|
November 14, 2000 Mr. Richard Hain Publisher Green Magazine 2652 Davey Road Bee, Nebraska 68314 Dear Mr. Hain Over the past few days, numerous individuals have called my attention to your editorials in the November issue of Green Magazine. After reading them, I am compelled to respond so that the record is clear to John Deere enthusiasts everywhere. First, neither Deere & Company nor the John Deere Foundation wants to control the collecting scene. In fact, the Collectors Center is being launched for just the opposite purpose. We seek to expand and add value to the collecting scene with: 1. a �real� 1950�s dealership (The Moline Tractor & Plow Co.) in Moline, IL., that will focus and cater to collectors everywhere, 2. a �personal� archive assistant located at the Center who will be available to assist all member collectors in accessing the John Deere archives, 3. a number of events, such as the tractor auction last Fall, which will provide more opportunities for collecting activities beyond what is now available, and 4. A members publication that will carry the endorsement of John Deere on all content as to accuracy, completeness and relevance to all collectors. It is the last point that caused us to approach you about working out an arrangement whereby your excellent magazine could become the official publication of the Collectors Center. We believed that creating competition for a limited audience was simply not in the spirit of what we were trying to accomplish. We talked, but as you adamantly point out, we did not reach agreement. The issue was editorial control. I am sorry that you do not appreciate our point of view, but, frankly, we believe putting our name on a product does signify a certain high level of quality and integrity. If our name goes on something, then we do want to be assured that there is no potential for the John Deere name to be besmirched. Thus, I acknowledge that editorial and advertising review by John Deere was essential to our working out an arrangement. Your desire to retain total control clearly was greater than your willingness to share responsibility. That was your choice, and I respect that choice. Over the years, many people, including yourself, have made significant profits from taking information from the John Deere archives and selling it. After careful and extensive review, Deere & Company finally realized it to be financially irresponsible to give away our heritage and permit others to profit as a business without receiving something in return. Also, for the long-term benefit of all enthusiasts, all employees, and all shareholders, we believe we have an obligation to protect the John Deere brand name and to assure the continuation of its value for generations to come. For these reasons and to celebrate the John Deere heritage, we decided to launch the Collectors Center. It is a part of the John Deere Foundation; thus, any excess funds that are not reinvested into the Collectors Center will go to support charitable contributions. When the Center is fully operational, access to the John Deere archives will be available to all members for personal non-commercial use and, what�s more, an archive assistant will be in place to do the research. For commercial businesses such as yours, a fee structure based upon usage and volume will be available to provide access to the archives. As for your comments about Genuine Value: The John Deere Journey, everyone is entitled to their own opinion. The marketplace will determine if you are on target or off base. Based upon the 30,000 copies already distributed and the hundreds of positive congratulations that we have received, it would appear that the marketplace assessment is leaning in our direction. I encourage all enthusiasts to buy the book and make their own judgement. In fact, I am so confident of the quality of Genuine Value: The John Deere Journey that I am offering a money back guarantee to any enthusiast who buys the book, but does not feel it meets the John Deere standard of quality, innovation, commitment and integrity. Return the book within 30 days, and a refund will be issued promptly. Mr. Hain, you have been a valued member of the John Deere collectors scene for many years. We wish you every continued success. I, personally, hope that the time will come when your feelings about the company are in a better perspective and you will once again be a complete John Deere enthusiast. You will always be welcome at the Moline Plow & Tractor Co. I look forward to reading future issues of Green Magazine and to seeing you here in Moline. Sincerely, Curtis G. Linke Vice President Corporate Communications Deere & Company One John Deere Place Moline, Ill. 61265
|
