The New Alliance the Market Likes

YEAR VIII n° 1 MAY 2008

The harvesting specialist’s journal

The new alliance the market likes Excellent feedback from the Laverda-Agco understanding Meanwhile, the combine sector is up and coming in Italy and the “reds” soar to over 36 percent

A POSITIVE 2007 FOR FELLA AND COMBINE CONTESTS, THE GERMAN ENERGY THE LAVERDA “FAMILY”: HAYMAKING, AN THE “REDS” MAN MANUFACTURERS SELF-PRODUCTION, THE TURNOVER IDEA THAT DATES WINS IN RUSSIA MEET IN BREGANZE LAVERDA WAS ONE OF TOPS 150 MILLION BACK 90 YEARS THE PIONEERS page 2 page 7 page 11 page 12 pages 14-15

Gruppo Industriale ARGO The situation by Mario Scapin Ready to enter the field

Mario Scapin and reap lots more satisfaction director general

The Laverda Group’s turnover topped 150 million in 2007, also thanks to a strategic agreement reached with Agco

The harvesting specialist’s Dear readers, as we approach the of all the workers, dealers, market- tion of the segment of conven- journal

period in which you’ll be making ers and shareholders. I’d like to tional machines, with straw-walk- Year VIII, N° 1, May 2008 Quarterly periodical a start on your field work, we can express my sincere gratitude to all, ers. The number of orders received Registered with the Court of Vicenza all look forward with optimism to but I also and above all wish to ex- from the East European countries N° 1017 of 5 March 2002 this new harvest because it should tend my thanks to all our custom- is extremely positive, particularly publishing management finally provide all farmers with the ers for their trust in the products those from Bulgaria and Romania. Mario Scapin Angelo Benedetti level of profit they’ve been hoping and services offered by Laverda. But our results in other markets, Simonetta Lambrocco for and expecting for some time. The positive trends of the last pe- such as Greece and Poland, is also director in charge Owing to the growth in consump- riods have been confirmed in this growing both as to volumes and Claudio Strati tions, the development of bio-fuels first part of 2008. The demand for market share. art work and, presumably, of financial strat- harvesting machines is continuing The Agco group brands are also Andrea Rosset egies as well, the prices of agricul- to be high. Laverda is doing all in its achieving similar results. Both Piergiorgio Laverda tural products have been the driv- power to satisfy the market by tak- Massey Ferguson and Fendt are the following persons ing force behind the development ing all the necessary actions able to enjoying continual growth in all collaborated: of the combine-harvester market in increase the daily production rate. their markets, and this provides a Aneliya Kaneva sales manager all the main countries. The sales volumes are significantly further contribution towards the Opticom Ltd Bulgaria It’s thanks to these positive fac- on the upswing in Italy. This is espe- development of the Breganze en- Andres Moradas Lopez tors that Laverda’s 2007 balance cially thanks to the demands from terprise. Laverda Spain sales manager sheet, recently approved by the the central-southern part of the So I can say with extreme satisfac- Elena Korovkina Investa Agro management assistant shareholders’ meeting, closed with country and to the excellent way in tion that I firmly believe that all Thomas Beckert a gratifying increase as compared which the new self-levelling com- this represents a tangible confir- Fella product manager

to the previous business year. The bines AL Quattro and AL Rev have mation of how strategically sound Piergiorgio Laverda turnover has actually grown by been received. The M304 Ls Integ- is the agreement we signed last curator of the “Pietro Laverda” Historic Archive 19% and exceeds 99 million Euros. rale model is also obtaining results year with the Agco group. This result has been due to a 15% beyond our expectations and is Now, as the campaign is drawing photographs Archivio Laverda spa rise in the number of machines sold proving to be the ideal machine for near, I’ll conclude by extending my and to the increasingly more con- harvesting in hilly areas. sincerest best wishes to you all for © by Laverda spa 36042 Breganze (VI) Italy sistent contribution provided by the The growth has almost reached a satisfactory harvest and with the via F. Laverda, 15/17 sale of spare parts, whose business 50% on the French market and hope of being able to present all tel. +39.0445.385311 fax +39.0445.873355 turnover has risen by 20%. This here, Laverda has been right on the Laverda customers with wel- www.laverdaworld.com year, so important for the company the mark by not only increasing come surprises during the Autumn [email protected] and characterized by the strategic the sales volumes but also its por- trade fairs. Printed by G.N.G. agreement reached with the Agco Via Galvani, 58 - 36066 group, the operating margin, after Sandrigo (VI)

deduction of the extraordinary as- Literary rights reserved. Articles and pictures may only be duplicated if source is cited. sets, presented the most significant growth with an 82% improve- ment. The stock value decreased for both raw materials and the finished product, which strengthened To all journal subscribers PRIVACY STATEMENT AS PER ART. 13 the company’s financial position to OF DECREE LAW D.LGS. 30.6. 003, N° 196 an even greater extent. Your identification data have been acquired by Laverda S.p.A. from either The business year of Fella Werke, you yourselves or from public lists and the company entirely possessed by registers, thus from documents ac- cessible to anyone, for our marketing Laverda and with the same man- activities in the future. Laverda S.p.A. will deal with these agement in common, also featured data on paper and/or by computeri- zed or telematic media. The informa- the same trends, with a turnover tion will solely be used in our company or by auxiliary bodies authorized that increased by 10% and topped by our company for postal purposes, in relation to our need to acquire new 51 million Euros. In short, the con- customers by sending commercial proposals, also in the future. solidated turnover of the Laverda Laverda S.p.A. guarantees that the data will be treated in the most con- group exceeded 150 million Euros fidential way and that, upon your request, your data may be cancelled and fully confirmed the company’s (or corrected) from our archives free of charge. You are therefore entitled growth process. These results were to exercise all the rights established by art. 7 of Decree Law d.lgs N° 196/003 obtained thanks to the contribution and in particular, to wholly or partly refuse to allow the data to be used. Italy by Simonetta Lambrocco Farming’s fine and combines are

Simonetta Lambrocco feeling much better communication and public relations manager The home market tots up 36% more than 2007

