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over as the symbol of the John Deere brand.
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Can’t Get Enough
TRILOGY III
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A GOOD LOSER (continued): • Later Thomas returned to Glasgow and DEERE. DEERE. (continued): opened hisJOHN own store, which was so successthat while he kept opening more.that HeJohn engaged • ful It was living in Illinois nointiced innovative marketing techniques including the problems that farmers faced when staging parades brass By attempting to tilland soil.hiring Because thebands. area had 1888 he owned 300 stores. formerly been over woodland, the soil was rich with hummus, which clumped and his clung to • Around the time Thomas opened 300th the blades of the plows farmers were accusgrocery store, the price of tea began to fall, tomed using. Whilecustomers repairing abegan broken cirand his to middle-class drinkcular saw, Deere stumbled upon an idea. He ing more of it. Spotting an opportunity, employed his smith skills to fashion the steel Thomas opened a tea trading office and esblade into the shape of a plow. He affixed tablished wholesale distribution channels that two wooden spokes, then hitched the device allowed working-class people be able to a horse. It plowed the heavytoIllinois soilto easily afford tea. He bought his tea in such like a charm. In fact, a farmer who happened large to undercut to be amounts observingthat the he testwas run able immediately put competitor’s prices. in an order for his own John Deere plow. • wasorder, such Deere a successful that he • This In short gave upventure his blacksmith began to invest in tea plantations. In Ceylon shop and focused on making plows. The (now Sri grew Lanka), coffee owners company steadily andplantation added many emhad recently suffered a coffee thatthe ruployees. In the late 1840s, Johnblight relocated ined their crop, so Thomas convinced them entire operation to Moline, Illinois. Ashamedto plant instead. of histeaown lack of education, John sent his children to the schools. of • In a time whenstate’s most finest tea was sold One by the his proudest days occurred when son Charles pound, Thomas pioneered selling it packaged the equivalent inearned individual bags. of an MBA from Bell’s Commercial College in Chicago. • Thomas’ hobby was yachting, and he entered • the With his son Charles managing thetimes, company, America’s Cup yacht race five hopJohn to pursue philanthropic ing to found bring time the trophy home to Britain. inHe terests. He co-founded both the First Nationlost every time, but the publicity he got from al Bank and the First Congregational Church. being ‘the world’s best loser’ caused tea sales He was elected the mayor of Moline in 1873, to soar. Today, Thomas’ last name is synonywhere one of his first actions – the replacemous with tea. What’s his name? Answer bement of the city’s open drains with a sewer low. pipe system – saved countless lives by reducANSWERS ing the spread of disease. The new race was America’s • The original Johncalled Deerethe logo, registeredCup, in after the first boat to win it, the AmericA. And 1876, depicted a deer that was native to Afritheca. grocery storeyears merchant who lostit that Thirty-six later, in 1912, was race reoften but became famous for his tea was named placed with the image of a North American Thomas Lipton.deer. Today, Lipton products are white-tailed In the decades that folavailable 110 countries worldwide. lowed, in theover now-familiar “outline” logo took
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Quiz Answers
1. “Steam ship” or “screw steamer” 2. Racing 3. Starboard 4. Because that’s the side that always pulled up to the dock in a port.
5. Sonar 6. Radar 7. 1969 8. Edna 9. Metamorphic
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Sports Answers 1. San Diego Padres 2. Fourteen 3. He was 46 when he won the Pocono 500 in 1981
4. Florida 5. 1967-68 Montreal Canadiens 6. Washington Bullets beat the Sonics in Seattle in 1978
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