (CMI) program, followed by a second 12,000 sq. ft combine shop in 2009.
From 2010 onward, further improvements were made across locations in Outlook and Davidson. That same year, the next generation of leadership took shape as Jason Hintze and Carl Persson became partners, ensuring continuity and stability for years to come.
Four of our locations—Davidson (2015), Outlook (2017),Central Butte (2017), and Rosetown (2026)—have since been completely rebuilt with state‑of‑the‑art facilities, advanced service bays, wash bays, and expanded parts departments.
Our New Flagship: Rosetown
In June 2026, we proudly opened one of the largest JohnDeere dealerships in Canada: a 98,000‑square‑foot, fully modernized facility in Rosetown, located at 508 Highway 7 West.
The new location features:
~ 33 service bays
~ 4 wash bays
~ A dedicated equipment set‑up shop for large machinery
~ A 13,000+ sq. ft. parts warehouse with an advanced Vertical Lift Module for automated parts retrieval
~ Ergonomic and efficient shop layouts designed with direct input from service technicians and foremen.
This facility represents the future of WesternSales—innovative, efficient, and built around the needs of our customers.
Relationship with Community
From day one, Western Sales has been deeply rooted in thecommunities we serve. Whether supplying equipment for local events, pulling parade floats, supporting sports days, or volunteering for community projects, we view community involvement as a core responsibility. Our team contributes not only financially, but with their time and expertise—serving on boards, supporting local initiatives, and helping strengthen the places we call home. We are grateful for the trust and support we receive and are committed to giving back in meaningful ways.
Relationship with Customers
Since 1947, Western Sales has built a culture centered on exceptional customer service. Our success is not measured by sales volume—but byhow well we keep our customers up and running during their most critical seasons. During seeding and harvest, our branches operate seven days a week, supported by highly trained parts and service teams who work together to minimize downtime and keep you in the field. Many things have changed over the decades, but one promise has remained constant: Western Sales is committed to customer satisfaction—before, during, and long after the sale.
Experience
We know Agricultue
Let us know how we can help your operational success. Our team of experts is ready to serve you.
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