The agricultural sector is recovering fast and absurd, but products that come from an- it’s for this reason that the scientific world the market for combines is beginning to other part of the world often cost less than suggests a holistic approach, i.e. an atti- grow again as a consequence. In Italy, there’s their local equivalent. This situation can be tude that considers every aspect as part of a been a gigantic leap forwards as compared reversed by our joint efforts to set matters in whole and not as an individual element. For to 2007. a more logical order. If we can do this, we’ll our part, we can verify how each of our ac- The increase in the food demand has led to not just be saving energy but also reducing tions corresponds to a series of effects that the appearance of new, strong economies the amount of pollution. we can make either positive or negative. on the market, a different trend in tastes and If we actually succeed in limiting the demand Going back to the subject with which we an increased amount of cash in the hands for products from far-off lands, we’ll be cut- are more closely involved, the increase in of very numerous populations, first and fore- ting down on transport and, consequently, the price of grain crops and stocks that are most those of China and India. And these on pollution. beginning to run short are encouraging are not the only decisive factors to have con- It’s a chilling thought, but every kilo of petrol farmers to stop leaving farmlands uncul- tributed towards the general recovery of the consumed produces 3 kilos of carbon diox- tivated. Moreover, the alternative energy agricultural sector. ide, one of the main causes of global warm- business absorbs most of the products and This growth trend also concerns the sub- ing. contributes in a considerable way towards ject of energy production from alternative As explained by scientist Ernesto Hofmann, the sector’s newly found optimism. A sen- sources. an expert in technologies, at the “Energy To- sation that we’re also experiencing in Italy, When it comes to energy, the increase in morrow” forum organized in Venice by Col- where we’ve witnessed an upswing on the the price of crude oil is of the structural diretti and The European House Ambrosetti, combine harvester market, which marked type. We’re now facing the third oil shock recent studies show that 22 million barrels a 36% increase as compared to 2007. This in history. But while the first (1973-74) and of oil are consumed each day in the United increase in the domestic market is especially second (1978-79) oil crises were caused by States while, according to the 2008 Legambi- due to the growth of the self-levelling com- OPEC (Organisation of the Petroleum Ex- ente report, a citizen of the European Union bine segment, as these machines have cur- porting Countries) having rationed the oil consumes about half that of an American, rently doubled their volume to reach 31% supply, today’s crisis has been determined but three times more than a Chinese citizen of the total market portion. by a progressive drop in the raw material and almost nine times more than an African. Thanks to its new AL Quattro and AL Rev which, being limited, will inevitably not last Meanwhile, China is planning to build an- self-levelling models, Laverda holds the forever. We cannot ascertain with certainty other 60 coal-fuelled power stations in the record in this particular segment. just when the oil fields will become deplet- near future and we all know that, besides The AL Quattro combine has become very ed, but many scholars believe that this will carbon dioxide, coal also produces a consid- popular with the customers and not just in happen in about seventy years. However, erable amount of pollution from dust. Italy but also in Spain, where strongly slop- one needs to consider numerous different In short, the scenario is extremely varied and ing ground is certainly not lacking. variables that could positively influence the situation, such as a world-wide commitment towards sustainable, responsible consumption with a view to achieving increased efficiency when it comes to the use of energy sources, a shared policy for researching and developing new technologies, the ability and the chance to use renewable energy sources in a concrete way, the return to a life-style that’s more respectful of the environment, the discovery of new oil fields… Although as individuals, we are unable to do much for research, the contribution that each of us can offer by rationalizing our consumptions is a very different matter. For example, we can start by paying more atten- tion to the way we use the electric lights or only use the car when strictly necessary. We can stop leaving the lights on when they’re not required and replace the light bulbs at home with the low energy sort. We can opt for local foodstuffs and direct our choice to products that come from areas neighbouring on the one where we live. It often seems Castellacci, the sales challenge The sales manager for Italy has been with Laverda since 2000: “It’s an exciting task to bring this historic brand back to its ancient splendour”

Giampietro Castellacci has been with Lav- You were naturally familiar with the erda since 2000 and has been sales man- company before coming to work in ager for Italy since 2007. Breganze. He began working in the Breganze plant as an area manager. A certain coherence “Certainly, I knew Laverda, its history and between his way of thinking and the com- products very well. When I worked for the pany’s industrial culture soon became evi- consortium, way back in the seventies, I sold dent and this explains the enthusiasm with about seven or eight Laverda machines a which Castellacci dedicated his efforts to year. Well, come to think of it, I sold quite a the sale of Laverda’s combine harvesters. lot of them…”. Fifty-three years old, born in Rovigo, mar- ried and with an eighteen year-old daugh- What did you think of the Laverda brand ter, Giampietro Castellacci soon approached and products at that time and how did the field of mechanics and agriculture once Laverda stand in relation to the competi- he had finished his studies, as he started tors? work in the Provincial Agricultural Consor- tium of Rovigo, where he remained until “In my area, Laverda possessed about 80% 1990. of the market. Our competitors were either Your opinion of your experience with Castellacci changed jobs in 1991 when he doing badly with their products or were be- Laverda to date? took up employment with Sovema di Mode- ginning to build up their own sales networks na, where he acted as area manager until with enormous difficulty. It was the serious cri- “I’d say it was extremely positive. Practical re- 2000. “In Sovema,” Casellacci remembers, sis sustained by the agricultural consortia that sults show that the quality of our products is “the approach was that of a system based allowed our competitors to invade the Italian widely appreciated and acknowledged. upon the achievement of personal devel- market. Besides the enthusiastic way the new Laverda is winning back the standing it de- opment within a structure organized in full management was going about its business, serves”. compliance with the corporate goals and the main thing that encouraged me to accept terms”. a job with Laverda was a personal challenge. And from a personal point of view? To bring a brand that had been so actively Giampietro, what was it about Laverda involved in the agricultural development of “Truly satisfactory. I’m extremely proud of the that attracted you? Italy and the world back to the splendour and results I’ve achieved, also when it comes to prestige that it had rightfully enjoyed in the my personal career, but this will certainly not “The driving force, the down to earth at- past was a truly fascinating goal”. lead to a drop in my commitment towards titude of the new management and the the progressive growth of our sales”. desire to re-establish the image on the mar- A man with a passion who’s continually ket of a prestigious brand that had given putting himself to the test… Thanks Giampietro and good luck. so much to agriculture and not just in Italy, but the whole world over”. “I suppose that’s true”. Simonetta Lambrocco

The corporate totem synthesizes the new industrial alliance

The innovations that have affected Laverda’s corporate set-up are also highlighted in the company’s symbols. So now the totem that bears the company’s name also sports the Agco logo. The Agco logo was recently affixed, on the side opposite to the Argo logo, to the big white totem bearing the Laverda logo that stands at the entrance to the plant, thereby testifying to the groups to which the Breganze company belongs. Similarly, two of the six flagpoles in front of the entrance have been adorned with the Fendt and Massey Ferguson standards as combines of the Fendt and Massey Ferguson brands are also manufactured in the Laverda plant. So this is why a Massey Ferguson flag and a Fendt flag flutter in the wind alongside those of Laverda, to remind onlookers of the new industrial alliance. S. L.

