JOHN DEERE
GO WEST YOUNG MAN
THE BLACKSMITH
MASS APPEAL
NOTHING RUNS LIKE A DEERE
COMMITMENT
LEGENDARY
LEAPING FORWARD
THE CLASSIC
"I will never put my name on a product that does not have in it the best that is in me." – John Deere
JOHN DEERE
In 1962, a University of Illinois archaeological team unearthed the
exact location of the blacksmith shop where John Deere developed the
first successful steel plow in 1837. The site is now preserved by an
exhibit hall complete with a simulated conversation between John and
Demarius Deere talking about their every events on the farm and his
development of the self-polishing steel plow that eventually opened the
prairie to agriculture.
GO WEST YOUNG MAN
As a young journeyman blacksmith in Middlebury, Vermont, John Deere
soon gained fame for his considerable workmanship and ingenuity. It was
a golden age of the burgeoning pioneer and John headed west to join the
adventure. It took him many weeks by canal boat, lake boat and
stagecoach to reach Grand Detour, Illinois – a journey of more than a
thousand miles that could easily be accomplished in 16 hours by car
today.
BLACKSMITH
The cast iron plows the pioneers used were designed for sandy New
England and proved no match for the rich Midwestern soil. So Deere
decided to come up with something better, he took an old steel saw
blade and made a plow with a properly shaped moldboard and share that
scoured itself as it turned the furrow slice, basically it was a
self-cleaning plow blade that made the hard work fast.
MASS APPEAL
In his day it was common practice for blacksmiths to build tools as
customers ordered them, however seeing the future as it was, Deere
decided to start hammering out the new plows without orders. It was an
entirely new way of doing business and made John Deere a very popular
man.
NOTHING RUNS LIKE A DEER
Ten years after he developed his first plow, Deere was producing a 1000
plows a year. Many years later in 1911, the company purchased the
Waterloo Gasoline Traction Engine Company and tractors were added to
production line. By 1955 they were the leading producer of farm
equipment in the world. Today, the company has become globally renowned
with net sales exceeding $640 million dollars.
COMMITMENT
Constant research and development has always been key to the John Deere
company, as Deere himself once said, “They haven't got to take what we
make and somebody else will beat us, and we will lose our trade." To
this day, the company spends more on research and development than most
other companies in its industry.
LEGENDARY
February 7, 2004 marked the 200th birthday of John Deere, the man. His
one man blacksmith shop in 1836 has spawned one of the most celebrated
equipment manufacturing companies in the world.
LEAPING FORWARD
The famous leaping deer logo has gone through several changes over the
years. Deere first registered it for use in 1876, it read “John Deere –
Moline, Illinois”. Interestingly, the first deer to appear on the logo
was an African deer and not the American white tail used today. Over
the years the wording changed and the deer was simplified into line art
versus the illustration style of the original. Eventually the deer as
the only thing on the logo and it simply read, “John Deere”. The clean
cut 1968 version was updated in 200 with the deer leaping up and
forward rather than down and forward. The famous green and yellow
leaping deer logo has become a hip and modern symbol of John Deere’s
and Americans’ ingenuity and integrity.
THE CLASSIC
The John Deere Classic, a charitable golf tournament is played on a
course built in the Friendship Farm in Illinois. For many years the
farm had been one of the top Arabian horse breeding operations in the
United States and the property still maintains a natural beauty to this
day. In 2003, $1.5 million dollars was donated to more than 400
charities to benefit children, families and handicapped individuals.
This is just one of the many reasons that John Deere was named one of
the 100 Best Corporate Citizens for 2002 by Business Ethics magazine.
