RUSSELL Baxter is ready to carry the baton of one of Australia's longest running family dealerships, Baxter's Rural, Cunderdin. At the company's recent 80th birthday celebrations, he was confident of making a fourth generation push to mark a century of business, despite concerns about the future of small machinery dealerships. While his father Ken is still very much at the helm of the business, Russell knows his time will come. "I am very aware of industry consolidation but I can't answer how that is going to affect us," he said. "Basically it's out of our hands. "We've got to remain focused on running a good business in this community and in the wider area that we service and I would like to think we will remain viable." Russell joined the family business in 1983 straight from high school and started his training in the workshop before moving to spare parts then to sales. While he and Ken form the sales team, Russell also still keeps a hand in spare parts to assist Rowan Fulwood while honing his managerial skills. Baxter's Rural services Cunderdin, Wyalkatchem, Meckering, Tammin, and Doodlakine and, according to Russell, the emphasis is on service. "Our service side helps to sell equipment because we can back it up with experienced staff and a good spare parts supply," he said.