John Deere Appoints 9-Year-Old Social Media Star Jackson Laux as Its Chief Tractor Kid
Social media. Love it. Hate it. Ambivalent. It’s here to stay. Platforms from X to Instagram have become some of the internet’s most popular websites. This popularity also means social is primed for businesses to channel marketing and branding. We certainly use them: Follow us on X, Facebook and Linkedin, please! John Deere is also a big fan. In July, the company announced Rex Curtiss as its first-ever Chief Tractor Officer. That’s a one-year contract position to create content for the company’s social media channels. Doubling down, John Deere just announced that Jackson Laux, a 9-year-old “farmer” and social media influencer, will be its first-ever John Deere Chief Tractor Kid. From the press release:
“Wise beyond his years, Jackson brings a fresh perspective to an industry that has been around since the beginning of time,” said Jennifer Hartmann, global director of strategic public relations and enterprise social media. “Creating content alongside Jackson will help us introduce agriculture to a new generation in fun, unique formats that capture the true day-to-day life of a farmer.”
A Viral Sensation Becomes Chief Tractor Kid
Jackson Laux, better known as @justajacksonthing, rose to TikTok fame with his down-to-earth farming knowledge and tractor expertise. The nine-year-old South Whitley, Indiana, native is a fifth-generation farmer who has been captivating audiences since his first viral post in 2023. Known for his witty farming wisdom and authentic passion, Laux is set to bring his unique perspective to John Deere’s social media platforms. From the press release:
“Farming is really cool, and I want to show other kids my age why they should get into farming too. And show farmers of all ages why they should take the time to teach us younger ones,” Jackson said.
As Chief Tractor Kid, Laux will share stories about the people behind the agricultural industry. From plowing fields to caring for chickens, his content will highlight the importance of farming. The hope is this will inspire future generations to explore careers in agriculture. Catch his journey by following @JohnDeere on TikTok and Instagram.
Chief Tractor Officer Takes the Reins
Joining Laux in this mission is Rex Curtiss, Deere’s first-ever Chief Tractor Officer. Curtiss brings his environmental studies background and creative talent to Deere’s social media platforms. A fourth-generation farmer himself, Curtiss is committed to sharing stories that showcase the hard work of those who feed and fuel the world. Curtiss’s adventure kicked off with training from Laux, who welcomed him to the family farm for hands-on lessons in harvesting and animal care. Together, they aim to blend education, entertainment and appreciation for agriculture across social media.
Why Social Media Matters for Compact Equipment Enthusiasts
For professionals in small earthmoving, off-highway construction and landscape equipment, social media offers a direct line to industry insights and trends. Deere’s creative approach connects machine operators, equipment dealers and young enthusiasts through relatable, impactful content. Platforms like TikTok and Instagram not only showcase new technologies and stories but also foster community engagement within the compact equipment industry.
Deere’s Legacy Meets Modern Outreach
With this dual leadership team, Deere solidifies its role as a champion of agriculture and construction equipment. These social media efforts ensure that the hard work behind America’s farms and jobsites reaches a wider audience, bridging the gap between tradition and innovation.
Keith Gribbins is publisher of Compact Equipment.
