Schroeder's store
Wakefield, Nebraska
Years of Operation: 1940 - 1969
Years of Operation: 1940 - 1969
John Schroeder's new Oliver dealership building on Main Street in Wakefield. Photo Credit: Wakefield Heritage Organization
John Schroeder lived in Wisner, Nebraska and started as an implement dealer there in 1927 selling Hart Parr tractors, Red River threshers, Oliver light line machinery (plows and implements), and American grain drills. Interestingly, John had figured out that all these companies were a good complimentary line of farm machinery. He must have been a forward thinker because those individual companies merged to become Oliver Farm Machinery two years later in 1929! John's implement dealership, known as Schroeder Brothers, had the distinction of selling the first Oliver Row Crop tractor in Nebraska in 1929.
Schroeder moved to Wakefield, Nebraska in 1940 and continued in the implement business, now operating as Wakefield Farm Equipment Company. He rented 1/2 of a building across from the school. By 1942, he had taken over the filling station and rented the whole building. That same year, John sold 26 corn pickers! Over the next four years, business continued to grow and John started construction of a new building for the dealership. It was located at 211 Main Street and by July 1947, they had moved into the new space which consisted of a brick 2-story 50' x 105' building. At this time, he changed the name to Schroeder's Store. Later, he purchased the building across the alley to the south as more space was needed. John's business was also a Firestone tire store. In the 1950's, Schroeder had become one of the top selling dealers for the Omaha division. Beginning in 1958, John's implement store was a Top Ten Dealer for 7 straight years. For 4 of the 7 years, it was the top dealer in the Omaha branch! In 1963, Schroeder's Store was named to the Oliver Corporation's Presidents Honor Council which earned John a trip to California. As farm machinery got bigger, Schroeder's needed more space, so they had a lot for equipment one-half mile north of town on Highway 35. In addition to Oliver, Schroeder's was a dealer for Gehl, Glencoe, Hagie Sprayers, and even Snapper mowers. Over the years, John also was a dealer for International trucks, Desoto cars, and Plymouth cars in Wakefield. Unfortunately, John's health was declining which led to the implement dealership holding a closeout auction on April 21, 1969 selling the contents of the building. In August of 1969, John was still looking for a buyer for the former dealership building and had a few Oliver cornheads left to sell. Three years after his retirement, John passed away in 1972 at the age of 72. Today, the former implement dealership is an American Legion hall.
Schroeder's Store in 1966 with a lineup of 50 series Oliver tractors in front of the dealership.
Inside Schroeder's Store with the parts counter featuring Oliver shields and an Oliver plow on display. Photo Credit: Wakefield Heritage Organization
|
|
|
|
|
|
John, center, receiving an Oliver Award in 1964 at the President's Honor Council trip to California.
Former Dealership Building
The former Schroeder's Store implement dealership is now the local American Legion in Wakefield.