Volatile, more than The largest island in half a century of history the Mediterranean, where agriculture is There’s a Laverda dealer with a wealth of experience a vital resource in eastern Sicily Sicily is the largest island in the Medi- terranean as well as being the most Volatile Bernardo snc, Laverda’s dealer for before becoming an entrepreneur, he was extensive and southern region of Italy. the provinces of Catania, Siracusa, Messina, able to understand the customers and their The Strait of Messina, less than 3 kilo- Ragusa, Enna, Agrigento and Caltanissetta, needs in a better way: they were also friends metres wide, separates it from the Ital- boasts almost sixty years of history and expe- and acquaintances he knew very well. ian peninsula, and the Sicilian Channel rience. Right from the very start, Bernardo Volatile from Africa, from which it is about 140 The Volatile Bernardo enterprise was estab- learned and applied the principles of market- kilometres away. The island covers an lished in December 1951 in Palagonia, a vil- ing to his enterprise: the customer first and area of 25,710 square kilometres and, lage in the province of Catania. Bernardo foremost. The success he obtained testifies at the end of 2006, had a population Volatile, the founder, was a great entrepre- to his constant commitment towards his cus- of 5,020,000 inhabitants, i.e. 195 per neur. A few years before establishing the new tomers. In 1999, Volatile Bernardo changed square kilometre. company, he had started business by selling from one-man business to partnership, i.e. Agriculture is one of the most impor- motorbikes and mopeds all over the eastern Volatile Bernardo snc. The new enterprise tant economic resources of the region. side of Sicily. was run by founder Bernardo, by his wife About 650 thousand hectares are His first approach to the tractor world dates Anna and by their sons Francesco and Salva- dedicated to seed planting and 400 back to 1952, when he became a dealer for tore, who continued the work begun by their thousand to permanent crops. products bearing the Pasquali logo. A few parents and developed it to a further extent. There is a very large production of years later, Volatile became a dealer for Lam- Amongst other brands, the enterprise is now grain crops, amongst which wheat, borghini, and then went on to sell the Landini a dealer for Laverda, Landini, McCormick especially the high quality durum vari- (in 1967), Agrifull (in 1970) and Goldoni (in and Valpadana, and has just started market- ety that’s essential for making the best 1979) brands as well. ing the products of Neuson, a company that quality pasta, something that made Bernardo Volatile’s work was certainly not manufactures earthmovers, especially excava- Sicily important for the Romans (the is- simple because, in the Fifties, the use of me- tors and compact loaders. land was called the granary of Rome). chanical machinery for agricultural work was Volatile Bernardo snc continues to be in- Olives are also grown in abundance inconceivable for farmers. In those times a novative and keeps a watchful eye on the and assure an excellent production of farmer was considered to be a person who changing market trends. But now, the third oil. provided himself with foodstuff thanks to generation is beginning to start work for One of the more typical fruits is the purely manual work. Volatile’s activity at that the company with Bernardo Andrea Vola- persimmon, while the cultivation of time could even be considered “revolution- tile, who has brought fresh ideas along with citrus fruits is very well known, with ary”, but the thing that undoubtedly gave him thanks to his business economy studies. oranges, lemons and mandarins as him an unrivalled competitive advantage was Young Bernardo Andrea is starting to adapt well as clementines, bergamots, limes the fact that he considered the customers not the company to an environment and a sec- and grapefruit of an excellent quality. so much and not only as “customers”, but as tor that are now developing at an incredible Prickly pears and carobs are not lack- friends. Since he himself had been a farmer pace. ing. Vegetables are also grown to a great extent and have conquered an increasing number of markets since the Sixties by virtue of greenhouse cultivation, which is especially widespread in the south-east area. The famous Pachino tomatoes are well known and much appreciated everywhere, as are the artichokes. But Sicily is also famous for its delicious nuts, including the extremely high quality almonds, hazelnuts and pistachios. The intensive cultivation of species that were once exotic, such as kiwi fruit and mangoes or even bananas, has also become important thanks to Sicily’s mild climate. The traditional cultivation of grapes allows Sicily to produce excellent liqueur wines with a high alcoholic strength. The greenhouse cultivation of flowers is strongly developing towards the Eu- ropean markets. The products by Simonetta Lambrocco Lots more visits to the combines at Fieragricola A great deal of interest in Verona for the M 306 Sp combine with its 7.60 bar as well as the new AL Quattro and for the Lcs 255, just back from the European tour

Laverda exhibited an M 306 Special Power combine with a 7.60 me- bracket. Distinctive features are its productivity, the quality of the tre mowing bar in the Argo booth at Verona’s Fieragricola trade fair, crop processed and rationalized running costs. Fuel consumption is as well as the new AL Quattro. An Lcs 255 with a 6 metre bar was low, servicing work easy to carry out, while the crop is treated with also on show in an area dedicated to exhibitors who had taken part the utmost delicacy in all the harvesting and threshing phases. in the Fieragricola Europe Tour (a travelling fair through Slovenia, Complete with Gsax, Pfr and Mcs Plus as part of the standard equip- Hungary, Slovakia, Poland, the Czech Republic, Austria and Italia, in ment, 255 Lcs sports a 7,000 litre grain tank. which Laverda took part with its importers) last September. The 255 Lcs combine features a Tier III type-approved 180/245 kW/ The fair attracted a much larger public than was expected, with as HP Iveco engine with Common Rail fuelling system. The capacity of many as 140,000 visitors (4% more than 2006), considering that the the fuel tank is 450 litres. world’s most important manufacturers had already presented their in- Simple servicing operations, a feature that speeds up the time it takes novations at Hanover’s Agritechnica in November. There were 1,230 to do the jobs, are ensured thanks to the generously sized side doors exhibitors (5.6% more than 2006) of which 210 were foreign from which allow convenient access to the transmissions, internal compo- 24 different countries. nents and the rotating filter with fast release mechanism that enables Laverda also received a significant number of Italian and foreign visi- the radiators and other components, such as the air conditioning tors. system, to be reached with ease. The next international fair at which Laverda will be on show with its And when it comes to comfort, the 255 Lcs has lots to offer thanks products will be Eima International, which will take place from 12 to to the exclusive Profi Cab, designed to satisfy the operator’s require- 16 November 2008. ments in the best possible way thanks to its rational controls and ergonomics. At the very top of the Laverda range, the M 306 Sp Ls 4wd combine The cab is easy and safe to access thanks to the sturdy steps and large stands out for its productivity, comfort and reliability features. door. Total control and management of the machine are assured by Part of the standard equipment includes the exclusive “Laverda Spe- the Agritronic Plus computer and by the exclusive joystick. Gener- cial Power” Gsax, Ground Self Alignment Extra system, which main- ously sized windows provide excellent visibility. tains a uniform cut in even the most difficult harvesting conditions. Besides the automatic air conditioner, the Profi Cab includes the The electronic control increases the sensitivity and response provided comfortable seat with pneumatic suspensions as part of the stand- by the system, which then adapts the cutting table to the ground ard equipment and can be fitted with accessories, like the portable in the longitudinal and lateral directions in a fully automatic way, fridge, the radio and CD player, camera with colour display and Gps maintaining both an even cutting height and ensuring that the cut- satellite system. Thanks to the generous supply of lights, the combine ting table exercises a uniform pressure on the ground. There are two can work at night with excellent visibility, for as long as the harvest- automatic adjustments: from 50 to 200 mm for short-stemmed crops ing conditions allow. or alternatively, from 100 to 500 mm for taller ones. The generously sized Easy Reverse bearing skids installed under the bar provide the utmost in reliability as they ensure precise commands and easy ma- noeuvres even in reverse. A standard electric connector makes the controls even more reliable and makes the cutting table easier to hitch to the machine. PFR, Prepare and Feeding Roller. Equipped with oversized fingers that convey the crop to the elevator housing in an even smoother and more efficient way, this system ensures a regular threshing action plus fade-free efficiency from the combine, less power input, lower fuel consumption and longer lasting transmissions; Mcs Plus, Multi Crop Separator Plus. This device subjects the crop to a forced action that separates the grain from the straw before this reaches the straw-walkers. It can be simply deactivated by means of an electric switch if the crop is particularly delicate, with brittle straw. Integration of the Rev module increases the separation area by 20% and consequently widens the winding angle to 120°. The performance is boosted to an even higher degree thanks to all this plus use of the straw-walkers along their entire length. Laverda’s drum, with its eight beating bars and eight ballast bars, ensures excellent crop threshing with total respect for the quality of the straw and grain. The independent electrical regulating system in the front and rear of the concave allows the combine to quickly and perfectly adapt to different types of crop in all conditions. The M 306 Special Power combine features a Tier III type-approved 246/335 kW/HP CITIUS 8.4 CTA 4V, SISU Diesel green engine with Common Rail fuelling system. Laverda’s 255 Lcs combine harvester is in the medium-high market Fella and haymaking, an idea that dates back 90 years The Bavarian enterprise, now controlled by Laverda, first started work in1917

