BOONE, Iowa (RFD NEWS) — One of Germany’s best-known workwear brands is preparing to connect with American farmers at this year’s Farm Progress Show, bringing new products, daily promotions and a live performance from country music artist Drew Baldridge.
STRAUSS CEO and owner Henning Strauss joined us on Tuesday’s Market Day Report to share how the family-owned company is preparing for its third Farm Progress Show as it continues expanding its presence in the U.S.
STRAUSS traces its roots to 1948, when Henning’s grandfather founded the company near Frankfurt, Germany, selling brooms and brushes. Today, the third-generation family business has expanded into workwear and footwear, with a growing customer base of farmers and tradespeople worldwide.
German Engineering Meets Farm Workwear
In his interview with RFD News, Strauss emphasizes precision engineering and detailed design throughout its workwear and footwear.
These include triple-stitched seams, specialized pocket designs, quick-lacing systems on select boots, and fabrics designed for comfort.
The company also incorporates ventilation zippers and other features intended to help workers stay comfortable across changing weather conditions.
Country Music Comes to the Farm Progress Show
Strauss said the Farm Progress Show gives farmers a chance to see and try the products firsthand. However, music will also be a major part of Strauss’ presence at the show.
The company has developed a strong connection to country music through its partnership with the Country Music Association, and that connection will continue in Boone with a live performance by Drew Baldridge.
Baldridge is scheduled to perform Wednesday afternoon at the Strauss display. Fans will also have opportunities for a meet-and-greet and photos. Henning said he will also be available at the booth to meet with attendees.
Daily Promotions Planned
Farm Progress Show attendees will find more than products at the Strauss display. The company plans to offer daily specials, along with a $500 voucher giveaway each day.
Strauss representatives will also be on hand to help farmers choose products best suited to different types of work.
The Farm Progress Show is scheduled for September 1–3 in Boone, Iowa, giving farmers and other attendees a chance to explore Strauss workwear while enjoying the company’s country music and promotional events.
LEARN MORE: www.us.strauss.com
