The Farmer's Daughter USA

Hi, I'm Amanda! My family farms corn and soybeans in Southwest Michigan. I'm also a practicing attorney.

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Keep Your Green: John Deere to Remove Offensive Sales Tag

May 20, 2016

Oh, that John Deere sales tag.

Social media exploded this week with a photo of a John Deere sales tag that attacked conventional farming to help sell a 50% organic cotton baby onesie. I contacted John Deere to ask them about it and for an explanation. After all, lots of conventional and GMO farmers spend lots of money on their equipment to raise the crops that this tag disparaged. I received a very disappointing response from the company that, quite frankly, was just not acceptable.

But tonight I was surprised – and relieved – to receive a message from Chuck Studer, Director of Industry Relations at John Deere, regarding my original article and commentary.

Chuck acknowledged that the original response was completely incomplete and did not take responsibility for the brand’s messaging. He also apologized that the text on the sales tag did not reflect the values or the commitments of John Deere.

Chuck also shared with me this (much better) message from John Deere:

First of all, please accept my sincere Thank You for sharing your concern about the text on the garment tag that was routing via social media earlier this week.   When the media post was first shared with me late Tuesday evening, that was the first time I was aware of the message it contained.  A few other individuals within John Deere received a similar copy from other sources that night, and we immediately began to investigate this matter.  The text on the tag certainly did not reflect the viewpoint or values of John Deere.   It was both inaccurate and unacceptable, and without your concern and willingness to share it with us, our response would have been delayed further.

The referenced text was associated with a promotional tag utilized by a single licensee of John Deere merchandise in Europe.   The tag is being removed from all warehoused items and we will be communicating with our European dealers asking them to remove the tag from any inventory they may have on their shelves or in their warehouse.   We are also undertaking an internal review of our existing approval process for licensed products to ensure that future statements connected to the John Deere brand align with our core values and commitments..

John Deere supports choice across agriculture and respects the choices farmers and ranchers make relative to the best production system for their operation.   We recognize the value biotechnology and other innovations offer in enhancing agricultural productivity, sustaining our environment, and delivering healthy foods and fibers for everyone.  We also respect the right of consumers to select products that align with their values.

Farmers and ranchers around the world make choices every day as they honor their responsibility to be stewards of our natural resources and practice sustainability on their farms.   This is true regardless of the production practice that she/he follows – conventional, organic, or other.

We sincerely value your opinions and your business!  We acknowledge that the tag and our initial public response did not accurately reflect our commitment to you, and for that we sincerely apologize.    John Deere looks forward to continue to work with growers and other industry organizations to provide consumers accurate information about production agricultural.   Thank you for your time and please let me know if you have further questions.

Chuck

I have to admit that I’m quite impressed with John Deere’s response. The company is going to review licensing requirements to make sure this doesn’t happen again. In the meantime, they’re going to remove the offensive tags from their warehouses, and ask dealers in Europe to remove it from in-store inventory. Most importantly, the company is taking action right now.

John Deere is taking responsibility and making it right.

Thank you to everyone that contacted the company and expressed your concerns, frustrations, and unhappiness with this sales tag. It is important to stop this type of marketing wherever it shows up, but especially when employed by agricultural companies. This is the perfect example that a little bit of social media pressure can work for the good guys, too.

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Filed Under: Biotechnology, Marketing Tagged With: marketing, media

Comments

  1. Angela Jones says

    May 20, 2016 at 10:22 pm

    Thank you for the speedy update! Saves me writing a letter or two. I was really hoping JD wouldn’t turn a blind eye to this issue. My son’s title of his 4H speech last year was ‘why does every farm have a color’ which skirted around the idea that our farm color is green. Without a response from the company, I think many bonds like this would have been damaged or broken.

    • Amanda says

      May 20, 2016 at 10:49 pm

      I’m very impressed. And your son’s presentation sounds adorable! 🙂

  2. Name* says

    May 20, 2016 at 11:02 pm

    Thank you and well done.

  3. Dale says

    June 17, 2016 at 3:36 pm

    Amanda,
    Thanks for taking time from your important job of supplying safe healthy food to the world to fight for all of us that think rationally about our food!
    Phoenix, AZ

    • Amanda says

      June 17, 2016 at 5:36 pm

      Dale, I appreciate the support! I’m actually a lawyer during the day, and only help out on the farm in my spare time. But I’m passionate about agriculture and I’m sick of people saying whatever the heck they want without being called out on it. 🙂

Hi, I'm Amanda. My family farms corn and soybeans in Southwest Michigan. I'm an attorney and I'm passionate about agriculture!

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thefarmersdaughterusa

I'm Amanda. My family farms corn and soybeans in Southwest Michigan. I'm an attorney by day, and "agvocate" at night.

Amanda Zaluckyj
Green soybeans as far as the eye can see. I took Green soybeans as far as the eye can see. 

I took this photo over the weekend. These beans should be turning yellow and drying for harvest. So why aren't they? Because...the spring drought.

Seeds need water to germinate. But after we planted we didn't have rain for weeks. So those seeds just sat in the dirt and never sprouted. Then, finally, it rained. And the tiny plants started popping up.

The problem? It was several weeks too late for planting. The question is whether they'll be ready to harvest before the snow flies. We have shorter seasons in Michigan, so it'll be close.
Sunsets on the #farm are the best. 😍 Sunsets on the #farm are the best. 😍
💜💜 💜💜
Don't let anyone make you feel bad about not purch Don't let anyone make you feel bad about not purchasing fresh fruits and vegetables. It all counts.

#modernagriculture #foodproduction #usfarmers #usagriculture #usfarms #food #knowyourfarmer #knowyourfood #modernag #farms #sustainableagriclture #sustainablefarming
I visited one of my favorite local farm stands ove I visited one of my favorite local farm stands over the weekend. I thought I'd buy a couple zucchini and cantaloupe. But the zucchini looked more like clubs, and the cantaloupe was too ripe for my taste. So I passed on those and bought some tomatoes that maybe cost more than I would have preferred.

But you know what I didn't do? I didn't complain about the zucchinis' size. I didn't fuss about the melons' ripeness. I didn't criticize the tomatoes' price. Instead, I smiled at the lovely lady and made small talk as I paid and went about my day. 

Why? Because I remember what it was like being out by the side of the road hot day after hot day. I know that we all poured everything we had into that produce. I remember how defeating it felt when some criticized it. I know that the price is probably around market value, even if it's cheaper in the grocery store. And I know that the farm family behind that cash register is giving everything they have to chase a dream.

I won't be the one to rain on their parade. 

#Respect
Happy #nationaldogday from Mischa! #nationaldogda Happy #nationaldogday from Mischa!

#nationaldogday🐶 
#pittiemix 
#blacklab 
#mischa
Mischa and I are home on the farm for the weekend. Mischa and I are home on the farm for the weekend. And we're loving it.
It isn't one or the other. Farmers care about all It isn't one or the other. Farmers care about all of it.

#agriculture #farming #sustainablefarming #sustainability
I threw a birthday party for Mischa! It was over t I threw a birthday party for Mischa! It was over the top and wonderful. And she had so much fun surrounded by people that love her. 💕

Thanks to everyone who came out to celebrate my little love. 💜
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