Fella, the German enterprise in the Laverda Group that’s specialized in the production of haymaking machines, is 90 years of age and on 26 July in Feucht, Bavaria, it will be celebrating its jubilee by opening the factory to the public for guided visits, demos of machines at work and Argo informs Gruppo Industriale ARGO occasions for convivial hospitality. Fella Werke has belonged to the Morra family, owner of the Argo group, since 2004. Now in its third entrepreneurial generation, the family has The Argo Tractors plants operate at full rate become specialized in the production of machines for the agricultural The Argo Group recently attained a first important goal: op- sector and, with Argo, established an industrial group that includes his- timised production efficiency. toric and prestigious brands, amongst which special mention should be A reorganisation process has concentrated the production made of Laverda, a leader in the field of combine harvesters, as well of Landini and McCormick tractors in Italy. Thanks to this, as Landini and McCormick, leading tractor manufacturers. Fella is now fully controlled by Laverda in the Group. the production lines in all the Italian plants soon began The German undertaking was established in far-off 1917, when the di- operating at full rate, the aim being to supply the market rector general of Isaria, the meter factory of Munich, decided to set up with the machines of both brands at even more competitive a company that produced harrows. The history of Fella Werke began at prices. After a 2000 square metre enlargement for the parts that precise moment in Feucht. The enterprise was officially established store and quality control offices, Fabbrico’s two assembly in February 1918, with the name of Bayerische Eggenfabrik AG, Feucht. lines now produce open field tractors in the 60 to 220 HP The name Fella only appeared later and probably originated from the categories. A new line has been created for the 6-cylinder Egyptian work “Fellache”, which means farm-worker, farmer. Under the guidance of the first director, Albert Löffler, the harrow fac- tractors and has already started producing the new series tory widened its production range to include ploughs, in 1924. of McCormick tractors, i.e. Xtx and Ttx. The coating system In 1931, the Epple & Buxmann plants of Augusta were acquired. This is also new and functions with a water-borne paint cycle. marked a decisive step in the harvesting machine sector. The year after, Vineyard and orchard tractors are manufactured in Luzzara, the company began manufacturing reaper-binders for harvesting grain crawler tractors in San Martino in Rio as well as wheeled crops, a milestone in Fella’s development process. tractors in categories up to 80 HP. It was 1953 when Fella launched the conditioner with driveline control, a forerunner of the present-day “Fella-effective-Conditioner”, the in- novation awarded the bronze medal by DLG, the German Agricultural Association. The following year, the company presented Jupiter, the self- powered combine-harvester for threshing and harvesting grain crops. Fella has specialized in haymaking machines since 1980. There was another important step forward in 1997 when Fella organized its business in a completely new way, i.e. with four self-controlled factories within one plant. Each of these is responsible for itself and its employees but manufactures in compliance with the management’s guidelines. This allowed Fella to win the Best Factory Award in 1999. Fella Werke’s unexpected sale to the Dutch group Netacgo by the then proprietor Peter K. Timmermann, came about that very same year. This led to investments in the factories. A large new building measuring 3.200 square metres and dedicated to assembly work was erected, as was a modern block with offices and classrooms for training purposes. Hanover, Landini’s Rex 85 S takes the stand The new assistance and parts service centre was created in 2003 and Landini’s Rex 85 S wins the challenge between rows. The 82 the next year marked the beginning of Fella’s new era with the Argo HP narrow orchard tractor from the Fabbrico plant won the Group. “Best of Specialized” prize at Tractor of the Year 2008, the competition during which a jury formed by journalists from Thomas Beckert the specialized press from all over Europe awards the best tractors of the year. First choice in the challenge amongst four finalists, Rex 85 S was considered the tractor most able to comply with the requirements of specialized agriculture not only for its technical specifications, but because it proved to be incredibly agile between the narrowly spaced crop rows in orchards. A feature due to its limited width, from 1,213 to 1,313 millimetres, depending on the tyres used, the wide steering angle and rounded bonnet shape, which allow the vehicle to move and manoeuvre amongst the plants with no difficulty whatsoever. The markets by Simonetta Lambrocco Mechanized farming gains popularity in Bulgaria Laverda holds a 15% portion of the market, with the M Series in pride of place

