LOUIS GELDER & SONS COMPANY

100 YEAR CELEBRATION

A harness maker from Chicago moved to Millburg, Michigan in 1910.  He purchased the Witbeck Hardware Company, changed the name to Louis Gelder, and 100 years later we are celebrating his legacy.

In 1910, Louis Gelder sold wagons, buggies, harnesses, farm implements, hardware, and household goods.  His new business also housed the local Post Office.  Louis’ three sons Morrie, Bert, and Jonas were very active in the business and helped the business grow.

Around 1912, to service the southwest Michigan fruit farmer’s needs, Louis Gelder expanded the business to produce barrels and crates for fruit packaging.  This new addition to their business married well with the local Interurban train station across the street and the ship Bainbridge to move the fruit easily to the public.  The Farmers Co., Inc. Fruit Packages & Cooperage, as it was named, was so successful they expanded to the Grand Haven area. 

Through the 1920’s the business grew and a gasoline pump was added to change with the times.  By the 1930’s, the face of agriculture was shifting and horses were being phased out, as well as, the Oliver plow.  The store extended their lines to include Oliver, International Harvester, and McCormick-Deering tractors.  Always changing with the customer’s needs, Louis Gelder even manufactured orchard sprayers when there was a lack of design and supply. When Louis died in 1934, his sons took over the business and added to the name Louis Gelder & Sons Company. 

In the 1940’s each owner brought a son into the business:  Morrie’s son Irving in 1944, Bert’s son Maurice in 1946, and Jonas’ son Louis in 1947.  The sons were looking forward to continuing the family business.  As technology changed,  new brands were sold and Massey-Ferguson equipment topped the line.   The business thrived and the three cousins took over after their fathers retired.

As cars became a way of life, modern gas pumps were added to the front of the store in the 1950’s.  The “After War Boom” served the business well as the third generation of Gelder’s continued their success through the 1970’s.  Louis brought the fourth generation into the business with his oldest son Bruce in 1979.  As the store celebrated its 70^th Anniversary in 1980, cousins Maurice and Irving decided to retire.  The remaining cousin, Louis, along with his wife Mary Ann, purchased the two retiring relatives shares in the business.  New product lines were added such as Yanmar and Durand-Wayland and new lawn and garden equipment brands such as Woods, Bush Hog, and Land Pride became a permanent fixture. 

Louis’ second son, Joseph, would join his brother in the family business in 1982.  The hardware side of the business was phased out.  The focus turned to equipment, service and parts centering on the product lines of Case and Ford tractors and New Holland hay tools. This fourth generation, as their predecessors had done, learned all aspects of the business, from selling farm implements and tractors to servicing tractors and mowers, delivering equipment, and selling parts.   With years of hands on experience, Bruce and Joe purchased the business in 1994 from their parents Louis and Mary Ann. 

In 1999, Case and New Holland joined forces and became CNH Global.  That same year, the two brothers set their sites on a new location on Dewey Avenue in Benton Harbor, just six miles from the old store.  And, in January 2000, the big move was made.   Farm equipment product lines were added like New Holland tractors and Scag mowers.   The fifth generation of Gelder’s continued the family tradition when Bruce’s oldest son Mathew joined the business in 2004 and his youngest son, Marc, in 2008.  During the past ten years, other new products lines have been added such as Antonio Carraro, Seppi, Tonutti, and in 2009 COE cherry shakers.

When looking back on the long family history of the business; the third, fourth, and fifth generations all have fond memories.  Third generation, Louis Gelder, now in his eighties, couldn’t be happier now his grandsons are active in the business.  Louis recently commented, “Most all the

farm equipment dealers, they’re not here anymore…I never thought it would make it this far.”   You could go to Gelder’s for anything from a tractor to a small part, from gasoline to a Maytag wringer washer.  Louis remembers going to the family store when he was very little and playing.   As he grew, his responsibilities changed.  Starting at age 16, Louis could be found traveling alone cross country to factories to pick up equipment.

 Louis’ son Joe remembers going to the store to work for his grandfather, Jonas.  Joe started out sweeping the floors on Saturdays for $2.00.  He worked his way up from parts, to service, to sales.  Now, as one of the current owners, Joe stated, “We have to make changes to keep up with the times, always changing to fill the customer’s needs.”  That is what makes a business endure. 

From 1910 – 2010, 100 years of Gelder’s have been doing just that.  With many innovative product lines, a complete service department, and parts department Louis Gelder & Sons Company is ready for the next 100 years.