Make Way for the New AL Quattro Applause for the Latest Generation Self-Levelling Combine at the Convention with the Italian and French Sales Networks

YEAR VII n° 2 DECEMBER 2007

The harvesting specialist’s journal

Make way for the new AL Quattro Applause for the latest generation self-levelling combine at the convention with the Italian and French sales networks

INDUSTRIAL AGREEMENT SPAIN, LOOKING IMPORTANT MAINTENANCE: IT ALL STARTED WITH AGCO FOR FORWARD TO 2008 ALLIANCE WITH ADVICE FROM THE WITH A DEVELOPMENT AND AT THE DEALERS’ THE SUPPLIER CHAIN EXPERTS CORN HUSKER INNOVATION MEETING page 2 page 8 page 11 page 13 pages. 14-15

Gruppo Industriale ARGO The situation by Mario Scapin The industrial agreement between

Mario Scapin Laverda and Agco leads to new growth director general on the market

Product development is off to a head start in Breganze: alongside the spanking The harvesting specialist’s AL Quattro, other projects for a brand-new LS and for ground-breaking journal Year VII, N° 2, December 2007 electronic equipment are also under way Quarterly periodical Registered with the Court of Vicenza N° 1017 of 5 March 2002

publishing management Mario Scapin I’m addressing our readers with the for Agco. Consequently, the current best possible way. Angelo Benedetti greatest of pleasure as I’m able to con- structures with which we now operate One of Laverda’s other strategic goals for Simonetta Lambrocco

firm the important changes that have on the markets will not be changed in the future is to count on an alternative director in charge affected Laverda over the past few any way. product to the straw-walker machines. Claudio Strati

months. Since 2004, the Breganze plant Although the Italian market is on the We are, however, aware that the con- art work has been supplying Agco with combine upswing, sales will presumably remain ventional machines will also maintain Andrea Rosset harvesters on an OEM basis, i.e. by pro- below the 500 combine mark, this in a their fundamental importance on the Piergiorgio Laverda ducing its machines with the colours market where competition amongst the market and this is why we are working the following persons and brand-names of Fendt, Massey Fer- various stakeholders is very strong. Lav- towards innovation. A recent example is collaborated: guson and Challenger. erda holds a hefty 25% portion of this the new self-levelling combine known Albino Bertacco after sales area manager Following the 2004 agreement, Laverda market and enjoys a good reputation as AL Quattro. It features a new design Pietro Dal Santo was able to increase its production vol- and image that has been built up over and is able to provide an even better parts and assistance manager umes, while Agco consolidated its por- many years of serious work. Despite all performance but meanwhile, we are Elena Facci tion of the harvesting machinery seg- this, Laverda will dedicate special atten- researching a Levelling System equipped export sales ment of the EAME markets (Europe, Af- tion to the domestic market with a view with a mechanism that has already been Fabrice Rondeau sales manager for France rica and the Middle East) thanks to the to acquiring an even better position, par- patented by Laverda. This system re- Andrea Ugatti undeniable quality and reliability of the ticularly thanks to the re-vamped range duces the all-out dimensions and makes export manager

combines manufactured in Breganze. of self-levelling combines. The French the combine much easier and safer to Piergiorgio Laverda curator of the “Pietro Laverda” So it was thanks to these appreciable market is showing signs of growth and transport on the roads without the need Historic Archive volumes and mutual satisfaction for the Laverda’s position is becoming stronger for an escort. photographs results achieved that both parties de- there. The dealer network reorganiza- When it comes to the high-bracket Archivio Laverda spa cided to provide these tried-and-tested tion process that began two years ago range, we are working on the electronic © by Laverda spa business relations with further stability. has allowed the French market to be- equipment of the machine, namely the 36042 Breganze (VI) Italy This was the reason for the joint-venture come Laverda’s most important one. man-machine interface, so as to simplify via F. Laverda, 15/17 tel. +39.0445.385311 established between Laverda and Agco. The benefits obtained from this agree- the adjustments and settings to an even fax +39.0445.873355 An indispensable step thanks to which ment will certainly stem from our ability further degree, all to the advantage of www.laverdaworld.com the situation should become even better to achieve synergies that not only allow the operator and the performance sup- [email protected] and more satisfying for both. us to keep the costs down at indus- plied by the combine. So we’re conclud- Printed by G.N.G. Agco is a forceful presence on the mar- trial level, but also give us the chance ing 2007 with positive results, with new Via Galvani, 58 - 36066 kets thanks to the fame enjoyed by to speed up our product development projects for next year and with concrete Sandrigo (VI)

Literary rights reserved. Articles and pictures may only Fendt, Massey Ferguson, Challenger plans, thus allowing us to compete with forecasts of profitable future seasons for be duplicated if source is cited. and to their respective dealer networks. the most qualified competitors in the all. All this will certainly lead to an increase

in the number of combines produced To all journal subscribers by Laverda and distributed under these PRIVACY STATEMENT AS PER ART. 13 brand-names. The pay-back will also be OF DECREE LAW D.LGS. 30.6. 003, N° 196 positive for Laverda, as it will benefit Your identification data have been acquired by Laverda S.p.A. from either from the increased scale economies and you yourselves or from public lists and registers, thus from documents ac- from developments in its customer as- cessible to anyone, for our marketing activities in the future. sistance organization. Laverda S.p.A. will deal with these data on paper and/or by computeri- The agreement signed with Agco is an zed or telematic media. The information will solely be used in our com- exclusively industrial one and concerns pany or by auxiliary bodies authorized by our company for postal purposes, Laverda, the subsidiary Fella and 50% of in relation to our need to acquire new customers by sending commercial Gallignani. When it comes to dealership proposals, also in the future. Laverda S.p.A. guarantees that the strategy and sales policy, it will in no way data will be treated in the most con- modify Laverda’s current organization. fidential way and that, upon your request, your data may be cancelled Laverda will continue to distribute its (or corrected) from our archives free of charge. You are therefore entitled machines through its network and or- to exercise all the rights established by art. 7 of Decree Law d.lgs N° 196/003 ganization, and this will also be true and in particular, to wholly or partly refuse to allow the data to be used. Italy by Simonetta Lambrocco An extra-special launching ceremony for AL Quattro The Italian dealers get to know the new self-levelling combine at Villa Traverso Pedrina

