The announcement was made in a commercial that aired during the award show.
As part of the fundraiser, Dodge Ram will donate $20 to local chapters of the National FFA Organization for each test drive taken on April 26 at any of the 120 Ram Truck participating dealers.
“'The Next Crop Project' is a great way for the Ram brand to continue our support of the FFA and to further increase awareness as to the importance of farming in our country," said Reid Bigland, President and CEO – Ram Truck Brand, Chrysler Group LLC. "The uniquely American 'farmer spirit' is also consistent with our Ram values of courage, dignity and setting examples through hard work."
The promotion has been praised by fans on social media:
“What a partnership. Hooray for this wisdom,” one fan tweeted.
“When I get old enough and go to buy a truck it's going to be a RAM because of everything they do to support FFA!” another tweeted.
Blogger and agriculture advocate Carrie Mess, better known as “Dairy Carrie,” also supported the move.
“I may just have to take a closer look at having a Ram replace the blue oval in my driveway,” she wrote on her blog. “I like to support the companies that support my industry and Dodge is putting their money where their mouth is to support the future of agriculture. A big thank you goes out to them for that!”
This fundraiser is just the latest effort made by the company to raise funds – and awareness – for the next generation of farmers and ranchers. Last year, Dodge Ram made headlines with its moving “So God Made a Farmer” commercial, calling 2013 the “the Year of the Farmer” and raising $1 million for the FFA.
In February, Dodge Ram and the National Cattlemen’s Beef Association, announced a partnership at the 2014 Cattle Industry Convention and NCBA Trade Show in Nashville, Tenn., naming the truck brand as the official 2014 Truck of the Show.