John Deere — CSR Project Process Book by Kevin Beutelspacher

DESIGN BRIEF

Responsible management of human and natural resources contributes to the sustainable growth of our company

COMPANY/BRAND

Deere & Company, www.deere.com

YEAR FOUNDED

1837

FOUNDER

John Deere

SLOGAN

“Nothing Runs Like a Deere”

MISSION STATEMENT

“Guided by our company’s four core values – commitment, innovation, integrity and

Deere strongly believed that in order for any business to be successful it must operate

quality –we conduct our business in a manner that protects our employees, customers,

with “integrity, quality, commitment and innovation.” The company still operates today

communities, suppliers and the environment. This requires that, wherever we do busi-

based on these values of its founder. In fact the company strongly believes that these

ness, we will comply with the spirit and intent of all applicable environmental, health and

values “…are not ideals we work towards. We live them. We breathe them. These values

safety laws and regulations. A company-wide focus on quality extends to our EHS

are the true essence of how we work and are in every product, service, and opportunity

programs, which emphasize continuous improvement. We believe this commitment to

we offer you.” Deere & Company also prides itself on still maintaining those high work

the responsible management of human and natural resources contributes to the

ethics of its founder as well as “the deepest desire to develop and promote fairness in

sustainable growth of our company.”

public policies and practices.”

BACKGROUND

The birth of company can be dated back to 1837, where at the age of 33 blacksmith

BACKGROUND

him to serves as vice president of the company in 1858 to handle the day to day operations and as well as the companies business strategies. John continued to maintain his title of president however. Being relieved of the majority of his previous business duties he began to focus his attention on political and civil work that his wealth and stature enabled him to do.

VALUES

SUSTAINABILITY

The company’s success was no doubt due to the work ethics and high values of John.

Other notable efforts by Deere & Company include the reduction of landfill waste

John Deere saw the need for an innovatively shaped plow by farmers to work the land.

produced by its Turf Care division. Between late 2010 and late 2011, this division of the

Deere fabricated his first plow design using what was immediately available to him, an

company was able to reduce the amount of landfill waste it produces by an incredible

old broken saw blade. He quickly discovered that his predictions were correct and there

80%. Going from producing approximately forty-six pounds of waste per ton of produc-

was a high demand for this type of product among famers. Just four years later Deere

tion to an astonishing eight pounds.

found himself producing approximately 100 plows annually. Unable to keep up with the growing demand for his products he entered into a partnership with Leonard Andrus. This partnership was dissolved shortly after in 1848 however. Deere & Company during this initial period was located in Grand Detour, Illinois, but moved Moline in order to improve production where this area offered the company several advantages (such as cheaper transportation cost, and multiple energy sources of water and coal).

PHILANTHROPY

Deere & Company has also established the John Deere Foundation (the company also has smaller groups and departments around the world contributing to these efforts in the local communities they operate in) to promote and execute its philanthropy efforts. During 2009 the foundation made contributions of 6 million dollars towards community betterment efforts, 2.52 million for educational improvements, 2.88 million towards world hunger solutions, and 6 hundred thousand for disaster relief efforts.

Only thirteen years after fabricating his initial plow from a broken saw blade, the company found itself producing a staggering 1600 plows annually and soon diversified its offerings to include other agriculture production products. Deere had mentored his son Charles in the business practices of the company during his youth and appointed

Deere & Company | Design Brief | Corporate Social Responsibility

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Ranked fourteenth in the world for leadership development by Fortune Magazine in 2011

CITIZENSHIP

Some of the company’s most notable citizenship achievements include: being ranked

Commercial – ZTrak Mowers, Walk-Behind & Stand-On Mowers, Front Mowers, Wide-

in CRO magazines list of top global corporate citizens and the Hay Groups survey of the

Area Mowers, Utility Vehicles, Tractors & Attachments, Clean-Up Solutions, Worksite

50 most admired companies. Deere & Company was also ranked as fourteenth in the

Products, Workshop Products, and Agronomic Products.

world for leadership development by Fortune magazine, and made the list of Newsweek magazines Green Rankings of the 500 largest green companies.

GLOBAL LOCATIONS

PRODUCTS

Construction – Articulated Dump Trucks, Backhoe Loaders, Compact Track Loaders, Crawler Dozers, Crawler Loaders, Excavators, High-Speed Dozers, Scraper Tractors,

Today Deere & Company is considered an industry leader with dealer, business offices,

Motor Grades, Skid Steers, Waste Equipment, Wheel Loaders, WorkSight Technology

and manufacturing location around the world. The countries they are currently located

Solutions, Tractor Loaders, and Worksite Pro Attachments.

in include; Argentina, Australia, Brazil, Canada, Chile, China, Finland, France, Germany, India, Ireland, Israel, Italy, Luxembourg, Mexico, New Zealand, Norway, Poland, Russia,

Forestry – Forestry Crawler Dozers, Feller Bunchers, Forwarders, Harvesters, Knuckleboom Loaders, Skidders, Forestry Swing Machines, and Attachments & Working Tools.

Singapore, South Africa, Spain, Sweden, Switzerland, Turkey, The Netherlands, Thailand, Ukraine, United Kingdom, United States, and Uruguay.

Engines & Drivetrain – Industrial Diesel Engines, Generator Drive Engines, Pump Drives, Marine Diesel Engines, Mining Diesel Engines, Transmissions, Axels, and Planetary Drives.

PRODUCTS

Deere & Company provides a variety of products for several different industries. Agriculture – Tractors, Planting & Seeding machines, Harvesting machines (grain, cotton, sugar), Hay & Foraging machines, Tilling machines, Material Handling machines, Utility Vehicles, Mechanical Cutters & Shredders, Mechanical Scrapers, Self-Propelled Sprayers, and Mechanical Nutrient Applicators. Residential – Ridding Mowers, Zero¬-Turn Mowers, Tractors, Utility Vehicles & Attachments, Walking-Behind Mowers, Home & Workshop Equipment, and Snow Equipment. Golf & Sport – E-Cut Hybrid Mowers, Fairway Mowers, Greens Mowers, Rough/Trim & Surround Mowers, Front Mowers, Turf Vehicles, Bunker Rakes, Specialty Equipment, Tractors & Attachments, Workshop Products, Agronomic Products, Landscape Supplies, Skid Steers, and Golf Course Accessories.

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The first trademark was designed for Deere & Company in 1873, and registered three years later in 1876.

TRADEMARK EVOLUTION

First Trademark — 1876 to 1910

Third Trademark — 1936 to 1937

Deere & Company officially registered first trademark version in 1876, although the

Deere & Company’s third version had more dramatic changes than the previous. In this

company had been using it for three years prior to is registration. This mark established

version there were changes to all the elements as well as the addition of a twelve side

the concept of the leaping deer (in the company’s early versions, the mark include a

geometric shaped border that contained all the elements. The illustrated elements were

small serried of mountains below the deer that conformed to the contours of the deer’s

also modified by eliminating the cross-hatching and small details in the foliage beneath

belly and legs) to the left that all subsequent marks would incorporate. In addition to

the deer, and replaced with solid silhouettes. Each element was completely separated

the leaping deer the mark also contained the name company name as well as the initial

in this version. The typeface was also changed to a different variation that eliminated

location the company manufactured its products, Moline, Illinois. Both typographic

the thick and thin stroke width contrast in characters that the first versions contained.

elements of the logo where set in the same black or bold weight sans serif typeface,

This new design was created because the company acknowledged the need to “better

with small amount of contrasted created through scale change (company name was

adapt the trademark for stenciling on products”.

slightly large, but did not create a significant enough amount of contrast between it and the other typographic element to create an effective visual hierarchy). The company name was set in a curved arch shape where the deer’s antlers separated the first and last name. Ironically the deer image used in the logo represented a species that was indigenous to Africa and not the United States.

Only a year after the third version was introduced the company introduced a different version. In this version the mark was significantly simplified, making it bolder and much stronger visually. The typographic and illustrated elements of the mark remained the same, but were increased in size as a result of the elimination of the border and slogan

Second Trademark — 1910 to 1936

at the bottom of the mark. This created a much more versatile mark, which could be

The next mark used by the company was introduced in 1910, but was not officially

applied more effectively to all the company’s products and signage. It is also thought

registered until 1912. This second mark contained only minor differences from the initial

that reason for this significant change could be due to the fact that the company was

mark. The most evident is the increased contrast between all the elements that was

marking its centennial that year.

achieved decreasing the stroke weight of deer’s contour and the application of subtle crosshatch shading to avoid excessive negative space inside it. Another change to the central illustration was the replacement of the mountain range to a log and small foliage on the sides of it. The illustration elements were also all touching, eliminating the separation between them that the first mark had. However, the deer’s antlers that were used to separate the first and last name no longer connecting or bleeding into company name, making it read as if the two names were unrelated. There was also an increased scale change between the typographic elements in this version, attempting to create a more significant visual hierarchy, although not enough to be effective. It also differed from the first by the addition of the company’s slogan, “ The Trade Mark of Quality Made Famous by good Implements,” below the location name.

Forth Trademark — 1937 to 1940

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Fifth Trademark — 1940 to 1956 In this fifth refinement of the trademark it began to take on a form that is recognizable to the trademark currently used by the company. The most noticeable change was to the overall arrangement or composition of all elements. The visually awkward separation between the first and last name was eliminated due to the deer silhouette’s decreased size and new position below the name. This version was also the first trademark to drop the original manufacturing location from it (a requirement, since the company’s operations had dramatically expanded, and were now operating in multiple locations). It was replaced with the company’s new slogan “Quality Farm Equipment,” which was set in a contrasting serf typeface reversed out if its container shape. The main elements

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The current trademark was designed to be “reflective of today’s technology world”

TRADEMARK EVOLUTION

of the mark were also now contained inside an oval shape, which was cropped with

TRADEMARK EVOLUTION

The most notable changes in this version were the streamlining of the deer silhouette

straight vertical lines on the sides. In addition to the very noticeable overall changes, this

where the two antlers were reduced to one, and the four legs were reduced to two, as

version also contained subtle yet important changes to the deer used in the mark. The

well as the overall size. The animals overall shape was streamlined, eliminating subtle

deer in this version was finally modified to represent a species native to North America,

curves that indicated muscle structure found in previous versions. Typographic changes

which was indicated in the illustration by the antlers arching to the front and its upward

were made as well with the company name now being set in a hand-modified version

pointing tail (meant to resemble a white-tailed deer).

of Helvetica. The shape of the outer container was also modified from the oval like shape of the previous version into a more rectangular shape.

Sixth Trademark — 1956 to 1968 The sixth version of the mark was used by the company starting 1956, but was not

Eighth Trademark — 2000 to Present

registered until 1962. This mark was clearly a much more simplified version than previous

Deere & Company’s final and most recent version brings a new sense of energy and

versions, making it much stronger at quickly visually communicating the company’s

movement to the mark with the addition of color (and gradations) and a more stylized

identity to the public. It was the first version where the name was finally relocated to

typographic treatment. While the name continues to use all uppercase characters, the

beneath the leaping deer and all other typographic elements were dropped (as well

designers also added some typographic contrast through the use of small caps for the

as the log beneath the leaping deer). These elements were not simply eliminated for

letters following the first (typeface believed to be a modified version of Copperplate

aesthetic reasons, but because the company no longer produced only agricultural

Gothic). Typographically, there is an increased contrast has been created between the

equipment. By 1956 Deere & Company’s offerings had increased to include construc-

individual characters by eliminating the rounded contours on all characters and giving

tion equipment and forestry equipment. The heavy weight key line shape around the

those characters composed of only straight lines a much more rigid geometric feel, that

mark was also modified into a more organic shape with flowing rounded corners that

the company feels is “reflective of today’s technology world: bolder, stronger, high tech-

complimented the new san serif typeface used for the name. Modifications were made

nology oriented.” Another noticeable change in this final version is the orientation of the

to the deer as well, although they were relatively minor (more detail was given to the

deer.“ After being known for decades as the “leaping deer,” for the first time it’s actually

antlers, the contour of the body was simplified, and the leg widths were reduced to

leaping upward instead of landing.” The new design also unites it with the border in the

provide increased contrast).

lower right corner into one element. The deer’s design has gained a more “energized and dynamic edge,” through an even more stylized silhouette achieved by the stretched

Seventh Trademark — 1968 to 2000

out torso and pointy shape of the tail, antler, and hoof.

As a result of increasing and diversifying their offerings, Deere & Company’s seventh trademark evolution continued to take on a more contemporary design that became

LOGO SPECS

COLOR

popular as a result of iconic trademarks made by influential designers like Paul Rand

Yellow = PMS 128 — Cyan – 0, Magenta – 11, Yellow – 65, Black – 0 — #FFE359

(who had created bold iconic identity marks for companies like Westinghouse 1960, UPS

Green = PMS 364 — Cyan – 65, Magenta – 0, Yellow – 100, Black – 42 — #349400

1961, ABC 1962, and IBM 1967). An internal company memo noted, “the new trademark is in keeping with the progress made throughout all divisions of the Company….it provides for better reproduction and greater readability under a wider range of usage.”

Deere & Company | Design Brief | Corporate Social Responsibility

TYPEFACE Copperplate Gothic (modified, serifs have been removed)

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DIRECT AUDIENCE

INDIRECT AUDIENCE

Customers — residential, agricultural, commercial, construction, forestry, golf & sport

AUDIENCE ANALYSIS

with one or sometimes multiple college degrees. These individuals typically work in

Investors — individuals, venture capitalists, investment trusts, mutual & hedge funds

management or leadership positions, and earn an estimated annual income of $65,000

Employees – sales & customer service representatives, manufacturers, corporate

to $120,000. As a result they have a moderate to high level of disposable income.

Everyone Else — General Public, Media, Consumer Watch Groups, Environmental

Geographic Segmentation — roughly 50% of this segment live in rural areas or in other

Agencies, Third Party Sales Establishments who carry their products.

areas on the outskirts of large suburbs. Another 25% live in large suburbs where there is large-scale development in the immediate area or large cities within driving distance

AUDIENCE ANALYSIS

CULTIVATORS & CARE TAKERS

where large-scale construction projects are being undertaken for industrial buildings.

residential, agricultural, commercial, construction, forestry, golf & sport

The remaining 25% is split among those living in upscale suburbs and those who live

Age & Lifecycle Segmentation — is composed of young adults to adults (21-65) from the Baby Boomer Generation, Generation X, and Generation Y who typically work in

Benefit Segmentation — these individuals often demonstrate a high level of loyalty to

blue collar or manual labor fields. They enjoy outdoor adventurous activities as well as

a particular brand. This brand loyalty is sometimes the result of previous generations of

sporting events. When dinning out the typically frequent establishments that would be

family members or workers who have grown attached to using a particular brand of

classified as family establishments and the occasional casual fine dinning establishment

machinery for production and maintenance needs, which results in future generations

for special occasions. When purchasing apparel products their decisions are made based

continuing to be loyal to the same brands. While this segment demands quality and

on price and the quality of the products, and are rarely influenced by brand names or

durability in these products, they also demand competitive prices. If other brands

designer labels. Due to the fields they work many of the individuals within this segment

demonstrate a higher value product they will not hesitate to try those products.

purchase and drive cars that are used for both work and recreation, like sport utility vehicles and trucks. Although a sizable number from this segment enjoy working on and restoring classic muscle & sports cars for recreation. They are often very family oriented with households usually containing a minimum of 2 children. Gender Segmentation — consists of 75% male and 25% female. This audience tends to consist of a higher percentage of males due to the physical demands of the company’s products are often used for.

and work very remote areas as a result of their occupation (such as timber harvesters).

GROSS GRAZERS individuals, angels, venture capitalists, investment trusts, mutual & hedge funds Age & Lifecycle Segmentation — this segment shares the same age segmentation as the cultivators and caretakers, composed of young adults to adults (21-70) from the Baby Boomer Generation, Generation X, and Generation Y. This group does not share the same lifestyle segmentation as the cultivators and care takers however. They are typically drawn to trends, popular brands, and designer apparel labels. When dinning

Income Segmentation — this majority of this group typically has only a high school

out they typically choose fine dinning restaurants and those that offer fusion cuisine or

education and sometimes less. Their estimate annual income will range from $40,000

those offering dishes demonstrating the latest molecular gastronomy techniques. They

to $65,000. This level of income results in low levels of disposable income. There is a

purchase high-end luxury vehicles not simply for the quality and extravagant features,

small percentage of this group however that has obtained a higher level of education,

but because of the status symbolism it represents as well.

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AUDIENCE ANALYSIS

Gender Segmentation — consists of 50% male and 50% female. Income Segmentation — this segment is more often than not very well educated with a minimum of one college degree. Often this segment has multiple degrees, which have been earned from Ivy League Universities. As a result of being very well educated they annually earn between $80,000 to $130,000, and often more. They work in broad range of fields, and are often very career oriented. This allows them to have access to large amounts of disposable income. Geographic Segmentation — typically they live in large cites or suburbs within driving distance where they work. Often drawn to areas with an active nightlife scene and offer extensive dinning and cultural activities. Benefit Segmentation — they invest in companies largely based on their potential for

AUDIENCE ANALYSIS

Income Segmentation — this segments income segmentation is again a mix of both discussed in the previous target audiences due to the wide range of positions within the company and the widely varying levels of compensation. Geographic Segmentation — the majority live in suburban or metropolitan areas, but there is also smaller percentage that live in more rural areas (such as those individuals who operate dealerships or carry Deere products at authorized retail locations, as well as sales representatives and repair technicians). Benefit Segmentation — they work for Deere & Company as result of the competitive compensation and the growth potential the company has as a result of the products it produces. Although they also chose to work for the company because of the work environment provided along with the socially and environmentally responsible manner the company operates in.

profitability, but are also conscientious of the way the company operates and its environmental impact. While they are vey motivated by the potential profits of investments, they will not invest in those companies which demonstrate little or no regard for the environmental impact of their operations. CONSCIENTIOUS CRAFTSMEN sales representatives, manufacturers, corporate, customer service representatives Age & Lifecycle Segmentation — this segment is again composed of composed of young adults to adults (21-70) from the Baby Boomer Generation, Generation X, and Generation Y. As a result of the varying positions of employment within the company the lifestyle segmentation for this group is blend lifestyle segments discussed for the cultivators & care takers and gross grazers. Gender Segmentation — consists of 65% male and 45% female. The reason that this segment is composed of a higher percentage of males, due to the fact that traditionally job fields such as electrical engineering and mechanical engineering have been male dominated. However, this higher percentage will likely decrease dramatically over the next several years.