AL Quattro, Laverda’s new self-levelling combine, needed a special event, a particular launching ceremony where it could be presented to the entire Ital- ian dealer network. The convention took place on 9 Octo- ber at Villa Traverso Pedrina, an ancient mansion situated in the countryside of the Vicenza area. Besides being the occasion for presenting the new machine to the Italian dealers, the venue was also organized with a view to providing useful indications for the future sales campaign both as to targets and product, and to draw up a balance of the season that had just concluded. The large number of Italian dealers who took part testified to their strong interest in the new self-levelling combine and their confident hopes for market recovery. The day began with a visit to the Breganze factory, where the guests were welcomed by Grazia Stefani, wards attaining the established goals. company-sales network system and from the Italian sales department, and The outlook must become increasingly according to which all those who are by the quality manager, Gianni Salin. more customer-oriented and must part of that system must work. The tour went into great detail and bear in mind that the motivation lead- If a brand is to remain strong and highlighted the important organiza- ing to choice at the time of purchase provide added value for the product tional changes that had taken place in (something that’s still very much af- (the brand is one of a company’s main the factory over the past few years. fected by one’s emotions and is not assets), it is essential for it to keep a Once the visit had concluded, the always rational) is substantially deter- promise, i.e. the intrinsic promise that guests were taken by coach to the mined by one factor: the brand. The is part of the values it brings and that venue location where they were met brand of the company, of the product, makes it stand out from the other by two mimes who, to the strains of of the company-sales network system. brands. music from a harp and flute, offered And the more important are the fame And if Laverda’s promise, i.e. that a welcoming cup of coffee in the ex- and reputation of these elements, the something that makes it stand out tensive park with its green lawn and greater is the attraction they exercise from the other brands, is the quality swimming pool. on the customers when it comes to and reliability of the product, plus cus- The sunny day completed the pleas- appreciation and the propensity to tomer-care in terms of service, then all ant atmosphere, even though it was purchase. those who are part of the company- slightly windy. But it’s obvious that renown, reputa- sales network system must be strongly With a welcoming speech and thanks tion and fame must be based on con- dedicated to producing reliability and to all the participants on behalf of the crete and tangible values. It is from quality. They must provide an excellent company, I had the honour of begin- these that a brand draws its strength, service, true to a marketing policy that ning the works in the ancient hay shed, where a brand becomes a symbol that embraces the entire company-sales which had been set up as a stage for stands for the values of the company network system and that is no longer the occasion. and actually represents them, values the responsibility of the marketing de- After these customary words of greet- that must be shared by the entire partment alone. ing, I mainly spoke about the subject of communication and image, with particular attention to the importance The new self-levelling combine tours Italy of the brand. Using the metaphor of an orchestra, a living organism formed Breganze’s new arrival has a really tight schedule. by many different elements, similar to After having been presented to the Italian and French sales networks, the AL Quattro combine immediately set off the company-sales network system, for Bari’s Agrilevante trade fair, where it was shown for the very first time to the public at large. I underscored how essential it was to After this, the tour set off on a series of laps for closer meetings with customers in south and central Italy. It was the turn of dealer Buccione in Campobasso on 24 October, then dealer Ciampi in Castello L’Incanto in the provin- work with the utmost unison, so that ce of Avellino on 26 October. After this, the tour proceeded on to dealer Tecnomarche of Fermo on 21 November, each with his own particular business dealer Rosati and Nuova Officina Nucci e Grossi in San Leo di Pesaro on 22 November, dealer Agriubaldi in S. and using the available means in a log- Giustina di Rimini on 25 November and lastly, dealer Rosati of Senigallia on 30 November. ical way, may efficiently contribute to-

construction and, last but not least, their performance, had contributed in a decisive way to the recent sales suc- cesses. This renewal process to which the products have been subjected was, perhaps, the most stimulating race of all, continued the director general: a race that never ends but, it’s true, one where Laverda has been caught up in a whirlwind of activity, keen on re-vamping its range so as to keep up with the times and the demands from the markets. It’s been exciting to take part in the creation of new ideas and even more so to see them become reality, appreciated and confirmed by both the market and the users.

Once the work session had drawn to a close, Parise invited everyone to the park for an aperitif and lunch where, surprise, surprise, to the strains of Carl Orff’s Carmina Burana, the majestic AL Quattro made its entrance “rid- den” by two white-clad angels with spread wings who The speakers at their table: from delighted the onlookers with 10 minutes of acrobatics the left, Mario Scapin, Pietro Dal and agile antics as they followed even the most exasper- Santo, Angelo Benedetti and ated tilts and turns of the combine’s cutting table. Simonetta Lambrocco. Below, glimpses of the entertain- ment and the technical approach S. L. to the new machine.

It was then the turn of Angelo Benedetti, who expounded in a very detailed way about the evolution of the markets, amidst challenges and opportunities. He went on to explain about Laverda’s segment of the market, that of conventional combines, i.e. the ones with straw-walkers, which represent at least 70% of the markets analysed. The classes of combine proposed by Laverda are Class VII, with 320 - 420 HP engines, 9,000 - 10,500 litre capacity grain tanks and 6 - 8 straw-walkers; Class VI, with 260 - 320 HP engines, 7,500 - 9,000 litre capacity grain tanks and 5 - 6 straw-walkers and lastly, Class V, with 200 - 260 HP engines, 6,500 - 8,000 litre capacity grain tanks and 5 - 6 straw-walkers. Considering the Western EU, CIS, Central EU areas and the Baltic Republics, it will be evident how Laverda has the chance to operate on a market where the conventional combine sector has grown by 25%. And this, Benedetti specified, was an “average” growth of the main markets, without forgetting that the emerging markets are showing even more accentuated growth values for conventional combines. Laverda already has a standing in this market. This was why, Benedetti urged as he concluded his paper, that we can and must take advantage of this growth, which involves the entire range. Luciano Parise, product manager, then took the chair and presented all the innovations proposed by Laverda for 2008, going into particular detail about the AL Quattro combine. After this, it was time for Pietro Dal Santo, the parts and assistance service manager, to report about achievements and prospects now that one year had passed since the two departments had begun to be organized in a new way. The Director general, Mario Scapin, was the last to take the chair and gave a detailed explanation about the prospects and mutual advantages to be obtained from the new joint venture agreement between Agco and Laverda. The prospects included a consistent increase in volumes. When it came to the domestic market, a 25% share was estimated for Laverda, affirmed Scapin. The M Special Power Series combines were the pride of our brand, he continued, as their attractive design, comfort, simple

