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| Howards delight NFMS buyers with Deere novelties and toys |
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By SHELLY STRAUTZ-SPRINGBORN
Michigan Correspondent
MONTICELLO, Ind. — Howard & Sons of Monticello is carrying on its family tradition in new ways.
Through the years, the fourth-generation family-owned and -operated business has changed with the times, most recently developing an online John Deere novelty store – Green Crazy – that boasts thousands of items.
Visitors to the 45th National Farm Machinery Show in Louisville, Ky., Feb. 10-13 can get an in-person view of the items featured at www.greencrazy.com by visiting the Howard & Sons booth, 5049, in the West Wing.
Originally started by Arthur Howard in 1934, Howard & Sons began as a John Deere dealership and fertilizer company located in Monon, Ind. After World War II, Arthur’s sons, Art and Hubert, joined the business. It moved to its current location in Monticello in 1952.
Mark Howard joined the business in 1975, and now he and his sons are the third- and fourth-generations to operate the company. Today it continues as a full-service dealership featuring farm equipment, lawn and garden equipment, all-terrain vehicles, parts, sales and service.
To appeal to a broader audience, it has expanded its once-limited selection of toys to include a full line of John Deere toys, household items, outdoor leisure items, party supplies and more. And the Howard family has gone global, offering their wares to online shoppers.
Their great online results, Mark Howard said, are in part from their marketing efforts at the show in Louisville.
Their first experience at the Louisville show was in 2000. Howard & Sons had recently purchased Western Sales, a company that sold agricultural supplies. Along with the acquisition came a booth at the National Farm Machinery Show.
“We didn’t know what to expect,” Howard said. “The first year, we sold dry spreaders and rubber mats down there. We took a few toys and we saw the response to them. So, the next year we took more of them.”
He said visitors continued to respond positively to their offerings, and they continued to “refine the mix” of items available at their booth. For about the last five years the booth has offered only its selection of John Deere novelty items.
Developing their website was a logical extension of their in-person marketing efforts at Louisville.
“We have a catalog there with the website on it. It’s a great marketing tool,” Howard said. “From the time we started in the Louisville show, we have continued to grow the business.”
He said this year the Howards’ booth will feature a wide variety of framed John Deere pictures, as well as a complete selection of Ertl John Deere toys, clothing, hats, games, various household items, barstools and more.
“We offer everything John Deere,” Howard summarized. |
| 2/10/2010 |
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