John Higgins



Chief Executive Officer Owner/Founder


John Higgins is a senior executive with more than 35 years experience in leadership roles with Cervus Equipment Corporation, Signature Tractor Inc. and J.D. Irving, Limited. He joined Cervus in 2007 as Vice President Operations, leading the company’s successful expansion into the Heavy Truck, Materials Handling and Construction Equipment markets. At the time, Cervus Equipment owned and operated sixty-eight John Deere, Bobcat, JCB, Clark, Doosan, Sellick and Peterbilt equipment dealerships in Ontario, Manitoba, Saskatchewan, Alberta, British Columbia, New Zealand and Australia.

John has a wealth of expertise with particular strengths in areas such as Mergers and Acquisitions (M&A), Strategy Development and Execution, Cultural Integration, Leadership Development and Operational Excellence, in both public and private companies. With an abundance of acquisition and integration experience, John has a strong understanding of and a proven track record for growth and value creation.

Before joining Cervus, John was a General Manager with Signature Tractor Inc., running seven John Deere Agricultural and Consumer product dealerships throughout Québec and New Brunswick. Prior to that role, he spent more than 25 years as a core member of the J.D. Irving, Limited team, holding senior leadership positions in finance, operations, sales, sales management and general management for the company’s transportation, heavy equipment, forest products, retail and heavy trucking divisions.

In 2013, he completed the Executive Education Program at the Harvard Business School. In 2012, he obtained the Chartered Director (C.Dir.) designation from McMaster University. In 2008 and 2009 respectively, he completed the Executive Development program at the University of Western Ontario’s Ivey Business School, and the Executive Education program at Queen’s School of Business.

John currently provides mentorship to a number of Senior Executives and is a regular guest lecturer on Strategy, Culture and Leadership at the University of New Brunswick’s MBA program. John sits on the boards of Develop Saint John Inc and the YMCA of Greater Saint John.John is a member of the Canadian Investor Relations Institute, The Institute of Corporate Directors and The Strategic Risk Council. In 2010, he was awarded the Presidential Citation from the University of New Brunswick.