American Badass?

Deere & Co. was highlighted early this month, for investors by a Bloomberg Businessweek cover article. The publication shocked observers with big model 9R tractor on the cover surrounded by the words “American Badass.” (We assume no connection to Kid Rock’s song and beer or the FDR horror flick by the same name.)

Inside, a six-page very commentary article detailing Deere’s success in gaining market share through custom tractor offerings for multiple geographic and multiple soil conditions and crop needs. The company’s recent success in Brazil and Wilson Horita’s 212,000 acre farm, with over 160 tractors and 33 Deere cotton-pickers, are the major focus of the article. Link to the full Businessweek article: bitly.com/deere_badass.