I have seen a few 97-03 f150's have plows on them. All varying though some Western, blizzard, boss. I personally have a Boss plow and really like it. But i know some people that have had western's and really like them. Its really your call.
Also, forgot to tell you that it wouldnt hurt to look at multiple dealerships. I looked at two dealerships and the first one wanted $3475 for the plow and the wiring harness. The second wanted $3950 for the plow and harness but i talked him down to $3475 because he was closer to my house. Good luck.