THE TECHNICAL BRIEF When it comes to separating and cleaning the crop AL Quattro’s generously sized grain pan prepares the mixture of chaff, short straw and grain The four advantages of AL Quattro for the successive action of the sieves and fan. The adjustable HCD High Capacity Design sieves (featuring a special pro- Higher performance, capacity, power and greater comfort file with opposing action), also part of the standard equipment, ensure that the crop is perfectly cleaned and increase the efficiency of the proc- Breganze’s new arrival, the AL Quattro combine, which was presented to ess, also thanks to blades with their exclusive design. AL Quattro’s power- the public at the Agrilevante trade fair, stands out for four advantages that ful fan with its differential flow rate has two air intakes at the sides and make the difference: higher performance, higher capacity, more power one at the top. All this ensures high quality crops, superior performance, and greater comfort. All this is the result of the Breganze company’s tradi- low consumptions and all-purpose use. tional specialistic skills when it comes to combines for mountain areas and this particular machine is due to become a reference point for all stake- The four-wheel drive, toughly built transmissions and sure-fire braking ac- holders who need to boost their performance and productivity. tion guarantee the utmost stability and a perfect trim for AL Quattro in As part of the standard equipment, the AL Quattro combine sports the relation to the ground contours, maintaining the feeding, threshing and exclusive electronic GSAX (Ground Self Alignment Extra) system which, by separating components in a horizontal position. This makes the machine maintaining the cutting height and the pressure exercised by the cutting incredible stable when it works across (40%), up (30%) and down (10%) table on the ground at constant levels thanks to two extensive automatic steep slopes. settings, ensures an even cut in even the most difficult harvesting con- Higher performance requires a larger capacity grain tank: this is why AL ditions. The generously sized Easy Reverse bearing skids installed under Quattro has been given a 6,500 litre one as part of the standard equip- the bar allow precision controls and easy manoeuvres even in reverse. ment. Similarly to all Laverda’s combine harvesters, the standard equipment AL Quattro has a Sisu Diesel Citius 74 water-cooled engine with Tier III for the AL Quattro model also includes cutting tables with the exclusive rating, Common Rail fuel supply, 4 valves, 6 cylinders, air/air intercooler Schumacher system, featuring a rotating blade control unit that functions system and turbocompressor. Citius 74 stands out for its ability to recon- at 1,220 strokes per minute without producing any vibrations. The all- cile long-life and low consumptions with excellent efficiency. But it also purpose, self-cleaning universal blade sections can treat wet and matted respects the environment, thanks to emissions that are inferior to the pa- crops without clogging and can be easily replaced even individually when rameters established by the laws in force. necessary, something that considerably speeds up the job and keeps the AL Quattro also provides the best in comfort with the Profi Cab. Standard maintenance costs down. supply includes the seat with pneumatic suspensions and the air condi- Besides the PFR (Prepare and Feeding Roller), which ensures that the crop tioning and heating system, while the portable refrigerator, radio and CD- flows from the cutting table to the threshing components in a continuous player can be installed on request. Other optionals are the camera with and uniform way, the standard equipment supplied with the AL Quattro colour display and the GPS satellite system. combine also includes the MCS Plus (Multi Crop Separator Plus). The cab can be easily and safely accessed thanks to the strongly built steps This system, which has been patented by Laverda, allows the combine’s and generously sized door. The combine is controlled and managed by separation capacity to be differentiated to suit the individual situations its Agritronic Plus computer, part of the standard equipment, and by the and the crop conditions. Integration of the REV module into the MCS exclusive joystick. system increases the separation area by 20% and the winding angle to The visibility is also excellent through Profi Cab’s large windows. 120° while still allowing the entire width of the straw-walkers to be used Impressive performance, high efficiency and excellent comfort, these are to the full. the intrinsic characteristics of the AL Quattro combine.

Barisciano, forty years in the farming sector The tried-and-tested experience of Laverda’s authorized dealer for the Chieti and Pescara area

Barisciano snc is Laverda’s authorized exclusive dealer for the provinces Each year, Barisciano’s staff-members attend refresher courses where of Chieti and Pescara. The enterprise only handles original materials, they get to know all the innovations offered by Laverda’s machines. because only controlled products are able to offer sure-fire reliability This means that they are able to deal with the authorized assistance ac- without a catch. tivities they provide in favour of the “Laverda enthusiasts” in their area, Barisciano is a reference point for farmers in this particular area, as they in the very best way. Expert in all mechanical fields and specialized in are sure of obtaining a prompt service, a comprehensive array of spare hydraulics and the supply of components, Barisciano has enlarged its parts and technical assistance. In actual fact, as this is a family-run stocks throughout the years with, amongst others, Landini and Gal- business, there’s always someone on hand, 365 days a year including lignani parts. holidays and during the night. The company’s web site can be visited on www.bariscianosnc.it and its Throughout the company’s past and present history, there has always e-mail address is [email protected] been a great love for agriculture, and this will certainly continue in the future. The enterprise was established in 1967 as Umberto Barisciano’s one- man business. It was converted into Barisciano snc in 1994 when Um- berto’s sons, Giuseppe and Antonio, who had already been working in the company, took over. In 2007, Barisciano (which is situated in At- essa, Chieti, via Madonna a Mare no. 7, tel. 087 850108) celebrated its forty years in the agricultural sector, where it has become strongly specialized in Laverda’s harvesting machines, from the first 100 AL models to the present-day AL Quattro. The markets by Simonetta Lambrocco A successful season on the French market

Applauses for the results achieved and targets for further margins of growth at the transalpine sales network’s meeting

