Dealer News: Transition at the Top at 4Rivers

Keith Olson has retired as CEO of 4Rivers Equipment after 41 years. He will continue to guide 4Rivers as a partner and a board member.

John Shearer, who was COO, succeeds Olson.

“Keith has led 4Rivers Equipment through some of the most evolutionary years as a dealership,” Shearer said. “He navigated the 80s farming crisis. Keith also started when we were still doing business without computers, and today both our business and equipment have more computers than we ever expected. Keith is known as someone that learns everyone’s names and listens to everyone’s concerns. He is the definition of ‘your working partner.’”

In 1996, Shearer joined the Rivers Group at James River Equipment in Fishersville, Va., and ascended in the organization until being named COO for its construction and agriculture divisions in 2019.

Source: Farm Equipment