America's next farm influencer has arrived.
John Deere said it has named TikTok creator Rex Curtiss the company's first "chief tractor officer," making the recent college grad the face of the agriculture equipment giant's social media. Curtiss beat out hundreds of applicants across 40 states for the one-year position, which comes with a salary close to $200,000.
"Rex’s creativity and authenticity grabbed our attention from the start,” said Jen Hartmann, Deere global director of strategic public Relations and enterprise social media. “We look forward to having Rex on board to create engaging and relatable content that first and foremost celebrates our customers and all they do to impact each of our lives.”
Curtiss said in a LinkedIn post that he will travel to "iconic places" around the country, showcasing Deere technology and sharing stories from farmers and other "unsung heroes." Deere said Curtis comes from a family of fourth-generation farmers and has worked closely with local food systems in his community.
Deere began recruiting for the chief tractor officer position in April, partnering with San Francisco 49ers quarterback Brock Purdy in a rare celebrity tie-up. The role is part of the 185-year old brand's efforts to appeal to Gen Z and the next generation of farmers.
Curtiss won the position with a one-minute TikTok video, where he sings and raps his credentials for the job, which include wax sculpting. His LinkedIn lists him as graduating from the University of Washington in June with a degree in environmental science.
