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ANOTHER NEW SODA POP • Charles Grigg went to work for an advertisDEERE. DEERE. (continued): ing agency JOHN in St. Louis where one of his cli• ents It was while living in Illinois thatHe John nowas a soft drink company. became ticed theby problems farmers faced intrigued the softthat drink business andwhen went attempting to till soil. Because the area to work for the manufacturer, tinkering had with formerly been woodland, the soil was rich recipes and inventing a successful new soft with hummus, which clumped and clung to drink called Whistle (as in ‘wet your’). After the blades of the plows farmers were accusa tomed falling-out with his boss, he went to work to using. While repairing a broken cirfor a different softstumbled drink maker invented cular saw, Deere upon and an idea. He anemployed orange-flavored soft drink called Howdy. his smith skills to fashion the steel Howdy was the popular blade into shapebut of ita could plow. not He compete affixed with which the market sewn twoOrange woodenCrush spokes, thenhad hitched the device uptotight. a horse. It plowed the heavy Illinois soil like a charm. In fact, a farmer • Eventually Charles started his who ownhappened firm, and to be observing the test run immediately put in 1929 came out with a lemon-lime flavored in an order for his own John Deere plow. soda called Bib-Label Lithiated Lemon-Lime • Soda. In short order, Deere blacksmith ‘Bib-Label’ wasgave for up thehisbottle’s label shop and focused on making plows. The which was hung around the neck of the bottle company steadily and added emlike a bib, grew and ‘lithiated’ was for many the lithium ployees. In the late 1840s, John relocated citrate (a mood enhancing substance) thatthe the entire operation to Moline, Illinois. Ashamed drink contained in trace amounts. of his own lack of education, John sent his • Charles luckfinest to release hisOne product childrenhad to the the bad state’s schools. of mere weeks before the stock market crash of his proudest days occurred when son Charles earnedDuring the equivalent of an MBA fromthat Bell’s 1929. the Great Depression folCommercial in Chicago. lowed, he hadCollege a lot stacked against him: his difficult name, the it was priced • product With hishad son aCharles managing company, higher than the competition, and he had John found time to pursue philanthropic ain-lot He co-founded ofterests. competition. The oneboth thingthe heFirst couldNationchange al Bank and thesoFirst Congregational Church. was the name, he changed it to something He was elected theBy mayor of Moline in 1873, extremely simple. the 1940s his re-named where one of the his third first best actions – thesoda replacesoft drink was selling in the ment of the city’s open drains with a sewer world. What’s the new name? (Answer at botpipeofsystem tom page) – saved countless lives by reducing the spread of disease. IT'S A FACT • The original John Deere logo, registered in • A failed cola company in Ohio named their 1876, depicted a deer that was native to Afrinew pop Norka, advertising, “Remember— ca. Thirty-six years later, in 1912, it was reNorka backwards placedspelled with the image ofisaAkron.” North American

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Quiz Answers

7. Involuntary 1. 50 licks 2. Nothing. It’s contraction of the diaphragm completely 8. James Madison made up. 3. Australians at 5 ft. 4 in. 9. 1922 4. “Shrek” 10. Wisk 5. Columbus 6. 990

white-tailed Answer: 7-Up.deer. In the decades that fol-

answer

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lowed, the now-familiar “outline” logo took over as the symbol of the John Deere brand.

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