The French dealers set the date on portunities offered by the market 10 October at villa Traverso Ped- as well as Laverda’s short and me- rina, a prestigious residence in the dium-term product development Vicenza district of northern Italy, in plans. order to take part in the conven- Rémi Hugueny, assistance, spare tion entitled “Laverda: between parts and operative marketing competition and opportunities on manager for France, presented an the market”. outline of the newly concluded The first part of the morning was campaign, underscoring the effi- dedicated to a visit to the Breganze cient and speedy service provided plant, pride of Laverda’s person- by uniting the two aspects, i.e. as- nel. Thus the French dealers were sistance and spare parts, something able to get a first-hand view of the that had been achieved this year in investments made in 2007 in or- order to significantly improve the der to make the production cycle time it took to respond to the end more competitive and to achieve customers’ needs. even higher quality when the Lav- Product manager Luciano Parise erda machines are manufactured, then added lustre to the convention as director general Mario Scapin by presenting the new AL Quattro had previously announced dur- and the product innovations fore- ing the meeting at Moresville in cast for 2008. 2006. There was an extremely stir- His intervention was followed by ring arrival at the villa when, to the the new film about how Laverda’s strains of music and accompanied combine harvesters conquered the by Venetian dancers, the ultra-new French network with their versatile AL Quattro combine was presented features. to the French network in a preview But one of the events that everyone with a sumptuous fairy-tale ballet in was looking forward to most was which man and the machine were undoubtedly the intervention from one and the same. Fabrice Rondeau, sales manager for After welcoming the guests, Laver- France, and his first-hand informa- da’s director general, Mario Scapin, tion about the market trends and presented the season’s results, Lav- Laverda’s standing in the French erda’s strategy and targets for the territory. following years and the progress achieved by the Group on all the “In a market where all the com- new markets. He went into a great bine harvester brands and all deal of detail about the joint venture product segments are growing by established with the Agco Group, 6.4 percent (+ 20.5% within the explaining which were the benefits space of three campaigns), Lav- brought about by the agreement, erda holds over 10 percent of the the advantages of this synergic un- market for conventional combines ion and the incredible development with 100 percent brand progress potential for our company. on the French market in just two Simonetta Lambrocco, the commu- campaigns. It’s a just reward for a nications and public relations man- motivated network and team that ager, focused the attention of the have known how to get themselves participants as she spoke at depth re-organized and we can now look about the challenge we at Laverda with satisfaction towards a more will be facing in our endeavour to trouble-free future. My compli- conquer new markets together. ments and an arousing “bravo” to Then it was the turn of Angelo you all for this performance” com- Benedetti, Laverda’s sales and mar- mented Rondeau. keting manager, who gave a very After the thunderous applause for Top Fabrice Rondeau, sales manager for France. detailed description of the Euro- his encouraging words, Rondeau Below, two photos of the meeting. pean markets for conventional and went on to analyse the success Next page, a sweet surprise: the chocolate fountain innovative combine harvesters. He obtained and the sales results with in honour of the French guests. told the participants about the op- details about the different types of machines available on the French motivated as never before, a reliable a great curtain: a wonderful fountain market. product that provides high perform- of mouth-watering Venetian choco- ance and is constantly developing, late that delighted the taste buds of “We can still do much better. We must Laverda cannot fail to grow again connoisseurs and gourmands alike. work and change our approach, ana- and win back the positions it once lyse our local markets,” he explained. held in France”. “The potential margin for growth is The convention drew to a close and still enormous. Just think how only the transalpine dealers and Laverda’s 50 percent of our dealers account for Italo-French team deservingly cele- more than 10 percent of the market brated the success they had achieved of all the brands and all the types. around a stirrup cup. And of these dealers, ten or so of you Then the evening continued in the stand out by actually accounting for villa’s ancient stables, now renovated more than 20 percent. and turned into a magnificent classic With an extremely favourable trend in restaurant decorated for the occasion the agricultural sector and a market in Laverda’s colours. for combines all set for new growth,” In an atmosphere made magical by concluded the sales manager for dancers, the guests were served a France, “2008 will get off to a head gala banquet in the most classic Ital- start. With the new dealers that have ian tradition and when the dinner had recently become part of our network ended, the Italian hosts disclosed a or who are about to join us, a team lovely surprise for their French friends, and a dynamic sales network that’s one that they had concealed behind

A record-breaking Agritechnica with two Laverda gems

It was a record-breaking Agritechni- of Laverda’s offer. It’s designed to tinctive features of these machines ca, the trade fair held in November provide an optimum performance are productivity, the quality of the in Hanover. There were more visi- on even sloping ground and stands resulting crop, rationalized costs and tors, farming business men and ag- out for its productivity, stability and running and servicing times. Com- ricultural specialists at the important safety, with as much as 20% level- plete with GSAX, PFR and MCS Plus German venue than ever before, an ling across slopes and 8% in the as part of the standard equipment, increase of almost 40 percent, an downward direction. Complete with the 256 LCS combine has an 8,800 incredible record amounting to 340 the electronic Option-Four device, litre grain tank with a discharging thousand participants, of whom 71 which independently controls level- capacity of 85 litres per second. thousand came from abroad. ling in the crosswise and longitudi- And when it comes to comfort, 296 As many as 2,247 enterprises from nal directions, it also has the exclu- LCS has lots to offer thanks to the 36 different countries put a compre- sive “Laverda Special Power” system exclusive PROFI Cab. Total control hensive range of machines, equip- as part of the standard equipment, and management of the machine ment, spare parts and accessories on with GSAX, Ground Self Alignment are ensured by the Agritronic com- show. The increase in the number of Extra (allows the combine to make puter and by the exclusive joystick. visitors at Agritechnica 2007 was an even cut in even the most dif- A generous array of lights allows particularly due to Switzerland, Aus- ficult harvesting conditions), PFR, work to be carried on into the night tria, Holland, Ireland, France, Italy, Prepare and Feeding Roller (over- with excellent visibility. Denmark and the United Kingdom. sized fingers that convey the crop to Italy’s values triplicated, while those the elevator chute in an even more of France and Ireland doubled. With efficient and fluid way, achieving a almost 14,000 decision-makers and regular threshing action and fade- investors, Agritechnica confirmed its free efficiency from the machine), role as the most important reference MCS Plus, Multi Crop Separator point in the Old Continent. Plus (a forced action that separates Laverda presented two of its star at- the grain from the straw before this tractions at the big German fair: the reaches the straw-walkers, and that M 306 Special Power Levelling Sys- can be deactivated when delicate tem 4WD with 7.60 m cutting table, crops are processed). Installation of and the 296 LCS combine with 6.60 the REV module increases the sepa- m cutting table. ration area by 20%. The M 306 SP LS 4 WD com- The 296 LCS, Laverda Crop System bine with its Tier III type-approved combine, with Tier III type-approved 246/335 kW/HP Citius 8.4 CTA 4V, 202/275 kW/HP Citius 7.4 CTA4V SISU Diesel “green” engine featur- SISU Diesel “green” engine, Com- ing Common Rail fuelling system, mon Rail fuel supply and 450 litre 4WD hydrostatic transmission and tank, is designed for the medium- 600 litre tank is in the top bracket high bracket of the market. The dis- A meeting along the road to Santiago de Compostela The Spanish sales network gets together in the magical Monastery of St. Zoilo

