We supply America • Season 3 • Episode 3 • PG • 19 min 

Unleashing the Human Spirit and Propelling Society Forward

Witness a true embodiment of a force for good at Palmer Johnson Power Systems. Nestled in the outskirts of Madison, WI, this second-generation family-owned distributor and service provider holds an inspiring vision that beautifully intertwines personal growth, community well-being, and groundbreaking efficiency in the industrial off-highway and marine markets. This is not just a business; it’s a thriving ecosystem where the concept of family culture is amplified to foster a nurturing environment for both the individuals and the communities they serve.

A Beacon of Care, Opportunity, & Profound Human Connection

Step into the world of Palmer Johnson where genuine care meets relentless pursuit for growth and excellence. Through their unwavering dedication to fostering a ‘people-first’ culture, they’ve created a haven where individuals are given the tools and opportunities to weave their own success stories, transcending conventional workplace dynamics. Here, the essence of family and community blossoms, nurtured by a leadership that sees the boundless potential in people and opportunities. It’s a moving testament to what happens when human spirit is truly unleashed, shaping a brighter, more connected world for us all.

starring in this episode

Craig Parsons

Chief executive officer

Craig Swenson


Joey Giannetto

Director of Service

Adam Becker

Vice President Operations

Mary Klett

Sr. Customer Support Manager

Jerry Hopp

Service Technician

Brandon Markham

Service Technician

Al Koberstein

Service Technician

Caleb Schuster

Sevice Technician

Cody Eilenfeldt

Service Manager

Full Interview With CEO Craig Parsons

Get immediate access to exclusive bonus footage

The always challenging part of making a film is leaving great content on the “editing room floor.” Well … we don’t want to do that! So with each episode we provide a bonus video of the full interview between Dirk and the featured company CEO. In each, you will discover deep insights that will inspire you and your team think differently.

Don’t miss this unique opportunity to get into the thinking of some of distribution’s best CEOs.

Special Thanks To Our Partners

Led by founder Dirk Beveridge, UnleashWD is a design, innovation, and strategy firm who transforms legacy wholesale distributors into nimble and innovative market leaders.

Infor is a global leader in business cloud software who designs modern, intuitive, and agile solutions that help wholesale distributors achieve continuous innovation to be more competitive.

Wipfli is a top consulting and accounting firm serving clients across today’s most complex industries. Their advisers know how to help you innovate, self-disrupt and unlock the full potential of your business.

Interested in partnering with the we supply america movement?

exclusive Leader interview

Get immediate access to the full interview between Dirk and Palmer Johnson Enterprises’ CEO Craig Parsons

exclusive Leader interview

Get immediate access to the full interview between Dirk and IBT Industrial’s CEO Jeff Cloud With Bonus Carin Sampson Interview

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