Forum Modern Agriculture 4 Commerce Vs. Customer 22
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terraterra More than just machinery 13 / 2016 Forum Modern Agriculture 4 New image for the agricultural sector Commerce vs. customer 22 An interview with Michael and Philipp Horsch HORSCH Joker RT with knife roller 34 Working even more specifi cally in varying conditions www.horsch.com Knife roller AN OPTION FOR THE JOKER 5-8 RT — The new tool is perfect for working for example in cover crop and rape stubbles. — The roller extends over the whole working width. — The knifes are mounted at a slightly inclined angle to guarantee a constant force distribution. — The diameter is 280 mm and it is equipped with 6 knives per roller. Anz_TH13_PT280_Ersatzteile_Messerwalze_EN_rh_lay.indd 3 16.12.2016 08:52:42 Editorial terra Dear Reader Three keywords accompanied us in 2016: image of agriculture, flexitarisme, integration Image of agriculture: Our society sees agriculture in a quite different way than we do. In large part we are responsible ourselves, but I think we have to work intensely on a realistic im- age. This is the reason why HORSCH supports the Forum Modern Agriculture. Every single one of us can contribute and has to discharge his/her responsibility. There are a lot of farmers – I call them “media farmers” – who contribute to the good professional reputation of agricul- ture. We can be proud of a GMO-free agriculture that is managed in an environmentally con- scious and sustainable way. Flexitarisme: The consumer dictates agricultural production: requirements like of regional ori- gin, bio, GMO-free, no factory farming today are normal topics that are discussed every day. Within the past three years eating habits have developed at quite an extreme extent. Today there is not only bio or environmentally conscious or of regional origin, but vegan is “in”, too and 30 per cent of the consumers today are flexi- tarians. They are part time-vegetarians, part-time vegans who like to eat bio or whole-grain products. Yet I wonder: Why do vegans not question where the products come from? Does it have to be cheese made of al- monds from the US? Shouldn’t we be consequent and insist on regional products? Will there be oat cheese in the future? In this respect we farm- ers surely can set new trends and work on our image. Integration: At the beginning of the year, HORSCH deliberately decided to employ ten ad- ditional refugee-apprentices. So far, this project has been a huge success and we are very proud of our employees who supported the integration process in every respect. Encour- age and demand – this is our motto. Every single one of us was able to experience how different cultures and people can complement one another and that we both can ben- efit. We would not like to miss this experience. We are convinced that the refugee topic can be handled by integration and the idea of encourage and demand. Everyone can contribute – in the private sector, but also in working life. I wish you a merry Christmas and a happy New Year. Cordially Cornelia Horsch IMPRINT Contents News Service & Sales Forum Modern Agriculture 4 Farmer & entrepreneur: Poletehnika (UA) 32 terraHORSCH More than just machinery Ceres Award 2016 6 is the international customer magazine of CBB e.V.: Supplier with a social component 9 Inside HORSCH HORSCH Maschinen GmbH Creative leeway - New head of R & D: Sitzenhof 1 Practical experience Dr. Sebastian Villwock 37 DE-92421 Schwandorf Is ‘winter drilling’ the key to black-grass Active integration 38 Tel.: +49 9431 7143-0 Fax: +49 9431 41364 control? Flawborough Farms (GB) 12 Charity event: [email protected] Encourage and demand integration 40 www.horsch.com Around the world Responsible for the content: Cornelia Horsch Ukraine: Despite the war -Things are FITZ training centre Edited by: Johannes Hädicke looking up 16 AGRIDAYS 2016: A summary 41 Articles: L. D. Brandt, M. Braun, L. Charron (Fargo Brexit 18 RDN), J. Hädicke, C. Horsch, Dr. H-C. Mennenga (Forum Modern Agriculture), Dr. G. Prostinak, H. Wolf. S. Wyatt Photos: Archive Horsch, Photographie Petra Kellner, Company insights Forum Modern Agriculture, iStock, M. Dukes (AGRO- Passionate trouble shooters: MAGAZÍN), S. Wyatt Welding and pre-cut department 19 Translations: English: H. Wolf; French: S. Proust; Polish: Commerce vs. consumer B. Dudkowski; Russian: V. Veklenko (Michael and Philipp Horsch) 23 terraHORSCH is published twice a year in the following languages: German, English, French, Polish and Russian. The magazine and all its articles and illustrations are Farm report protected by copyright. Any utilisation outside the limits Exemplary: Südzucker AG (DE) 26 fixed by the copyright act is illegal without the approval of the publisher. Unrivalled: PD Zahorie (SK) 30 Layout: Otterbach Medien KG GmbH & Co terraHORSCH is wrapped in transparent foil. Using paper envelopes Print: Vogel Druck, Würzburg Machinery test instead of foil is not more environment-friendly at all. The energy ex- penditure for producing the envelopes is considerably higher. The HORSCH Joker RT with knife roller 34 foils used for terraHORSCH are furnished with additives to accelerate decomposing. 