Integrity, Customer Service, and Family: A Father's Day Conversation with DFD Loaders CEO David Font
Every great business has a story behind it, and a set of values that shapes the way it’s run. This Father’s Day, DFD Loaders CEO David Font sat down with his daughter Emily for a candid conversation about leadership, customer service, and the principles that guide both business and life. Watch the full interview below, or read on for the highlights.
Watch the Full Interview
One Word That Defines It All: Integrity
When Emily asked her father to describe his business philosophy in a single word, David didn’t hesitate: integrity.
“It’s about doing the right thing for people,” he said, “and making sure that they get what they need — and you’re honestly just helping out.”
David didn’t get into the equipment business to simply sell machines. Through his years as a landscape architect, he gained firsthand insight into the equipment needs, challenges, and frustrations faced by contractors every day. He wasn’t approaching the industry as a salesperson, but as someone who had been on the customer side.
“I came into this business not to sell machines, but to provide solutions for people. I was on the side that needed it, and I found something that I believe was among the better products in the industry.”
That customer-first perspective became the foundation of DFD Loaders and continues to guide the company today. Every conversation starts with understanding the customer’s needs and finding the right solution.
Customer Service Isn't a Policy. It's the Point.
Ask David what sets DFD Loaders apart, and the answer is immediate: customer service.
“Customer service for me is everything. It’s at the top of the list.”
He points to an early conversation with the ownership team at Schäffer in Germany as the moment that confirmed he had found the right partner. From that very first meeting, the message from the top down was simple: service is key. That principle has become the backbone of how DFD Loaders operates.
One of the most influential pieces of advice David ever received came from a veteran of the equipment industry. He built a major brand in the U.S., sold it, and stepped away. David reached out to him early on, and the advice he got stayed with him ever since:
“Whatever you have to do to make that customer happy is what you need to do. If you don’t have the parts in stock and you need to pull it off a machine and send it to them, do it.”
Why does that level of commitment matter so much in the equipment space? Because for most DFD customers, whether arborists, landscapers, nursery operators, or contractors, their Schäffer loader isn’t a luxury. It’s their livelihood.
“People are buying a piece of equipment because they’re in business. Their business is their livelihood and that of their family, they need to keep their business going. And every time that machine is down, if we can get them up and running faster, they get business back up and running, money back into their pockets, their family fed.”
For David, customer service isn’t a department or a policy. It’s a non-negotiable value.
What Keeps Customers Coming Back
It would be easy to assume customers return to DFD Loaders simply because Schäffer builds an exceptional product. While that’s certainly part of the story, David believes the real reason goes much deeper.
“You don’t really buy into a product. You buy into a feeling. You buy into a family, almost — which is what we are. We aim to treat everybody like family.”
That sense of family isn’t just a slogan. It means customers know they have a partner they can count on long after the sale. When something goes wrong, they won’t be left to figure it out alone. Over time, that consistency builds trust. And trust is what turns first-time customers into long-term relationships.
The Mistake Worth Avoiding
No leadership conversation is complete without an honest look at what not to do. For David, the biggest mistake he’s seen in business is underestimating people.
“Just taking anybody for granted. Underestimating someone, or just not giving someone the attention they deserve because you didn’t think they either had the means or looked a certain way. Don’t read a book by its cover. Give everybody the opportunity and the attention they deserve, no matter who they are.”
It’s a reminder that extends far beyond business. Whether on a job site, in a sales meeting, or in everyday life, people deserve to be seen before they’re judged.
Fatherhood and Business: Two Sides of the Same Coin
The conversation naturally shifted to fatherhood, revealing that for David, the two are inseparable.
When Emily asked what fatherhood taught him about business, he turned the question around:
“Becoming a father made me a better person, period. It is why I do everything. Any decision I make, any move I make in business and in life — at its core, you’re the reason why I do anything. You’re my why.”
And what has business taught him about being a father? Above all, resilience. The daily reality of running a company has a way of teaching you that no season lasts forever.
“This too shall pass. If there’s a problem, great – it’ll pass. If things are going well, that’ll pass too. Stay humble; stay hungry. Those lessons from my darkest hours and my best hours help me be a better father.”
Three Values Worth Passing On
Asked what values he most wants to pass on to Emily, David landed on three:
- Self-reliance. Learn to stand on your own. Handle your business.
- Humility. Know when you don’t have all the answers, and be willing to ask for help.
- Enjoy the ride. “Life is short. Don’t get wrapped up in everything you think you need to be or have. Have fun. We’re here for a short time — enjoy it.”
Advice to His 20-Year-Old Self
“Don’t sweat the small stuff.”
David admits that he beat himself up a lot as a young man: second-guessing decisions, worrying about what wasn’t working. Looking back now, his message to that version of himself is simple: it works out.
In a world that puts pressure on younger people faster than ever before, it’s worth hearing from someone who came out the other side.
What He Hopes Emily Remembers
The final question of the conversation was the most personal: when Emily looks back years from now, what does David hope she remembers most?
He didn’t talk about business success, accolades, or the milestones hit.
“I hope you think back and just say — you did your best.”
In many ways, that same commitment to always giving your best continues to guide DFD Loaders today.
About DFD Loaders
DFD Loaders is the exclusive U.S. distributor of Schäffer compact articulated wheel loaders—built in Germany, supported in America. Trusted by arborists, landscapers, nurseries, contractors, municipalities, property owners, and professionals across many other industries, Schäffer loaders deliver exceptional maneuverability, low ground impact, and industry-leading performance.
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