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PROJECT OUTLINE

To create a design concept which supports & builds upon Deere & Company’s current

DESIGN OBJECTIVE

sustainability, philanthropy, and citizenship strategies and activities. This concept should

philanthropy efforts and their citizenship programs. Cultivating life to feed the world

also tie into the positive effects their products have on development and agricultural

and combat world hunger. In addition to the monetary donations the company made

production as well. The design concept/theme should provide a visual sense of conti-

(2.88 million from the John Deere Foundation alone) to those efforts, the company is

nuity between the collateral materials currently in use (website, annual report, catalogs,

committed the success of those who cultivate, harvest, transform, enrich and build

sales brochures, etc.) by the company, while at the same time also differentiating itself

upon the land. This commitment by the company is not limited to domestic efforts (U.S.),

visually. Elements which should be kept consistent among all materials desinged include

but extends globally to six main regions. These regions include the United States,

designated typefaces established for print and digital mediums along with logo scale

Canada, Europe, Brazil, Russia, India and China. These areas are of focus because it

and set positioning requirements.

is estimated that they will be the regions where “at least 75% of the world’s future growth will occur.” While this large estimated growth includes development due to the

The design concept/theme’s main focus should be clearly established in all materials

construction equipment the company produces it also includes agricultural production

created for this project (employee magazine, product packaging, and website) while at

(an area that the company’s products are most often associated with by the general

the same time providing subtle variations which separate one from the other. Current

public, since the first products produced by the company where industrial agricultural

employees, potential future employees, retailers, and investors should be able to identify

machinery). A slogan such as, “Cultivating life to sustain life.”

that these new materials represent the same company identity currently used while at the same time being able to see that they are different in their design.

KEY OBJECIVES

One of the main goals should be to shed the stuffy, rigid corporate feel contained in

1) Understanding how an increase in profitability, can be created by following an

the majority of their visual communications used for business practices and operations.

effective CRS strategy.

It well be essential to create a softer more natural feel that will not only strengthen

2) Demonstrates that Deere & Associates operate with more important goals than

their voice and message, but will also make it easier for the company’s target audience

simply increasing the value of their company (stock) and generating profits.

to relate to trust the message being communicated.

DESIGN OBJECTIVE

The design concept/theme will based on one of the focuses of Deere & Company’s

To design a series of print deliverables, which effectively communicate and demonstrate Deere & Company’s commitment to operating all aspects of their business (internal and external) in socially responsible manner. The design of all materials (print and digital) should effectively communicate the company’s awarded & praised socially responsible stance. The company’s corporate social responsibility will be communicated through a

KEY ADJECTIVES

commercial

reliable

industrial

integrity

quality

innovative

eco-friendly

consistent

nourishing

ambitious

leading

efficient

durable

distinctive

committed

synthesizing

renew

generate

design concept, which visually captures the essence of multiple socially responsible and sustainable stances the company is out spoken on. Preliminary research has provided several possible options for the theme/concept of the design solution to be consistently applied throughout multiple print and digital elements.

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DIRECT COMPETITORS

Caterpillar — www.cat.com Hitachi — www.hitachiconstruction.com Volvo Construction Equipment — www.volvoce.com Massey Ferguson — www.masseyferguson.us Mitsubishi — www.mitsubishicorp.com Sany — www.sanyamerica.com New Holland — www.newholland.com International Harvester Company — www.caseih.com Mahindra — www.mahindrausa.com Zoomlion — www.zljt.com Kubota — www.kubota.com Kobelco — www.kobelcoamerica.com Komatsu — www.Komatsu.com Terex — www.terex.com Bobcat — www.bobcat.com

INDIRECT COMPETITORS

Toro — www.toro.com Cub Cadet — www.cubcadet.com Ariens — www.ariens.com Ryobi — www.ryobitools.com Honda — www.honda.com Husqvarna — www.husqvarna.com

Deere & Company | Design Brief | Corporate Social Responsibility

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MOOD BOARD

Deere & Company | Design Brief | Corporate Social Responsibility

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MOOD DESIGN OPTIONS CARD 1

MOOD DESIGN OPTIONS CARD 3

MOOD DESIGN OPTIONS CARD 2

MOOD DESIGN OPTIONS CARD 4

Deere & Company | Design Brief | Corporate Social Responsibility

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MOOD DESIGN OPTIONS CARD 5

THUMBNAILS CONCEPT 1

MOOD DESIGN OPTIONS CARD 6

Deere & Company | Design Brief | Corporate Social Responsibility

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THUMBNAILS CONCEPT 2

THUMBNAILS CONCEPT 3

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THUMBNAILS CONCEPT 4

CONTENT OUTLINE

CITIZENSHIP I. Environmental Stewardship — Safeguarding the environment is nothing new to John Deere. We know that responsible resource management is vital to our company, our employees, our customers, our neighbors, and our world. John Deere works tirelessly to develop and offer products that are efficient and effective, and minimize the environmental impact. And we design, build, and support those products in offices, factories, and dealerships built and maintained with environment in mind. It's no small commitment we make to this area. Significant resources and effort are fully dedicated toward meeting our goals. It's what you'd expect from us. Being green is in our blood. A. Operations — Our operating processes reflect a strong commitment to protecting the world around us. We're on constant lookout for energy-efficient systems. Systems that sustain air and water quality. Systems that eliminate or reduce waste. And, when investing in new products, approaches or technologies, we give preference to those that have the most favorable environmental impact. 1. Priorities a. Energy & Greenhouse Gases — Goals: become more energy efficient and reduce greenhouse gas emissions. In 1972, John Deere initiated its energy efficiency program. Then, in 2003, we added a worldwide greenhouse gas inventory program. The results: between 1972 and 2006, our energy conservation programs reduced total worldwide greenhouse gas emissions by 63% per ton of production. To further manage the risks of GHG emissions from our operations and identify cost-effective opportunities, Deere joined the U.S. Environmental Protection Agency (EPA)'s Climate Leaders program in 2007. We established a goal to reduce the company's global greenhouse gas emissions by 25% per dollar of revenue through 2014. b. Water — Manufacturing locations in water-scarce regions set goals to reduce water usage. Water usage data is collected and tracked at all manufacturing locations. And, we're currently developing standards and guidelines for construction of new manufacturing facilities, encouraginginclusion of water reduction technology in project design.

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CONTENT OUTLINE

c. Facility Design — Leadership in Energy and Environmental Design, LEED, is an

receives regular updates on strategy in conjunction with a briefing on environment,

internationally recognized green building certification system. John Deere uses LEED

health, and safety issues. Additionally, the company Global Leadership Council, which

criteria for new facility construction. In fact, several of John Deere office buildings have

includes our CEO and extended staff, receives an update on our strategy at least once

received LEED recognition. Our dealers are also focused on sustainable facilities. One

a year – more often if requested. The Executive Environment & Product Sustainability

example: the newly rebuilt dealership in Greensburg, Kansas. Achieving a LEED gold

Council, our operations vice presidents, provides support and advocacy. They provide

rating, the dealership uses wind energy to assist in powering the facility. John Deere

the people & financial resources for operational changes needed to implement environ-

offers design guidance to dealers who are constructing or remodeling their facilities

mental strategies and achieve goals.

to encourage efficient energy and water use. 2. Facilities

3. Suppliers John Deere works to be environmentally responsible. We expect our suppliers to do

We say we’re committed to sustainable practices and environmental stewardship. And

the same. So, to minimize environmental liabilities, we first consider those suppliers with

we follow through, by supporting strong environmental policies, vigilantly complying

a focus on sound resource management. Supplier environmental policies, standards,

with applicable regulations where we do business, considering environmental impact

systems, and programs are in place in order to audit supplier environmental compliance.

in all our business planning, and fostering a culture of eliminating waste. Environmental

This includes high-risk supplier audit programs, restricted materials policies, purchased

policy is integrated into the company's worldwide operations through the John Deere

product compliance, and adherence to the Supplier Code of Conduct.

Environmental Management System. This system includes a documented processes for controlling and are continuously improving environmental performance based on the ISO14001 standard. Our manufacturing facilities, worldwide, must follow this standard.

One way this is all making an impact is through recycling efforts. As our manufacturing facilities step up recycling efforts with a goal of reducing landfill waste, our suppliers have to be supportive. If their products come to us in packaging or pallets that aren't

Each year, every John Deere manufacturing and parts distribution facility manager

recyclable, then our goals are not met. Thankfully, we're all in this together. Here's just

provides formal documentation of their facility's efforts to appropriately manage risks

one example. By stepping up its recycling program to include paper, cardboard, many

and safeguard employees and the environment. Third-party audits are also conducted

types of plastic, wood, steel, and metals, John Deere Turf Care in Fuquay-Varina, North

at all manufacturing sites – internal audits at other sites – to verify compliance with the

Carolina, has reduced the amount of waste it sends to area landfills by more than 80%

John Deere Environmental Management System standard and local legal requirements

over the past year, from 46 lb. of landfill waste per ton production to just 8 lb. produced.

around the world. For all acquisitions, leases, and purchase of property, we make sure steps are taken to identify and quantify any environmental risks and liabilities. A formal integration process brings newly acquired businesses into the John Deere Environmental Management System swiftly. Global environmental professionals attend rigorous training, helping them understand complex legal and corporate requirements and vital company processes and procedures. Our leaders provide oversight. Board of Director's Corporate Governance Committee

CONTENT OUTLINE

Deere & Company | Design Brief | Corporate Social Responsibility

4. Achievements a. John Deere Iberica Facility Built With Sustainable Features — The perforated metal skin that surrounds John Deere's Spanish branch building shades the building while also allowing air to flow around it. b. Using the Sun to Reduce Greenhouse Gas Emissions — John Deere's factory in Pune, India, added solar water heating in 2009 and is finding other ways to reduce energy use.

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c. Making Recycling Routine — Turf Care has reduced the amount of waste it sends to

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John Deere products are designed for efficiency and productivity. And, by truly

area landfills by more than 80% over the past year, from 46 lb. of landfill waste per ton of

understanding your needs and by incorporating innovative technology, we're able to

production to just 8 lb. produced.

offer machines that are more productive and more efficient, they also demonstrate a

d. Completing the Recycling Loop — New factory flooring at John Deere Zweibruecken Works is made of recycled cable sheathing. 5. Metrics How are we doing? We are proud to show our environmental support and progress towards our goals with real numbers. Take a look.

deep respect for the environment. 'Product Sustainability,' as it's known, is one of the best ways to offer lasting value to you, our employees, our business, and our world. 2. Products Our products are designed for efficiency and productivity. And, by truly understanding your needs and by incorporating innovative technology, we are able to offer machines that are not only more productive and more efficient, they also demonstrate a deep respect for the environment. 'Product Sustainability,' as it's known, is one of the best ways to offer lasting value to you, our employees, our business, and our world. a. Product Performance 1. Solutions to Emissions — Starting in 2011, the United States Environmental Protection Agency will require engines in new off-highway equipment to meet stringent Interim Tier 4 (IT4) emissions regulations. These regulations affect diesel engines with 174 to 750 hp, and require a 90% reduction in particulate matter and a 50% reduction in oxides of nitrogen emissions from Tier 3 levels. John Deere is up to the challenge. We are ready with new technology that considers cost, efficiency, and ease of use, as well as reducing emissions. We'll take our proven Tier 3 PowerTech™ Plus engine that includes cooled exhaust gas recirculation (EGR) for reducing oxides of nitrogen emissions and add an exhaust filter that reduces particulate matter. This approach offers up a fuel-efficient engine platform while also providing a proven IT4 solution with the least amount of inconvenience. That's John Deere ingenuity. 2. Setting a Green Course with Hybrid Mowers — One thing golf course superintendents have to worry about is having their finely manicured turf damaged by hot hydraulic oil before an important tournament. Most hydraulic leaks in the reel mowers used on golf courses come from flexible hoses that feed hydraulic oil to the reel drive. Those hoses get a lot of flexing as cutting units are raised and lowered throughout the day, and as they move to follow ground contours. John Deere has an answer. The 8000 E-Cut™

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Hybrid Fairway Mower. By our removal hydraulics from the cutting unit drive, this machine eliminated leak points. The cutting units are powered, instead, by a 48-volt, 180-amp alternator. And no additional batteries are required, The design also reduces the engine speed needed for mowing, which saves significantly on fuel and reduces noise for both the operator and all those around. 3. Fuel Efficiency — John Deere has a long history of providing fuel-efficient equipment. a. John Deere 8320R Tractor Sets Fuel Efficiency Records at Nebraska Test. Nebraska

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economic recovery for the country' forestry communities," said John Deere Marketing Manager Andrew Bonde. "We launched this website to explain just how it works." In three short, informative videos available on the website, experts-from scientists to state senators-provide insight to help educate the interested public, loggers and other industry members, policymakers and the press. The videos include: • "Harvesting a Cleaner Environment," shares how woody biomass can be processed into liquid fuel

Tractor Test results prove the 8320R Tractor provides up to 26% greater fuel efficiency over competitor tractors of similar size in the 75% of pull at maximum power category.

• "Healthier Forests," which discusses how uncollected forest ﬂoor residue can be an accelerant in forest fires

b. D-Series Knuckleboom Loaders Deliver Higher Productivity and Fuel Eﬃciency. Productivity-increasing features also include the fuel-eﬃcient John Deere 6068 Tier 2 PowerTech™ engines with a high-pressure common rail electronic fuel injection system. 4. Recycling and Remanufacturing — We use recycled or renewable materials in some products, such as corn- and soy-based plastics for components on combines and some tractors. We also provide remanufactured products to customers around the world. Remanufacturing has been a part of our business for over a decade. 5. Renewable Energy — The development and growth of renewable energy sources is vital to the health of our world. John Deere is at the forefront with products that serve the sugarcane and corn ethanol industry. Our hay and forage and forestry equipment are at the center of the biomass movement. And, we are pursuing solutions to serve customers in rapeseed, other oil seed crops, crop & forest residues, dedicated energy crops, planted forests, and other potential bio-energy feed stocks. 6. Biomass Production — Just recently, we introduced a website designed to educate and inform visitors about the importance of harvesting woody biomass. The user-friendly website explains what woody biomass is, why harvesting it is important, how it works as a fuel and what types of innovative public policies are needed to encourage responsible harvesting and the use of woody biomass. "Woody biomass harvesting can provide

• "Stronger Rural Communities," a review of how harvesting woody biomass helps provide out-of-work loggers with a new revenue stream and revitalize rural communities. The website's "Making It Reality" section provides visitors an opportunity to fill out a simple form that sends an automated letter, encouraging inclusion of woody biomass in the new renewable energy standards, to their legislators in Washington, DC. b. Water — Using water wisely. While much needed today – and certainly in the future, not everyone has a focus on this essential resource. John Deere does. We offer products and services specifically aimed at helping customers use and conserve precious water. In fact, John Deere Water is one of the largest water irrigation companies in the world, providing high-performance plastic micro-irrigation and drip-irrigation products for the agricultural, nursery, and greenhouse markets. These irrigation methods certainly help improve yields. And they improve water use efficiency. Another John Deere division – John Deere Green Tech – provides field engineering for irrigation control equipment. Green Tech achieved a new-product award in 2009 for developing a generator that produces electricity from water ﬂowing through pipes. The device yields enough energy to power a landscape irrigation controller system or other functions such as low-power lighting or data-logging systems.

a significant source of renewable energy, promote forest stewardship and generate

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c. Technology — It is amazing what new technology can do for you. Make your life

d. Sustainable Agriculture — Why would John Deere – the company founded on the

easier. Simpler. More productive. And save you time and money. At John Deere, we know

invention of a plow – pioneer no-till farming practices? Because, for many farmers, it

that the best technology also helps the environment.

makes sense. No-till leaves crop residue on the soil surface, improving soil structure,

For example, by using GPS (global positioning systems), we can increase machine efficiency and productivity in many operations. Besides helping to steer equipment, our precision GPS technology helps control equipment functions from field preparation

conserving moisture and reducing soil erosion. Yet, it does require sensible management and machinery solutions. John Deere continues to provide the support and products no-till farmers need to make their chosen production method successful and sustainable.

through harvest. Seeding equipment can also use GPS to control where to seed, helping

We also provides solutions for forest management. Biomass harvesting, for example, is

prevent wasteful overlap or planting through waterways. Machines that apply crop

an eco-friendly system of removing residual waste and overstocked, diseased or dying

protection products and fertilizers use GPS with other machine intelligence technology,

stands of trees. Previously just a fuel for fire and of little use commercially, this forest

as well. That leads to more precise application of crop care products. Less waste, less

residue now offers a biomass alternative. It provides a business solution to the logging

environmental impact.

industry: how to make new money out of an old problem. John Deere has the right tools

Combines use machine intelligence features that deliver automatic feed rate control, assisted steering for higher efficiency and less fuel consumption. Of course, saving time in the field also dramatically reduces fuel consumption. In 2009, the company introduced its new Load Command system that can reduce the time needed to load a self-propelled sprayer from as much as 15 minutes to as little as 3 minutes. Over a growing season, that's hours of field time saved. Gallons of fuel saved. With our forestry equipment, machines are designed for maximum productivity and minimal environmental disturbance. Forestry skidders with lockup torque converters make better use of available horsepower. And while John Deere machines use fuel more efficiently, less fuel is needed overall for the operation. For instance, booms on some of our forestry machines can extend beyond 30 feet in many cases, reducing machine movement, requiring less fuel. The 844K Loader features ride control to navigate jobsites more quickly. And intelligent shifting technology matches clutch engagement to the load. Many machines have Total Machine Control, an electro-hydraulic system that automates many functions. Greater productivity. Less time at the task. More fuel efficiency. All born of John Deere technology and a commitment to enhance, improve, and protect your life environment.

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at the right time to take advantage of this great opportunity. II. Safety — John Deere takes safety very seriously … for the sake of our employees, our dealers and customers, and those around them. John Deere is moving the industry ahead with product safety advancements and training. We're setting the standard for workplace safety and even encouraging employee health and wellness outside of the workplace. Safety is everybody's responsibility. We're just making it easier for everyone to do their part. A focus on product safety — Attention to detail. That's where product safety starts. At every factory, product safety committees & engineers are involved in product improvement and development. However managing risk is a team effort. And if you're operating equipment, or are around it, you're part of that team. A focus on employee safety — John Deere is committed to a safe workplace. That commitment has resulted in John Deere being regularly recognized as a leader in this area. But the commitment goes beyond the workplace. A. Product Safety — Those linked to the land – farmers and ranchers, contractors and builders, loggers, homeowners, turf-care professionals – know that when they turn the key on their John Deere machine, they are taking on a lot of responsibility.