If compared with other countries, mechanized sector have increased the synergies. a reliable service, it is easier for the farmers farming is significantly in delay in Bulgaria, In 2003, there were actually 665,500 agricul- to deal with the complicated intricacies of both as to numbers and quality. In 2001, the tural holding companies in Bulgaria. the various financial aid schemes thanks to statistics pointed to 70 HP per 100 hectares Bulgarian agriculture produced 7% of the the Sapard grants or the structural funds pro- of cultivated land as compared to the 200- GDP in 2006, a percentage which dropped vided by the European Union. 300 average in the European Union. Only to 5.1% in 2007. To supply the customers with prompt assist- about 20% of the combine-harvesters were The cultivation of grain crops (wheat, corn, ance, Opticom uses a fleet of eight mobile less than 10 years old, while 15-18% were maize, barley) reached 58% in the arable Service units that provide regular interven- worn out and depreciated each year. Despite area, oily seeds (sunflower and rape) 20% tions, deliver spare parts and lubricants and the significant incentive promoted by the and vegetables 5%. The most important repair components. For Opticom, the work Sapard program for modernizing the farm permanent crop is the vine, widespread over carried out by the Service team is of funda- machinery, further investments are needed about 62% of the total cultivated land. mental importance when it comes to acquir- in the harvesting sector. During recent years, Opticom Ltd, Laverda’s importer, was estab- ing new customers. This is why it regularly the market for farm machinery in Bulgaria has lished in 1991 by eight partners and mainly holds refresher courses for its already trained been very unstable and it is not easy to make dealt with importing and distributing spare and qualified personnel. forecasts owing to the grants that the Euro- parts for tractors, combine harvesters and pean Union has guaranteed for investments implements. Ten years ago, Opticom began Aneliya Kaneva in agriculture (i.e. the Sapard program) and remarkably successful business dealings with the insolvent condition of many farms. As a Landini for importing tractors: the Landini whole, the sales of machines have grown but brand was totally unknown in the country A. Kaneva, Opticom’s sales manager, and the Service have oscillated, depending on the grants is- but now holds 19% of the market. The fam- team. sued each year. ily of brands imported and sold in Bulgaria Bulgaria became a member of the European by Opticom also includes Fella and Sigma4. Union in 2007 and therefore benefits from the Laverda named Opticom as its official dealer procedures of the community farming policy. in 2002 and since them, a lot of work has In this country, the agricultural sector wishes been done together in order to achieve the to quit its niche role and Laverda is increas- current 15% portion of the market, mostly ing its business there. It has now acquired a due to the sale of the M Series, in the top 15% portion of the market, where it works bracket segment. through its Bulgarian importer, Opticom Ltd, The owners of the company work there along which has its headquarters in Stara Zagora, with 34 employees, all in direct contact with in the heart of the country, and through nine the customers and committed towards offer- dealers scattered throughout the land. Situ- ing the Bulgarian farmers the machinery most ated in the south-east of Europe, Bulgaria is a suited to their needs. Opticom also provides limited market as to territory (110,910 square an advisory service, financial services, delivery km) and population (7.56 million inhabit- and after-sales services, and spare parts. ants). About thirty percent of the total area In the majority of cases, Opticom supplies (3,296,800 hectares) is arable (information the end customer with a complete package dating back to 2004). of machinery and services. By working with a But large portions of the territory are far from single, trustworthy supplier that guarantees the towns. The rural areas have sustained the greatest decline in birth rates, possess a more poorly educated work force and suffer higher unemployment rates that the urban areas. Land redistribution has created significant fragmentation when it comes to ownership. The average size of the plots is 0.6 hectares. The property law was amended in 2007 and now allows a more rational use of the land. The development of the land renting market, using standardized properties and areas, has helped to stop the real estate from being broken up. 79% of the total usable farmlands was rented in 2003 by agricultural holding companies. A good 50% of the land owned by physical persons is now rented. The cooperatives and the farmers’ and breeders’ associations have actually ceded 93%. During recent years, various investment funds in the farming estate The M 306 combines, great “kings” of Spain The Spanish customers are particularly fond of the M 306 Sp Ls 4wd, the leader of its category

If one observes the evolution of the like to express a very special men- 2007-2008 campaign, one can only tion, is the star of our market, the M confirm Laverda’s continual growth Series and particularly the M 306 Sp in the Spanish market, where its Ls 4wd model, our customers’ idol standing has become gradually and the king of our results. stronger and its prestige increased in We have sold more than 70 M Series a sector so professional and compet- machines in different versions and itive as that of combine harvesters. models, but our most popular model It seems only yesterday that the cor- achieved 80% of the results in the porate management assigned me last campaign and confirmed itself the important task of shedding new as the leader of its category. lustre on Laverda’s name and brand After having spoken with the users in Spain. Although, at that time, and ascertained, with open-field Laverda could boast the good taste trials, how all the sales patter de- of tradition with the M 132 and 152 claimed during the negotiations models, on the other, the market was actually true, I can understand had been sporting other colours the level of appreciation and satis- over the past ten years that not eve- faction expressed by all our custom- ryone knew how to interpret. ers. I believe that this is a very fertile Laverda’s autonomous image, re-ac- ground that will allow us to contin- quired when the Breganze company ue to grow and obtain good results decided to step out on its own and in the future campaigns. make up for its handicap, certainly Another mainstay on which our represented one of its most com- growth is based is the excellent level petitive factors. achieved in our after sales service, We’ve now been working day after which is an extremely efficacious day with Laverda for more than nine part of our work. There’s no doubt campaigns. When we analyse our about it, our success would have work, the fact that we are able to certainly been impossible without all share such gratifying and promising the highly professional work done results with our customers, dealers “back-stage” by our assistance and especially with the colleagues in staff. my team, not so much in Spain as Many of our customers congratulate in the parent company, fills me with me about this when I meet them by satisfaction. chance or during the trade fairs. One of the principal protagonists of our evolution, about which I would Andres Moradas Lopez

Greece, Laverda on show at Salonika with Giannakoulas Bros

Last February, Laverda, represented by Gian- Giannakoulas. of dealers and Service staff available in every nakoulas Bros, exhibited its products in Salo- The company immediately began trading town in the country. Moreover, a task force nika during the 22nd biennial Agrotica fair, a second-hand tractors and combine harvest- formed by ten expert engineers keeps the big event dedicated to promoting the devel- ers imported from Europe. combines monitored during the harvesting opment of agriculture, as well as the tech- Ten years later, owners of a company that season. nologies, machines and implements used in had become a reference point for second- Giannakoulas Bros takes part in intensive pro- the sector. hand machines, the Giannakoulas brothers motional and business activities. They never Laverda has been doing business with the built their current headquarters (4000 square miss the trade fairs dedicated to the sector company owned by the Giannakoulas broth- metres) in the city of Thessaloniki, Salonika, and conduct training courses and trade fairs ers for years, since 2001 to be precise, when in the north of Greece. The company now dealing with agricultural machinery. the enterprise became Laverda’s main im- employs fifteen persons including salespeo- The company is also an exclusive representa- porter in Greece. ple, engineers, storekeepers and office staff. tive of other brands of agricultural machinery Giannakoulas Bros was founded in 1978 by As Laverda’s main importer in Greece, Gian- and is now one of the leading enterprises in the two brothers, Kostantinos and George nakoulas Bros counts on a complete network its particular sector in Greece. 10 Russia, Investa Agro, Investa Finance and Laverda: protagonists at Krasnodar Expo Russia offers the biggest chances of development for harvesting machines

YugAgro, the 14th international forum dedicated to the agro-industrial sector took place from 20 to 23 November 2007 at the Krasnodar Expo Exhibition Centre. As main sponsors for the third year running, Investa Agro, Investa Finance and Laverda, the Italian combine harvester manufacturer, welcomed and informed the visitors. These latter were thus able to obtain first-hand details about the Italian company Laverda, the Argentin- ian Crucianelli, the Brazilian Montana and the German company Fella. But the thing that aroused the greatest interest amongst the landowners and farmers was Laverda’s 296 Lcs combine. The visitors were able to examine the model in full, and analysed its charac- teristics and qualitative differences in relation to the competitors’ products. Laverda’s consultants answered lots of interesting queries posed by the public. Many people climbed into the cab so as to personally ascertain the level of comfort that Laverda’s machines offer to the operators as they work in the Andrea Ugatti, Laverda’s export manager, with fields. Gianni Fontana at the Krasnodar Fair. Andrea Ugatti, Laverda’s export manager, took part in the event. “Russia,” declared Ugatti, “represents one of the biggest prospects for development in our sector”.

