 socially motivated messaging and diversity quotas and pronoun identification and distanced itself from cultural awareness parades. The $61 billion a year firm had come under fire over sponsoring a pride event for children as young as three and other DEI efforts, even as it shuttered plants and sacked American workers. Our customers' trust and confidence in us are of the utmost importance to everyone at John Deere, the company said in a statement. We fully intend to earn it every day in every way we can.