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Responsibility for their well-being, as well as all those around them. Working with the land is hard work and there are risks. 1. Managing Risks is Team Effort — If you're operating or around equipment, you are part of that team. Operators must be fully aware of how to operate the machine safely. Know the operator's manual. Ask your John Deere dealer about training for operators, educational resources, and support for safety programs and events. Stay

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B. Workplace Safety — John Deere is committed to a safe workplace. That commitment has resulted in John Deere being regularly recognized as a leader in this area. But the commitment goes beyond the workplace. We are focused on each employee's health and welfare on and off the job. Because our employees' overall health can impact performance, and performance of their co-workers. So, through health assessments, training, and support, Deere looks to enhance the well-being of every employee.

alert. Be familiar with the safety equipment and features, how to use it, and how it

1. A Great Work Environment — Safety is everyone's responsibility. Part of everyone's

can help you. And you need to be aware of who and what's around you.

job at John Deere. The difference at Deere is that we constantly work to reduce risk by

Of course, we're a big part of that team, too. We take product safety very seriously

concentrating on potential issues before someone gets hurt.

and it's a common thread through all products we design and build. In fact, John Deere

The keys to Deere's success are our Continuous Safety Improvement Teams. Over 400

actively takes the lead in developing equipment safety standards around the world.

teams in the U.S. alone; more than 800 worldwide. At every John Deere factory, team

Examples include roll-over protective structures (ROPS), lighting and marking for agricul-

members – wage, management, technicians, engineers – workto establish quarterly

tural equipment, safety of agricultural auto-guidance systems, the safety of complex

goals, handle risk assessments, develop recommendations, and follow through to make

electrical/electronic control systems, safety of chemical application equipment, and

approved changes. Hundreds of safety projects are tackled each year, with results

reverse implement operation on riding lawn equipment.

shared throughout the company.

2. A Commitment To Product Safety — Attention to detail. That is where product

Every John Deere facility has safety goals. It's a management imperative. But having

safety starts. At every factory, product safety committees and engineers are involved

goals is not quite enough. Every employee must commit to those safety goals, as well.

in product improvement and development. And, they conduct comprehensive safety

And, specific safety metrics are reported monthly.

reviews and testing of all products. An enterprise product safety organization works closely with these factory safety committees, especially during product technology development. Projects are coordinated between factories. Processes are consistent and effective. The department keeps units up-to-date on safety developments in industry.

The results? Major changes to factory floors, ergonomic workstations, even improved training and safety communications have reduced injury frequency and severity rates. In fact, John Deere facilities continue to be among the safest in the world. Out of 116 Deere locations, 69 went without a lost-time injury during all of 2010. And 34 of those

3. Dealer and Customer Care — Even experienced operators require training. That's

have exceeded 1,000,000 hours without a lost-time case. This shows a true dedication

why we offer simulators for large agricultural, construction, and forestry machines.

to safety from all John Deere employees.

Recently, we added a grader simulator to a lineup that includes trainers for loaders, combines, excavators, forestry harvesters, and forwarders. We also developed a wide variety of training resources videos, brochures, and guides. There are comprehensive training programs for professional equipment operators. Safety DVDs are delivered

2. Health and Wellness — Health and wellness programs are staple ingredients in John Deere's activities day to day. Risk assessments and coaching help employees maintain, improve, and manage their personal health and work-life needs.

with all new lawn and garden tractors.

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At many John Deere units, occupational health and industrial hygiene professionals

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4. Awards — John Deere facilities regularly earn safety awards and other recognition.

work to evaluate potential exposures to hazardous materials, manage employee injuries

In 2011, John Deere units in the United States, for example, earned 52 safety awards from

and illnesses, and protect the confidentiality of medical information.

the U.S. National Safety Council.

Deere has also set up procedures for dealing with extraordinary health risks such as

Included are 48 Deere units that earned the organization's Occupational Excellence

pandemics. Factories and other Deere facilities have local response plans, as well. All

Achievement Award, which recognizes units that have no fatalities and report injury and

this is done globally. We have established health programs that address specific and

illness rates that are less than half the average of organizations whose employees do

varying issues and infrastructures from country to country, culture to culture.

the same kind of work. The rates are calculated by the U.S. Bureau of Labor Statistics

3. How We Rate — Compared to other equipment manufacturers, John Deere leads the way in workplace safety. And, surprisingly, we have injury rates below those common even in non-manufacturing sectors.

using 2010 safety performance figures. Three units earned the National Safety Council Industry Leader Award: John Deere Waterloo (Iowa) Works, the North American Parts Distribution Center, Milan, Illinois, and Deere & Company World Headquarters in Moline, Illinois. This award recognizes the top 5 percent of recipients of the Occupational Excellence Achievement Award. John Deere Turf Care, Fuquay-Varina, North Carolina, earned the Safety Leadership Award for five consecutive years without an occupational injury or illness resulting in lost employee work days or death. The National Safety Council is a nonprofit public service organization that works to educate and influence people to prevent accidental injury and death. Here are the John Deere units that earned National Safety Council awards. a. Industry Leader Award • Waterloo Works • North American Parts Distribution Center, Milan • Deere & Company World Headquarters, Moline b. Occupational Excellence Achievement Award Manufacturing Operations • Coﬀeyville Works • Commercial Products, Augusta • Cylinder Group, Moline • Davenport Works • Deere-Hitachi Specialty Products, Langley

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• Deere-Hitachi, Kernersville

d. Sales, Marketing, Office, and R&D Locations

• Des Moines Works

• Construction Equipment Company, Moline

• Dubuque Works

• Grimsby Sales Branch

• Engine Works, Waterloo

• John Deere Cary Oﬃce

• Harvester Works

• John Deere Credit, Canada

• Horicon Works

• John Deere Credit, Johnston

• John Deere Water – San Diego

• John Deere Credit, Madison

• John Deere Water – San Marcos

• John Deere Intelligent Solutions Group, Torrence

• John Deere Water – Valdosta

• John Deere Intelligent Solutions Group, Urbandale

• Ottumwa Works

• John Deere Landscapes, Alpharetta

• Phoenix International

• John Deere Lenexa Oﬃce and Training Centers

• Power Products, Greeneville

• Nortrax

• John Deere Reman, Edmonton

• SouthEast Engineering Center

• John Deere Reman, Springﬁeld

• Deere & Company World Headquarters

• Seeding Group, Moline • Seeding Group, Valley City • Thibodaux

e. Safety Leadership Award • John Deere Turf Care

• Turf Care

B. Philanthropy — A great company is also a great citizen. Throughout our history,

• Waterloo Works

John Deere has embraced the understanding that we have a responsibility to support

• Welland Works

and enrich the quality of life in communities where we live and work.

c. Parts Distribution Locations

1. Education (We're helping support a brighter future) — Education and training … the

• Atlanta Regional Parts Distribution Center

keys to a bright future for our company, our employees, our customers, our world. That's

• Dallas Parts Depot

why John Deere is proud to support educational programs. We partner with accredited

• Denver Parts Depot

colleges and universities. And we support select not-for-proﬁt organizations or events

• Grimsby Regional Parts Distribution Center

that align with our values, business direction and objectives. All to provide learning

• Lathrop Regional Parts Distribution Center

opportunities for the next generation of leaders, inventors, and skilled employees.

• North American Parts Distribution Center, Milan • Portland Regional Parts Distribution Center • Regina Regional Parts Distribution Center • Sunbelt Outdoor Power Products, Charlotte

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2. Support For Education — The John Deere Foundation supports scholarships, key programs, and faculty development at more than 40 colleges and universities in the United States. We focus our eﬀorts on the ﬁelds of science, technology, engineering, mathematics, and business.

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Our support for education reaches around the world, as well. In Germany, for instance,

with training in leadership, teambuilding skills, citizenship, and character development.

John Deere supports an internship program designed to acquaint young Russian farmers

SkillsUSA serves more than 300,000 students and instructors annually. John Deere is a

with western technology. And we provide assistance to an annual gathering of young

national sponsor of the program. The company also sponsors SkillsUSA's national

scientists from all over the world who meet to discuss their Masters or Ph.D. theses on

mechanics award contest and national small engines contest.

issues related to American studies. b. Support For Non-Profits 1. National FFA — Formerly known as the Future Farmers of America, FFA is a national youth organization with more than 500,000 student members. FFA prepares members for leadership and careers in the science, business, and technology of agriculture. John Deere is one of the largest and longest continuous sponsors of National FFA, supporting the organization for more than 60 years. We support such National FFA programs as LifeKnowledge, Consortium, National Officers Leadership Training, the Turfgrass

2. World Hunger — Our goal: to help eliminate world hunger. That's why the John Deere Foundation supports agricultural development for sustainable food supplies & economic growth in underdeveloped countries. In 2005, the foundation added Solutions for World Hunger as an area of focus. In 2008, we started working with Opportunity International, providing increased access to financial services for small-holder farmers and small business owners in Africa. In the U.S., we've helped start BackPack Programs to supply supplemental food for elementary school children. Want to know more? Check out the tabs below.

Management Proficiency Award, the Forest Management Proficiency Award, the Farm

a. Kickstart — Many farmers in Kenya, Tanzania, Mali, and Burkina Faso live in poverty,

Business Management Career Development Event, and the Ornamental Horticulture

struggling to cultivate tiny parcels of land. Kickstart gives them hope.

Specialist Award. 2. Junior Achievement — John Deere is a long-time supporter of Junior Achievement. JA educates students about workforce readiness, entrepreneurship and financial literacy through hands-on programs. We support those programs in communities where we have large operating units and a major employee presence. John Deere employees also regularly volunteer to teach Junior Achievement curriculum at schools, sharing their own experiences with students. Internationally, the Foundation is a major sponsor of the Junior Achievement AgroMESE Challenge in Argentina since 2007. 3. MANRRS — MANRRS stands for Minorities in Agriculture, Natural Resources and Related Sciences. The organization promotes agriculture, natural resources, and related

The program develops and sells low-cost equipment, primarily irrigation pumps, to these subsistence farmers. This small investment often means the difference between barely growing enough to feed a family and growing enough to operate a profitable commercial farm. By 2010, KickStart had helped over 100,000 families (about 500,000 people) start profitable commercial farm businesses. Today, families enjoy economic stability. And, they can also provide sustainable, highly nutritious food supplies to those who live nearby. In 2005 and again in 2008, the John Deere Foundation made three-year, $3 million grants to KickStart. With Deere's support, KickStart can get the pumps into farmers' hands at a price they can afford.

sciences to ethnic minorities. John Deere serves as a corporate advisor for MANRRS,

b. World Food Prize —The John Deere Foundation provides annual support to the

as well as a major sponsor for the annual MANRRS National Conference.

World Food Prize. This international award is given to those whose work has significantly

4. SkillsUSA — SkillsUSA is a partnership between students, teachers, and industry to develop a highly skilled technical workforce. Students can augment their education

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improved food quality, quantity or availability. The World Food Prize organization is a prominent international leader in promoting research and collaboration to eliminate

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hunger and advance human development. To increase awareness of the award, the organization also has two key programs for students: Global Youth Institute — Global Youth Institute is a three-day conference intended to help high school students learn about and comprehend the problems of world hunger. Students selected for the institute must conduct research and write a paper. During

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d. HNGR — The Human Needs and Global Resources (HNGR) program was founded at Wheaton College (Wheaton, Illinois) in 1976. The program helps students confront the challenges faced by people in developing regions of the world. Challenges include: poverty, hunger, exclusion, underdevelopment, conflict, injustice, ecological disasters, and major health concerns.

their time at the institute, students meet with World Food and Nobel Prize laureates and

HNGR combines classroom study with field-based internships. Students learn to help

other international experts to discuss food security and related agricultural issues.

people live whole, secure, productive lives. Since the program began, more than 600

Borlaug-Ruan Scholarships — The Borlaug-Ruan International Internship program sends talented students to agricultural research centers in Africa, Asia, and Latin America each summer to work with scientists on research projects related to hunger and agricultural and human development. Part of the John Deere Foundation's annual $100,000 contribution to World Food Prize funds two scholarships for interns. c. FRB —Supporting the Foods Resource Bank (FRB) allows us to make a big impact through one organization. Here's how FRB works: In the U.S., community "growing projects" raise a crop or other marketable agricultural resources. The proceeds are given to 15 FRB member organizations worldwide. They, in turn, help support individuals or small groups wishing to establish small commercial

students have participated in HNGR internships in 63 countries worldwide. A John Deere Foundation grant of $250,000 in 2005, and now funds an annual symposium for students, program alumni, and others to further advance the causes of hunger and poverty elimination, and human development. e. Opportunity International — Opportunity International is dedicated to helping the working poor. The organization provides small loans to entrepreneurs so they can start or expand a business, develop a steady income, provide for their families and create jobs for others. Opportunity International also offers savings, microinsurance, business training, and other services to 1.1 million people in 28 developing nations.

farming operations or other ag-based businesses. Many of these farms or businesses

In 2008, the John Deere Foundation stepped in, providing a $1.26 million grant. These

work in some of the world's poorest areas. And their goals are simple: produce enough

funds will help make microfinance services available to farmers and others engaged in

to support an entire community; produce extra food to share; barter or sell food in order

food processing and distribution. The goal – create a sustainable framework in Malawi

to purchase basic medicines and staples; send all children to school.Through this work,

and Mozambique to increase food production, food availability at local markets, family

individuals and their communities can become self-sufficient and food-secure.

income for food. By 2011, the grant is expected to create a $10.6 million of economic

In 2010, the John Deere Foundation donated $80,000 in order to help FRB support its growing programs in the United States. FRB also uses some of the grant money to match John Deere dealer donations to growing projects in local communities. In 2008, FRB matched 31 dealer donations totaling $33,000. The proceeds from these growing

impact, helping thousands of farmers, food processors, and retailers. Its growing benefit is the result of Opportunity International's business model. Each time a client repays a loan, that money is re-loaned to others. Money in clients' savings accounts also adds to the funds available to borrow.

programs have exceeded $500,000, used for international agricultural development.

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f. BackPack Program — The John Deere Foundation partners with food banks and school administrators in six John Deere communities in order to help children through the "BackPack Program." The concept was developed by Feeding America, a leading hunger-relief charity in the U.S. Chronically hungry elementary school students – whose main meals may come as free or reduced-price lunches they're given at school – are sent home each Friday afternoon with a bag of child-friendly food. Most of the items are ready-to-eat, so children can prepare them on their weekends during the school year. The program began when

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2. Human Services — While our primary relationships in the Human Services area are with United Way agencies, we also support other like organizations when appropriate. United Way With a mission to improve lives and make a positive impact in their individual communities, United Way organizations throughout the U.S. are supported by John Deere. Through United Way, we help promote the betterment and welfare of communities and residents where Deere has a major presence.

teachers and administrators realized hunger was affecting kids' ability to learn, and that

The company and our U.S. employees contribute to United Way chapters through annual

many kids spent weekends hungry.

campaigns at Deere facilities, often setting the pace for community-wide giving. In 2010,

Through grants to community food banks, the Foundation sponsors BackPack Programs

the John Deere Foundation made grants to United Way chapters of $1.8 million.

in Des Moines, Dubuque, Ottumwa, and Waterloo Iowa; the Quad Cities (eastern Iowa and

3. Arts and Culture — As part of our commitment to community betterment, John Deere

western Illinois); and Greenville, Tennesse.

supports strategic arts and cultural venues, both at the corporate and unit levels. Our long

c. Community Betterment 1. Community Development — Like you, John Deere understands the need for economic growth and how supporting community development makes sustainable, lasting impacts. That's why the John Deere Foundation works with local chambers of commerce and development groups to leverage the strengths of our communities, making them more

-standing commitment has been recognized by the Business Committee for the Arts, which acknowledges companies for "exceptional involvement with the arts that enrich the workplace, education, and the community." Some examples of Deere's support of the arts and culture: Bix Jazz Festival

attractive to potential employers. A thriving business environment with a new and

Davenport, Iowa, is the home of the Bix Beiderbecke Memorial Jazz Festival. Held

growing companies and added employment ultimately will improve the lives of all who

each year in late July, the festival perpetuates the music and memory of renowned jazz

live in the region.

musician Leon "Bix" Beiderbecke, a Davenport native. Dixieland, swing and other jazz

At John Deere, we promote community development by contributing our time, leadership and dollars to a variety of worthy not-for-profit organizations and programs in the U.S. communities in which we have a presence.

groups from across the country perform at the 4-day festival. Quad Cities Cultural and Educational Supporting Charitable Trust The John Deere Foundation is a founding member of the Quad Cities Cultural and

Community development activities are supported in the following Iowa regions and

Educational Supporting Charitable Trust, an organization formed to help support key

cities: Dubuque, Ottumwa, Quad Cities and Greater Cedar Valley.

cultural venues in the Quad Cities region, including the Figge Art Museum, the Putnam Museum, Quad City Botanical Center, the Quad City Symphony, River Music Experience.

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d. Working With Us 1. Our Focus — We focus our philanthropic efforts in these areas: • Education – accredited colleges and universities, and organizations such as Junior Achievement and National FFA

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In addition, key organizations from outside these communities may also be considered: • Accredited colleges and universities • Organizations focused on international development initiatives related to our Solutions for World Hunger initiative

• Community Betterment – community development, human services (primarily United

John Deere dealerships are owned and operated independently from John Deere, so

Way), and arts and culture

their considerations maybe different. Locations are not included in our geographic scope.

• Solutions for World Hunger – agricultural development that results in sustainable food supplies and economic growth in underdeveloped countries

3. Canada Philanthropy — Established in 1985, the John Deere Foundation of Canada has supported programs focused on health and social services, education, civics, culture,

Funds are not available for the following organizations or purposes:

and the environment. Recent funding includes capital campaign donations (amounts

• Individual initiatives, including scholarships

listed in Canadian dollars):

• Sports teams, racing teams, athletic endeavors or scholarships designated for athletes

• $50,000 each to Grimsby Public Library and Welland Public Library

• Faith-based organizations for sectarian purposes

• $150,000 to the West Lincoln Memorial Hospital, and $125,000 to the Woodstock

• Political candidates, campaigns or organizations

General Hospital

• Private clubs, fraternities or sororities

• $50,000 to McMaster University for its Athletics & Recreation Centre and stadium

• Other foundations for purposes of building endowment

• $75,000 towards the Cool Climate Oenology and Viticulture Institute Campaign at

• Tax-supported entities

Brock University

2. U.S. Philanthropy — Our eﬀorts are focused in communities with major John Deere operating units and employee presence.