The meeting of the Spanish sales network took place in a truly original setting. The site chosen for the venue was actually the Mon- astery of St. Zoilo di Carrion de los Condes, geographical centre of the pilgrims’ Road to Santiago, in the province of Palencia. When it comes to historic, artistic and religious interest, this particular location is the only one of its kind. The first document refer- ring to a monastery dedicated first to St. John the Baptist and then to St. Zoilo, dates back to 948 A.D.. The Benedictine monks turned the monastery into a refuge for the pilgrims who travelled to Santiago di Compostella, while the Jesuits created the first boarding- school in the middle of the 11th century, one that was to become the Minor Seminary of the diocese of Palencia in 1980. Thus, with its mystical and religious atmosphere, the mon- contribute towards common growth. sizing how advantages could be taken of the astery provided an exceptional setting for the The convention then proceed with my report, opportunities of a growing market. All this Laverda convention and enriched the meet- based on research prepared by the Laverda was comprehensively illustrated by a detailed ing, organized with great care by Antonio marketing team and which concerned the analysis of the market, research into these Esteve, director general of Agriargo Iberica, development of the different types of ma- new opportunities and a brief outline of the Andres Moradas, combine market manager, chines in the main markets of Europe, CIS actions to take in order to guarantee the suc- and all the staff-members of the Spanish and the Baltic Republics. cess of the next sales campaign. Manuel Ta- branch, with its art and culture. The message for the sales network could be vira, technical assistance service manager for summed up in a single observation: Laverda Spain concluded by explaining the new on- Surrounded by the enchanting atmosphere offers a complete range that can comply with line warranty system and by pointing out the of the monastery’s ancient library, all Laver- all the needs of the emerging markets. benefits for both the dealers and customers. da’s Spanish dealers had flocked to the meet- The event drew to a close with a guided visit ing and appeared to be highly enthusiastic around the splendid monastery with all its about the event as, along with us, they drank Luciano Parise, the product manager, then mysteries and singular attractions, an occa- a toast to the good results they had achieved presented the new range for 2008, focusing sion that we will certainly remember for a with a good glass of “vino tinto”. the participants’ attention on the new 200 long time to come. REV, as well as the AL Quattro and AL Rev Antonio Esteve opened the meeting with a combines. He went into detail about the ver- Elena Facci welcoming speech during which he illustrat- satility of Laverda’s machines with the aid of ed the results obtained from the sale of the the new film clip, which illustrates the com- Top: the speakers at their table, from the tractors produced by the Argo group, results bines to the strains of Vivaldi. left Manuel Tavira, Angelo Benedetti, Elena which had increased by 20% as compared to He also presented a research into the seg- Facci and Antonio Esteve. 2006, with as many as 1160 tractors sold. mentation of the combines with hints about Below: group photo of the participants. Angelo Benedetti, Laverda’s marketing and the competitors and the innovations Laverda sales manager then took the chair. After ex- is developing for the years 2009-2010. tending the management’s greetings to all Export manager Andrea Ugatti analysed Lav- those present, he gave details about the ad- erda’s evolution from the years 2000 to 2007 vantages to be obtained from the Laverda - and spoke about the turnover forecasts for Agco agreement, which will allow Laverda to 2008. This analysis had been conducted by research and develop new products and will considering the turnover data and sales vol- provide further opportunities for penetration umes during the indicated period, with a in the markets. mention about the Spanish market’s expec- But the positive news didn’t stop here. The tations. increase in the price of grain, the changing dietary habits of the Indian and Chinese peo- Andres Moradas highlighted the satisfactory ples, the need for bio-energy and to increase results of the 2007 sales campaign in Spain the grain stocks are fundamental factors that and presented the targets for 2008, empha- In Denmark, the “reds” make headway More than 5% of the market for medium-high bracket conventional combines. And it’s still growing

In the green land of Denmark, the glorious “red” combine brand back to little Scandinavian country with ex- the levels that these machines, whose tensive cultivated areas, Laverda is characteristics and performance have getting stronger thanks to the new always played an important role in dealer Hvidevejs Tractor Aps, situated the Scandinavian countries, rightfully in Karup (on the border between deserve. Nordjylland and Midtjylland). Hvide- Denmark is a country where agri- vejs Tractor Aps is run by proprietor culture counts. It comprises a large Jorgen Futtrup Andersen and his peninsula, Jutland, which borders on wife Janette. Established in 1995, the the north of Germany, and a great enterprise now employs a technical number of islands, some of which team of six mechanics, a parts man- are Sjælland, Fyn, Falster, Lolland, ager, an administrative manager and Vendsyssel-Thy and Bornholm, be- a sales manager. After just one year, sides a hundred or so minor islands but not only these, Denmark is one the company has built up a network which are sometimes referred to as of the most important farming coun- of as many as seven dealers who op- the Danish archipelago. Denmark’s tries in the world. Danish agriculture erate in the following areas: Græsted population numbers almost 5.5 mil- produces 3% of the national wealth / North Zealand; Hårby/ South Funen; lion inhabitants (one million of whom (GDP) and provides employment for Sindal / North Jytland; Ringkøbing / live in Copenhagen), scattered over 6% of the labour force (meaning West Jytland; Egtved / Central-South an area amounting to some 43,000 80,000 persons of whom 40% are Jytland; Fredericia / South-East Jyt- square kilometres, 60 percent of subordinate workers). These are the land; Skærbæk / West Jytland. which is arable land and is divided main crops and the percentages in The professional way in which Laver- into 5 different regions: Hovedsta- which they are cultivated: grain crops da’s products are sold and the high den, Sjælland, Syddanmark, Midtjyl- cover 54.7% of the farm land, grass level service provided for the end cus- land and Nordjylland. (temporary and natural meadows) tomers, always backed by the techni- Danish agriculture covers as much as 28.4%, rape and peas 2.4%, seeds cal staff of the Breganze plant during 2,700,000 hectares of farming land, (graminaceous plants for meadows the harvesting season, have allowed with 57,831 farms (10.6 percent of and industrial use) 8.7%, tuber crops Laverda to attain and surpass the am- which with more than 100 hectares) (potatoes and sugar beet) 4.7%. bitious target of 5% of the market measuring an average 47 hectares, Dairy cattle and pig breeding are, and for medium-high bracket conven- much more than the average size in have always been, a feature of Dan- tional combines. the European Union, which is a mere ish farming. The results achieved during the past 18.5 hectares. 25.2% of the farm land season have therefore projected the is leased. Thanks to its grain exports, Andrea Ugatti It’s GVS Agrar, Laverda’s importer in Switzerland

Following the partnership agreement signed GVS-Fried SA will also be responsible for the in June of this year, which established a joint- after-sales assistance service and spare parts. venture at 50% between Agco and Laverda, The aim is to increase the portion of the mar- GVS Agrar became general importer of Lav- ket held by harvesting machines and since erda combines for Switzerland on 9 October the customers can choose from between the 2007. three brands, the company has everything it As part of its strategic policy, GVS Agrar is as- needs for satisfying the requirements of the sociated with Fried-Maschinen SA of Koblenz, Swiss market. an acknowledged specialist in the combine Thus the offer does not just include the highly sector. Fried is extremely competent when productive giant combines but also the more it comes to selling combine-harvesters and, compact, self-levelling machines, which are in along with its team of staff-members, pro- great demand in many parts of Switzerland. vides a first class service. The newly established GVS-Fried SA present- The new business enterprise, GVS-Fried SA, ed itself along with its new range of products with headquarters in Koblenz, will sell the for farmers and farm contractors at the trade three combine brands: Laverda, Fendt and fair held from 30 November to 2 December From the right: Alexander Fried, Werner Müller and Ugo Massey Ferguson. in Koblenz. Tosoni. 10 The events Agco customers and visitors from all over Argo informs Gruppo Industriale ARGO Europe flock to Breganze Bufalo, a champion yet again

The chances for meetings between Agco and Laverda have multiplied A winner once more. Bufalo 3000 is truly the king of Tractor of late. Pulling. For the fourth consecutive time, the giant from Fab- Following the new industrial agreements, the number of Agco customers and visitors from many different European countries who come to brico knew no rivals as winner of the 2007 championship, have a look around the Breganze plant for both the Fendt and Massey in the Pro Stock category. Bufalo 3000 competed in a glori- Ferguson brands, has increased to a considerable extent. The groups ous way, starting out with a low profile and then leading from Germany have been particularly consistent, but there have also the classification thanks to a truly enviable series of results. been lots of French, Swedish and Belgian visitors. We’re becoming in- The final part of the championship was the most eventful creasingly more internationalized and, as always, we hope that everyone as, at the eve of the last trial, Bufalo only had one point feels at home here in Breganze, just like Laverda’s customer/visitors. more than Blue Leader Jr. Thus, there was more than a bit of suspense at San Pancrazio, near Parma, where the “blue beast from Fabbrico” struggled neck-and-neck right to the last centimetre. But in the end, all was well and the Elvio Moretti - Bufalo 3000 team was finally crowned as 2007 “prime puller” of the Pro Stock category.

