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CHRYSLER GROUP LLC RAM VIDEO
The Ram Truck brand introduced the two-minute "Farmer" video during Super Bowl XLVII bringing national attention to the significance of the American farmer. The video was inspired by the stirring "So God Made a Farmer" tribute delivered by legendary radio broadcaster Paul Harvey. The brand commissioned ten noted photographers to document American farm life. Many of these artful and compelling still images provide the visual mosaic for "Farmer;" Harvey's passionate oration provides the narration. (PRNewsFoto/Chrysler Group LLC)
When FCA's Ram Truck brand introduced the two-minute "Farmer" video during Super Bowl 2013, it brought national attention to the significance of the American farmer.
Ram Truck leveraged the visibility of Super Bowl XLVII to encourage citizens to support a key element of American society - our farmers.
"We used the largest television viewing audience to highlight the pride, resilience and the determination that form an integral part of the American character," said Sergio Marchionne, chairman, and CEO, Chrysler Group LLC. "Ram Truck brand's campaign videos express Chrysler Group's commitment to America and to helping build a better future for this great country."
In declaring 2013 as the “Year of the Farmer,” the Dodge Ram brand of Fiat Chrysler Automobiles (FCA) used the Super Bowl advertisement to kick off a year of programs that highlighted the importance of farmers.
By 2015, the FCA Foundation, the charitable arm of North American automaker FCA US LLC, and the National Black Farmers Association had announced the Black Farmers Association Scholarship.
Since then, the Black Farmers Association Scholarship Program has made 40 scholarships and provided $187,500 in educational support to students participating in a range of agricultural-related studies, including agribusiness, food sciences, biology, holistic nutrition, urban farming and veterinary science.
The National Black Farmers Association Scholarship Program is now in its third year.
“The FCA Foundation is proud to partner with the National Black Farmers Association," said Shane Karr, head of external affairs, FCA – North America and president, FCA Foundation this week. “Through our shared commitment, a new generation will attain the skills and competencies needed to develop and expand access to sufficient, safe and nutritious food for all.”
2017-2018 National Black Farmers Association Scholarship Winners include:
Greg McNealy, Agribusiness, Florida A&M University Siera Sylvester, Agricultural Engineering, Florida A&M University Jayde Daniel, Agricultural Sciences, Prairie View A&M University Nicholas Fowler, Civil Engineering, Prairie View A&M University Bryant Hunter, Animal Science, Prairie View A&M University Michael Walker, Animal Science, Southern University and A&M College Danelle Solomon, Environmental Science, Tennessee State University Candace Clark, Natural Resources, Management Tuskegee University Sydney Lockett, Natural Resources, Management Tuskegee University Lindsey Lunsford, Integrative Public Policy, Tuskegee University Conlee Herrera Fry, Veterinary Medicine, Tuskegee University
The students were awarded $100,000 in National Black Farmers Association scholarships to help defray the cost of college tuition, fees, books, and room and board.
“My father taught me very early on that land is the most important tool that a person can possess. And he taught me if I treat the land good, the land will take care of me,” said John Boyd, Jr., president of the National Black Farmers Association.
“Educating aspiring African-American farmers provides an opportunity to advance agricultural technology, which will be passed on as a vital part of our rich farming legacy to future generations,” he said.
The NBFA Scholarship Program awards scholarships of up to $5,000 to African-American farmers or dependents of African-American farmers who plan to enroll or who are enrolled in an agriculture-related study at an accredited college or university to ensure that the next generation of African-American farmers receives the training and skills that will enable them to thrive.”
FCA US includes American-based brands: Chrysler, Dodge, Jeep, and Ram, plus the Mopar service and parts organization.