• $40,000 pledge to the YMCA of Niagara • $35,000 to the Children's Discovery Centre of Niagara

• Georgia – Augusta

The Foundation also provides John Deere scholarships at several Canadian universities.

• Illinois – Quad Cities

And, we have established solid relationships with technical colleges in Quebec, Manitoba,

• Iowa – Des Moines, Dubuque Quad Cities, Ottumwa, Waterloo

Ontario, Alberta, and Saskatchewan. These schools oﬀer yearly Ag Tech scholarships

• Kansas – Coﬀeyville, Lenexa

to students, funded by the Foundation.

• Louisiana – Thibodaux • Missouri – Springﬁeld • North Carolina – Cary, Fuquay-Varina • North Dakota – Fargo

To encourage young adults to pursue advanced education, we fund John Deere awards at local secondary schools. And our work extends into the classroom with support of Junior Achievement.

• Tennessee – Greeneville

4. International Philanthropy — John Deere operations in other areas of the world are

• Wisconsin – Horicon, Madison

engaged in philanthropic efforts within their countries. Their efforts reflect enterprise intent as well as the cultural distinctions unique to specific geographic regions.

Deere & Company | Design Brief | Corporate Social Responsibility

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CONTENT OUTLINE

5. Matching Gifts — Deere employees have a long heritage of supporting charitable giving in areas ranging from education to world hunger. Through the Employee Matching

COMPUTER ROUGHS CONCEPT 1

Gift Program, the John Deere Foundation supports employees' interests by matching all or part of their charitable contributions to these eligible organizations: Educational Institutions • Two-year and four-year public and private colleges and universities accredited by major regional accreditation organizations • Tax-exempt college and university foundations, with the requirement that the employee donation and match are used to support education objectives KickStart • A John Deere Foundation signature organization that helps farmers in Kenya, Tanzania, Mali, and Burkina Faso get out of poverty (www.KickStart.org) For more information, please see the employee gift program application and guidelines. Questions about the program may be directed to the John Deere Foundation. 6. Disaster Relief —Throughout our history, John Deere has shown a strong commitment to helping those in need. Especially when disaster strikes. Our relief and recovery efforts follow regional, national, international disasters in areas where we have large operating units and major employee presence. Through funding & individual employee involvement, we help people rebuild lives, rebuild communities. One way we do this is through our work with the American Red Cross, an organization with a long history of assisting families and communities in times of need. In 2010, the John Deere Foundation made annual grants of $250,000 to both the American Red Cross Annual Disaster Giving Program and the International Red Cross Annual Disaster Giving Program. In addition, throughout the company, individual units also support local disaster appeals, donate warehouse space, and provide volunteers that support the Red Cross mission. In limited cases, equipment has been made temporarily available to communities to help recovery efforts.

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER ROUGHS CONCEPT 1

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER ROUGHS CONCEPT 1

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER ROUGHS CONCEPT 2

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER ROUGHS CONCEPT 2

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER REVISIONS 1 CONCEPT 3

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER REVISIONS 1 CONCEPT 3

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER REVISIONS 1 CONCEPT 3

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER REVISIONS 1 CONCEPT 3

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER REVISIONS 1 CONCEPT 3

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER REVISIONS 2 CONCEPT 3

COMPUTER REVISIONS 2 CONCEPT 3 A WORD FROM THE CHAIRMAN Good Citizenship is Good Business

ood citizenship is good business. In delivering advanced products and services to customers throughout the world, John Deere is mindful of

our commitment to serving global communities and society, to fair dealing in all relationships, and to minimizing environmental impacts. As outlined in this report, and in detail in our citizenship pages at www.JohnDeere.com, sustainability is an essential part of our strategies. By promoting philanthropy, environmental stewardship, employee development, and workplace health and safety, we help customers provide the food, fuel, fiber, and infrastructure needed by a rapidly growing and developing world. Conservation of resources is the essence of environmental sustainability. During 2009, John Deere employees found more ways to conserve energy, often as part of our goal to reduce greenhouse-gas emissions. One example, our Pune, India, plant added a solar water-heating system. Many operations expanded already-effective recycling programs, and we continued to build facilities, such as our Iberica branch headquarters in Madrid, with particular attention to sustainability. We also build sustainability into our products. Improvements in our awardwinning guidance systems increase field-work efficiency and precision. In 2009, we introduced forage harvester headers that can harvest renewable energy crops such as fast-growing trees. Citizenship is an essential part of who we are at John Deere. As stated on many occasions, how we achieve results is as important as the results we are able to achieve. Therefore, as the company serves customers at the highest level and pursues ambitious business goals, it remains focused on the broader obligation of supporting a higher quality of life in everything we do. On behalf of the John Deere team,

MAKING IT HAPPEN RESPONSIBLY Following Through On Our Commitment We say we’re committed to sustainability and environmental stewardship. And we follow through by supporting strong environmental policies throughout the company, vigilantly complying with all applicable regulations wherever we do business, considering environmental impact in all our business planning, and fostering a culture of eliminating waste. Environmental Management System: Our environmental policy is integrated into the company’s operations through the John Deere Environmental Management System. The JDEMS system includes a set of documented processes for controlling and continuously improving environmental performance based on the ISO14001 standard. John Deere manufacturing facilities, worldwide, must follow this standard. Each year, our manufacturing and parts distribution

John Deere is consistantly John Deere is consistantly awarded a position among awarded a position Newsweek’s Greenamong RankNewsweek’s Green Rankings of the 500 largest U.S. ings of the 500 U.S. companies. A largest list that is companies. A list that is based on environmental based on environmental researchers’ assessments researchers’ assessments of environmental impact, of environmental green policies, asimpact, well as greenreputation. policies, as well as their their reputation.

facility manager provides formal documentation of their facility’s efforts to appropriately manage risks, safeguard employees and the environment. Third party audits are also conducted at all manufacturing sites – internal audits at other sites, in order to verify compliance with the John Deere Environmental Management System standard and local legal requirements around the world. For acquisitions, leases, and purchase of property, we always make sure steps are taken to identify and quantify any environmental risks and liabilities. A formal integration process brings allows newly acquired businesses into the John Deere Environmental Management System swiftly. Global environmental professionals attend rigorous training, to help them best understand complex legal and corporate requirements, vital company processes and procedures. Our leaders provide oversight. The Board of Director’s Corporate Governance Committee receives regular updates on strategy in conjunction with a briefing on environment, health, and safety issues. Additionally, the company Global Leadership Council, which includes our CEO and extended staff, receives an update on our strategy at least once a year, and more often if requested. The Executive Environment & Product Sustainability Council, our operations vice presidents, provides support and advocacy. They provide the people as well as financial resources for operational changes needed in order to implement new environmental strategies and achieve goals.

Samual R. Allen

SUPPLIER ENIVORNMENTAL POLICIES & STANDARDS Always Working To Be Responsible John Deere always works to be environmentally responsible. We expect all our suppliers to do the same. So, to minimize environmental liabilities, we first consider those suppliers with a focus on sound resource management. Our supplier

SAFE GAURDING THE ENVIRONMENT

environmental policies, standards, systems, and program are in place to effectively audit supplier environmental compliance. This also includes high-risk supplier audit programs, restricted materials policies, purchased product compliance,

On to Future and Greener Pastures air and water quality. Systems which can reduce or eliminate

mental Protection Agency (EPA)’s Climate Leaders program.

ties to encourage efficient energy as well as water use. John

our company, our employees, our customers, our neighbors,

waste. And, when investing in new products, approaches or

We established a goal to reduce our global greenhouse gas

Deere’s unparalleled dealer network and worldwide supply

and our world. John Deere works tirelessly, to develop and

technologies, we give preference to those that have the most

emissions by 25% per dollar of revenue through 2014.

base reflects our desire to work with those companies which

offer products that are efficient and effective, and minimize

favorable environmental impact.

the environmental impact. And we design, build, and sup-

Leadership in Energy and Environmental Design, LEED, is

The goals: become more energy efficient and reduce green-

and internationally recognized green building certification

house gas emissions. Back in 1972, John Deere initiated its

system. John Deere uses LEED criteria for our new facility

energy efficiency program. In 2003, we added a worldwide

construction. In fact, currently several of our office buildings

greenhouse gas inventory program. The results: in between

have received LEED recognition. Our dealers also focuse on

1972 and 2006, our energy conservation programs reduced

sustainable facilities. One example: the rebuilt dealership in

It’s what you’d expect from us. Being green is in our blood.

total worldwide greenhouse gas emissions by 63% per ton of

Greensburg, Kansas. Achieving a LEED gold rating, for the

Our operating processes reflect a unyielding commitment

production. To further manage the risks of GHG emissions

dealership’s use of wind energy to power the facility a large

to protecting the our world around us. We’re always on the

from our operations and identify new possible cost-effective

portion of the facility. John Deere continually offers design

lookout for energy-efficient systems. Systems which sustain

opportunities, in 2007 John Deere joined the U.S. Environ-

guidance to dealers constructing or remodeling their facili-

port products in offices, factories, and dealerships built and maintained with the environment in mind. It’s not a small commitment that we make to this area. Significant resources and effort are fully dedicated toward meeting our goals.

and adherence to the Supplier Code of Conduct. One way

We know that responsible resource management is vital to

share our high ethical standards as well as fully comply with environmental, health and safety regulations. Through our focus on safe guarding the environment we have also been able to increase our profitabilty, decrease production costs, decrease energy consumption, and become more efficient in all our operations around the world. John Deere continues to be recognized as an industry leader for our environemtal stewardship practices, and have even inspired other industry leaders to implement many of the same practices. Proving good citizenship is good business.

Deere & Company | Design Brief | Corporate Social Responsibility

Another example of John Deere’s commitement to completing the Recycling Loop is the recycled cable sheathing flooring at our John Deere Zweibruecken Works factory.

this is all making an impact is through recycling. As John Deere manufacturing facilities continue to step up their recycling efforts to achieve a goal of reducing landfill waste, our suppliers have to be supportive. If their products come to us in packaging or pallets which aren’t recyclable, then our goals are not met. Thankfully, we are all working together towards the same goals. Here is just one example. By stepping up, expanding its recycling program to include paper, cardboard, plastics, wood, steel, and various metals, John Deere Turf Care in Fuquay-Varina, North Carolina, has reduced the amount of waste sent to area landfills by more than 80% over the past year, from 46 lb. of landfill waste per ton of production to just 8 lb. produced.

PRINT 3 | Marc English | Summer 2012 | Kevin Beutelspacher

COMPUTER REVISIONS 2 CONCEPT 3

2.6

2.4

2.9

2009

2010

2011

45.6

2009

2010

2011

Normalized Emissions: Greehouse Gas Intensity - Revenue

54.5

45.6

2009

2010

2011

2009

2010

2011

1.3

1.4

1.5

2009

2010

2011

Absolute Greenhouse Gas Emissions Million metric tons of Co2-equivalent

Metric tons of Co2-equivalent per Million $ of Revenue

56.8

70.1

COMPUTER REVISIONS 2 CONCEPT 3

“Woody biomass harvesting can provide a significant source of renewable energy, promote forest stewardship, and generate economic recovery for country forestry communities.” — Andrew Bonde John

Kilograms per metric ton of production

54.5

64.1

Total Waste Intensity - Tonnage

Hazardous Waste Intensity - Tonnage

56.8

74.4

SUSTAINABLE AGRICULTURE Why Pioneer No-Tilling Farming Pracitces? Because, for many farmers, it just makes sense. No-till farming leaves crop

0.59

0.52

residue on the soil surface, improving soil structure, conserving moisture and reducing soil erosion. Yet, it requires both sensible management and machinery solutions. John Deere continues to provide both the support and products no-till farmers need to make their chosen production method successful and sustainable for the short and long term.

Normalized Emissions: Greehouse Gas Intensity - Revenue

2009

2010

2011

Greenhouse Gas Intensity - Tonage Metric tons of Co2-equivalent per metric ton of production

Metric tons of Co2-equivalent per Million $ of Revenue

We also provide solutions for forest management. One example is Biomass harvesting, which is an eco-friendly system of removing residual waste and overstocked, diseased or dying stands of trees. In the past, this material was typically used as fuel for fire and of little use commercially, this forest residue now offers a biomass alternative. Additionaly it provides a business solution

11.4

9.1

66.2

59.2

for the logging industry: how to make new money from an old problem. John Deere has the right tools at the right time to take advantage of this unique opportunity, benefiting the harvesting industry and environment. This is just one of the many pioneering practices which has made us a revered industry leader in corporate social responsibility. The new challenges we face ahead

2009

2010

2011

2005

Water Intensity - Tonnage

Cubic meters per metric ton of production

2011

Normalized Emissions: Greenhouse Gas Goal Progress

Meters tons tons of Co2-equivalent per Million $ of Revenue John Deere pledges to reduce global greenhouse gas emissions 25% per dollar of adjusted revenue from 2005 to 2014 (2011 revenue is adjusted to be expressed in terms of the 2005 goal baseline dollars)

drive our innovation and passion. Recently, John Deere introduced a website designed to educate and inform visitors about the importance of biomass harvesting. The user-friendly website explains what woody biomass is, why harvesting it is important, how it works as a fuel and what types of innovative public policies are required to encourage responsible harvesting and the use of woody biomass.

Sustainability, helps drive Deere & Company’s success.

PRODUCT PERFORMANCE On to Future and Greener Pastures We know that responsible resource management is vital to

air and water quality. Systems which can reduce or eliminate

mental Protection Agency (EPA)’s Climate Leaders program.

facilities to encourage efficient energy and water use. John

our company, our employees, our customers, our neighbors,

waste. And, when investing in new products, approaches or

We established a goal to reduce our global greenhouse gas

Deere’s unparalleled dealer network and worldwide supply

and our world. John Deere works tirelessly, to develop and

technologies, we give preference to those that have the most

emissions by 25% per dollar of revenue through 2014.

base reflects our desire to work with those companies which

offer products that are efficient and effective, and minimize

favorable environmental impact.

the environmental impact. And we design, build, and sup-

The goals: become more energy efficient and reduce green-

and internationally recognized green building certification

house gas emissions. Back in 1972, John Deere initiated its

system. John Deere uses LEED criteria for our new facility

energy efficiency program. In 2003, we added a worldwide

construction. In fact, currently several of our office buildings

greenhouse gas inventory program. The results: in between

have received LEED recognition. Our dealers also focuse on

1972 and 2006, our energy conservation programs reduced

sustainable facilities. One example: the rebuilt dealership in

total worldwide greenhouse gas emissions by 63% per ton of

Greensburg, Kansas. Achieving a LEED gold rating, for the

Our operating processes reflect a unyielding commitment

production. To further manage the risks of GHG emissions

dealership’s use of wind energy to power the facility a large

to protecting the our world around us. We’re always on the

from our operations and identify new possible cost-effective

portion of the facility. John Deere continually offers design

lookout for energy-efficient systems. Systems which sustain

opportunities, in 2007 John Deere joined the U.S. Environ-

guidance to dealers constructing or remodeling their own

Leadership in Energy and Environmental Design, LEED, is

Deere & Company | Design Brief | Corporate Social Responsibility

PRINT 3 | Marc English | Summer 2012 | Kevin Beutelspacher

COMPUTER REVISIONS 2 CONCEPT 3

COMPUTER REVISIONS 2 CONCEPT 3 MAKING A LITTLE GO A LONG WAY Waste Not Want Not While much needed today, and certainly in the future not

increasing as a result. This, coupled with spatial and temp-

everyone has a focus on this essential resource. John Deere

oral variations in water availability, means that the water to

does. We offer products and services specifically aimed at

produce food for human consumption, industrial processes

helping our customers use and conserve precious water. In

and all the other uses is becoming scarce.

fact, John Deere Water is one of the largest water irrigation companies in the world, providing high performance plastic micro-irrigation and drip-irrigation products for nursery, agricultural, and greenhouse markets.

Whatever the use of freshwater, huge saving of water along with improving of water management is possible. Just about everywhere, water is wasted, and as long as people are not facing water scarcity, they feel access to water is an obvious

MAKING LIFE EASIER

While much needed today, and certainly in the future, not everyone has a focus on this essential resource. John Deere does.

It’s Amazing What Technology Can Do For You Simpler. More productive. And save you time and money. At John Deere, we know that the best technology also helps the environment. For example, by using GPS (global positioning systems), we can increase machine efficiency and productivity in many operations. Besides helping to steer equipment, our precision GPS technology can help control equipment functions from field preparation through harvest. Seeding equipment can also use GPS to control where to seed, helping prevent wasteful overlap or planting through waterways. Machines that apply crop protection products and fertilizers use GPS

These irrigation methods certainly help improve yields They

and natural thing. With urbanization and lifestyle changes,

also improve water use efficiency. Another division of John

water consumption is bound to increase. However, changes

Deere – John Deere Green Tech – provides field engineering

in food habits, for example, might help reduce the problem,

for irrigation control equipment. In 2009 Green Tech won a

knowing that growing 1killogram of potatoes requires only

Combines use machine intelligence features that deliver automatic feed rate

new-product award for developing a generator which pro-

100 litres of water, whereas 1 killogram of beef will typically

control, assisted steering for higher efficiency and less fuel consumption. Of

duces electricity from water flowing through pipes. It is able

require 13 000 litres of water. Only when we recognize the

course, saving time in the field also dramatically reduces fuel consumption.

to generate enough energy to power a landscape irrigation

problems of tommorrow can begin to find solutions.

In 2009, we introduced its new Load Command system that can reduce the

with other machine intelligence technology also. That leads to more precise application of crop care products. Less waste, less environmental impact.

controller system or even other functions such as low-power

time needed to load a self-propelled sprayer from as much as 15 minutes to

lighting or data-logging systems.

as little as 3 minutes. Over a growing season, that’s hours of field time saved. Gallons of fuel saved.

Manufacturing locations in water-scarce regions have goals to reduce their water usage. Usage data is collected and then

Our forestry equipment, machines are designed for maximum productivity

tracked at all manufacturing locations. And, we’re currently

and minimal environmental disturbance. Forestry skidders with lockup torque

developing standards and guidelines for construction of new

converters make better use of available horsepower. And while John Deere

manufacturing facilities, encouraging the inclusion of water

machines use fuel more efficiently, less fuel is needed overall for operations.

reduction technology in the initial project design.

For instance, booms on some of our forestry machines can extend beyond 30 feet in many cases, reducing machine movement, requiring less fuel.

