Brian Osterndorff is the owner of Robert’s Farm Equipment; he’s also been on the CEDA board for 11 years.
Brian is no stranger to mergers and acquisitions. Robert’s started with one location in Chelsey, which later acquired or merged with six more locations in Lucknow, Mount Forest, Owen Sound, Meaford, and two in Walton.
It seems only fitting that as the current Chairman of the Board, he led the charge alongside Bev to merge CEDA with the Associated Equipment Distributors (AED).
A Membership on the Decline
In 2023, CEDA changed its name from the Canada East Equipment Dealers Association (CEEDA) to the Canadian Equipment Dealers Association (CEDA) in hopes of recruiting members across the nation.
Brian acknowledges the stark truth, “our membership was declining, and part of that was because of amalgamations and acquisitions. Bev was running it basically herself with no support, and it’s hard for one person to look after an association on their own.”
His voice swells with optimism, “I hope our membership grows with AED. There are a lot of opportunities for us to expand through construction, ag, and farmstead.”
AED doesn’t currently have a farmstead division, but Brian shares, “They’re excited about farmstead organizations being a part of the association. I don’t think there is much difference between them and farm equipment, aside from what we sell. We share the same pains and challenges.”
With a strong foothold in Ontario, AED is expected to support CEDA members with as much care as before, including ag members who sell construction equipment. Their business as a whole will be supported, which leaves AED room to expand to more construction-first dealers, too.
Why AED?
“It seemed to be a natural fit,” Brian states matter of factly.
“Our dealers require more resources than ever, and AED brings a plethora from training to dealer support to education.
“I’m personally excited about the education services to develop our team and grow our business.”
CEDA assessed more than one association before landing on AED. The biggest difference? The communication.
Brian continues, “It was down to culture. They’re smaller but well-organized, well-run, and have dealers in mind as they make decisions.”
While they’re based in the States, Brian admits, “I’m not worried about it. They have a really good understanding of Canada and how it works. They’re engaged with Canadian dealers and even host events like Parliament Hill Day that members can take advantage of.”
CEDA’s Continued Presence
Brian will continue to advocate on behalf of our members’ best interests through the merger and beyond by holding a seat on the AED board.
He explains, “I was asked and gladly accepted! It’s an opportunity for me to grow and network with other dealers. I take the responsibility seriously to help our members get to know AED.”
He’s not the only familiar face joining the AED team. Bev will take the role of Vice President and work on member recruitment in her new role. She’ll be working closely with farmstead dealers to grow their presence and ensure their voice is established within AED.
Brian celebrates, “We’re excited that Bev is still going to be a part of the association. She has a long history with dealers, and it’s going to be great for members as they move across.
“She was the anchor for CEDA and kept it going. I don’t think anybody truly understands the amount of time she put into CEDA. She’s a champion of dealers!
“All in all, it’s an exciting time. We’re happy to see what the future brings for both organizations,” ends Brian.
The merger is scheduled to be finalized by November 1, 2024.
To learn more, read AED’s President and CEO, Brian McGuire’s take on the merger.