Military and First Responder Support



What is True Blue Salute?

New Holland created the True Blue Salute campaign in 2011. It’s our way of recognizing the men and women of the military, first responders and their families for their bravery and many sacrifices made for our country and communities.

Through this campaign, New Holland created two distinct programs, the AMERICAN SALUTE and the 9/11 REMEMBRANCE programs. Through these two programs, and fundraising events such as ‘Lil Tug and The Journey of Champ, New Holland has raised over $1.2 million in donations. Contributions collected under these programs are donated to Fisher House Foundation. The Foundation has served over 220,000 military families and is best known for its network of “comfort homes” built on the grounds of major military and VA medical centers. Military family members can stay in Fisher Houses at no cost to be close to their loved one during medical treatment. New Holland is pleased to support the exceptional work of this non-profit organization. To learn more about Fisher House Foundation, please visit www.fisherhouse.org

Through the True Blue Salute campaign, New Holland has recognized active and retired military personnel, veterans, first responders and their families. New Holland values their sacrifices and service – of those in the military defending our freedoms, and of first responders ensuring our safety on a daily basis.
We wanted to find a way to give back. These programs offered customer incentives to our nation’s heroes at times throughout the year.
In addition, for each qualifying model sold under these programs, New Holland has donated up to $250 per unit to the Fisher House Foundation.

David A. Coker, President of Fisher House Foundation (left) and Abe Hughes, VP New Holland Agriculture-North America

During these programs, New Holland has also conducted activities to get the American community involved, encouraging everyone to show their appreciation to the men and women who serve and protect us. In addition to providing opportunities for Americans to text donations and post thank you messages through social media, New Holland organized the Million Thanks program. Under this program, we encouraged people to write brief thank you letters to our servicemen and women, which New Holland sent to service personnel abroad to express our appreciation.

These initiatives have helped New Holland raise over $660,000 for the Fisher House Foundation, allowing them to continue their work in providing aid to the military community.


Listen to Vice President Abe Hughes speak
on the 2013 True Blue Salute Program



‘Lil Tug

‘Lil Tug is New Holland Boomer™ tractor – one that spent its career pushing, pulling, and rearranging vehicles in Jay Leno’s Garage. When Leno decided it was time for ‘Lil Tug to retire from the garage, the life of this tractor would become a bit more glamorous.
‘Lil Tug was auctioned off on January 21, 2012, at the Barrett-Jackson Auction House in Scottsdale, Arizona, after being adorned with the signatures of Jay Leno and former president George W. Bush.
‘Lil Tug brought in $535,000.00, which was donated to Fisher House Foundation by Leno and New Holland.

Winner of the auction with Ken Fisher, President of Fisher House, Ken's son and Jay Leno.


The Journey of Champ

“Champ” is a New Holland compact tractor hood bearing the autographs of the winners of 16 of the 2012 NASCAR Sprint Cup Series races, including 2012 NASCAR Sprint Cup Champion Brad Keselowski, as well as Tony Stewart and Jimmie Johnson, just to name a few. In support of our nation’s champions – our military heroes – the autographed hood was auctioned on the NASCAR Foundation website as part of the “NASCAR: An American Salute” program. In June 2013, the winning bid raised more than $3,525.00 in support of Fisher House Foundation.

NASCAR® weekend for a Fisher House family

In addition to monetary donations to Fisher House Foundation, New Holland has provided the ultimate NASCAR® race weekend to a veteran and their spouse while they were staying at a Fisher House facility. The unforgettable weekend included race event tickets, lodging, and exclusive garage tours for the Pocono 400 NASCAR® Sprint Cup Series race weekend June 6-8, 2014, at the Pocono Raceway.

NASCAR®: An American Salute

As the Official Agricultural Equipment of NASCAR®, New Holland is proud to support NASCAR in its long-standing tradition of supporting the United States Armed Forces with NASCAR: An American Salute, a platform that the entire sport to collectively honor active and retired service members and military families. NASCAR: An American Salute runs from Memorial Day weekend at Charlotte Motor Speedway's Coca-Cola 600 through Independence Day weekend at Daytona International Speedway's Coke Zero 400. During the seven-week span between the two races, teams, tracks, partners and fans will show their thanks through various activities on and off the track. The wider NASCAR community can show gratitude by visiting www.NASCAR.com/Salute and using the hashtag #NASCARsalutes on Instagram and Twitter .

Fisher House groundbreaking in Milwaukee, Wisconsin

New Holland presented Fisher House Foundation with a check for $57,800 on June 3 during a groundbreaking ceremony for the newest Fisher House, which will open on the grounds of the Milwaukee VA Medical Center. The check represented the donation for Fisher House Foundation accrued from New Holland’s 2013 True Blue Salute program.

New Holland was honored to be part of this event, in continuing our efforts to help Fisher House provide homes for our American Heroes.


Renewal & Remembrance at Arlington National Cemetery

New Holland supports PLANET, the national trade association representing landscape and lawn care professionals, and their annual event “Renewal & Remembrance” at Arlington National Cemetery. In 2013, we sent a group of seven employees and three machines to team up with more than 100 other companies to honor those who have sacrificed for us. After the laying of a wreath at the Tomb of the Unknown Soldier, the volunteers spent the day landscaping the cemetery.






About Fisher House

The Fisher House program is a unique private-public partnership that supports America's military in their time of need. The program recognizes the special sacrifices of our men and women in uniform and the hardships of military service by meeting a humanitarian need beyond that normally provided by the Departments of Defense and Veterans Affairs. 

Because members of the military and their families are stationed worldwide and must often travel great distances for specialized medical care, Fisher House Foundation donates "comfort homes," built on the grounds of major military and VA medical centers. These homes enable family members to be close to a loved one at the most stressful times - during the hospitalization for an unexpected illness, disease, or injury.

There is at least one Fisher House at every major military medical center to assist families in need and to ensure that they are provided with the comforts of home in a supportive environment.