Mike Rowe Is Ready to Hit the Dirt with Caterpillar Customers and Dealers

Words: Kate AlwardCaterpillar Inc. (CAT: NYSE) has announced that it is partnering with Mike Rowe, the creator and star of the Discovery Channel’s Dirty Jobs and founder of mikeroweWORKS.com. With Mike’s dedication to the trades and Caterpillar’s commitment to its customers, the two have joined forces to highlight the important and essential work Caterpillar customers perform everyday.

Rowe will be spending time with Caterpillar customers and dealers to get a real world perspective on their jobs and how the two partner to be successful. These encounters will be featured on cat.com and at Cat Dealerships across the country and will be used to demonstrate the solutions that Cat Dealers provide their customers throughout the lifecycle of their equipment, highlighting their superior parts and service support.

“When hard work is being performed and progress is being made, Mike wants to be in the thick of it, so teaming with him is an absolute perfect fit,” said Denny Vosberg, Caterpillar Parts and Service Support Manager. “Our dealer personnel are the best in the world and have been supporting our customers with their critical work for generations. Now is the time to shine a light on it and Mike is going to help us with that.”

Rowe, who calls himself a perpetual apprentice, has performed more than 300 jobs in locations around the country via his show, Dirty Jobs, which is currently one of the Discovery Channel’s most popular programs. Mike is also the creator of mikeroweWORKS.com, a website dedicated to and for people in the trades to meet, discuss relevant topics and learn what is the latest in the industry. He says his partnership with Caterpillar was “inevitable” because the two share the same work philosophy.

“I see Cat equipment and the hard working people operating it around the world, building and creating infrastructure,” said Rowe. “I’m excited to go beyond the machine and talk with the people who are actually making it happen.”

More information can be seen on www.cat.com.
About: Featured
 0
It’s Time for a Tool Upgrade
June 2025

Over the years, advancements in technology, materials, and techniques have helped masons work smarter, faster, and more comfortably. Along with these improvements, a new generation of innovative tools has emerged. Today, several upgraded masonry tools are

Kim Haley
Featured MAP Partner
Read More
Rescuing Resilience: House Museum + Masonry Industry Collaborate On Project Chimney
June 2025

On May 29th and 30th, representatives from GBC Concrete and Masonry and R & R Masonry, Inc. took to the Pacific Palisades to salvage and preserve a historic chimney that survived the devastating fires this past January.This effort is being led by the Hous

Jeff Buczkewicz
Featured
Read More
Contractor Tip of the Month: Taking Risks and Investing in People
June 2025

Great leaders don’t just manage risk, they challenge convention. While many chase margins and efficiencies, the most visionary among them invest in what matters most: their people. They see talent not as a cost, but as the foundation of innovation, loyalt

Damian Lang
Featured
Read More
Fechino Files: Well, That is What He Told Me…
June 2025

As part of my job, I get the opportunity to have contractors, architects, and engineers discuss challenges that they face on the projects they are working on, and usually, they ask for advice. My job is easy; I am on the outside, basically without a dog i

Steven Fechino
Featured
Read More