Combine Harvesters: Breganze Is The European Trading Place
n 1YEAR XJULY 2010The harvesting specialist’s journalCombine Harvesters: Breganzeis the European trading placeBig rise in production figures since last September thanks toagreements with AGCOBREGANZE & FEUCHT,POSITIVE RESULTSDESPITE MARKETCRISISpage 3TOP CHECK REPUBLICMODELSAT BRNO SHOWpage 8‘RED’ DISTRIBUTIONINCREASESIN UKpage 8SUPPORT:SERVICE.OPERATION AT 360ºpage12THE FLYING OFTHE FALCO: THEAERONAUTICSADVENTURE OF THE 60’spages 14-15Gruppo Industriale ARG
The situation by Mario ScapinBreganze, harvesters’European trading placeMario Scapinmanaging directorOur premises are ready to receive and integratethe production of our new modelsDear reader: I am happy to announce that“Laverda’s shareholders have chosen us asthe perfect place to concentrate the combines market in Europe”, especially sincewe will shortly host the production of newmodels built in our plant in Denmark.This is of crucial importance to our business,which has grown thanks to the company’sgood managing performance andthe development in all harvestingmachinery sector activities.The ability to quickly react andadapt to various market conditions, also shown in tough timeslike today, played an importantrole to have us chosen as the perfect place. This is a big and important project that not only involvesmoving the machine productionof “8 walker and hybrid” combines to Breganze headquarters,but also fully integrating the combines in the Laverda “system”.The whole development processof our new products, includingthe process related to new machinery lines, will take place atBreganze. This is possible thanksto upgrading our planning, prototype building, lab and field testing facilities. Starting in September, all of these machines will beproduced at Laverda. Productionwill be progressive and it will follow the current 5 and 6 walkertechnique, manufacturing mostof the main parts in-house. In thesame way, calibrated bars of therolling belt feeding system will beproduced in-house, utilising thebrand new assembling system for free flowbar production.Combines assembling will take place on thecurrent assembling line, and production willbe organised according to model mix. Assembling rules for productive efficiency willbe respected, but in the same day 8 walkeror hybrid machines will be produced, together with 5 or 6 walker machines ofany type, fixed, or self-levelling. Functionalgroups assembling will be done, as we dotoday, to the side of the principal assembly line. We are planning on extending therelated sections; other productions will bemoved to different sites, in order to buildnew machinery pre-assembly stations. Newassembly islands were built due to specialdemands of the new machinery family, forexample for hybrid rotor groups, or conven-tional harvester boxes. We are working tohave kai-zen principles - that stand at thecore of our productive logistics - to be applied right from the start, and we are committed to design production methods according to this philosophy.Laverda’s experience is crucial, and it iscombined with the enthusiasm our personnel are known for. We take this challengeas a great opportunity to show our company’s true potential. Like we said before,production processes are being revised andupgraded in order to prepare our facilitiesfor this new activity. Our new robot, whichcomplements our current island for largewelded components production, has beenready to start full operation since the beginning of this year.New upgrades for rotary organs balancehave been installed; as well as atower robot depot for handlingsmaller pieces. At the same timeongoing works are taking placein all areas of the plant and thedesign of the site’s sections is undergoing some modifications. Theworks are not causing any negative impact on current production.However, in some sections, evenfor shorter periods of time, wemight get the impression of walking into a totally different place.At the same time, we are implementing a training program for allfactory personnel in charge of newmachinery production. Maximumquality guarantee for all Breganzeproducts is our prime priority. Weare making huge resource investments to reach our goal.The same dynamism is takingplace at Fella: after the advancesat the latest Hannover Agricultural Show, the production of largeextension machines has taken afaster pace, as in the case of theTH 13010 tedders, or TS 880 PROdouble rotor central rakes. Theseare high productivity machineswith maximum adaptability todiverse terrain conditions, designed for transport time reduction - whichis a crucial factor when dealing with machinery costs. The company is making significant investments in this field - similar toLaverda headquarters - in order to providebetter conditions for a speedy recovery, assoon as market demand grows once again.And that’s what we all wish for. We hopefor a harvest season with positive surprises,showing signs of a general recovery of theagriculture sector.
