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Archive for March, 2011

When You Know You Have a Winner!

One look is all it takes.... MF 5400 Series

It’s funny but sometimes you don’t need to study the marketing brief to know if something will be a winner, one look is all it takes!

When I first saw the new MF 5400 series with its sleek, classy new look, I thought “winner” as did many others in the Massey Ferguson team. Quite simply, it looks like it is more than up to any job on the farm and is a handy size for most farmers, especially those who used to buy tractors from our Coventry built factory in the ’80s and ’90s.

It is also a very straightforward tractor, even though it features bang up-to-date technology that isn’t really available on its competitors in this class. I am thinking here of its Dyna-4 semi powershift transmission, ELC electronic linkage control and elegant integrated chassis.

During the build up to its launch, we trained our own people on it and looked closely at the main alternatives from the other popular brands outside of AGCO. Whilst these are all good tractors and fairly well built, I can’t help think that they haven’t really moved on much in the last 20 years and don’t really offer today’s younger farmers much in the way of progress over what their Dads would have been used to!

Only time will tell, but it is a sobering thought that sometimes we witness the birth today of a classic of the future!

Watch the  New MF 5400 SIMA 2011 Video. Do you think the new Massey Ferguson 5400 Series tractor is a winner?

Tammi Wecksler

As the Relationship Marketing Manager within the North American Marketing team at AGCO’s World Headquarters in Duluth, GA, USA, I focus on understanding and improving the engagement that current and potential customers have through their various interactions with our brand. Through the variety of direct marketing activities that we conduct, my focus is on ensuring that customers receive communications relevant to their needs, and designing ways to ensure web visitors have a positive experience when using online shopping tools such as our “Build Your Own” sites, or tractoradvisor.com, built for the needs of those who are first-time, smaller horsepower tractor owners.

Diver Discovers Sunken MF Treasure

Can you help solve the mystery?

In investigating a sunken wreck in Tunisian waters, north of Bizerta, professional diver and photographer Selim Baccar was surprised to find its cargo hold still full of Massey Ferguson tractors.

Denizen of the deep – one of the MF tractors discovered by diver Selim Baccar.

Curious as to his discovery, Selim emailed Massey Ferguson with his amazing pictures to try and find out more. The wreck is so broken up that it has not been possible for him to identify the ship’s name or anything else about it. In his note he wrote: “Congratulations, the tractors are still intact after spending all these years in 65 metres of water!”

“From the photos, we can see that the tractors are MF 135 models fitted with an axle that dates them as post-1971,” says Jim Newbold, Massey Ferguson Marketing Planning Manager who in his investigations also contacted a number of ex-Massey Ferguson employees to see if they could shed any light on the mystery. “Our estimate is that the ship went down somewhere between 1972-74.”

“As yet, we don’t know the name of the ship, its ultimate destination, why it sunk, who the customer was or what happened to replace the tractors,” Jim continues. “We are keen to find out more so if anyone can assist we would be very pleased to receive any further information no matter how speculative.”

If you have anything to add please email us.

Today’s Agriculture into Consumer Products

Even before this weekend’s Earth Hour encouraging people to switch off their lights around the globe for one hour and commit to additional energy saving actions, there has been a lot of talk about how humans can become more self sustainable by using our natural resources more viably; in our daily lives with our daily products. Pepsi is one company striving to improve sustainability with innovative technology leveraging agricultural products.

In America, 1500 plastic water bottles are consumed every second. Pepsi has taken a charge at creating a greener water bottle containing renewable materials as switch grass, pine barks and corn husks. PepsiCo hopes to make future versions of the bottle with orange peels, potato peels, oat hulls and other agricultural byproducts from its foods business.

PepsiCo plans to make several hundred thousand bottles in a pilot program next year and roll them out more widely later. They have not stated which brands will get the bottle first. But PepsiCo did say the undercover research and development project spanned four countries and took several years.

“We’re learning our way,” said Denise Lefebvre, senior director of advanced research at PepsiCo. “We want to make sure all the science is absolutely right.” PepsiCo says the bottle looks and feels like existing beverage containers, and protects beverages equally well.

“The beauty of the technology is, we’ll be able to use a lot of different types of biomass,” said Lefebvre. “Our intent is certainly to create a closed-loop system.”

The PlantBottle technology will also appear in Heinz bottles, under a partnership with the ketchup-maker, and possibly in bottles for Honest Tea, a Maryland company Coca-Cola just acquired. The PlantBottle is made partly with natural sugars found in sugarcane ethanol from Brazil. Odwalla, a Coca-Cola juice brand, plans to switch to the PlantBottle within the next few weeks. If you would like to read more about this visit PepsiCo. Source: LA Times.

Technology is helping humans create a use for agricultural products other than for feeding the world. A more sustainable world is created through agriculture with modern technology. Here at AGCO, we are working to create clarity of that vision by measuring our sustainability initiatives and helping farmers pioneer the future in agriculture with improvements in technology.

Do you know of some other ways technology is being used to develop new consumer products from agriculture?

AGCO Annual Report Now Available

AGCO’s 2010 Annual Report is available. View or download your copy here.

“The year 2010 was a productive year for AGCO. We posted sales growth and substantial earnings improvement compared to 2009. AGCO was able to generate significant cash flow, which enabled us to further strengthen our balance sheet and at the same time make important investments in our business. We also made meaningful progress on a number of strategic initiatives focused on operational improvement and market development. These initiatives are aimed at positioning AGCO to take full advantage of positive long-term fundamentals forecasted for the agricultural industry and to achieve ambitious performance goals.

AGCO generated sales of nearly $6.9 billion in 2010, representing a 6% increase compared to 2009. Adjusted earnings per share was $2.32 in 2010 compared to $1.55 in 2009.”

Martin Richenhagen
Chairman’s Message
2010 AGCO Annual Report

Click here to read more about AGCO’s 2009 Annual Report.

Have you downloaded your copy of the Annual Report to read more AGCO stories from around the world?

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