McCormick also takes part in the event

During the last race of the Tractor Pulling Italia championship, McCormick officially presented Red Fox, the machine that will be competing in the Italian Pulling category at the 2008 championship. As Mario Danieli, the sales manager for Italy, explained, the decision to take part in the event with one of McCormick’s own machines was taken owing to the growing popularity of the event, with a public of 5,000 to 10,000 people at the most important stages. And Franco Paterlini, team manager of the Argo Group’s stable, revealed that Red Fox sports a souped-up 1,000 HP 8.3 l. Cummins engine. Underscored by the new shape of the bonnet, the styling reflects McCor- mick’s future family feeling. Red Fox was created through collaboration with Officina Moretti of Squarzanella, one of the proprietors of which, Gianni Moretti, will be the official pilot of the 2008 season.

Benedetti confirmed as member of VDMA’s top echelon

VDMA, Verband Deutscher Maschinen- und Anlagenbau, the association of German agricultural machinery manufacturers, has confirmed the position of Angelo Benedet- ti, Laverda’s marketing and sales manager, on its board. This means that for another three years, from 2008 until 2011, Benedetti will continue to play a role of prime importance in the prestigious category association. Be- nedetti, whose presence in VDMA is due to Laverda’s partnership with the German undertaking Fella GmbH, was recently confirmed as a member of the association’s board. VDMA represents many of the German industrial sectors and one of the most important of these is that of agricultural machinery, which includes over 150 associate enterprises. Our heartfelt congratulations to Angelo Benedetti who will certainly continue to pro- mote the interests of the Italian companies in the German category organization as he did during the past three-year period. 11 A renewed alliance with the supplier chain A convention brought them together in Breganze, to discuss the demanding production commitments of 2008

More than seven years have past since June 2000, the year in which the historic brand was relaunched, and Laverda thought it was important to meet the people who had contributed towards the results achieved to date. Laverda considered it essential to strengthen these relations and find out its exact standing in a market that’s becoming increasingly more demanding and competitive. To provide immediate and efficacious responses, all the stakeholders must therefore become as flexible and efficient as possible. Understanding and sharing common goals is an indispensable starting point for enterprises that intend to face the market in a professional, innovative and winning way. pliers to the convention and 95% of Fabio Dalla Valle is responsible for or- them came to the venue, i.e. about 95 ganizing the Laverda’s suppliers and the people. We then extended the invitation company’s relations with them. to Laverda’s staff members as a further confirmation to our suppliers of how Fabio, can you tell us what led to important we considered this meeting the decision to invite all the suppli- for the company. The fact that our col- ers to Laverda by organizing a con- leagues participated helped to provide vention? our guests with an insight as to how we operate as a team, working together to- “We’ll be very busy in 2008 when it wards important goals”. comes to our manufacturing commitments as we’ll be having to satisfy an What happened during the conven- increasing demand for combines with a tion? highly diversified model mix. This is why we looked into the most efficient strat- “Before the work truly got off to a start egies to apply, not just in the Laverda and after Roberto Zuech, the manager In view of Laverda’s new and ambitious Top: the group of plant itself but in those of our suppliers in charge of the product manufacturing projects, Zuech spoke of the need, along suppliers as they visit the production line. and, above all, together with them. We process, had given his official welcom- with our suppliers, to strive towards im- The speakers: from the then decided to involve them and have ing speech, Simonetta Lambrocco, the provement and described the guidelines left, Fabio Dalla Valle, them share in our development plans”. communications and public relations Laverda applies to the supply chain”. Mario Scapin, Angelo manager, presented a short film illustrat- Benedetti and Roberto Zuech. How are you going to proceed? ing Laverda’s history, from the first self- And you, Fabio, how did you face propelled combine-harvester, the M 60 such an important subject with the “Amongst the other actions we’ll be model, to the present day. After this, it suppliers? taking, we think it is important to in- was the turn of Angelo Benedetti, the form our suppliers about the volumes marketing and sales manager, to take “Taking the cue from Zuech’s introduc- involved, to highlight our plans for im- the chair and give a report about the tion, I went into detail about the im- provement, provide information about combine-harvester market and the cur- provements being made within our or- the structure of our supply chain and rent development trends in the market ganization. Changes that are necessary about the quality we expect. We were where Laverda competes. if Laverda is to provide timely answers to able to put the emphasis on our mes- The director general, Mario Scapin, then the demands from the market. A chang- sage by inviting all our suppliers at the went on to describe the reasons for ing and much more dynamic market same time to a dedicated convention which the markets had grown, such as in which you can only take part if you held in the Laverda plant”. the considerable demand for grain from provide flexible answers but not to the the emerging countries and the require- detriment of efficiency, competitiveness What’s the pay-back you’ve ob- ments of the clean energy sector. He and quality”. tained? also underscored the fact that customers expect quick and efficient answers Can you explain what the model mix “We invited the more important sup- from Laverda. is and what changes or has already 12 been changed in the factory following this new production policy? The after-sales specialist “Model mix manufacturing allows us to come off the assembly line with different machines in Albino Bertacco describes his experience with “Laverda lots of four, something that was unthinkable un- enthusiasts” from all over the world til only a few years ago. We have worked and are still working on plans to achieve this target. For instance, on the day the convention was held, there were three different models on the assem- When the after-sales service and the parts The luxuriant vegetation, ideal climate, the bly line at the same time”. service were unified at the end of2 006, the variety of landscapes, the breathtakingly tasks of the staff members also changed. beautiful views… How are the suppliers involved in this process? This is why Albino Bertacco, who’s been But in actual fact, I always find interesting with Laverda for 33 years and is well known aspects in every country in which I have “It’s essential to integrate the entire supply proc- in many parts of the world, doesn’t just worked; exchanging opinions with the peo- ess if the information is to flow in an organized deal with assistance and training about the ple, getting to know new cultures and tra- way and in order to coordinate the entire chain. product, but also spare parts, as after sales ditions, even if only in a fleeting way, shar- According to lean logic dictates, it’s not enough service area manager. ing experiences. I think that all this leads to plan. The materials also need to be efficiently He deals with a lot of countries, from Cen- to great personal enrichment, yet another and efficaciously managed. We started up with tral and Southern Italy, plus the islands, to reason for appreciating by job”. a reorganization project that involves the entire South Africa, as well as the United King- factory. The spirit is that of an innovation process dom, Scandinavia, Germany, Poland, Hun- An anecdote or a phrase from a cus- implemented from the bottom upwards, shared gary, the Czech Republic, Slovakia and Es- tomer that impressed you? by the employees and developed with them in tonia. the form of interfunctional teams. Computerized “Recently, when I was in Denmark, a Laver- integration must also be used so as to reduce the Albino, what does it take to be able to da customer told me: all combine harvest- use of resources in tasks with no added value”. look after so many customers in such ers can be repaired, even old ones, but you different countries? can only be certain of a sure-fire harvesting And then? campaign with a Laverda machine, even if “The first thing that springs to mind is a it’s a bit long in the tooth! What better dec- “We then informed the suppliers about the cur- great passion. Having worked with these laration as to the reliability and quality of rent performance of the supply chain, going into machines for so many years, I’ve become our combines? Quality and reliability that detail about the problems that could occur if de- personally aware that the best results can still continue to characterize the machines liveries were delayed and, consequently, which only be achieved if you’re strongly involved. that leave our factory”. and how many resources Laverda must use in or- In actual fact, I think that’s true of all jobs der to overcome these situations. Lastly and very and all professions”. What would you particularly like to importantly, we described a plan of targets for wish Laverda and all those who work 2008 and promised to call another meeting next Which are the things that spur you on with our company? year in order to check out the results achieved”. the most? “To continue to work with passion towards And what about quality? “My greatest satisfaction is certainly when quality and service, just as we have always I’m able to resolve practical problems at done”. “Gianni Salin, the quality manager, told the sup- the most difficult times. To see that a cus- pliers how important quality was at all levels. He tomer is content, relieved and able to get Thanks Albino. was very insistent about the need for us to receive the most out of his machine, to be able products conforming to the specific requests and to advise him and come up with the right Simonetta Lambrocco specified the targets for 2008 from the quality solution encourages me to continue with aspect. After this, we all went on a visit to the enthusiasm”. production plant. This was of fundamental importance as it demonstrated what had been discussed Amongst all the countries in which during the convention in a concrete way and gave you have worked to date, which are In the photo, Albino Bertacco. the suppliers a chance to see for themselves what the ones that have impressed you the we had been talking about. most, and why? Finally, the working lunch in the company restaurant allowed us to socialize with our suppliers and “Sweden and New Zealand. I’ve gone to get to know them in a personal and not just a Sweden many times and I like everything professional way”. about it: for the nature, with those wide open spaces, for the agricultural produc- In short, an initiative that should activate tion, job opportunities, the open-minded- another process, i.e. turn the suppliers into ness of the people and their willingness to partners? listen to you. Yes, because once they’ve had the chance to appreciate your professional “That’s it in a nutshell”. dealings and serious attitude, the Swedes know how to demonstrate their good opin- Thanks Fabio, and all the best. ion of you. I have only visited New Zealand once, but I L.W. was truly bowled over by the countryside. 13 The after-sales specialist Routine and preventive maintenance Follow the expert’s advice and work with confidence