Italy by Simonetta LambroccoThe “reds” are in good healthdespite market crisisSimonetta Lambroccoresponsabile comunicazionee pubbliche relazioniLaverda has an annual turnover of 93 million, and more than740 combines have been sold. Fella has also produced positive resultsIn 2009, despite the sharp drop in demand that affectedthe markets, and the widespread climate of uncertaintycaused by the continuing economic and financial crisis,we had a yearly turnover of 93 million; an extremelysignificant result, in view of the international situation.Laverda SPA’s shareholder meeting has recently approved the 2009 fiscal year turnover; a year in which thanksgoes to the specialisation in combine production. Laverda - a joint venture between Argo Italy and AGCOUSA - successfully sold 742 combine harvesters. This isa significant number even if lower than the 2008 salefigures. It is important to remember that 2008 was anexceptional year due to extremely favourable marketconditions.Over the past year, the difficulties of end customers toaccess credit and agricultural products low price did nothelp sustain the sector, forcing Laverda to a careful review and reduction of the estimated target sales.“It’s all thanks to Laverda’s flexibility”, said managingdirector Mario Scapin, “that we managed to sort outthe situation successfully”. We have learnt to adapt tomarket changing requirements quickly, which enabledus to achieve a positive before tax result, with percentage values that are in line with the trend of earlier years.Current fiscal year provisions suggest acting with caution, since we can still suffer from the many factors thatlimit investments in new agriculture machinery seenover the past year. Central European markets showsignificant subsequent contractions, while Russia anddollar-related areas present some weak reactivation signals.“Under these circumstances, we foresee a short-termminimal positive turnover, as a result of innovations added to products offered in the current sales campaign.We foresee a more positive result in the medium term,partly also owing to the contribution derived from moving the production of “8 walker and hybrid” combinesto Breganze headquarters.A further positive factor for Laverda is determined bylimited stocks of combines at the headquarters of importers and dealers. The distribution philosophy atBreganze has always consisted in considering the saleas completed once the combine is at our customer’shome.2009 has been a complex year for Fella-Werke GmbH- a subsidiary of Laverda that specialises in tedder production at Feucht, Bavaria - due to the general crisisand the price of milk. But at the same time, ReinhardBrunner, managing director at Feucht, said that: “Fellahas ended the fiscal year with a positive result and asignificant reduction in finished products in stock, bothat headquarters and in sales networks”.The harvesting specialist’sjournalYear X, N 1, July 2010Quarterly periodicalRegistered with the Court of VicenzaN 1017 of 5 March 2002editorial directorsMario ScapinSimonetta Lambroccomanaging directorClaudio Stratigraphic designAndrea RossetPiergiorgio Laverdacollaborators:Pietro Dal Santoafter-sales support director,and Laverda SPA spare parts servicesDaniel SzipinaVPP sales directorFabrice RondeauLaverda France marketing managerPiergiorgio Laverdacurator of “Pietro Laverda”Historical Archivephotography:Laverda SPA Archive“Pietro Laverda”Historical Archive by Laverda spa36042 Breganze (VI) Italyvia F. Laverda, 15/17tel. 39.0445.385311fax d.comprinted byG.N.G.Via Galvani, 58 - 36066Sandrigo (VI)Literary rights reserved. Articles and pictures may onlybe duplicated if source is cited.To all journal subscribersPRIVACY STATEMENT AS PER ART. 13OF DECREE LAWD.LGS. 30.6. 003, N 196Your identification data have been acquired by Laverda S.p.A. from eitheryou yourselves or from public lists andregisters, thus from documents accessible to anyone, for our marketingactivities in the future.Laverda S.p.A. will deal with thesedata on paper and/or by computerized or telematic media. The information will solely be used in our company or by auxiliary bodies authorizedby our company for postal purposes,in relation to our need to acquire newcustomers by sending commercialproposals, also in the future.Laverda S.p.A. guarantees that thedata will be treated in the most confidential way and that, upon yourrequest, your data may be cancelled(or corrected) from our archives freeof charge. You are therefore entitledto exercise all the rights established byart. 7 of Decree Law d.lgs N 196/003and in particular, to wholly or partlyrefuse to allow the data to be used.
Sicily: rediscovering legumesLaverda and dealer Volatile have won the bid to accelerate the recoveryof lentils and chickpeas cropsLegumes are to be rediscoveredand revaluated in Sicily. A very specific project called “recovery andrevaluation of dry grain legumesfor food in Sicily” will redevelopalternative resources, following acareful territory study. The projectis promoted by the Alto Belice Soat64 de Monreale Palermo District(Palermo) that is a part of the Regional Advisory for agriculture andfood resources.The idea materialised with the intention of rediscovering food products in the niche Sicilian soil, looking in particular for the revival oflegumes such as chickpeas, lentils,chickling peas and beans.Before the last war, legumes represented the main dish in insularcountry houses, a good alternativeto meat, which at the time wasexclusive to nobles and the upperclasses. After the 50’s, contrariwise,meat was widely used in everydaydiet, causing cereal production toincrease over legume farming.Currently, as a consequence, Sicily’slegume import has reached considerable amounts.Therefore, in order to reverse thetrend, the Alto Belice District madea call for tenders. Here the alliancebetween Laverda technologies andlocal manpower was essential:Laverda, through its local dealerVolatile Bernardos SNC, won thebidding outrunning the competition with experience, competitiveness, and above all, versatility ofproducts, showing supremacy withthe delivery of two Laverda AL Revcombines to bailees, in this case,Diquattro Doroteza agriculture andRiggi Seedbed SRL. These two companies, both leaders in high qualityseed production and selection, arealso involved in the cultivation oflentils, chick peas and other varieties of food vegetables.For a long time in Sicily, Breganzehas proven ideal for farmers andthird parties. Laverda has found inthe Volatile Bernardo dealer a validcommercial partner that has contributed to its success, achievingsignificant market share, close to70 percent of sales among existingbrands. Today the antonomasia ofa self-levelling combine is actuallyLaverda.The first part of the recuperationprocess for dry grain legumes forfood has finished: in the summerthe red machines will be seen under operation, able to climb to unthinkable places for mowing andharvesting the work of a wholeseason.Laverda AL Rev combines, appropriately prepared, will allow goodSicilian legume tasting, which willsurely conquer palates, includingdiscerning palates.To the side: combinescollected pea and beanseeds.Bottom: Laverda AL Revat work.
