Caterpillar says its partnering with Mike Rowe, creator and star of Discovery Channel’s Dirty Jobs. Rowe will spend time with Caterpillar customers and dealers, encounters that will be featured on cat.com, with the goal of demonstrating “the solutions that Cat dealers provide their customers throughout the lifecycle of their equipment,” explains the release announcing the agreement.

Rowe, who is also creator of mikeroweWORKS.com, a website dedicated to people in the trades, says his partnership with Caterpillar was “inevitable” because the two share the same work philosophy.