Although food security has been significantly increased in

The 844K Loader features ride control to navigate jobsites more quickly. And

the past thirty years, water withdrawals used for irrigation

intelligent shifting technology matches clutch engagement to the load. Many

represent 66 percent of the total withdrawals and up to 90

of our machines have Total Machine Control, an electro-hydraulic system

percent in arid regions, the other 34 percent being used by

which automates many functions.

domestic households (10 percent), industry (20 percent), or evaporated from reservoirs (4 percent). While the per capita

Greater productivity. Less time at the task. More fuel efficiency. All born of

use increases due to changes in lifestyle and as population

John Deere technology and a commitment to enhance, improve, and protect

increases as well, the proportion of water for human use is

your life and your environment.

Lowering Energy Consumption

CLOSE ATTENTION ON ALL THE DETAILS That’s Where All Safety Starts Just one of the many benefits for famers who practice using no-till farming practices is a substantial overall reduction in energy consumption. Several independent studies have shown that energy consupmtion was reduced by an astonishing 75 percent. Further

John Deere takes safety very seriously … for the sake of our

or are around it, you’re part of that team. With a focus on

the operator’s manual. Ask your John Deere dealer anytime

plex electrical/electronic control systems, safety of chemical

employees, dealers and customers, and those around them.

employee safety — John Deere is committed to providing a

about training for operators, educational resources, as well

application equipment, and the reverse implement operation

We are continually moving the industry ahead with product

safe workplace. This commitment has resulted in John Deere

as support for safety programs and events. Stay alert. Make

on riding lawn equipment.

safety advancements and training. John Deere is setting the

being regularly recognized as a leader in this area. Although

sure to be familiar with the safety equipment and features,

standard for workplace safety and even promoting employee

commitment goes beyond the workplace.

how to use it, and how it can help you. And you need to be

health and wellness outside of the workplace. Safety is everybody’s responsibility. We are making it easier for everyone to do their part.

Those linked to the land, farmers and ranchers, contractors

aware of who and what’s around you.

Attention to detail. That’s where all product safety starts. At every factory, product safety committees and engineers are involved in product improvement and development. And,

and builders, loggers, homeowners, turf-care professionals

Of course, we’re a big part of that team as well. John Deere

they conduct comprehensive safety reviews and testing of

know that whenever they turn the key on their John Deere

takes product safety very seriously and it’s a common thread

all products. Also, an enterprise product safety organization

benefits for farmers who utilize

A focus on product safety, and paying attention to all the

machine, they are taking on a lot of responsibility. Respon-

through all products we design and build. In fact, we actively

works closely with factory safety committees and especially

no-till farming practices include

details. That’s where product safety starts. Everyone of our

sibility for their well-being, as well as all those around them.

takes the lead in developing equipment safety standards all

during product technology development. Projects are often

higher crop production, reduced

factory’s product safety committees and our engineers are

Managing risks is a team effort, and if you are operating or

around the world. Examples include our roll-over protective

coordinated between factories. Processes are consistent and

production costs, and reduction

involved in all product improvement and development. But

around equipment, you’re part of that team. Operators must

structures, lighting and marking for agricultural equipment,

effective, and up-to-date on safety developments.

of the amount of pestisides.

managing risk is a team effort. If you’re operating equipment

be fully aware of how to operate the machine safely. Know

safety of agricultural auto-guidance systems, safety of com-

Deere & Company | Design Brief | Corporate Social Responsibility

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COMPUTER REVISIONS 2 CONCEPT 3

John Deere U.S. & Canada

0.05

John Deere Asia Pacific

0.10

John Deere Mexico

0.11

Finance & Insurance Services

ALWAYS SAFE & SOUND

0.39 0.40

John Deere Europe

0.41

Aircraft

That commitment has resulted in John Deere being regularly recognized as a leader in this area. But the commitment goes beyond the workplace. We are focused on each employee’s health and welfare … on and off the job. Because

0.30

Electronic Equip./Computer

Apparel

John Deere Is Commited To A Safe Work Place

0.20

John Deere S. America

0.70 0.90

Printing

1.00

Lawn & Garden Equipt. Mfg.

1.00

Mining

1.00

our employees’ health can impact performance, as well as the performance of

Telecommunications

1.20

co-workers. So, through health assessments, training, and support, John Deere

Grain Milling

1.20

looks to enhance the well-being of everyone of our employees. Safety is everyone’s responsibility and part of everyone’s job. The difference at Deere is that

Furniture Mfg.

we constantly work to reduce risk by concentrating any potential issues that

Motor Vehicles

1.40

Food Mfg.

1.40

Construction Machinery Mfg.

1.40

may arise before someone gets hurt. The keys to Deere’s success are our Continuous Safety Improvement Teams. Over 400 teams in the U.S. alone; more than 800 worldwide. At every John

Construction

Deere factory, team members – wage, management, technicians, engineers –

1.30

1.50

work together to establish quarterly goals, handle risk assessments, develop

Farm Machinery & Equipt. Mfg.

recommendations, and follow through to make approved changes. Hundreds

Forestry & Logging

1.80

Warehouse & Storage

1.80

of safety projects are tackled each and every year, and their results are shared throughout the company.

Utilities

Every John Deere facility has safety goals. It’s a management imperative. But having goals is not quite enough. Every employee must commit to those safety

Trucking

goals, as well. And, specific safety metrics are reported monthly. The results?

Iron & Steele Foundries

1.60

2.10 2.40 2.60

Major changes to factory floors, improved higher ergonomic workstations, and even improved training and safety communications have reduced injury

John Deere Injury and Illness Rates Compared to U.S. Selected Industries

frequency and severity rates. In fact, our facilities continue to be among the safest in the world. Out of 116 Deere locations, 69 went without a lost-time

Frequency rate: cases with days away from work per 200,000 emlpoyee hours worked

injury during all of 2010. And thirty-four of those have exceeded 1,000,000 hours without a lost-time case. This shows a true dedication to safety from

(Sources: John Deere; U.S. Bureau of Labor Statistics)

all John Deere employees.

4.27

6.94

3.99

2009

2010*

2011

Lost-Time Injury Severity Rate Days lost per 200,000 hours worked

0.18

0.26

0.19

2009

2010*

2011

Lost-Time Injury Frequency Rate Injuries per 200,000 hours worked

A LITTLE RECOGNITION John Deere Facilites Regularly Earn Safety Awards In 2011, John Deere units in the United States, for example, earned 52 safety awards from the U.S. National Safety Council. Included are 48 Deere units that earned the organization’s Occupational Excellence Achievement Award, which recognizes units that have no fatalities and report injury and illness rates that are less than half the average of organizations whose employees do

STAYING STRONG IS A MUST

the same kind of work. The rates are calculated by the U.S. Bureau of Labor Statistics using 2010 safety performance figures. Three units earned the National Safety Council Industry Leader Award: John

Health and Wellness Programs

Deere Waterloo (Iowa) Works, the North American Parts Distribution Center, Milan, Illinois, and Deere & Company World Headquarters in Moline, Illinois.

Health and wellness programs are staple ingredients in John

The award recognizes the top 5% of recipients of the Occupational Excellence

Deere’s activities day to day. Risk assessments and coaching

Achievement Award.

help employees maintain, improve, as well as manage their personal health and worklife needs. At many of our facility

John Deere Turf Care, Fuquay-Varina, North Carolina, also earned the Safety

locations, occupational health and industrial hygiene pro-

Leadership Award for five consecutive years without an occupational injury

fessionals work to evaluate potential exposures to hazardous

or illness resulting in lost employee work days or death. The National Safety

materials, manage employee injuries and illnesses while also

Council is a nonprofit public service organization that works to educate and

protecting the confidentiality of medical information. Deere

influence people to prevent accidental injury and death.

has also outlined procedures for dealing with extraordinary health risks such as pandemics. Factories and other Deere

John Deere feels honored to be recognized for our efforts to create and main-

facilities have local response plans, as well. All this is done globally. We have established health programs that address specific and varying issues and infrastructures from country to country and culture to culture.

Deere & Company | Design Brief | Corporate Social Responsibility

tain a safe work environment at all our facilities around the world. We simply *2010 metrics include 20 new reporting sites

strive to give our employees the safest work environment, and continualy look to improve all areas of our facilities so that the entire John Deere family will continue to strive and prosper.

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COMPUTER REVISIONS 2 CONCEPT 3

JOHN DEERE PHILANTHROPY

AMERICAN HERO COMPANY

A Great Company Is Also A Great Citizen

Our Values Continue To Be Award & Praised

Throughout our history, weâ&#x20AC;&#x2122;ve embraced the understanding

Formerly known as the Future Farmers of America, FFA is

To earn the â&#x20AC;&#x153;American Heroâ&#x20AC;? designation a company must

we have a responsibility to support and enrich the quality of

a national youth organization, which has more than 500,000

life in communities where we live and work. Education and

student members. FFA prepares members for leadership and

training â&#x20AC;Ś the keys to a bright future for our company, our

careers in the science, business, and technology of todays

employees, our customers, our world. Thatâ&#x20AC;&#x2122;s why John Deere

agriculture. John Deere is proud to be one of the largest and

of Integrity, Humility, Diligence, Caring and Courage.

is proud to support educational programs. We partner with

longest continuous sponsors of National FFA, supporting the

accredited colleges and universities. And we support select

organization for more than 60 years. We support National

Within these four values are fifteen (15) categories including

none profit organizations or events that align with our core

FFA programs such as LifeKnowledge, Consortium, National

key aspects such as servant leadership, fiscal responsibility,

values, business direction and objectives. All in order to pro-

Officers Leadership Training, Forest Management Proficie-

support of family, employee relations, community relations,

vide learning opportunities for future generations of leaders,

ncy Award, the Turfgrass Management Proficiency Award,

inventors, and skilled employees.

the Farm Business Management Career Development Event,

score at least 380 out of a possible 500 on our proprietary â&#x20AC;&#x153;values-firstâ&#x20AC;? scoring system. The company analysis includes over 280 questions grouped under the five (5) critical values

Intergrity 84%

and others. John Deere is very proud to be ranked 41st (out of 124) among the other the industry leaders who share in

1. Mission/Vision/Values in Corportate Culture 46/50 2. Mission/Vision/Values Statement 25/30 3. Managmentâ&#x20AC;&#x2122;s Commitment to Values 17/30 4. Awards and Recognition 30/30

our core values & commitment to exellence. Being awarded with this honor only makes us more passionate about our

The John Deere Foundation supports scholarships, faculty development, and key programs at more than 40 colleges

Humility 83%

growing philanropy and citizenship efforts. Every year we

and universities in the United States. We focus our efforts

1. Servant Leadership 28/40 2. Teamwork 30/30

continue to be acknowledge and awarded for our founders core values established in 1837.

Intergrity 82%

Of the thousands of public companies considered for these

1. Fiscal Responsibility/Giving 70/95 2. Continuos Improvement 18/20 3. Quality/Life Enhancing Products 23/25 4. Environmental Responsibilties 20/20

pretigous awards, less than five percent of them are desig-

on fields of science, technology, engineering, mathematics, and business. Our support for education reaches around the world, as well. In Germany, for instance, Deere supports an

normally there are between 100-125 awarded.

JA works towards teaching students about entrepreneurship, workforce readiness, and financial literacy through hands-on programs. We support programs in communities where we have large operating units and a major employee presence.

farmers with western technology. And we provide assistance to an annual gathering of young scientists from all over the

1. Employee Relations 44/55 2. Support of Family 21/35 3. Community Relations 19/20 4. Customer Relations 16/20

varies as new companies are added and removed, however

is an active, long-time supporter of Junior Achievement (JA).

internship program designed to acquaint new young Russian

Intergrity 77%

nated as American Hero Companies. Each year the number

and the Ornamental Horticulture Specialist Award. Deere

world who meet to discuss their Masters or Ph.D. theses on issues related to American studies.

HUNGRY TO COMBAT WORLD HUNGER Our goal: to help eliminate world hunger Thatâ&#x20AC;&#x2122;s why the John Deere Foundation supports agricultural development for sustainable food supplies and economic growth in underdeveloped countries. In 2005, the foundation added Solutions for World Hunger as an area of focus. And in 2008, we started working with Opportunity International, providing increased access to financial services for small-holder farmers and small business owners in Africa. In the U.S., weâ&#x20AC;&#x2122;ve helped start BackPack Programs to supply supplemental food for elementary school children.

DEERE UNITS DOING IT RIGHT

A large number of farmers in Kenya, Tanzania, Mali, and Burkina Faso live in poverty, struggling to cultivate tiny parcels of land. Kickstart gives them hope. The program develops and sells low-cost equipment, primarily for irrigation pumps, to these subsistence farmers. This small investment often means the

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SALES, MARKETING, OFFICE, & R&D LOCATIONS

PARTS DISTRIBUTION LOCATIONS

growing enough to operate a profitable commercial farm. By 2010, KickStart

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had helped more than 100,000 families (about 500,000 people) start profitable

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SAFETY LEADERSHIP AWARD

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OCCUPATIONAL EXCELLENCE ACHIEVEMENT AWARD MANUFACTURING OPERATIONS

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Deere & Company | Design Brief | Corporate Social Responsibility

In 2005 and again in 2008, the John Deere Foundation made three-year, $3 million grants to KickStart. With our support, KickStart can get the pumps into farmersâ&#x20AC;&#x2122; hands at a price they are able to afford. The John Deere Foundation provides annual support to the World Food Prize. This award is given to those whose work has been able to significantly improved availability, food quality, or quantity . The World Food Prize organization is an international leader in promoting research & collaboration to eliminate hunger and advance human development.

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COMPUTER REVISIONS 2 CONCEPT 3

MORE THAN JUST FOOD FOR THOUGHT The John Deere Foundation’s BackPack Program The John Deere Foundation partners up with a variety of local food banks and school administrators in six John Deere comunities to help children through the “BackPack Program.” The concept was developed by Feeding America, a

OUR EFFORT TO CULTIVATE SUPPORT

leading hunger-relief charity in the U.S. Chronically hungry elementary school students whose main meals may come as free or reduced-price lunches they’re distributed at school are sent home each Friday afternoon with a bag of child friendly food. Most of the items are ready-to-eat, so that children can prepare

Supporting the Food Resource Bank

them on their own on weekends during the school year. This program began

In the U.S., community “growing projects” raise a crop or other marketable

learn, and many kids spent their weekends hungry. Through grants to com-

agricultural resources. Proceeds are given to 15 FRB member organizations

munity food banks, the Foundation now sponsors BackPack Programs in Des

worldwide. They, in turn, help support individuals or small groups wishing to

Moines, Dubuque, Ottumwa, and Waterloo Iowa; the Quad Cities as well as

establish small commercial farming operations or other ag-based businesses.

Greenville, Tennesse. Helping hungry students become more succesfull.

when teachers and administrators realized hunger was affecting kids’ ability to

Many of these farms or businesses work in some of the world’s poorest areas. And their goals are simple: produce enough to support an entire community;

Just like you, John Deere understands the need for economic growth and how

produce extra food to share; barter or sell food to purchase basic medicines

supporting community development can help make sustainable and lasting

and staples; send all children to school. Through this work, individuals and

impacts. That’s why the John Deere Foundation works with local chambers

their communities can ultimately become self-sufficient and food-secure.

of commerce and development groups to leverage the strengths of our communities, making them more attractive to potential employers. By creating a

In 2010, the John Deere Foundation donated $80,000 to help FRB support its

thriving business environment with new growing companies and increased

growing programs in the U.S. FRB also uses some of the grant money to match

employment opportunites ultimately will improve the lives of all who live in

John Deere dealer donations to growing projects in many local communities.

the region.At John Deere, we are proud to promote community development

In 2008, FRB matched 31 dealer donations, totaling $33,000. The proceeds

by contributing our time, leadership and dollars to a variety of worthy not

from these growing programs have exceeded $500,000, all of which is being

for profit organizations and programs in the U.S. communities in which we

used for international agricultural development.

have a presence.

Thanks To John Deere Things are Looking Up for Hungry Students.

Deere & Company | Design Brief | Corporate Social Responsibility

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WEBSITE THUMBNAILS CONCEPT 1

Deere & Company | Design Brief | Corporate Social Responsibility

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WEBSITE THUMBNAILS CONCEPT 2

Deere & Company | Design Brief | Corporate Social Responsibility

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WEBSITE THUMBNAILS CONCEPT 3

Deere & Company | Design Brief | Corporate Social Responsibility

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WEBSITE THUMBNAILS CONCEPT 4

Deere & Company | Design Brief | Corporate Social Responsibility

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PACKAGING THUMBNAILS CONCEPT 1

PACKAGING THUMBNAILS CONCEPT 2

Deere & Company | Design Brief | Corporate Social Responsibility

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PACKAGING THUMBNAILS CONCEPT 3

PACKAGING THUMBNAILS CONCEPT 4

Deere & Company | Design Brief | Corporate Social Responsibility

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PACKAGING THUMBNAILS CONCEPT 5

Deere & Company | Design Brief | Corporate Social Responsibility

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WEBSITE COMPUTER ROUGHS CONCEPT 1

CITIZENSHIPMISSION

ENVIRONMENTAL ENVIRONMENTAL STEWARDSHIP STEWARDSHIP

SAFETY SAFETY

PHILANTHROPY PHILANTHROPY

MILESTONES MILESTONES

NEWS NEWS & & EVENTS EVENTS

REPORTING REPORTING

WEBSITE COMPUTER ROUGHS CONCEPT 1

CITIZENSHIPMISSION

ENVIRONMENTAL ENVIRONMENTAL STEWARDSHIP STEWARDSHIP

SAFETY SAFETY

PHILANTHROPY PHILANTHROPY

MILESTONES MILESTONES

NEWS NEWS & & EVENTS EVENTS

REPORTING REPORTING

MAKING LIFE EASIER It’s Amazing What Technology Can Do For You Simpler. More productive. And save you time and money. At John Deere, we know that the best technology also helps the environment. For example, by using GPS (global positioning systems), we can increase machine efficiency

A WORD FROM THE CHAIRMAN

and productivity in many operations. Besides helping to steer equipment, our precision GPS technology can help control equipment functions from field preparation through harvest. Seeding equipment can also use GPS to control where to seed, helping prevent wasteful overlap or planting through water-

Good Citizenship is Good Business

ways. Machines that apply crop protection products and fertilizers use GPS

ood citizenship is good business . In delivering advanced products and

with other machines intelligence technology also. That leads to more precise

services to customers throughout the world, John Deere is mindful of

application of crop care products. Less waste, less environmental impact.

our commitment to serving global communities and society, to fair dealing

Combines use machine intelligence features that deliver automatic feed rate

in all relationships, and to minimizing environmental impacts. As outlined in this report, and in detail in our citizenship pages at www.JohnDeere.com,

control, assisted steering for higher efficiency and less fuel consumption. Of

sustainability is an essential part of our strategies. By promoting philanthropy,

course, saving time in the field also dramatically reduces fuel consumption.

environmental stewardship, employee development, and workplace health

In 2009, we introduced its new Load Command system that can reduce the

and safety, we help customers provide the food, fuel, fiber and infrastructure

time needed to load a self-propelled sprayer from as much as 15 minutes to

needed by a rapidly growing and developing world. Conservation of resources is the essence of environmental sustainability. During 2009, John Deere employees found more ways to conserve energy, often as part of our goal to reduce greenhouse-gas emissions. One example, our Pune, India, plant added a solar water-heating system. Many operations expanded already-effective recycling programs, and we continued to build facilities, such as our Iberica branch headquarters in Madrid, with particular attention to sustainability. We also build sustainability into our products. Improvements in our awardwinning guidance systems increase field-work efficiency and precision. In 2009, we introduced forage harvester headers that can harvest renewable energy crops such as fast-growing trees. Citizenship is an essential part of who we are at John Deere. As stated on many occasions, how we achieve results is as important as the results we are

as little as 3 minutes. Over a growing season, that’s hours of field time saved Gallons of fuel saved.