Maintenance is an important operation that produced in Breganze. combines are not used, give everyone the concerns any mechanical device. It guaran- The after-sales service is a fundamental value. chance to keep their machines in perfect or- tees reliable running and less wear, mean- This is why Laverda employs highly special- der simply by carrying out the recommended ing an always appreciated higher value and ized technicians to help its dealers’ experts, preventive maintenance work, as well as by longer life. the aim being to provide the end customers using strictly original filters, lubricants and When it comes to harvesting machines, all this with a tip-top assistance service. expendable materials. These few and simple becomes even more important, as harvests The technical assistance department, where precautions will allow both farmers and farm must be gathered within the shortest possi- I’ve worked since far-off 1979, helps to sort contractors to face the next campaign with ble time and the weather conditions influence out any type of problem in a tangible and im- full confidence. everything in a determinant way. So you can’t mediate way, and is always in direct contact run the risk of adding other penalizing vari- with the customers. Albino Bertacco ables, such as down times due to negligent or This service has developed throughout the incorrect maintenance. years. So much so, it has been able to gather On the other hand, Laverda’s combines are a more or less unique wealth of experience. very easy and quick to service: you just need The attention dedicated to the customers, a few minutes if you comply with the normal to their needs and expectations, is extremely frequencies clearly and simply given in the Op- useful if one is ready to use it in order to cre- eration and Maintenance Manual with which ate even more experience. every Laverda combine is equipped. The importance of this service is sometimes It’s worthwhile remembering that, amongst underestimated and only appreciated at the other features and thanks to ever more pio- time of need. Make short work of emergen- neering technology, the combines can be cies and handle them in the best possible supplied with automatic lubrication, which is way: that’s our mission, one that we develop available as an optional. This accessory speeds with dedication and professionalism. up the routine maintenance operations to The parts service is another essential and ir- an even greater degree and does away with replaceable part of the assistance we provide the risk of forgetting some greasing point or and guarantees that Laverda’s combines re- other. main reliable, a feature that’s acknowledged The products and spare parts used are also of throughout the world. Laverda’s Original vital importance. In other words, it’s essential Spares can now be requested and ordered via for them to be original products. the Internet, while shipments are made to all It’s really indispensable to use Original Parts as parts of the globe using the best means of every spare is an integral part of the combine transport available so as to reach all custom- and has been explicitly designed by Laverda’s ers in the fastest possible way. Technical Department so as to guarantee the The overhaul at the end of the harvesting quality and life of the combine-harvesters campaign and the winter period when the

DVD: great combines The “reds” in pop art style to the rhythm of great music for the 2008 calendar

Do you want to know more about how Eye-catching and innovative, versatile Laverda’s combines are? What Laverda’s calendar for 2008 sort of jobs they can do? Which crops proposes the combines from they can process? And do you like Breganze at work on differ- good music? ent crops in an original “pop You can satisfy your curiosity to art” style. An attractive and the strains of splendid music, from useful gadget that will accom- Morning, taken from Grieg’s Peer pany customers, farming and Gynt, to Winter, from Vivaldi’s Four farm machinery lovers and afi- Seasons, in Laverda’s new DVD, cionados of the historic Laverda presented when the AL Quattro brand, day after day. combine was launched in the presence of the sales network and shortly to be available to the public. 14 The album Everything began with a corn husker Pietro Laverda’s first invention at the end of the nineteenth century was designed for the most typical local product

