For Oscar Estrada Jr., CEO of Primavera Grading and Paving, his company’s reputation is its most valuable asset. This echoes a sentiment once shared by investor Warren Buffett: “We can afford to lose money, but we can’t afford to lose reputation — even a shred of reputation.”
It is this mindset that has propelled Primavera from a small family venture to a thriving business now laying asphalt across major cities in Arizona.
The company’s story is deeply intertwined with the Estrada family. Oscar Estrada Sr., Estrada Jr.'s father, laid the groundwork decades ago with Estrada Grading and Paving, starting with Massey Ferguson equipment and gradually moving into asphalt. Estrada Jr. grew up learning the trade alongside his father, running equipment and discovering the nuances of paving.
In 2019, Estrada Jr. decided to branch out, establishing Primavera Grading and Paving with a vision to pursue larger contracts and expand the company’s capabilities.
“When we started, it was Oscar Sr. and me,” Estrada Jr. said. “From there, one of my sisters, Priscilla, wanted to be a part of it. She’s currently doing a great job as an estimator.”
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The family involvement did not stop there. Estrada Jr.'s oldest daughter now manages the financial operations, while another daughter recently joined the office to assist the estimators. Even his younger children, a 10-year-old and 16-year-old, are contributing.
“It’s been interesting working with family,” Estrada Jr. said. “Sometimes it gets tough, but it’s great to see them help out today, and it’ll be nice to see them running it all down the road.”
Primavera’s journey from small patching jobs to significant road projects required more than just ambition — it demanded the right equipment and support.
“We started with parking lots,” Estrada Jr. said. “Then we got an opportunity to get on the roads with one of our biggest customers, ViaSun. They helped us get into that.”
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ViaSun provided the initial contracts that allowed Primavera to tackle larger streets and highways in cities like Peoria and Phoenix, Arizona. This expansion necessitated a shift to larger, more advanced machinery.
“Initially we ran small equipment, but as we grew, we needed bigger machines to match the jobs,” Estrada Jr. said.
This is where their relationships with Arnold Machinery Company and Volvo Construction Equipment became crucial.
“With our dealer, one of the biggest things that makes it easier is having partners when we’re out here,” Estrada Jr. said. “They have the brand of equipment I like — the equipment I need. One of them is on my rollers. I use Volvo, and I love them.”
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On a recent patching job in a residential neighborhood in Peoria, Primavera deployed a fleet of Volvo compactors, including a DD128, a DD25 diesel-powered asphalt compactor, and a new DD25 Electric asphalt compactor. The project provided an opportunity to compare the electric model against its diesel counterpart.
Eulojio Barrientes, an Operator for Primavera, noted the critical role these machines played in meeting project specifications.
“Our compactors have to be able to hit hard so I can get the numbers that I need. And so far, we’re hitting them,” he said.
Barrientes, who has operated a range of brands over the years, expressed a preference for Volvo, adding that his experience with the new DD25 Electric was particularly positive.
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“It’s a lot smoother. It’s not as loud, and there’s no exhaust,” he said.
The absence of diesel fumes and noise makes for a safer, more comfortable working environment, especially in the residential areas where Primavera often operates.
Estrada Jr. has also learned to appreciate the advanced technology available in today’s compactors, particularly Density Direct on the Volvo DD128, which displays mat temperatures, pass counts, density readings, and more.
“I think having compactors with technology screens like these will take us to the next level. They help us understand the different mixes and how we can get the best results,” he said.
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This real-time data allows operators to work more efficiently and to consistently meet stringent compaction requirements, which are essential for Primavera to maintain their reputation.
The relationship with Volvo dealer Arnold Machinery has been instrumental in Primavera’s success. Jake Zayas, the dealership’s Arizona Branch Manager, understands the unique demands of the paving business.
“There can be 10 trucks stacked up on an asphalt job, and if the paver or compactor goes down, it shuts the job site down,” he said. “That material has a life span, and it can cost the contractor a lot of money and reputation. So with customers like these, if we get a call, it’s our No. 1 priority.”
This commitment to uptime and responsive service has earned Estrada Jr.'s loyalty.
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“Volvo compactors are great, and the service they bring me is what makes me stay with them,” he said. “I can call them anytime, and they’ll have the equipment here for me. And if we need service or a part, they’re hands-down better than anything else out there.”
Estrada Jr. specifically credits Zayas for lifting Primavera to new heights.
“He really pushes us out here," Estrada Jr. said. "He either makes me smile or gets me a little bit ticked off because he’s putting me somewhere uncomfortable, but I know it’s something better. It’s for me to grow, and that’s what I’m going to keep pushing to, so I appreciate it.”
Estrada Jr. takes pride in his team and his company’s appearance, which directly contributes to their reputation in the area.
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“What makes us different is that we show up with great, good-looking, clean equipment that we’re proud of,” he said.
In residential areas, the stakes are even higher.
“The compaction has to be perfect on the asphalt. You can’t have bumps or things like that,” Estrada Jr. said. “Especially in neighborhoods, we want to make sure the liability goes down and make sure the families have smooth surfaces to walk and drive on.”
Estrada Jr. has ambitious plans for the future of Primavera and the family business. In the next three to five years, he aims to transition from being a subcontractor to becoming a prime contractor on major projects, which will require more equipment and more crews.
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“My goal is to have about seven crews working on that side of our business,” he said, up from their current four.
This vision relies heavily on the continued support of partners like Arnold Machinery and Volvo.
“Going back to Arnold Machinery, they’ll be able to help us out,” Estrada Jr. said. “We know they can get us the equipment we need and can rely on.”
But it is more than compactors he will be looking at. Estrada Jr. anticipates acquiring more Volvo compactors and even exploring other Volvo products like loaders and excavators for their dirt work down the road.
