Not too many companies reach a remarkable 100 year milestone.
Through a legacy of family commitment, growth and dedication to the staff, customers and communities they serve, E. Bourassa & Sons continues to honour the cornerstones set by their great-grandfather, Emile Bourassa. As they recognize 100 years, let’s take a look back at their history, legacy, and the guiding principles that have brought them to the historic anniversary they celebrate this year.
1924: The Beginning
In 1924, Emile Bourassa, a retired grain farmer, embarked on a new entrepreneurship journey by acquiring John Carlson’s coal and wood business in Radville, SK. Quickly expanding to offer flour, feed, hardware, wagon and sleigh parts, and more, Emile adapted to community needs, famously introducing the region’s first mobile laundry service in 1927, utilizing a Maytag washer mounted to the front bumper on his Buick sedan. By 1928, the focus shifted towards agricultural equipment from renowned manufacturers like Massey Harris, Oliver Cockshutt and John Deere (1932-1967).
1948: Family Partnership
In 1948, the business became E. Bourassa & Sons, and Emile partnered with his sons, Albert and Romeo. This marked a pivotal chapter, with the company diversifying to keep employees engaged, especially during tough times post-war. Following the war, they converted farm tractors from steel wheels to rubber tires, installed box hoist systems on farm trucks, and hauled grain for farmers. By the 1950s, E. Bourassa & Sons was well established and respected in the community, known for its customer service and quality products.
1950: A New Era
After Emile’s retirement in 1950, Albert and his wife, Madeleine, took the reins, officially incorporating as E. Bourassa & Sons Ltd. in 1962. Madeleine worked as the bookkeeper, and Albert continued to expand their offerings. Under their leadership, they introduced new equipment lines, including Morris Rod-Weeder, Chrysler, Plymouth, Fargo, and Versatile tractors, over the next several years. In 1967, they parted with John Deere, adding Allis Chalmers and Gleaner to their product lines.
The next generation joined Albert and Madeleine in the business, with their sons Dan starting in 1964 and Richard in 1968, contributing significantly to its growth. Dan worked in the sales end of the company, eventually becoming the sales manager. Richard obtained his mechanic’s diploma in 1971, working as the sole mechanic in the shop at the time. He was well known, far and wide, for his ability to diagnose and repair almost anything put in front of him. The family continued to grow the business and, in 1979, relocated the business just south of Radville.
1975: Expansion and Innovation
Relocating in 1979 to a new facility, Albert designed and engineered the Bourassa 3-Point Hitch for use on most brands of farm tractors by using specific mounting kits. This 3-Point Hitch was manufactured in a separate building adjoined to the new facility and became widely popular across Canada and the U.S. Manufacturing continued to expand, with products including land levelers, 3-point rock diggers, 3-point cultivators, and 3-point bale spears.
Dan’s wife Cecile joined the business in the 1980s, eventually taking over the accounting/bookkeeping from Madeleine. By the late 1980s, Dan and Richard became partners with Albert, allowing Albert and Madeleine to enjoy retirement.
Versatile and Morris made up a large portion of the business as their company continued to grow. In the mid-1980s, Versatile became Ford Versatile, eventually becoming Ford New Holland in the late 1980s. This was the beginning of E. Bourassa & Sons officially becoming a New Holland dealer.
“We stand behind what we sell and as such, we only offer the most reliable product lines. We don’t just sell a product, we sell an experience, create a relationship and bring you into our family.”
1990: Fourth Generation Joins
In 1995, Dan’s son, Daniel (Dan Jr.), entered the business, after completing a 2-year business diploma. Dan Jr. began his career working under the mentorship of his father, becoming the sales manager by 1998. Customer demand and industry opportunity, coupled with persistence and determination by Dan Jr. to expand the business led to the acquisition of Jones Implements Ltd in Pangman in 1996. This strategic move signified a period of growth and opportunity.
In 1997, after graduating with a parts management diploma, Dan’s son Doug joined the family business. He started in the parts department and helped in sales and on the road in the newly established Pangman location.
The family business continued to expand, and in the summer of 1999, opened their 3rd New Holland dealership in Assiniboia. This expansion marked a significant milestone in the company’s commitment to providing quality sales and service to its customers and grounded its position as a key player in the industry.
2000: Continued Family Legacy
In 2002, Dan and Cecile purchased the remaining shares, focusing on involving their children in the business. Dan and Cecile’s son Kurtis pursued a career in Civil Engineering, eventually joining the business in 2003 as general manager. Their daughter Diane followed in 2007 as the controller after obtaining a degree in business. New facilities in Assiniboia and additional product lines, including Arctic Cat ATVs and snowmobiles, showcased their commitment to growth. They saw an opportunity to further diversify, which included a building expansion in Assiniboia, offering a new showroom space dedicated to Napa Auto Parts.
In 2009, the 4th generation partners purchased the business from their parents and continued expanding to five locations, which later consolidated to four locations in Weyburn, Assiniboia, Carlyle and Radville. New facilities were built in Weyburn and Carlyle and additional shop space was added in Assiniboia to accommodate the rapid growth. With more space and additional locations, E. Bourassa & Sons now provides customers with central locations to service their needs.
2024: A Century Strong
Celebrating 100 years, E. Bourassa & Sons employs over 130 people across four locations, with several 5th generation Bourassa’s working in the business, upholding core values of family, honesty, fairness, and community. With over 40 equipment lines and a strong commitment to giving back donating over a million dollars to local communities in the past five years—the company remains a vital part of Saskatchewan’s agricultural landscape.
Celebrating 100 Years
This milestone was commemorated with a series of customer appreciation events in June 2024, hosted at each of their locations across Saskatchewan. Over 2,000 customers joined the festivities, which included a BBQ brisket lunch, beer gardens, a kids’ zone, and exciting door prizes. A major highlight was the giveaway of a New Holland Compact Tractor with a loader. The events were graced by guest speakers John Gormley and Paul Martin, adding to the celebrations’ significance.
The community spirit was at the heart of these events. More than $10,000 was raised through the beer gardens for local clubs. With E. Bourassa & Sons covering the beverage costs, this facilitated 100% of the proceeds going to these organizations. The company’s commitment to giving back was further demonstrated by its Community Development Fund, which awarded $110,000 to fifteen deserving communities—surpassing their initial goal of $100,000.
Core values of family, honesty, fairness, and community have guided E. Bourassa & Sons over the past century, and continues today with Emile’s great-grandchildren, Kurtis, Dan Jr., Doug and Diane.
E. Bourassa & Sons 100-year journey is a testament to the strength of their people, loyal customers, and progressive communities. The company’s success is a celebration of the past and a commitment to the future. The recent donations through the Community Development Fund highlight their ongoing dedication to making a meaningful impact in the communities they serve.
As E. Bourassa & Sons move forward into its second century, their guiding philosophy, “Where the People Make the Difference,” continues to drive their success. The company remains steadfast in its mission to provide exceptional service and foster strong community relationships, ensuring that its legacy of dedication and growth continues for generations to come.
Article Written by Joanne Olson, Equipment Dealer Magazine Managing Editor
JOANNE OLSON joined the association in 1999 as executive assistant. She currently serves as corporate secretary and managing editor of the association’s U.S. and Canadian editions of Equipment Dealer Magazine. Additionally, she is manager of the association’s Canadian office in Calgary, Alberta. Olson is involved in board governance, event planning and organization of golf tournaments, board meetings, and conferences. She writes articles for the magazines and provides copy editing for corporate communications. Olson also oversees database management, the CEDF Scholarship program, billing, and invoicing; member requests, and assists with website management.
