In the 21 years that Bruce Wilson has owned his Dade City business, Wilson’s Tractor and Supply Co. has gone through several economic ups and downs.
Today Bruce is glad to report that his business is once again on the upswing with a steady demand for service and new sales of farm and lawn maintenance equipment.
Wilson’s Tractor and Supply sells top-name commercial and residential tractors and lawn equipment, including well-regarded brands such as Snapper, Snapper Pro, RedMax, Exmark, Ferris and TYM Tractors. Equipment ranges from enclosed, air-conditioned tractors to heavy-duty front loaders to commercial-grade chain saws, mowers, trimmers, edgers and leaf blowers.
“Our primary customer is the hobby farmer with 5 to 10 acres,” said Bruce. “We sell everything they need to take care of their horses and livestock and to grow and harvest hay, blueberries, peaches and other crops.”
Wilson Tractor also serves suburban homeowners with large lots. Bruce notes that his store is the closest location of quality, commercial-grade lawn equipment for residents in Wesley Chapel, Zephyrhills and Dade City.
“We are the closest store for people in east Pasco wanting durable, commercial- grade equipment that they can depend on and not worry about replacing every few years,” said Bruce.
Just as important as new sales is his service department. Bruce estimates that half of his volume comes from the shop’s service and warranty work.
“Unlike most equipment dealers, we will service any brand, not just those that we sell,” said Bruce. “We try to take care of our customers no matter who the manufacturer of their equipment.”
Bruce’s vow to take care of customers, no matter what the problem, is why 80 percent of his customers are repeat business.
An example of his superb customer service is Bruce’s insistence that every mower he sells is personally delivered to the customer, who is given detailed instructions on how to operate his new mower properly and safely.
You find this type of personal service in everything that’s done at Wilson Tractor and Supply. If Bruce isn’t in the store taking care of customers, then his son Junior is.
Bruce is obviously proud of his 18-year- old son, Bruce Jr., who graduates in May from Pasco High, the same Dade City high school both his parents graduated from in the 1980s.
“My son can fix anything,” Bruce said. “He’s studied welding at school, and his hands are calloused from working on stuff all day long.”
Also involved in the family business are Bruce’s wife and Junior’s mom, Jennifer, who teaches health occupation at Pasco High. The family’s younger son Aaron is a sixth-grader at Centennial Middle School. Jennifer helps with bookkeeping after school and weekends, and both sons work alongside their dad.
Before founding Wilson Tractor and Supply in 1992, Bruce worked for Managed Logistics Systems. After a corporate move to Albany, Georgia, Bruce and Jennifer decided to open their own business in their hometown of Dade City so they could raise their children close to family.
When Bruce first opened from his original location on the US 301 bypass, he worked on automotives, big trucks and farm equipment. In 2000, he moved his operation to his current store because it was more visible and easier for customers to get to.
As his business grew, Bruce began to focus more on farm and garden equipment and stopped servicing automotives and trucks. It was a natural evolution to add new equipment sales. Helping Bruce sell farm equipment is Fred Roenicke, an industry icon known fondly as Fred The Tractor Man.
“Fred has 45 years of experience and loves selling tractors. He’s 75 years old and is an expert on helping people determine what they need for their farm,” said Bruce.
“We invite folks to stop by and meet Fred, check out our equipment and learn how we can help them with new equipment and service their old.”
Visit Wilson’s Tractor & Supply Co., a 12410 U.S. 301, Dade City. Call them at (352) 567-5002.
This story was written by the advertising department.