Yugagro, the most important fair of the southern regions

The Krasnodar Expo Exhibition Centre has been organizing trade fairs since 1995. Over the past 11 years, it has acquired a great deal of experience when it comes to organizing fairs on a regional, national and international scale, as well as conferences and seminars. It is the largest conference and exhibition centre in Russia as it covers an area amounting to 37,300 square metres, and organizes events that are extremely important for the economy of the region. Amongst these, one of the chief fairs is Yugagro, the most popular agricultural event in southern Russia. “The majority of the visitors to Yugagro are our customers,” explains Evgeniy Cherca- sov, the sales manager of «Investa Finance», Laverda’s dealer for the Krasnodar region and for the Republic of Adygheya. “For us, this is one of the forum’s main values. Moreover, I know that many of the most important agricultural enterprises prefer Yu- gAgro, as they consider it an excellent venue for meeting and getting to know new customers”. 11 Aleksandrovich wins at the wheel of a Laverda combine Hard-fought threshing contests in the Krasnodar region

Threshing contests are traditionally held be- Which sort of combine harvesters are used ly, because these machines have never broken tween districts in the region of Krasnodar. by JSC Kavkaz? down since we’ve been using them”. During these competitions, the combine opera- “We use the combine harvesters of the Italian tor who threshes the largest amount of crop in company, Laverda. Their technical solutions are How many combines do you have on the the shortest time is proclaimed the winner. more economical, “comfortable” and provide a farm? The performance achieved in each area is widely better performance than those of the machines “At the present time, there are five of Laverda’s reported by the local press, thus the participants produced in Russia. Thanks to the use of Lav- 2860 Lxe combines and we plan to completely are able to keep themselves informed about the erda combines, we only need 15 operators to replace the Russian combines with other Lav- results obtained by their rivals, while the specta- reap a harvest of eight-thousand hectares. Lav- erda machines”. tors can carefully evaluate the feats achieved by erda’s machines thresh fast and, more impor- the competing machines. tantly, produce a quality crop. This means that Gennady Aleksandrovich, thanks for your This year, the winner of the Kurganinsk area was there’s no waste. Moreover, these machines courtesy and for your love of the land. Borschev Gennady Aleksandrovich, who agreed only need an average 5-6 litres of fuel per har- to share the secrets of his success with us. vested hectare, something that’s decidedly be- Elena Korovkina low the consumption of the other combines”. Gennady Aleksandrovich, where do you The champion after his victorious performance. work? You mentioned “comfortable” technical “I work for JSC Kavkaz, a modern agricultural solutions. What did you mean? enterprise that was founded in 1992 as a col- “Laverda’s combines are not just efficient at lective farm. It covers eight-thousand hectares work. They’re also simple to manoeuvre and used for cultivating wheat and fruit trees: winter operate. You can create the ideal work environ- wheat is cultivated on 55% of the land while ment in the cab, which is well insulated from vegetal crops are grown on the remaining outside noise and has an air conditioner. To tell 45%”. the truth, I suffered from the heat last sum- mer but only after I’d finished my harvesting In your opinion, which have been the fac- work”. tors that have allowed such excellent results to be achieved? Everyone knows that imported spare parts “First and foremost, a long-term practice, a cor- for combine harvesters are more expen- rect use of the work hours and highly efficient sive than the ones for machines produced technical solutions. For instance, the grain tank on the domestic market. Have you noticed is discharged on the move, without having to this difference in price? stop the combine, thus saving a great deal of “No, because in the first place, Laverda’s com- time”. bines are guaranteed for one year and second-

Extremely good quality soil and a favourable climate make Krasnodar an ideal place for crop growing The region of Krasnodar is the southern- portant granary of the Russian federation after the Soviet Union had been broken up most region of Russia. It covers about 76 and accounts for 3% of all the cultivated and strongly agricultural regions, particu- thousand square kilometres, equal to 0.4% land in Russia. It is also the seat of the only larly Ukraine and Kazakhstan, had conse- of Russia’s overall territory. The size of this Russian university specialized in agriculture. quently been “expatriated”. region can be compared to that of Euro- The region produces approximately 6% of However, it did not sustain a rapid agri- pean countries, such as the Czech Republic the meat and dairy products, 10% of all cultural development during those years. and Ireland, while it is larger than Switzer- the Russian wheat, supplies 30% of the Nowadays, 300 of Laverda’s combine har- land and Belgium or Denmark and Hol- fruit production, 60% of the oily seeds, vesters operate in the region of Krasnodar. land as a whole. Krasnodar is situated at 90% of the rice crop and 97% of the wine In actual fact, as compared to the other the same latitude as northern Italy and the production. It is always amongst the main brands, Laverda’s combines are proving to south of France. producers for all the agricultural indicators be much more remunerative and the Rus- Thanks to its extremely high quality soil and and often heads the classification. sian farmers are extremely satisfied with blessed by a favourable climate, the region The importance of this region from an agri- the technology, performance and produc- of Krasnodar has always been the most im- cultural aspect only really became apparent tivity they offer. 12 The events The German manufacturers are guests at Breganze

VDMA called the board of directors to the “reds” factory

Laverda recently hosted the board of directors of VDMA Landtechnik, Verband Deutscher Maschinen- und Anlagenbau Landtechnik, (Association of German Manufacturers of Machines and Systems, Agricultural Tech- niques) at Breganze. In short, this is the organisation that in Germany, corresponds to our UNACOMA (Union of Agricultural Ma- chinery Manufacturers). Hermann Merschroth, chairman of the association and managing director of Fendt, chairman of Agco GmbH and member of Lav- erda’s board of directors had promoted the occasion. Well acquainted with our company and in agreement with the director general and with Angelo Benedetti, also a delegate of the VDMA board, Merschroth suggested that the next meeting be held in the Laverda plant. The proposal met with everyone’s approval thus, on 11 and 12 March, Laverda became the setting, but also partly the pro- tagonist of the summit meeting, of which it dealt with the entire organization, from lo- our enterprise with the main stakeholders ecutive Association of Agricultural Machinery gistics to hospitality. After a presentation in of the sector in Germany, as the delegates Trading and Artisanship), asked us to host its which Laverda illustrated its past history and expressed their unanimous appreciation for board meeting. Hospitality that was certainly present-day goals, the delegates were taken the extremely worthy Italian company that is not denied. So much so, that the delegation for a visit to the production plant where they Laverda. visited Laverda on Friday 4 April. Here again, were able to appreciate the efficient and per- By virtue of this successful venue, the German the outcome was extremely positive. fect way the work was organized. H.A.G., Hauptarbeitsgemeinschaft des Land- The action will certainly do a lot to promote maschinen- Handels und –Handwerks (Ex- Simonetta Lambrocco Open-house, Laverda presents itself to the public

