A John Deere Publication

person in a John Deere shirt in front of a flower garden

As the new face of John Deere's social media, Rexford (Rex) Curtiss will bring awareness to the people and industries who work tirelessly to support all of us every day.

Agriculture, Education November 01, 2024

Meet Rex Curtiss: Chief Tractor Officer

Bridging the gap for the farming industry.

In the spring of 2024, the search was on for the ultimate influencer adventure at John Deere. The purpose of this one-year contracted position is to give Gen Z a glimpse into the best industry in the world—agriculture. They will help create unique content for the company's social media channels that will resonate with younger audiences who are further from the farm than any generation before them.

The search ended in June. Out of hundreds of submissions from 40 states, John Deere officially appointed Rex Curtiss, a recent college graduate and a passionate advocate for all things agriculture. "The title is a little bit misleading because I'm not the equipment expert. I'm here to seek out stories about the people who are the experts and help tell their stories in a way that a younger demographic can better relate to," says Rex.

"Working closely with local food systems in my community, I've noticed a huge gap in understanding in my generation of where our food comes from and how the infrastructure was built to support that. I hope that by learning openly and authentically we can help bridge the gap and give them a deeper appreciation for the things that we rely on literally every single day," he explains.

Already a budding content creator on TikTok, Rex can sing, sculpt, and tell a great story—which came through in his video submission. "Rex's creativity and authenticity grabbed our attention from the start," said Jen Hartmann, Global Director of Strategic PR and Enterprise Social Media for John Deere. "We look forward to having Rex on board to create engaging and relatable content that first and foremost celebrates our customers and all they do to impact each of our lives." ‡