Darin Peters’ journey in agriculture began after graduating from SDSU with a bachelor’s degree in Industrial Management and minors in Ag and Business. In May 2010, he returned home and joined Dakota Farm Equipment, stepping into a Store Manager role—a position he has held ever since. Over the years, he has helped grow the Lemmon location, expanding the sales team and building strong relationships with both employees and customers. Today, as General Manager at Gooseneck Implement in Lemmon, Darin continues to lead a team dedicated to supporting the agricultural community.

For Darin, Genuine Passion means showing up every day to take care of the people they do business with. “A lot of customers depend on us every day, and we take pride in that in Lemmon,” he shares. He also emphasizes the importance of supporting employees—many of whom have families relying on their work. “Our community is built on production agriculture, and we love what we do.”

Genuine Gratitude shows up daily, both from customers and his team. From 4-H thank-you notes and FFA fundraisers to customers dropping off food or buying pizza for the staff, Darin sees appreciation in many forms. He makes it a point to acknowledge the team often, reminding them that their work truly matters.

When asked what he’s most proud of, Darin doesn’t hesitate: “I have the best team I could ever ask for. They show up and care about the work they do. Lemmon has awesome people, employees, and customers.” He enjoys working with customers who are understanding, appreciative, and deeply connected to the agricultural community. “We all rely on each other to make the ag industry what it is,” he notes.



Something people might be surprised to learn about Darin? He really doesn’t like people touching their eyeballs! But when it comes to rolling up his sleeves and getting things done—whether for his customers, team, or community—he’s always all in. And if he weren’t in the ag equipment world, he says he’d likely be ranching and spending even more time with his family—continuing to be deeply rooted in the land and lifestyle he loves.