Hartmann hopes the winner will find ways to grab attention and tell unexpected stories about the brand’s technology. For example, some people use its equipment to clear snow from stadiums, while its autonomous tractors and herbicide sprayers with built-in cameras can precisely target weeds.
She would also like to see the company collaborate with other brands to showcase their sourcing, such as telling a story about the potato growers supplying McDonald’s.
“We need to reach those individuals who maybe have choices to go to Google or Apple,” Hartmann said. “We want them to know that there’s purpose-driven work they can do at a company that’s trying to make it easier for farmers to feed the world with less land and less resources in a sustainable way.”
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