ENHANCING THE

Our forestry equipment, machines are designed for maximum productivity and minimal environmental disturbance. Forestry skidders with lockup torque

QUALITY OF LIFE, YESTERDAY, TODAY, TOMORROW. YESTERDAY, TODAY, TOMORROW.

able to achieve. Therefore, as the company serves customers at the highest

machines use fuel more efficiently, less fuel is needed overall for operations. feet in many cases, reducing machine movement, requiring less fuel. The 844K Loader features ride control to navigate jobsites more quickly. And intelligent shifting technology matches clutch engagement to the load. Many of our machines have Total Machine Control, an electro-hydraulic system which automates many functions. Greater productivity. Less time at the task. More fuel efficiency. All born of

level and pursues ambitious business goals, it remains focused on the broader

ANOTHER ANOTHER EXAMPLE EXAMPLE OF OF

JOHN DEERE’S COMMITEMENT TO TO COMPLETING COMPLETING THE THE RECYCLING RECYCLING LOOP LOOP THE THE RECYCLED RECYCLED CABLE CABLE SHEATHING SHEATHING FLOORING FLOORING AT AT OUR OUR JOHN JOHN DEERE DEERE ZWEIBRUECKEN ZWEIBRUECKEN WORKS WORKS FACTORY. FACTORY.

John Deere technology and a commitment to enhance, improve, and protect

obligation of supporting a higher quality of life in everything we do.

your life and your environment.

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CITIZENSHIPMISSION

coverters make better use of available horsepower. And while John Deere For instance, booms on some of our forestry machines can extend beyond 30

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ENVIRONMENTAL ENVIRONMENTAL STEWARDSHIP STEWARDSHIP

SAFETY SAFETY

PHILANTHROPY PHILANTHROPY

MILESTONES MILESTONES

NEWS NEWS & & EVENTS EVENTS

2.6

2.4

2009

2010

2.9

74.4

64.1

70.1

CITIZENSHIPMISSION

REPORTING REPORTING

2011

Hazardous Waste Intensity - Tonnage Kilograms per metric ton of production

56.8

54.5

45.6

2009

2010

2011

Normalized Emissions: Greehouse Gas Intensity - Revenue Metric tons of Co2-equivalent per Million $ of Revenue

56.8

54.5

45.6

2009

2010

2011

2009

2010

ENVIRONMENTAL ENVIRONMENTAL STEWARDSHIP STEWARDSHIP

SAFETY SAFETY

PHILANTHROPY PHILANTHROPY

MILESTONES MILESTONES

NEWS NEWS & & EVENTS EVENTS

2011

Total Waste Intensity - Tonnage

Kilograms per metric ton of production

1.3

1.4

1.5

2009

2010

2011

Absolute Greenhouse Gas Emissions Million metric tons of Co2-equivalent

0.59

0.52

2009

2010

2011

AMERICAN HERO COMPANY Our Values Continue To Be Award & Praised To earn the “American Hero” designation a company must score at least 380 out of a possible 500 on our proprietary “values-first” scoring system. The company analysis includes over 280 question grouped under the five (5) critical values

Normalized Emissions: Greehouse Gas Intensity - Revenue Metric tons of Co2-equivalent per Million $ of Revenue

Greenhouse Gas Intensity - Tonage Metric tons of Co2-equivalent per metric ton of production

of Integrity, Humility, Diligence, Caring and Courage. Within these four values are fifteen (15) categories including key aspects such as servant leadership, fiscal responsibility,

11.4

9.1

2009

2010

2011

66.2

59.2

2005

2011

support of family, employee relations, community relations, and others. John Deere is very proud to be ranked 41st (out of 124) among the other the industry leaders who share in our core values & commitment to exellence. Being awarded with this honor only makes us more passionate about our growing philanropy and citizenship efforts. Every year we continue to be acknowledge and awarded for our founders core values established in 1837. Of the thousands of public companies considered for these pretigous awards, less than five percent of them are designated as American Hero Companies. Each year the number varies as new companies are added and removed, however normally there are between 100-125 awarded.

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Deere & Company | Design Brief | Corporate Social Responsibility

Water Intensity - Tonnage

Cubic meters per metric ton of production

Normalized Emissions: Greenhouse Gas Goal Progress

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WEBSITE COMPUTER ROUGHS CONCEPT 2

ENVIRONMENTAL ENVIRONMENTAL STEWARDSHIP STEWARDSHIP

SAFETY SAFETY

PHILANTHROPY PHILANTHROPY

MILESTONES MILESTONES

NEWS NEWS & & EVENTS EVENTS

REPORTING REPORTING

WEBSITE COMPUTER ROUGHS CONCEPT 2

ENVIRONMENTAL ENVIRONMENTAL STEWARDSHIP STEWARDSHIP

SAFETY SAFETY

PHILANTHROPY PHILANTHROPY

MILESTONES MILESTONES

NEWS NEWS & & EVENTS EVENTS

REPORTING REPORTING

While much needed today, and certainly in the future, not everyone has a focus on this essential resource. John Deere does.

ENHANCING THE QUALITY OF LIFE YESTERDAY, TODAY, TOMORROW.

ENVIRONMENTAL ENVIRONMENTAL STEWARDSHIP STEWARDSHIP

SAFETY SAFETY

PHILANTHROPY PHILANTHROPY

PRODUCT PERFORMANCE

MAKING A LITTLE GO A LONG WAY

On to Future and Greener Pastures

Waste Not Want Not

Good citizenship is good business. In delivering advanced products and services to customers throughout the world, John Deere is mindful of our commitment to serving global communities and society, to fair dealing in all relationships, and to minimizing environmental impacts. As outlined in this report, and in detail in our citizenship pages at www.JohnDeere.com, sustainability is essential to all our strategies. By promoting philanthropy, environmental stewardship, employee development, and workplace health

MILESTONES MILESTONES

NEWS NEWS & & EVENTS EVENTS

REPORTING REPORTING

ENVIRONMENTAL ENVIRONMENTAL STEWARDSHIP STEWARDSHIP

SAFETY SAFETY

PHILANTHROPY PHILANTHROPY

services to customers throughout the world, John Deere is mindful of our commitment to serving global communities and society, to fair dealing in all relationships, and to minimizing environmental impacts. As outlined in this report, and in detail in our citizenship pages at www.JohnDeere.com, sustainability is essential to all our strategies. By promoting philanthropy, environmental stewardship, employee development, and workplace health and safety, we help customers provide the food, fuel, fiber, and infrastruc-

MILESTONES MILESTONES

NEWS NEWS & & EVENTS EVENTS

REPORTING REPORTING

Intergrity 84% 1. Mission/Vision/Values in Corportate Culture 46/50 2. Mission/Vision/Values Statement 25/30 3. Managmentâ&#x20AC;&#x2122;s Commitment to Values 17/30 4. Awards and Recognition 30/30

Humility 83% 1. Servant Leadership 28/40 2. Teamwork 30/30

Intergrity 82% 1. Fiscal Responsibility/Giving 70/95 2. Continuos Improvement 18/20 3. Quality/Life Enhancing Products 23/25 4. Environmental Responsibilties 20/20

Intergrity 77% 1. Employee Relations 44/55 2. Support of Family 21/35 3. Community Relations 19/20 4. Customer Relations 16/20

2.6

2009

2.4

2010

2.9

2011

Hazardous Waste Intensity - Tonnage Kilograms per metric tonof production

74.4

2009

64.1

2010

70.1

2011

Total Waste Intensity - Tonnage Kilograms per metric tonof production

PRODUCT PERFORMANCE

AMERICAN HERO COMPANY

On to Future and Greener Pastures

Our Values Continued To Be Awarded & Praised

Deere & Company | Design Brief | Corporate Social Responsibility

GOOD CITEZENSHIP IS GOOD BUSINESS

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WEBSITE COMPUTER ROUGHS CONCEPT 3

WEBSITE COMPUTER ROUGHS CONCEPT 3 ENVIRONMENTAL STEWARDSHIP

SAFETY

PHILANTHROPY

MILESTONES

NEWS & EVENTS

REPORTING

ENVIRONMENTAL STEWARDSHIP

SAFETY

PHILANTHROPY

MILESTONES

NEWS & EVENTS

REPORTING

PRODUCT PERFORMANCE

On To Future And Greener Pastures We know that responsible resource management is vital to our company, our employees, our customers, our neighbors, and our world. John Deere works tirelessly, in order to develop & offer products that are efficient and effective, and minimize the environmental impact. And we design, build, support products in offices, factories, and dealerships built and maintained with the environment in mind. It’s not a small commitment that we make to this area.

A WORD FROM THE CHAIRMAN

Significant resources and effort are fully dedicated toward meeting our goals. It’s what you’d expect from us. Being green is in our blood. Our operating processes reflect a

Good Citizenship Is Good Business

unyielding commitment to protecting our world around

Good citizenship is good business. In delivering advanced products and

sustainability is essential to all our strategies. By promoting philanthropy,

us. We are always on the lookout for additional energy-

services to customers throughout the world, John Deere is mindful of our

environmental stewardship, employee development, and workplace health

efficient systems. Systems which can sustain air and water

commitment to serving global communities and society, to fair dealing in

quality. Systems which can reduce or eliminate waste. And,

all relationships, and to minimizing environmental impacts. As outlined in

and safety, we help customers provide the food, fuel, fiber, and infrastruc-

when investing in products, approaches or technologies,

this report, and in detail in our citizenship pages at www.JohnDeere.com,

services to customers throughout the world, John Deere is mindful of our

we give preference to those that have the most favorable

sustainability is essential to all our strategies. By promoting philanthropy,

ture needed by a rapidly growing and developing world.

environmental impact.

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ENVIRONMENTAL STEWARDSHIP

SAFETY

PHILANTHROPY

SUPPLIER ENVIRONMENTAL POLICIES & STANDARDS

Privacy and Data

MILESTONES

Legal

Accessibility

NEWS & EVENTS

REPORTING

ENVIRONMENTAL STEWARDSHIP

SAFETY

2.4

74.4

2.9

64.1

70.1

Legal

to develop & offer products that are efficient and effective,

commitment to serving global communities and society, to fair dealing in

and minimize the environmental impact. And we design,

2009

2010

2009

2011

Hazardous Waste Intensity - Tonnage

Privacy and Data

2011

Total Waste Intensity - Tonnage

Kilograms per metric tonof production

Site Map

2010

Kilograms per metric tonof production

Legal

Accessibility

Deere & Company | Design Brief | Corporate Social Responsibility

Accessibility

NEWS & EVENTS

REPORTING

Intergrity 84% 1. Mission/Vision/Values in Corportate Culture 46/50 2. Mission/Vision/Values Statement 25/30 3. Managment’s Commitment to Values 17/30 4. Awards and Recognition 30/30

Humility 83%

to our company, our employees, our customers, our neigh-

services to customers throughout the world, John Deere is mindful of our

sustainability is essential to all our strategies promoting philanthropy.

MILESTONES

We know that responsible resource management is vital bors, and our world. John Deere works tirelessly, in order

this report, and in detail in our citizenship pages at www.JohnDeere.com,

Privacy and Data

Our Values Continue To Be Awarded & Praised

Good citizenship is good business. In delivering advanced products and

all relationships, and to minimizing environmental impacts. As outlined in

PHILANTHROPY

AMERICAN HERO COMPANY 2.6

Always Working To Be Responsible In All Endeavors

100

Site Map

1. Servant Leadership 28/40 2. Teamwork 30/30

Intergrity 82% 1. Fiscal Responsibility/Giving 70/95 2. Continuos Improvement 18/20 3. Quality/Life Enhancing Products 23/25 4. Environmental Responsibilties 20/20

build, support products in offices, factories, and dealerships

Intergrity 77% 1. Employee Relations 44/55

built and maintained with the environment in mind. It’s

2. Support of Family 21/35 3. Community Relations 19/20

not a small commitment that we make to this area.

4. Customer Relations 16/20

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Privacy and Data

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Accessibility

101

WEBSITE COMPUTER ROUGHS CONCEPT 4

Site Map

ENVIRONMENTAL STEWARDSHIP

SAFETY

PHILANTHROPY

MILESTONES

Privacy and Data

Legal

NEWS & vEVENTS

Accessibility

Site Map

ENVIRONMENTAL STEWARDSHIP

REPORTING

Of the thousands of public companies considered for these

To earn the “American Hero” designation a company must

score at least 380 out of a possible 500 on our proprietary

pretigous awards, less than five percent of them are desig-

score at least 380 out of a possible 500 on our proprietary

“values-first” scoring system. The company analysis includes

nated as American Hero Companies. Each year the number

over 280 question grouped under the five (5) critical values

varies as new companies are added and removed, however

over 280 question grouped under the five (5) critical values

varies as new companies are added and removed, however

of Integrity, Humility, Diligence, Caring and Courage.

To earn the “American Hero” designation a company must

of Integrity, Humility, Diligence, Caring and Courage.

To earn the “American Hero” designation a company must

Within these four values are fifteen (15) categories including key aspects such as servant leadership, fiscal responsibility, support of family, employee relations, community relations, and others. John Deere is very proud to be ranked 41st (out

SAFETY

PHILANTHROPY

MILESTONES

Privacy and Data

Legal

NEWS & vEVENTS

Accessibility

“values-first” scoring system. The company analysis includes

score at least 380 out of a possible 500 on our proprietary

REPORTING

Within these four values are fifteen (15) categories including

“values-first” scoring system. The company analysis includes

key aspects such as servant leadership, fiscal responsibility,

over 280 question grouped under the five (5) critical values

support of family, employee relations, community relations,

of Integrity, Humility, Diligence, Caring and Courage.

and others. John Deere is very proud to be ranked 41st (out

pretigous awards, less than five percent of them are designated as American Hero Companies. Each year the number

score at least 380 out of a possible 500 on our proprietary

Intergrity 84%

“values-first” scoring system. The company analysis includes

1. Mission/Vision/Values in Corportate Culture 46/50

over 280 question grouped under the five (5) critical values

2. Mission/Vision/Values Statement 25/30

of Integrity, Humility, Diligence, Caring and Courage.

of 124) among the other the industry leaders who share in

Within these four values are fifteen (15) categories including

our core values & commitment to exellence. Being awarded

key aspects such as servant leadership, fiscal responsibility,

with this honor only makes us more passionate about our

support of family, employee relations, community relations,

3. Managment’s Commitment to Values 17/30 4. Awards and Recognition 30/30

Humility 83% 1. Servant Leadership 28/40 2. Teamwork 30/30

growing philanropy and citizenship efforts. Every year we

and others. John Deere is very proud to be ranked 41st (out

Intergrity 82%

continue to be acknowledge and awarded for our founders

of 124) among the other the industry leaders who share in

1. Fiscal Responsibility/Giving 70/95

core values established in 1837.

our core values & commitment to exellence. Being awarded

2. Continuos Improvement 18/20 3. Quality/Life Enhancing Products 23/25

with this honor only makes us more passionate about our

4. Environmental Responsibilties 20/20

growing philanropy and citizenship efforts.

Intergrity 77%

Of the thousands of public companies considered for these

pretigous awards, less than five percent of them are desig-

nated as American Hero Companies. Each year the number

2. Support of Family 21/35

varies as new companies are added and removed, however

3. Community Relations 19/20

normally there are between 100-125 awarded.

4. Customer Relations 16/20

Site Map

ENVIRONMENTAL STEWARDSHIP

SAFETY

PHILANTHROPY

MILESTONES

Privacy and Data

A LITTLE RECOGNITION

Legal

NEWS & vEVENTS

Accessibility

1. Employee Relations 44/55

Site Map

REPORTING

ENVIRONMENTAL STEWARDSHIP

Of the thousands of public companies considered for these

To earn the “American Hero” designation a company must

pretigous awards, less than five percent of them are desig-

score at least 380 out of a possible 500 on our proprietary

“values-first” scoring system. The company analysis includes

nated as American Hero Companies. Each year the number

“values-first” scoring system. The company analysis includes

MILESTONES

NEWS & vEVENTS

Accessibility

REPORTING

nated as American Hero Companies. Each year the number

over 280 question grouped under the five (5) critical values

varies as new companies are added and removed, however

of Integrity, Humility, Diligence, Caring and Courage.

