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Ram issues Farmer book

by David Zatz on

In time for the holidays, Ram and National Geographic are launching a new book, The Farmer in All of Us: An American Portrait.  It can be purchased for $45 at, and will be in retail stores beginning late spring 2014.

The 300-page coffee table book is a collection of original agriculture and farming photography, including many of the images commissioned for Ram’s “Farmer” Super Bowl commercial inspired by Paul Harvey’s “So God Made a Farmer” essay. Every book purchase backs a contribution by the Ram Truck brand to the National FFA Organization’s “Give the Gift of Blue” program, which donates traditional FFA blue corduroy jackets to members who would not otherwise be able to own one. (Ram will donate at least $25,000, regardless.)

“Supporting farmers isn’t just about those who till the soil, it’s about reminding America who we are and where our greatness comes from. This book truly brings the ‘Farmer’ story to life, and continues to give back in support of the amazing students of the FFA who embody this spirit every day,” said Olivier Francois, Chief Marketing Officer, Chrysler Group, LLC.

Ten world-class photographers traveled throughout America’s heartland over three weeks to capture “the essence of the farmer.” The photographers’ original goal was to create the visual backdrop for a television commercial celebrating the “Year of the Farmer.” The two-minute tribute aired during Super Bowl XLVII.

The Farmer in All of Us includes a foreword by Paul Harvey, Jr., and personal anecdotes from the 10 photographers, along with more than 240 photos aimed at inspiring the next generation of America’s farmers.

Clay Sapp, President of the National FFA Organization, said, “It is so exciting to see a collection of these stunning images together in one book. The Farmer in All of Us truly represents the soul of the American farmer.”

The “Year of the Farmer” initiative was designed to bring national attention to the significance of the American farmer; Ram pledged to donate up to $1 million dollars to FFA for views of the television video on the brand’s website. The brand reached the 10-million-view milestone in less than a week, and Ram officials presented a $1 million check to the FFA at their annual convention. The spot has been viewed more than 22 million times to date.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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