Agriculture Community Continues to Push Communication to Consumers

Feb 18, 2020

Alanna Cook has been a longtime champion for agriculture in Canada.

She served for many years as Deputy Agriculture Minister with the provincial government and now speaks at events like Agri-vision in Lloydminster about the importance of farmers and ranchers talking to Canadians about what it is they do on the farm.

"I think that it is encouraging to think that farmers and ranchers are the most trusted sources for so much information about agriculture and food. I think the challenge is to make sure we continue to communicate in the right way to consumers so that we keep that trust ad connect them and continue to engage them," she explained.

Social media is a great way to communicate with consumers, but Cook understands that for some older farmers that may not be a possibility for them. She said that if they could even sit down with friends and family to have a conversation about food production, it would make a world of a difference.

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Video: Winter Service Inspections for John Deere Equipment - The FarmCast Ep64

The FarmCast, host Troy Randall speaks with Doug Luedke, Vice President of Service, and Davin Peterson, Executive Vice President of Aftermarket at 21st Century Equipment, to discuss the importance of proactive service and how it helps farmers reduce downtime during their busiest seasons. The conversation focuses on the Winter Service Inspection Program, a comprehensive approach designed to keep equipment running at peak performance and limit costly in-season breakdowns through preventative maintenance and expert technician support.

Doug and Devin explain how 21st Century Equipment’s service teams have evolved to meet the needs of today’s connected machines. With more technology and data integrated into modern equipment, technicians now play a vital role in both mechanical repairs and precision ag support. Through advanced diagnostics, machine monitoring, and John Deere’s Expert Alerts, they can identify and address potential issues before they become major problems—saving customers valuable time, money, and frustration.

Throughout the discussion, the team shares real-world success stories demonstrating how proactive inspections and customer-focused service help maximize uptime and efficiency for every operation. Whether it’s a large tractor, combine, or small mower, the goal remains the same: to provide trusted, reliable support that helps farmers and landowners stay productive and confident in their equipment year-round.