333 terra News Forum Modern Agriculture Agriculture has changed extremely in the past decades – to such an ex- tent that a lot of people living in small towns and large cities do no longer know how food is produced. They do not know that in a modern cowshed cows can move freely. They do not know how and why farmers apply plant protection agents. And they do not know any- thing about the innovative technol- ogies that are used. The HORSCH company is involved in the interactive ExperientialFarm. est survey of the FORUM also proves this vide an insight into how animals are kept attitude. This, however, is also the crux: today, plants are produced, fertiliser is people know less and less about agricul- applied and other innovative technolo- ture, but they experience it in a more and gies are used. Managing director Lea more emotional way. They worry. Key- Fließ explains: “We want to show how words: glyphosate, large-scale livestock advanced, knowledge-based and at the farming, agribusiness. same time responsible modern farmers This is where the Forum Modern Agri- work.” In addition to PigMobiles, Cow- culture comes in. It was founded in its Mobiles or state-of-the-art agricultural present form in 2014. The objective of engineering they also use virtual-reality- Executive chairman Dr. Christoph Amberger the organisation is to encourage the dia- glasses. With these glasses visitors can (left) and managing director Lea Fließ (right) logue between modern agriculture and delve into five different world of modern citizens especially in cities, to provide au- agriculture. The AgrarScout campaign is thentic insights and, thus, to create con- particularly successful. The Experiential- n a current representative survey for fidence and appreciation. Farms are supported by committed far- the Forum Modern Agriculture (FO- The FORUM has developed communi- mers, agriculture students or employees RUM) 72 % of the Germans state that cative instruments it consequently takes of agricultural companies. They are the they only know very little about how a into the cities to meet citizens that are faces of modern agriculture and born- Ifarm works. Today country and city are open for a dialogue and to reduce reser- and-bred practical experts. They answer worlds apart. vations. to the visitors – even with regard to criti- “Why is that a problem?“ some people In the centre of the activities is the Ex- cal topics. The first ExperientialFarm in ask. “Most people do not know either perientialFarm, an interactive show 2017 will take place at the Green Week how the motor in their car works.“ The about modern agriculture that in 2016 (20th till 27th of January) in Berlin. The answer: The motor is inanimate. How- took place in six German cities: Berlin, topic will be “Breakfast” – a topic for ever, agriculture acts in the ecosystem. It Frankfurt on the Main, Hanover, Ham- every consumer. The HORSCH Maschinen influences animals, biodiversity, soils, burg, Dortmund und Bonn. Visitors: ap- GmbH, too, will be present. ground water. prox. 550,000. The idea: If the towns- The second important column of the Society has become more sensitive. It people do no longer come to the country, consumer dialogue is online communica- expects agriculture to treat resources in a the farms will come to them. The con- tion. In June, the website moderne-land- responsible way, to act ethically. The lat- cept: Various experiential stations pro- wirtschaft.de went live: a top-quality, 4 digital magazine based on the use of modern media of particularly younger Forum people. Each month, the website pre- In June, the website moderne-landwirtschaft.de went live – sents a large number of new, exciting and has already become extremely popular. and informative stories that bring the variety and fascination of Modern Ag- Modern Agriculture riculture and its personalities to life and make them tangible. The edito- rial team consciously takes off the “blinkers” and explains the agri- cultural world from the interested Among others, committed citizens’ point of view. The mes- students of agriculture take sage: Each product has an exci- part in the AgrarScout cam- ting history and is the result of paign and are available for questions and discussions. endless experience, entrepre- neurial spirit and research. All topics are distributed via the With virtual-reality glasses visitors social networks and discussed can delve into five different world of on these platforms. The „Chief modern agriculture. editor“ is the online-communi- cation of the FORUM. The team is supported by professional authors and journalists as well as photographers and videogra- phers. The success of the first months is considerable: More than 85,000 people have already visited the website, the total coverage of the Facebook activities amounts to more than three million.