Red combines on tour amongst the Italian fairs. And the appointment at Eima International is scheduled for November

An intensive spring at Breganze, just before the their fellow citizens, particularly the young peo- no (Chieti). Last but not least, Mozzetti Mario harvesting season is about to open. ple, its standing in the area: the Laverda plant Macchine Agricole exhibited an AL Quattro Open-house. represents excellence when it comes to the from 24 to 27 April 2008 during the Madonni- The Open-House day will take place on Sun- agricultural machinery manufacturing sector no fair in the Braccagni locality, Grosseto, in the day 8 June 2008. This year, it will also involve and is also a sure-fire reference point as regards Maremma Fiere area. certain of the neighbouring boroughs and, as future opportunities for the youngsters. Eima International. usual, will include the participation of Laverda. The “reds” tour around Italy. Meanwhile, the prospect is already that of or- The venue will open on Sunday morning at The red combines of Breganze have been exhi- ganizing Laverda’s participation in Eima Inter- 9.30 a.m. but the event will have already got bited in lots of local and national fairs. national, the leading trade fair held in autumn, off to a start on Friday 6 June with a conference In April, for example, they were protagonists in in the very best possible way. This year, Eima dedicated to the subject of school and work. many different Italian localities. Caputo Mac- will be held from 12 to 16 November. Laverda Open-House day always arouses a great deal chine Agricole presented a Laverda 255 Lcs Le- and the entire Argo Group are already looking of interest in and around Breganze because it velling System Integrale at the Fair of Gravina forward to welcoming visitors to the Bologna allows everyone to visit the most interesting in Puglia (Bari) from 23 to 27 April 2008 while fair: it will be the chance to draw the conclu- production plants in the area. All this is very from 24 to 27 April 2008, Ciampi Macchine sions about the 2008 campaign and to present stimulating for Laverda, as everyone desires to Agricole exhibited a Laverda AL Quattro during the guidelines for the 2009 products and stra- present the company at its best and to show the 47th National Fair of Agriculture in Lancia- tegies. 13 The services “Warranty System”, better protected customers via the Internet In force since 2006, the system allows claims to be dealt with quickly and the performance of the individual products to be monitored in real time

At the beginning of 2006, Laverda had al- on a daily basis. Laverda’s experience in relation to the dif- ready provided its network of importers, During the initial phase, Laverda’s business ferent combine harvester models. concessionaires and dealers with a system partner can enter his own customer data- Once the input operation has terminated, for handling claims under guarantee via base, which will then be updated when the “Warranty System” checks all the data the Internet. The “Warranty System”, cre- machines are registered as having been set concerning the machine and the replaced ated through research conducted by the at work (in the fields). This is the date from parts, eliminating any typing errors or rep- Argo Group, was adapted to suit Laverda’s which the warranty period runs. etitions. The warranty manager is notified requirements and the requests from busi- The system is now ready to receive any of any accidental mistakes in the claims. ness partners particularly dedicated to the claims that may be lodged. By simply enter- The claims are then analysed by the area combine harvester product. ing the chassis number of the machine in manager and, if approved under guaran- Warranty management via the Internet question, the dealer can automatically ob- tee, are automatically forwarded to the speeds up the process, from the time the tain all the data concerning this latter and administrative service so that the relative claim is entered through to its analysis, pos- the end customer. credit note can be issued. sible approval and reimbursement if appli- The Laverda dealer can then enter the list of Another advantage for Laverda’s sales net- cable. It also allows information and images replaced parts. work is that the claim and credit note situ- to be immediately exchanged between the These are automatically entered into the ac- ation can be checked in real time in a very dealer and technical inspector. counts according to the price list in force simple way, thanks to the “Warranty Sys- But that’s not all. “Warranty System” inter- on the date the machine is repaired. The tem” web interface. faces with Laverda’s management system manpower is treated in the same way and is Moreover, “Warranty System” allows data thanks to which the information in the price quantified depending on the interventions to be extrapolated for statistical purposes lists, about the contractual conditions and, that have been carried out and the time re- and ensures that the performance of the naturally, about the machines, is updated quired to do them, estimated according to products is constantly monitored.

Flaviano Novello, the expert who monitors the warranties: «Our quality continues to grow» Flaviano Novello is carrying on a family and estimates the consequent reimburse- tradition as he started work for Laverda in ments when the repairs are actually recog- 1983, when his father Andrea still worked nized as being covered by the warranty. in the press department. “I’m satisfied,” says Flaviano, “because Initially, he was employed in the produc- by comparing the statistics, I see that the tion departments for several years, but in quality of our products is getting better 1994 Flaviano became part of the team and better. My wishes for the future? That dedicated to technical assistance for the Laverda continues in this way!” machines. He mainly worked in Italy and other European countries until 2000, Simonetta Lambrocco where he acquired a rich store of experience that allowed him to contribute towards the technical literature describing how to service and repair the machines. Since the end of 2000, he has been dealing with warranties, for which he calcu- lates the costs and compiles statistics. Besides all this, he also writes assembly instructions for the kits applied to the machines and makes times and motions as- sessments. This means that he is also involved in the workshop, where he monitors the time it takes to carry out the warranty work. These tests are used to form a table in which Flaviano lists the time calculations AL Rev, the new arrival in the self-levelling combine range. 14 The album From steam to the new electric power 1902, and the Breganze industry begins to switch to electric power

