Vermeer Heartland: A History of Customer Commitment 
When opportunity came knocking, Rich Farrens answered.


In December of 1980 Rich moved his family to Ohio and shortly after opened the first Vermeer Heartland dealership location. He had followed in his father’s footsteps working at Vermeer Midwest in Eureka, Illinois, first as a parts employee and then as a salesman. When his employer saw potential in him and offered the opportunity to start a new dealership, Rich seized the chance to create the type of dealership he’d want to do business with.

The early days at Vermeer Heartland consisted of countless hours out on jobsites during the day and late nights in the shop prepping equipment for the next day. Working from sunup to sundown was routine, and back then everyone was a multitasker. It was this all-hands-on-deck mentality that allowed them to meet their customers’ needs no matter how small their workforce.

But what started out as a single dealership with only three employees has since grown to include five locations and over 60 dedicated team members. The same principles still apply today, and commitment to customers remains the cornerstone of how Vermeer Heartland does business. It’s something Rich instilled in his sons, and it’s how his oldest son, Stephen Farrens, operates Vermeer Heartland today.

With a fleet of eleven service trucks and over fifty percent of service labor done on the road, this commitment isn’t just something that’s talked about. Not only is Vermeer Heartland intentionally equipped to meet customers where they’re at, but they also have a robust inventory of parts in stock, and they aim to make as many one-call, one-trip fixes as possible. In fact, it’s not a rare occurrence for a Vermeer Heartland technician to deliver parts to a jobsite, even after hours, or stay on standby should a customer need help on an important job.

It shouldn’t come as a surprise that with decades of experience in sales, parts and service, the folks at Vermeer Heartland offer a wealth of knowledge – not only about Vermeer equipment but also about the industry as a whole. Vermeer Heartland is proud to have a salesforce who connects customers with subcontractors when a job needs to get done. And when new crewmembers join a customer’s team and have questions about operating a piece of equipment, the type of conditions they’re working in, jobsite safety or overall efficiency, they call their Vermeer Heartland sales representative.

With a robust parts inventory, on-site customer support and knowledgeable salesforce, this is the kind of service folks have come to expect from Vermeer Heartland.

Latest Used Equipment