To earn the “American Hero” designation a company must

score at least 380 out of a possible 500 on our proprietary “values-first” scoring system. The company analysis includes over 280 question grouped under the five (5) critical values of Integrity, Humility, Diligence, Caring and Courage.

of 124) among the other the industry leaders who share in

Within these four values are fifteen (15) categories including

of 124) among the other the industry leaders who share in

Within these four values are fifteen (15) categories including

our core values & commitment to exellence. Being awarded

key aspects such as servant leadership, fiscal responsibility,

our core values & commitment to exellence. Being awarded

key aspects such as servant leadership, fiscal responsibility,

with this honor only makes us more passionate about our

support of family, employee relations, community relations,

with this honor only makes us more passionate about our

support of family, employee relations, community relations,

growing philanropy and citizenship efforts. Every year we

and others. John Deere is very proud to be ranked 41st (out

growing philanropy and citizenship efforts. Every year we

and others. John Deere is very proud to be ranked 41st (out

continue to be acknowledge and awarded for our founders

of 124) among the other the industry leaders who share in

continue to be acknowledge and awarded for our founders

of 124) among the other the industry leaders who share in

core values established in 1837.

our core values & commitment to exellence. Being awarded

core values established in 1837.

our core values & commitment to exellence. Being awarded

Of the thousands of public companies considered for these

PHILANTHROPY

Legal

pretigous awards, less than five percent of them are desig-

varies as new companies are added and removed, however To earn the “American Hero” designation a company must

pretigous awards, less than five percent of them are desig-

Of the thousands of public companies considered for these

over 280 question grouped under the five (5) critical values of Integrity, Humility, Diligence, Caring and Courage.

and others. John Deere is very proud to be ranked 41st (out

SAFETY

Privacy and Data

Always Working To Be Responsible

To earn the “American Hero” designation a company must score at least 380 out of a possible 500 on our proprietary

support of family, employee relations, community relations,

ENVIRONMENTAL POLICIES

John Deere Facilites Regularly Earn Awards

key aspects such as servant leadership, fiscal responsibility,

Of the thousands of public companies considered for these

of 124) among the other the industry leaders who share in

Within these four values are fifteen (15) categories including

Our Values Continue To Be Awarded

Good Citizenship Is Good Business To earn the “American Hero” designation a company must

AMERICAN HERO COMPANY

A MESSAGE FROM THE CHAIRMAN

with this honor only makes us more passionate about our growing philanropy and citizenship efforts.

nated as American Hero Companies. Each year the number

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WEBSITE COMPUTER ROUGHS CONCEPT 4

Of the thousands of public companies considered for these pretigous awards, less than five percent of them are desig-

TO TO COMPLETING COMPLETING THE THE RECYCLING RECYCLING LOOP LOOP

with this honor only makes us more passionate about our growing philanropy and citizenship efforts.

nated as American Hero Companies. Each year the number

varies as new companies are added and removed, however

normally there are between 100-125 awarded.

Deere & Company | Design Brief | Corporate Social Responsibility

JOHN DEERE’S COMMITEMENT

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106 John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

In the USA and Canada, call 1-800-MYDEERE (1-800-693-3373), weekdays 8 AM – 5 PM PST. Or anytime at johndeere.com/contactus

When to sow outside: RECOMMENDED. 1 to 2 weeks before average last frost and when soil temperatures are warm (60 - 65° F). When to start inside: Not recommended; corn seed does not transplant well. Seed should be sown in short, parallel rows or blocks.

Days to Emerge

Seed Depth 10-25 Days

Row Spacing 1/4”

Thinning 6”

When 1” tall thin to 3”apart.

Organic

Deere & Company | Design Brief | Corporate Social Responsibility John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

In the USA and Canada, call 1-800-MYDEERE (1-800-693-3373), weekdays 8 AM – 5 PM PST. Or anytime at johndeere.com/contactus

twenty 6 foot rows.

and sweetness that holds for days after picking. Its wide adaptability in northern latitudes, early maturity and consistent performance has made it the most popular variety in its

CORNBODACIOUS

Teder, succulent golden kernels on large ears,

COOL SEASON 75 DAYS TO HARVEST

CORNSEEDS

Organic

Days to Emerge

Seed Depth

10-25 Days

Row Spacing

1/4”

Thinning

6”

When 1” tall thin to 3”apart.

Edamame, edible green soybean, has quickly become one of everyones favorite vegetables. Edamame beans are 40% protien (11 grams per 1/2 cup of cooked beans), high in vitamins A

EDAMAMEBUTTERBEAN

Very productive plants for a bountiful Harvest of buttery sweet beans. Delicious when eaten fresh or dry.

COOL SEASON 90 DAYS TO HARVEST

EDAMAMESEEDS

PACKAGING COMPUTER ROUGHS CONCEPT 1 INNER BOXES PACKAGING COMPUTER ROUGHS CONCEPT 1 INNER BOXES

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108 John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

In the USA and Canada, call 1-800-MYDEERE (1-800-693-3373), weekdays 8 AM – 5 PM PST. Or anytime at johndeere.com/contactus

When to sow outside: RECOMMENDED. 1 to 2 weeks after average last frost and when temperatures are warm. To produce beans all season, sow a new crop every 7 - 14 days up When to start inside: Not recommended.

Days to Emerge

Seed Depth 10-25 Days

Row Spacing 1/4”

Thinning 6”

When 1” tall thin to 3”apart.

Organic

Deere & Company | Design Brief | Corporate Social Responsibility John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

In the USA and Canada, call 1-800-MYDEERE (1-800-693-3373), weekdays 8 AM – 5 PM PST. Or anytime at johndeere.com/contactus

grow all winter long. When to start inside: Not recommended.

When to sow outside: RECOMMENDED. 2 to 4 weeks before average last frost. Succesive

harvestable beans within 50 days from sowing, and tolerant of heat and mildew unlike other similar varieties. A delicious stringless bean variety, and excellent cooked, or

BEANCONTENDER

COOL SEASON 50 DAYS TO HARVEST

BEANSSEEDS

Days to Emerge

Seed Depth

10-25 Days

Row Spacing

1/4”

Thinning

6”

When 1” tall thin to 3”apart.

Organic Massachusetts: it worked wonderfully interplanted with onions and grew particularly well

CARROTDANVERS126

Medium to large in size, with a classic sweet,

COOL SEASON 65 DAYS TO HARVEST

CARROTSEEDS

PACKAGING COMPUTER ROUGHS CONCEPT 1 INNER BOXES PACKAGING COMPUTER ROUGHS CONCEPT 1 INNER BOXES

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PACKAGING COMPUTER ROUGHS CONCEPT 1 INNER BOXES

WEBSITE HTML/CSS MARKUP INDEX.HTML

cious raw or cooked–much better than any store bought broccoli. Freezes well. Kids

When 1” tall thin to 3”apart.

Broccoli has a long culinary history going back to the Romans but it wasn’t until recently

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

6”

Thinning

BROCCOLIWALTHAM29

1/4”

Row Spacing

A variant on a variety introduced in 1890. Delicious and packed with nutritional value however it is prepared.

10-25 Days

Seed Depth

COOL SEASON 48 DAYS TO HARVEST

Days to Emerge

BROCCOLISEEDS

Organic In the USA and Canada, call 1-800-MYDEERE (1-800-693-3373), weekdays 8 AM – 5 PM PST. Or anytime at johndeere.com/contactus

When to sow outside: RECOMMENDED. 4 to 6 weeks before average last frost or as soon as soil can be worked. In mild winter climates, can be sown in late fall for winter, early spring harvest. When to start inside: 3 to 4 weeks before average las frost.

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<div id="header"> <div id="subnavbartext"> <ul id="subnav"> <li><a class="subnav" href="http://www.google.com">Site Map</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Privacy &amp; Data</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Legal</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Accessibility</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Contact Us</a></li> </ul> </div> <div id="logo"> <a href="index.html"><img src="images/deere_logo2"></a> </div> <div id="navbartext"> <ul id="nav"> <li><a class="nav" href="environmental_stewardship1.html">ENVIRONMENTAL STEWARDSHIP</a></li> <li>|</li> <li><a class="nav" href="safety.html">SAFETY</a></li> <li>|</li> <li><a class="nav" href="philanthropy.html">PHILANTHROPY</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">MILESTONES</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">NEWS &amp; EVENTS</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">REPORTING</a></li> </ul> </div> </div> <div id="space"></div> <div id="main"> <img src="images/deere_peeling_paint" width="100%" height="100%"> </div> <div id="pulls"> <h1 class="pulls">GOOD</h1> <h1 class="pulls2">CITIZENSHIP</h1> <h1 class="pulls3">IS GOOD BUSINESS</h1> </div> <div id="copyheader"> <h2>A WORD FROM</h2> <h1>THE CHAIRMAN</h1> </div> <div id="copy"> <p class="columns"> Good citizenship is good business. In delivering advanced products and services to customers throughout the world, John Deere is mindful of our commitment to serving global communities and society, to fair dealing in all relationships, and to minimizing environmental impacts. As outlined in this report, and in detail in our citizenship pages at www.JohnDeere.com, sustainability is an essential part of our strategies. By promoting philanthropy, environmental stewardship, employee development, and workplace health and safety, we help customers provide the food, fuel, fiber, and infrastructure needed by a rapidly growing and developing world.Conservation of resources is the essence of environmental sustainability. During 2009, John Deere employees found more ways to conserve energy, often as part of our goal to reduce greenhouse-gas emissions. One example, our Pune, India, plant added a solar water-heating system. Many operations expanded already-effective recycling programs, and we continued to build facilities, such as our Iberica branch headquarters in Madrid, with particular attention to sustainability. We also build sustainability into our products. Improvements in our awardwinning guidance systems increase field-work efficiency and precision. In 2009, we introduced forage harvester headers that can harvest renewable energy crops such as fast-growing trees.Citizenship is an essential part of who we are at John Deere. As stated on many occasions, how we achieve results is as important as the results we are able to achieve. Therefore, as the company serves customers at the highest level and pursues ambitious business goals, it remains focused on the broader obligation of supporting a higher quality of life in everything we do. </p> </div> </div> </body> </html>

WEBSITE HTML/CSS MARKUP ENVIRONMENTAL.HTML

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-strict.dtd"> <html xmlns="http://www.w3.org/1999/xhtml" lang="en" xml:lang="en"> <head> <title>JOHN DEERE Citizenship - Environmental Stewardship</title> <link rel="stylesheet" type="text/css" href="style.css"/> <style type="text/css"> #container { margin-right: auto; margin-left: auto; margin-top: -30px; width: 1320px; } #header { background: white; width: 1320px; height: 80px; } #main { background-color: white; float: left; width: 1320px; height: 623px; padding-top: 30px; } #pulls2 { position:relative; top: -150px; left: 530px; width: 730px; height: 150px; } #copyheader { background-color: white; float: left; width: 1320px; height: 60px; padding-top: 10px; } #copy { background-color: white; float: left; width: 1320px; height: 200px; } #footer { clear: left; padding: 15px; background: #CCC; } #extras { margin-right: 5%; } body { font-family: verdana, sans-serif; font-size: small; margin: 0; padding: 0; } </style> </head> <body> <div id="container">

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<div id="header"> <div id="subnavbartext"> <ul id="subnav"> <li><a class="subnav" href="http://www.google.com">Site Map</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Privacy &amp; Data</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Legal</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Accessibility</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Contact Us</a></li> </ul> </div> <div id="logo"> <a href="index.html"><img src="images/deere_logo2"></a> </div> <div id="navbartext"> <ul id="nav"> <li><a class="nav" href="environmental_stewardship1.html">ENVIRONMENTAL STEWARDSHIP</a></li> <li>|</li> <li><a class="nav" href="safety.html">SAFETY</a></li> <li>|</li> <li><a class="nav" href="philanthropy.html">PHILANTHROPY</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">MILESTONES</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">NEWS &amp; EVENTS</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">REPORTING</a></li> </ul> </div> </div> <div id="space"></div> <div id="main"> <img src="images/deere_tractor_paint" width="100%" height="100%"> </div> <div id="pulls2"> <h1 class="pulls4">&nbsp;ON TO</h1> <h1 class="pulls5">FUTURE</h1> <h1 class="pulls6">GREENER PASTURES</h1> </div> <div id="copyheader"> <h2>SAFE GAURDING</h2> <h1>THE ENVIRONMENT</h1> </div> <div id="copy"> <p class="columns"> We know that responsible resource management is vital to our company, our employees, our customers, our neighbors, and our world. John Deere works tirelessly, to develop and offer products that are efficient and effective, and minimize the environmental impact. And we design, build, and support products in offices, factories, and dealerships built and maintained with the environment in mind. It&#39;s not a small commitment that we make to this area. Significant resources and effort are fully dedicated toward meeting our goals. It&#39;s what you&#39;d expect from us. Being green is in our blood. Our operating processes reflect a unyielding commitment to protecting the our world around us. We&#39;re always on the lookout for energy-efficient systems. Systems which sustain air and water quality. Systems which can reduce or eliminate waste. And, when investing in new products, approaches or technologies, we give preference to those that have the most favorable environmental impact. The goals: become more energy efficient and reduce greenhouse gas emissions. Back in 1972, John Deere initiated its energy efficiency program. In 2003, we added a worldwide greenhouse gas inventory program. The results: in between 1972 and 2006, our energy conservation programs reduced total worldwide greenhouse gas emissions by 63% per ton of production. To further manage the risks of GHG emissions from our operations and identify new possible cost-effective opportunities, in 2007 John Deere joined the U.S. Environmental Protection Agency (EPA)&#39;s Climate Leaders program. We established a goal to reduce our global greenhouse gas emissions by 25% per dollar of revenue through 2014. </p> </div> </div> </body> </html>

Deere & Company | Design Brief | Corporate Social Responsibility

WEBSITE HTML/CSS MARKUP SAFETY.HTML

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-strict.dtd"> <html xmlns="http://www.w3.org/1999/xhtml" lang="en" xml:lang="en"> <head> <title>JOHN DEERE Citizenship - Safety</title> <link rel="stylesheet" type="text/css" href="style.css"/> <style type="text/css"> #container { margin-right: auto; margin-left: auto; margin-top: -30px; width: 1320px; } #header { background: white; width: 1320px; height: 80px; } #main { background-color: white; float: left; width: 1320px; height: 623px; padding-top: 30px; } #graphs { position:relative; top: -280px; left: 680px; width: 500px; height: 150px; } img.graph { opacity: 0.5; filter: alpha(opacity=50); transition: opacity 1s ease-in-out; -moz-transition: opacity 1s ease-in-out; -webkit-transition: opacity 1s ease-in-out; } img:hover.graph { opacity: 1; filter:alpha(opacity=100); } #copyheader { background-color: white; float: left; width: 1320px; height: 60px; padding-top: 10px; } #copy { background-color: white; float: left; width: 1320px; height: 200px; } #footer { clear: left; padding: 15px; background: #CCC; } #extras { margin-right: 5%; } body { font-family: verdana, sans-serif; font-size: small;

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margin: 0; padding: 0; } </style> </head> <body> <div id="container"><div id="header"> <div id="subnavbartext"> <ul id="subnav"> <li><a class="subnav" href="http://www.google.com">Site Map</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Privacy &amp; Data</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Legal</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Accessibility</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Contact Us</a></li> </ul> </div> <div id="logo"> <a href="index.html"><img src="images/deere_logo2"></a> </div> <div id="navbartext"> <ul id="nav"> <li><a class="nav" href="environmental_stewardship1.html">ENVIRONMENTAL STEWARDSHIP</a></li> <li>|</li> <li><a class="nav" href="safety.html">SAFETY</a></li> <li>|</li> <li><a class="nav" href="philanthropy.html">PHILANTHROPY</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">MILESTONES</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">NEWS &amp; EVENTS</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">REPORTING</a></li> </ul> </div></div> <div id="space"></div> <div id="main"> <img src="images/deere_emboss" width="100%" height="100%"> </div> <div id="graphs"> <img class="graph" src=â&#x20AC;?images/graphs5â&#x20AC;?> </div> <h1 class="pulls6">GREENER PASTURES</h1> </div> <div id="copyheader"> <h2>CLOSE ATTENTION</h2> <h1>ON ALL THE DETAILS</h1> </div> <div id="copy"> <p class="columns"> John Deere takes safety very seriously, for the sake of our employees, dealers and customers, and those around them. We are continually moving the industry ahead with product safety advancements and training. John Deere is setting the standard for workplace safety and even promoting employee health and wellness outside of the workplace. Safety is everybody&#39;s responsibility. We are making it easier for everyone to do their part. A focus on product safety, and paying attention to all the details. That&#39;s where product safety starts. Everyone of our factory&#39;s product safety committees and our engineers are involved in all product improvement and development. But managing risk is a team effort. If you&#39;re operating equipment or are around it, you&#39;re part of that team. With a focus on employee safety &ndash; John Deere is committed to providing a safe workplace. This commitment has resulted in John Deere being regularly recognized as a leader in this area. Although commitment goes beyond the workplace. Those linked to the land, farmers and ranchers, contractors and builders, loggers, homeowners, turf-care professionals know that whenever they turn the key on their John Deere machine, they are taking on a lot of responsibility. Responsibility for their well-being, as well as all those around them. Stay alert. Make sure to be familiar with the safety equipment and features, how to use it, and how it can help you. </p> </div></div> </body></html>

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<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-strict.dtd"> <html xmlns="http://www.w3.org/1999/xhtml" lang="en" xml:lang="en"> <head> <title>JOHN DEERE Citizenship - Safety</title> <link rel="stylesheet" type="text/css" href="style.css"/> <style type="text/css"> #container { margin-right: auto; margin-left: auto; margin-top: -30px; width: 1320px; } #header { background: white; width: 1320px; height: 80px; } #main { background-color: white; float: left; width: 1320px; height: 623px; padding-top: 30px; } #graphs2 { position:relative; top: -620px; left: 1px; width: 500px; height: 150px; } img.graph2 { opacity: 0.6; filter: alpha(opacity=60); transition: opacity 1s ease-in-out; -moz-transition: opacity 1s ease-in-out; -webkit-transition: opacity 1s ease-in-out; } img:hover.graph2 { opacity: 1; filter:alpha(opacity=100); } #copyheader { background-color: white; float: left; width: 1320px; height: 60px; padding-top: 10px; } #copy { background-color: white; float: left; width: 1320px; height: 200px; } #footer { clear: left; padding: 15px; background: #CCC; } #extras { margin-right: 5%; } body { font-family: verdana, sans-serif; font-size: small;

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margin: 0; padding: 0; } </style> </head> <body> <div id="container"><div id="header"> <div id="subnavbartext"> <ul id="subnav"> <li><a class="subnav" href="http://www.google.com">Site Map</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Privacy &amp; Data</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Legal</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Accessibility</a></li> <li>|</li> <li><a class="subnav" href="http://www.google.com">Contact Us</a></li> </ul> </div> <div id="logo"> <a href="index.html"><img src="images/deere_logo2"></a> </div> <div id="navbartext"> <ul id="nav"> <li><a class="nav" href="environmental_stewardship1.html">ENVIRONMENTAL STEWARDSHIP</a></li> <li>|</li> <li><a class="nav" href="safety.html">SAFETY</a></li> <li>|</li> <li><a class="nav" href="philanthropy.html">PHILANTHROPY</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">MILESTONES</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">NEWS &amp; EVENTS</a></li> <li>|</li> <li><a class="nav" href="http://www.google.com">REPORTING</a></li> </ul> </div></div> <div id="space"></div> <div id="main"> <img src="images/tilled_soil2" width="100%" height="100%"> </div> <div id="graphs2"> <img class="graph2" src=â&#x20AC;?images/hero7â&#x20AC;?> </div> <div id="copyheader"> <h2>AMERICAN</h2> <h1>HERO COMPANY</h1> </div> <div id="copy"> <p class="columns"> To earn the &quot;American Hero&quot; designation a company must score at least 380 out of a possible 500 on our proprietary &quot;values-first&quot; scoring system. The company analysis includes over 280 questions grouped under the five (5) critical values of Integrity, Humility, Diligence, Caring and Courage. Within these four values are fifteen (15) categories including key aspects such as servant leadership, fiscal responsibility, support of family, employee relations, community relations, and others. John Deere is very proud to be ranked 41st (out of 124) among the other the industry leaders who share in our core values &amp; commitment to excellence. Being awarded with this honor only makes us more passionate about our growing philanthropy and citizenship efforts. Every year we continue to be acknowledge and awarded for our founders core values established in 1837. Of the thousands of public companies considered for these prestigous awards, less than five percent of them are designated as American Hero Companies. Each year the number varies as new companies are added and removed, however normally there are between 100-125 awarded. </br></br></br> </p> </div> </div> </body> </html>