May 1902: in a letter sent to the operate their machines. Belloni company of Milan, Pietro One of Pietro’s sons, Francesco, an Laverda decided to purchase an extremely intelligent man, decided alternator and three electric mo- to put his mind to the matter. tors. He went to Milan and frequented This paved the way for a new the Edison plant, where he be- phase of development for his ar- came an expert electromechanic. tisan’s workshop, which was fast Thus it was that in 1902, the Lav- becoming an industry at a nation- erda factory began to switch to al level. electric power. The nearest energy Certainly, the mechanic’s first source to Breganze was the Mor- years of work must have been re- dini canal, an important hydraulic ally hard: the little workshop he’d engineering work that used the installed in the house where he waters of the river Astico. Com- had been born, amongst the hills pleted in 1864, there were already of San Giorgio, was without any a large number of mainly textile form of driving power. Drills, saws factories along its banks, that were and planes were all operated by making direct use of its hydraulic hand with a great deal of effort power. Pietro Laverda obtained a and evident limits when it came concession and installed a paddle to production. He had to resort to wheel that operated a 50 HP 2000 the better outfitted workshops of Volt alternator. Vicenza or Verona for all the more The place was about three kilome- complicated processes. It was only tres from the plant, so they had to at the end of the ‘80’s of the 19th lay a medium voltage electricity century, after he had moved and line and use a transformer to ob- started up the new workshop in tain 200 Volts for powering mo- Breganze, that Pietro, satisfied tors and for lighting purposes. with his good business trend, de- It took almost a year for all the cided to purchase a steam loco- equipment to be installed and mobile to drive his machine tools. tested. At that time, this was the most A short while later, electric mo- widespread energy source in plac- tors took over from the locomo- es without the hydraulic energy biles for powering the processing provided by rivers or canals which, lines. As the good business-man for centuries, had driven mills, he was, Pietro decided to sell saw-mills and power hammers. the surplus energy he produced A remarkable investment was re- and therefore established a new quired, thus Pietro entered into a company called “Pietro Laverda ence, was a fundamental step for- Francesco Laverda sr. partnership with another two arti- e Figli”, which produced electric wards for the industrial ambitions (1880-1923), son of Pietro Laverda and a pioneer of sans, Giovanni Tapparello and Gi- energy and distributed it in the of the Laverda family when it came electromechanical applications rolamo Guerra, who had already borough of Breganze and in the to technology and production. in the Vicenza area. worked with him on huskers and neighbouring areas. Thus it was widely publicized, as threshing machines. They actually Many of the industries in the area testified by the numerous letters purchased two machines from the soon connected to the network, that Pietro sent to his principal Tobias Geisler company of Vicen- as did religious institutes and customers and the conspicuous za, which also conducted periodi- stately homes. captions on his headed paper. cal overhauls, in the September of The boroughs also began to install This is what Pietro wrote to an 1893 for the considerable sum of a public lighting network. The important customer: “Please note 3390 lira. demand grew rapidly, so much that my production rate has in- The steam machine, which was so, that the small hydroelectric creased as we use electric energy, fuelled with coal, transmitted power station no longer produced thus the articles are manufactured power to the machine tools in- enough and a few years later, they beforehand, in a more convenient stalled in different departments had to purchase energy from the way and with a better outcome”. by means of a belt and pulley sys- Guarnieri enterprise of Bassano, Meanwhile, Pietro’s son Francesco tem. which worked on the river Brenta, studied how electricity could be But it was at the dawn of the with much more powerful sys- applied in various different fields. new century that people, even in tems. He designed a low-energy electro- Breganze, started to toy with the Use of the “new electric power”, magnetic coil that he applied to idea of using electric energy to as it was called in the correspond- the sound of bells to build chimes 15

for twenty bells in Breganze’s bell-tower. He engineered and applied electrical systems to spinning-mills, dairies and flour mills. Even some of the agricultural machines produced by Laverda, mainly corn huskers, were provided with motors. However, the serious health problems that afflicted the young Francesco were soon to deprive his family and the industrial sector of Vicenza of a highly val- id technical contribution that could have paved the way to great chances for development. The enterprise that produced electricity sustained further important developments during the Great War, when Breganze became one of the important centres for the Italian army’s supply lines, with lots of maintenance workshops and even a factory that produced telephone and telegraph equipment. Once the war had ended, the work involved in managing the electricity main became too complicated, especially as electricity was becoming increasingly more popular for civil uses as well. So much so, Laverda first sub-con- tracted the enterprise to two local technicians and then, in 1919, transferred the company to Guarnieri of Bassano and definitively concentrated on the production of agricultural machines. It was the conclusion of a pioneering experience whereby a little town in the countryside of the Vicenza area was actually in advance of the modern technological and production trends.

Piergiorgio Laverda

Top: the Mordini canal with the Sarcedo locks. Laverda’s electric generating plant was installed in the little building on the right, along the bank. Top right: a rare photo of the Laverda workshop in 1910, clearly showing the belt and pulley transmission system that drove the machine tools. Right: headed notepaper of Società Elettrica Laverda and the Workshop for electrically powered Agricultural Machines. Lastly, a mass-produced corn husker driven by an electric motor from the 1911 catalogue. 16 The history, the stories The cherry, ambassador of a region Similarly to other niche products (asparagus, oil, red corn), it introduces the Venetian foothills to the world

The foothills of the Veneto region are the in 1957 and still harvests and distributes repeated several times before grandstands cradle of excellent quality farming practices the fruit cultivated on approximately 400 crowded with over four-thousand specta- that are steeped in history. Here, where the hectares of rich and fertile hillside ground, tors. The Chess game and the cherries, nur- brilliant work of the Laverda family paved which produces sweet, heart-shaped cher- tured, with their events, for over eighty years the way, in Breganze, towards mechanized ries. The principal cherry festivals are held by the enthusiasm and commitment of the harvesting, crops have always played a privi- between May and June. The more important people of Marostica, have turned this town leged role. But this is not only true of the ones take place in Pianezze for the “Sandra” into a gem of the image of that lovely Italy more widespread varieties, the huge expans- variety, in Marostica where the event is on a it’s worthwhile getting to know. es of grain crops or the vine-growing tradi- provincial scale (here the “Morello” cherries tion, which still involves every family as it did and red and yellow “Marostegane” varieties centuries ago. hold sway) and in Mason Vicentino, where The farming culture of this area has always the cycle draws to a close with the “late” cared for prestigious niche products as well. cherries. For instance, these include white aspara- It’s also thanks to the Marostica cherry that gus, especially around Bassano del Grappa the place has consolidated its image in the and the neighbouring areas, the Marano red world of Medieval villages, much appreci- corn or the olive oil, which has always been ated by tourists owing to another speciality, produced amongst the foothills that lead rich in folklore this time. It’s the Chess game from Bassano towards Marostica, Breganze with living pawns, held once every two and the Alto Vicentino area. years. This year, it’s scheduled for September But perhaps the product which, more than (from 12 to 14), a magnificent spectacle in any other, brings the suggestion of this terri- Renaissance costumes with 550 personages, tory to mind, the one that adorns the entire hillside area with an explosion of delicate, snowy-white blossoms in the spring, is the cherry. Moreover, it has always represented a form of income for the farmers, whose passion has turned it into a highly sought-after product. The cherry “reigns” over all the hills, but the place in which its image has been nur- tured to the greatest extent is undoubtedly Marostica, from which it also takes its name. Marostica cherries (they are even mentioned in a document dating back to the 15th century) have now acquired the PGI mark (Pro- tected geographical Indication). According to the production regulations, they can only be grown in a very few boroughs: Marostica, Breganze, Mason Vicentino, Molvena, Pian- ezze, Bassano del Grappa (only the area on the right side of the river Brenta), Breganze, Salcedo, Fara Vicentino and part of Schi- avon. The cherry “exchange” was established half a century ago in Mason Vicentino and col- lected almost the entire production of the hillside area. The Consortium was founded

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