This story from Radio Iowa hooked me as someone who grew up on a green-and-gold John Deere farm. My grandparents and parents were both diehard Deere owners. Even my brother’s toy tractors were mini John Deere pieces of equipment. But it seems that kind of loyalty is waning. “Many families working the land in rural Iowa, for decades, have been fiercely loyal to certain brands of farm equipment,” reports Radio Iowa. “But, as farm operations grow and the next generation of farmers takes over, that intense brand loyalty is changing, according to Curt Blades with the Association of Equipment Manufacturers (AEM).” It makes sense that financial decisions could overshadow dedication to a certain brand name.