Living conditions in the Venetian ian firms, but Pietro Laverda’s at- strength of two men in order to countryside during the last dec- tention turned to the most widely be operated without a break thus, ades of the 19th century had be- cultivated crop in the area, the so- from the beginning of the 20th come extremely difficult. The Aus- called “marano” corn with its typi- century, many were equipped with trian dominion, which lasted until cally small cobs and high quality an electric motor and were able to 1866, had reduced the agriculture meal, ideal for human consump- produce up to 15/20 hectolitres of in those pasts to a terrible state, tion. grain per hour. Successfully mar- nothing like it had been during the The 1890 catalogue already con- keted in the rolling plains of the centuries when the Republic of tained two corn husker models: southern areas of the province of Venice had held sway, when farm- the so-called “capretto”, a small Veneto and in Friuli, they were ing had achieved a known as the “Pole- significant develop- sine type”. All these A few of the traditional ment, also thanks models husked the varieties of corn cultivated in the Venetian plain, including to several important corn by means of “Marano” and “Biancoperla”. land-owning families a rotating vertical in the area. toothed disc made In those years, many of cast iron. But to- Venetians had been wards the end of the forced to emigrate, 19th century, Pietro especially towards Laverda had already North and South invented a new type America. of husker, which he In the foothills, be- patented. It featured tween the rivers a flared horizontal Brenta and Astico, in toothed drum that the centre of which was able to husk Breganze is situ- cobs of different siz- ated, agriculture was es, even very small sometimes reduced ones, and could to to mere subsistence. process 3 hectolitres Here, in their small of corn per hour. plots of land, the All these machines, farming folk mixed whose frameworks vines, forage crops were completely made for the few head of of wood, were pro- cattle they owned, duced at an incredible and especially corn, rate, especially during called “sorgo” (or the years between “broom-corn”) in the two world wars, the dialect of these with an output that parts, which formed reached into the thou- the basis of the hu- sands each year. In the man diet in the form middle of the 20th of “polenta”. century, metal plate The almost exclusive use of this implement that husked a single took over from wood to make the food had actually been the cause cob with a little effort, and the structures and a blower was often of an endemic disease in the poor- “perfected husker”, with one installed so as to dress the crop in est classes of the population, i.e. feed-box. This latter was operated an even more accurate way. These pellagra. The entrepreneurial by hand using a large wheel, simi- little forerunners of the modern adventure of Pietro Laverda Sr. lar to the one on a grape-crusher, combine-harvester continued to (1845-1930) began in this farming while a heavy cast iron flywheel be produced in the Breganze plant society, in a full state of crisis. And on the opposite side provided the until the ‘70’s, in time to witness it seems only natural that one of inertia required to face moments the development of the gigantic his first commitments as an arti- when greater effort was required. harvesting machines alongside. san blacksmith was to create im- Versions of this machine with two And it’s interesting to note that plements for husking corn cobs. and as many as four feed-boxes when the first combine-harvester, Machines for this purposes were were produced during the follow- the M 60, was produced, Laverda being manufactured by many Ital- ing years. These latter required the dedicated time and effort in order 15

to create a technically valid corn harvesting machine and to carry on, so to speak, where Pietro Lav- erda left off. It was a machine with just two rows that seems rather odd and clumsy nowadays. But at that time, it turned the dreams of many farmers into reality, people who had spent long autumn days in the fields harvesting corn cobs by hand and had husked them under the wide porticoes of the Po valley homesteads in winter.

Piergiorgio Laverda

Top: an advertisement depicting the patented corn husker (1897) and pages of Pietro Laverda’s 1890 catalogue.

Below: the DS corn husker made of metal (1958) operated by Laverda’s MFC motor mower. Laverda’s M60 combine harvester featuring the first corn bar with 2 rows. 16 The history, the stories by Pietro Dal Santo Harvesting at the edge of the desert Libya, from former “box of sand” to fascinating land where threshing needs reliable machines that work in difficult conditions

At the beginning of the 20th century, Gi- the desert, it’s very hard to find a place to ing over the past few years,” continues olitti’s Italy called it a “box of sand”, but sleep and I’ve often had to pass the night Valente, “and I must say that Laverda’s Libya’s nothing like that today. It’s a grow- in the trucks that drive out with the ma- machines are particularly suitable for their ing country, with a very young population, chines. The food is also very unusual: you country since they are very simple to op- where most of the domestic income is ob- don’ suffer from hunger, but you have to erate and always provide a high perform- tained from the oil resource. From the ‘90’s adapt to a very different way of cooking ance”. onwards, a lot of attention has been paid than ours. Eating couscous in the desert is But for anyone who deals with harvesting to developing industry, tourism and agricul- something I’d recommend to everyone, as machines, Libya, with its fields “created” ture. For example, fruit and wheat are now it creates a strong spirit of friendship. on the sand, has requirements that are being cultivated in vast plain areas. Libya During my last visit, I was always with more or less unique. “The experience I’ve has invested a lot in reclaiming works and Amin Arafa, our agent. I like going around acquired after having worked in this coun- in the search for water. So besides black with Amin because he takes me to the lo- try for so many years has allowed me to gold, the desert has now revealed another cal places. I’ve been providing technical understand the importance of a harvesting treasure, i.e. large bodies of fossil water assistance for combines for more than 25 culture that, besides the methods we al- now conveyed by an impressive pipeline years and I must admit that the mission to ready know, is centred on threshing from network. Grain crops are the main agricul- Libya has always exercised a particular fas- a standstill. The machine is fed when it’s tural products: wheat and barley are culti- cination both because the harvesting con- stationary, especially when the conditions vated along the coast and on the heights ditions are unique and because the lifestyle are strongly abrasive owing to the sand. In near the coast. In a land that seems arid, if there is less stressing than ours”. short, I think that Libya is an extremely fas- not desert-like, extensive green belts stud- Laverda is a byword for reliability in Libya. cinating country where Laverda enjoys an ded with irrigation systems now surround “Our Libyan customers are very satisfied excellent reputation, a country with a great the cities. with the REV combines they’ve been us- deal of potential”. Libya is also, historically, a country in which the name Laverda is well known. The red combines enjoy an excellent reputation when it comes to reliability and the performance they provide in extremely difficult harvesting conditions. Valter Valente, our “man of the desert”, knows something about this, as he’s well versed in the various types of crop that are grown here. Valente has been has been going to Libya during the threshing period for more than 20 years, so as to provide advice and in- structions for many of Laverda’s customers. “I’ve gained so much from my job, from a personal point of view,” explains Valter, customer assistance expert, “that each time I’m offered the chance to go on a technical mission in Libya, I always make sure that I’m available. Libya is a market with important peculiarities. The customs and habits of the people are very different from ours and, when I’m on a mission, I adapt to their ways. I’ve had experiences of all types over the years. When you’re in

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