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#navbartext{ position: relative; top: -15px; z-index: 10; } ul#nav { list-style-type: none; margin-left: 454px; padding: 0px; } ul#nav li { display: inline; padding-left: 20px; padding-left: 20px; font-family: Arial; font-weight: 500; font-size: .8em; } ul#nav li a{ text-decoration: none; padding-top: 20px; } a.nav { font-size: 1.2em; font-weight: 400; color: #1e5227; -webkit-transition: color 0.5s linear; } a.nav2 { font-size: 1.2em; font-weight: 400; color: #A09A40; -webkit-transition: color 0.5s linear; } a:hover.nav2 { color: #AB582F; } a:hover.nav { color: #AB582F; } #logo { position: relative; top: 10px; left: 10px; } h1 { font-family: Helvetica Neue LT Std, Helvetica Bold, Arial, Verdana, sans-serif; font-weight: 700; font-size: 2.1em; color: #669144; line-height: .1em; margin-left: 10px; margin-right: 10px; } h1.pulls { font-family: Helvetica Neue LT Std, Helvetica Bold, Arial, Verdana, sans-serif; font-weight: 00; font-size: 4em; color: white; line-height: .2em; text-shadow: #999 -1px -1px 1p; opacity: 0.85; filter: alpha(opacity=85); } h1.pulls2 { font-family: Helvetica Neue LT Std, Helvetica Bold, Arial, Verdana, sans-serif; font-weight: 500; font-size: 5em; color: white; line-height: .2em;

Deere & Company | Design Brief | Corporate Social Responsibility

WEBSITE HTML/CSS MARKUP STYLE.CSS

text-shadow: #999 -1px -1px 1px; opacity: 0.85; filter: alpha(opacity=85); } h1.pulls3 { font-family: Helvetica Neue LT Std, Helvetica Bold, Arial, Verdana, sans-serif; font-weight: 200; font-size: 1.7em; letter-spacing: .1em; color: white; line-height: -.1em; text-shadow: #999 -1px -1px 1px; opacity: 0.85; filter: alpha(opacity=85); margin-top: -15px; } h1.pulls4 { font-family: Helvetica Neue LT Std, Helvetica Bold, Arial, Verdana, sans-serif; font-weight: 700; font-size: 2.2em; letter-spacing: .1em; color: white; line-height: -.1em; text-shadow: #999 -1px -1px 1px; margin-bottom: -12px; text-align: right; } h1.pulls5 { font-family: Helvetica Neue LT Std, Helvetica Bold, Arial, Verdana, sans-serif; font-weight: 500; font-size: 7em; color: white; line-height: .2em; text-shadow: #999 -1px -1px 1px; } h1.pulls6 { font-family: Helvetica Neue LT Std, Helvetica Bold, Arial, Verdana, sans-serif; font-weight: 300; font-size: 3.5em; color: white; line-height: .2em; text-shadow: #999 -1px -1px 1px; margin-top: -20px; } h2 { font-family: Helvetica Neue LT Std, Helvetica Light, Helvetica, Arial, Verdana, sans-serif; font-weight: 200; font-size: 2.1em; color: #669144; line-height: .1em; margin-left: 10px; margin-right: 10px; } .columns { font-family: Warnock Pro Light, Adobe Garamond, Georgia, Times New Roman, serif; font-size: .9em; color: black; line-height: 1.6em; text-align: justify; text-justify: inter-word; margin-left: 10px; margin-right: 10px; -moz-column-count: 3; -webkit-column-count: 3; column-count: 3; -moz-column-gap: 20px; -webkit-column-gap: 20px; column-gap: 20px; } </style>

PRINT 3 | Marc English | Summer 2012 | Kevin Beutelspacher

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WEBSITE SCREENSHOTS HOMEPAGE

WEBSITE SCREENSHOTS SAFETY

WEBSITE SCREENSHOTS ENVIRONMENTAL STEWARDSHIP

WEBSITE SCREENSHOTS PHILANTHROPY

122

Deere & Company | Design Brief | Corporate Social Responsibility

PRINT 3 | Marc English | Summer 2012 | Kevin Beutelspacher

123

PACKAGING COMPUTER REVISIONS 1 INNER BOXES TOMATOES

When to sow outside: RECOMMENDED. 1 to 2 weeks after average last frost and when temperatures are warm. Successive sowings every two weeks for a continual supply. When to start inside: Not recommended. If you are not completely satisfied with any of our products, please contact us. In the USA and Canada, call 1-800-MYDEERE (1-800-693-3373), weekdays 8 AM – 5 PM PST. Or anytime at johndeere.com/contactus

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

5-10 Days

Seed Depth

Days to Emerge

1/8”

3’

Row Spacing

Thinning

When 2” tall thin to 1 plant every 24”

100% Certified Organic

5-10 Days

Seed Depth

Days to Emerge

1/8”

3’

Row Spacing

Thinning

When 2” tall thin to 1 plant every 24”

TOMATOSEEDS

SWEETNESS OF SUMMER FROM SPRING TO FALL. A VARIETY THAT IS EXTREMELY COLD TOLERANT BURSTING WITH FLAVOR.

TOMATOBUSHGLACIER

Glacier will be one of your first ripe tomatoes of summer, and one of your last tomatoes in the fall. This tomato sets fruit earlier and in cooler temperatures than other early varieties, and continues to produce throughout the season. These medium sized fruits (2.5” to 3”) are great for a wide variety of uses. Enjoy the sweetness of summer longer than ever with their high tolerance for cold temperatures, making them a garden staple.

WARM SEASON 55 DAYS TO HARVEST

If you are not completely satisfied with any of our products, please contact us. In the USA and Canada, call 1-800-MYDEERE (1-800-693-3373), weekdays 8 AM – 5 PM PST. Or anytime at johndeere.com/contactus

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

5-10 Days

Seed Depth

Days to Emerge

1/8”

3’

Row Spacing

Thinning

When 2” tall thin to 1 plant every 24”

100% Certified Organic

5-10 Days

Seed Depth

Days to Emerge

1/8”

3’

Row Spacing

Thinning

When 2” tall thin to 1 plant every 24”

TOMATOSEEDS

SWEETNESS OF SUMMER FROM SPRING TO FALL. A VARIETY THAT IS EXTREMELY COLD TOLERANT BURSTING WITH FLAVOR.

TOMATOBUSHGLACIER

WARM SEASON 55 DAYS TO HARVEST

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

5-10 Days

Seed Depth

Days to Emerge

3’

1/8”

Thinning

Row Spacing

When 2” tall thin to 1 plant every 24”

100% Certified Organic

5-10 Days

Seed Depth

Days to Emerge

3’

1/8”

Thinning

Row Spacing

When 2” tall thin to 1 plant every 24”

TOMATOSEEDS

SWEETNESS OF SUMMER FROM SPRING TO FALL. A VARIETY THAT IS EXTREMELY COLD TOLERANT BURSTING WITH FLAVOR.

TOMATOBUSHGLACIER

WARM SEASON 55 DAYS TO HARVEST

124

PACKAGING COMPUTER REVISIONS 1 INNER BOXES TOMATOES

Deere & Company | Design Brief | Corporate Social Responsibility

WARM SEASON 55 DAYS TO HARVEST

PRINT 3 | Marc English | Summer 2012 | Kevin Beutelspacher

125

PACKAGING COMPUTER REVISIONS 1 INNER BOXES CARROTS

When to sow outside: RECOMMENDED. 2 to 4 weeks before average last frost. Succesive sowings every 3 weeks until 60 days before first fall frost. In climates with lows above 25° F, grow all winter long. When to start inside: Not recommended. If you are not completely satisfied with any of our products, please contact us. In the USA and Canada, call 1-800-MYDEERE (1-800-693-3373), weekdays 8 AM – 5 PM PST. Or anytime at johndeere.com/contactus John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

CARROTSEEDS

MEDIUM TO LARGE IN SIZE, WITH A CLASSIC SWEET, FLAVOR. EXCELLENT FOR HEAVY & DENSE SOIL CONDITIONS.

CARROTDANVERS126

This carrot variety was intially developed durring the late nineteenth century in Boston Massachusetts: it worked wonderfully interplanted with onions and grew particularly well in the heavy souls because of its higher fiber content than other Nantes type carrots. Wonderful flavor. Very Resistant to cracks and splits, strong tops make harvesting easy. This container plants twenty 10-foot rows.

COOL SEASON 65 DAYS TO HARVEST

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

CARROTSEEDS

MEDIUM TO LARGE IN SIZE, WITH A CLASSIC SWEET, FLAVOR. EXCELLENT FOR HEAVY & DENSE SOIL CONDITIONS.

CARROTDANVERS126

COOL SEASON 65 DAYS TO HARVEST

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

6”

1/4”

Thinning

Row Spacing

When 1” tall thin to 3”apart.

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

6”

1/4”

Thinning

Row Spacing

When 1” tall thin to 3”apart.

CARROTSEEDS

MEDIUM TO LARGE IN SIZE, WITH A CLASSIC SWEET, FLAVOR. EXCELLENT FOR HEAVY & DENSE SOIL CONDITIONS.

CARROTDANVERS126

COOL SEASON 65 DAYS TO HARVEST

126

PACKAGING COMPUTER REVISIONS 1 INNER BOXES CARROTS

Deere & Company | Design Brief | Corporate Social Responsibility

COOL SEASON 65 DAYS TO HARVEST

PRINT 3 | Marc English | Summer 2012 | Kevin Beutelspacher

127

PACKAGING COMPUTER REVISIONS 1 INNER BOXES BEANS

When to sow outside: RECOMMENDED. 1 to 2 weeks after average last frost and when temperatures are warm. To produce beans all season, sow a new crop every 7 - 14 days up to 60 days before first fall frost. When to start inside: Not recommended. If you are not completely satisfied with any of our products, please contact us. In the USA and Canada, call 1-800-MYDEERE (1-800-693-3373), weekdays 8 AM – 5 PM PST. Or anytime at johndeere.com/contactus

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

BEANSEEDS

FRESH BEANS IN ONLY FIFTY DAYS, WITHOUT SACRIFICING ANY OF THE DELICIOUS FRESH INTENSE FLAVOR AND TENDERNESS.

BEANCONTENDER

This amazing bean variety is one of the top varieties avaliable. Capable of producing harvestable beans within 50 days from sowing, and tolerant of heat and mildew unlike other similar varieties. A delicious stringless bean variety, and excellent cooked, or eaten right off the plant. This container plants five 6 to 9-foot rows.

COOL SEASON 50 DAYS TO HARVEST

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

BEANSEEDS

FRESH BEANS IN ONLY FIFTY DAYS, WITHOUT SACRIFICING ANY OF THE DELICIOUS FRESH INTENSE FLAVOR AND TENDERNESS.

BEANCONTENDER

COOL SEASON 50 DAYS TO HARVEST

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

6”

1/4”

Thinning

Row Spacing

When 1” tall thin to 3”apart.

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

6”

1/4”

Thinning

Row Spacing

When 1” tall thin to 3”apart.

BEANSEEDS

FRESH BEANS IN ONLY FIFTY DAYS, WITHOUT SACRIFICING ANY OF THE DELICIOUS FRESH INTENSE FLAVOR AND TENDERNESS.

BEANCONTENDER

COOL SEASON 50 DAYS TO HARVEST

128

PACKAGING COMPUTER REVISIONS 1 INNER BOXES BEANS

Deere & Company | Design Brief | Corporate Social Responsibility

COOL SEASON 50 DAYS TO HARVEST

PRINT 3 | Marc English | Summer 2012 | Kevin Beutelspacher

129

PACKAGING COMPUTER REVISIONS 1 INNER BOXES EDAMAME

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

EDAMAMESEEDS

VERY PRODUCTIVE PLANTS FOR ABOUNTIFUL HARVEST OF BUTTERY SWEET BEANS. DELICIOUS WHEN EATEN FRESH OR DRY.

EDAMAMEBUTTERBEAN

Edamame, edible green soybean, has quickly become one of everyones favorite vegetables. Edamame beans are 40% protien (11 grams per 1/2 cup of cooked beans), high in vitamins A and B, calcium and iron, and very high in fiber and essential fatty acids. Lower cholesterol and reduced risk of heart disease are two of the benefits credited to increased consumption of soy products. And endamame taste incredible! This container plants five 5-foot rows.

WARM SEASON 90 DAYS TO HARVEST

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

1/4”

6”

Row Spacing

Thinning

When 1” tall thin to 3”apart.

EDAMAMESEEDS

VERY PRODUCTIVE PLANTS FOR ABOUNTIFUL HARVEST OF BUTTERY SWEET BEANS. DELICIOUS WHEN EATEN FRESH OR DRY.

EDAMAMEBUTTERBEAN

WARM SEASON 90 DAYS TO HARVEST

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

6”

1/4”

Thinning

Row Spacing

When 1” tall thin to 3”apart.

100% Certified Organic

10-25 Days

Seed Depth

Days to Emerge

6”

1/4”

Thinning

Row Spacing

When 1” tall thin to 3”apart.

EDAMAMESEEDS

VERY PRODUCTIVE PLANTS FOR ABOUNTIFUL HARVEST OF BUTTERY SWEET BEANS. DELICIOUS WHEN EATEN FRESH OR DRY.

EDAMAMEBUTTERBEAN

WARM SEASON 90 DAYS TO HARVEST

130

PACKAGING COMPUTER REVISIONS 1 INNER BOXES EDAMAME

Deere & Company | Design Brief | Corporate Social Responsibility

WARM SEASON 90 DAYS TO HARVEST

PRINT 3 | Marc English | Summer 2012 | Kevin Beutelspacher

131

PACKAGING COMPUTER REVISIONS 1 INNER BOXES CABBAGE

When to sow outside: RECOMMENDED. 10 to 12 weeks before average first fall frost. When to start inside: 4 to 6 weeks before average last frost for spring planing, or 4 to 6 weeks before transplanting outdoors. Start in pulp pots that go directly in ground. If you are not completely satisfied with any of our products, please contact us. In the USA and Canada, call 1-800-MYDEERE (1-800-693-3373), weekdays 8 AM – 5 PM PST. Or anytime at johndeere.com/contactus John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

PACKAGING COMPUTER REVISIONS 1 INNER BOXES CABBAGE

100% Certified Organic

7-12 Days

Seed Depth

Days to Emerge

1/4” – 1/2”

20”

Row Spacing

Thinning

COOL SEASON 95 DAYS TO HARVEST

When 3” tall thin to 1 every 12”

100% Certified Organic

7-12 Days

Seed Depth

Days to Emerge

1/4” – 1/2”

20”

Row Spacing

Thinning

When 3” tall thin to 1 every 12”

CABBAGESEEDS

CABBAGESEEDS COOL SEASON 95 DAYS TO HARVEST

DELICIOUS LEAVES ADD BRILLIANT JEWELED COLOR TO SALADS AND COOKED DISHES. BEST CABBAGE FOR STORAGE.

CABBAGEREDACRE Perk up cole slaw o your favorite stir-fry with this gorgeous deep red cabbage. The sweet flavor of fresh cabbage is much better than store-bought. Solid heads from early on small, compact plants making it an ideal choice for small plots. Resistant to splitting and the disease, “cabbage yellows.” Heads store very well in the refrigerator or root cellar. Highly adaptable to a wide range of climates. This container plants sixty 10-foot rows.

Perk up cole slaw o your favorite stir-fry with this gorgeous deep red cabbage. The sweet flavor of fresh cabbage is much better than store-bought. Solid heads from early on small, compact plants making it an ideal choice for small plots. Resistant to splitting and the disease, “cabbage yellows.” Heads store very well in the refrigerator or root cellar. Highly adaptable to a wide range of climates. This container plants sixty 10-foot rows.

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

7-12 Days

Seed Depth

Days to Emerge

1/4” – 1/2”

20”

Row Spacing

Thinning

When 3” tall thin to 1 every 12”

100% Certified Organic

7-12 Days

Seed Depth

Days to Emerge

1/4” – 1/2”

20”

Row Spacing

Thinning

When 3” tall thin to 1 every 12”

CABBAGESEEDS

DELICIOUS LEAVES ADD BRILLIANT JEWELED COLOR TO SALADS AND COOKED DISHES. BEST CABBAGE FOR STORAGE.

CABBAGEREDACRE

COOL SEASON 95 DAYS TO HARVEST

John Deere Agriculture 1001 Champlain Ave, Suite 401 Burlington, Ontario L7L 5Z4

100% Certified Organic

7-12 Days

Seed Depth

Days to Emerge

20”

1/4” – 1/2”

Thinning

Row Spacing

When 3” tall thin to 1 every 12”

100% Certified Organic

7-12 Days

Seed Depth

Days to Emerge

20”

1/4” – 1/2”

Thinning

Row Spacing

When 3” tall thin to 1 every 12”

CABBAGESEEDS

DELICIOUS LEAVES ADD BRILLIANT JEWELED COLOR TO SALADS AND COOKED DISHES. BEST CABBAGE FOR STORAGE.

CABBAGEREDACRE

COOL SEASON 95 DAYS TO HARVEST

132

CABBAGEREDACRE

Deere & Company | Design Brief | Corporate Social Responsibility

COOL SEASON 95 DAYS TO HARVEST

PRINT 3 | Marc English | Summer 2012 | Kevin Beutelspacher

133

PACKAGING COMPUTER REVISIONS 1 OUTER BOX

134

PACKAGING COMPUTER REVISIONS 1 OUTER BOX

Deere & Company | Design Brief | Corporate Social Responsibility

PRINT 3 | Marc English | Summer 2012 | Kevin Beutelspacher

135