Grasselli, from Umbria with loveForty years of affection for Laverda, which started during the honeymoon!“Even on our honeymoon Laverdawas on his mind” That’s what MrsMirella must have thought over thirty years ago, when she had to anticipate her return from her honeymoon as her newly married husbandhad to attend a training course organised by the company based inBreganze.Avelio Grasselli, her husband, couldn’twait to discover all of the featuresof the brand new and recently purchased M 100 combine.And since then, his love for his wifeand for Laverda has grown strongerwith time. The arrival of his two children - today side by side with their father managing the company based inColombella, Perugia - and the growthof the Laverda fleet are proof of that.The M 100 from 1971 - the one thatinterrupted their honeymoon waspurchased as a ‘personal machine’coming a few years after the firstM 84 of 1969. This machine startedtheir harvesting activity and was thefirst one of a group that grew overtime. Some other Laverdas joined inamong them a 2350 MCS LS (2001),a 255 LCS LS (2009), and the lastpurchase a straw-cutter AL Rev asa preparation for the next season.This latest investment shows thatthe company remains true to itsphilosophy despite going through achallenging economic moment.The company, that started off as Fratelli Grasselli in 1965, has a longtradition in the agriculture business. Breganze’s precious machinesboosted this history, as many of themachines that joined the company’sfleet were from Laverda: one M 120in 1977, one M 132 in 1980, one3700 in 1984, one 3790 in 1987,and one L 521 in 1993. There wasa TX 34 and an 8060 that were alsopart of the company’s fleet.Today at Grasselli SNC there is a truepassion for high performance andversatile machines, with a 250-hourproduction per year per machine tothresh a wide variety of products: 200hectares of barley, 500 of wheat, 150of corn, 100 of sunflower and alsoswede rape and sorghum. All this didnot have any significant influence onthe company budget, despite having some machinery transformationcosts - to switch from working onone product to another - of around400 euros, and a 18 to 20 litre perhour average fuel consumption.According to Avelio Graselli these figures represent the machine’s optimalperformance, especially when dealing with thresher agility, threshingquality and how well these machinesreact to the Umbria-based company’sperformance requirements.Passion for the “reds”carved on the skinTattooed from neck down to the back,Loris Luciani promises not to everforget that he has a “Laverda red”heart beating on his chest.From his love of agriculture he hasdedicated two wheat spikes and asunflower head that complement the L,Laverda’s logo, tattooed on his neck.There’s nothing left to say, Loris: this istrue passion!The Grassellis posing in front of the brand new 255 LCS LS with theirLaverda dealer, Otello Spaccini.
The marketsby Simonetta LambroccoFella: now Niels directs the courseof the company in key European marketsOn February 1, Sven Niels, 35, joined the sales departmentat Fella-Werke GmbH, as export manager.Replacing Van Mierlo, who is soon to retireNiels, a Schleswig-Holstein bornengineer, looking to extend histechnical expertise took coursesat Oldenburg / Ostfriesland /Wilhelmshaven University of Applied Sciences, and boasts a longexperience in fodder harvesters.He has experience acting as export and marketing manager;and at Fella, Niels is the exportmanager in charge of strategically important markets of northernEurope and Spain. Niels joinedthe sales team in order to helppromote international growth atthe Feucht company.In 2002, he started working forB. Strautman & Söhne GmbH &Co. KG for the sales and promotion department, and took upthe post of marketing manager,as well as that of export managerin 2009. These roles allowed himto gain important insight in thesector of fodder harvesters manufacturing.“Despite tense market conditions, or actually as a consequence of that, we decided toexpand the number of teammembers, and we are very satisfied of having found in Nielsour new export manager. Nielshas a strong experience in bothagriculture and in tedder production”, said Stefan Sprock, exportdirector at Fella- Werke GmbH.With a new and stronger team,Fella aims at expanding its international market growth further.Sven Niels
France, a market open to innovationsAgricultural machines at the heart of a sector that expects production growthand eco-friendly practicesFor the last 60 years, agriculturemechanisation has contributedto twentieth century farmingevolution providing answers andsolutions necessary to guaranteefood safety. Now in the twentyfirst century, it is important toidentify the major players capableof meeting the needs of Frenchagriculture.An industry underconstant innovationToday the industry’s future andperformance are more closelyrelated to the technology and innovation capacity than the sectorof agriculture machinery is able toprovide.Adaptation to cultivation and harvesting equipment is, and will be,an important factor for conservation and duration of the industry, considering that populationgrowth goes hand in hand withfarming lands receding.To make modernisation achievable, the necessary needs to bemade available and public admin-istration put to work, so that theagriculture sector can obtain fairconsideration in the political debate and budget preparation.In the same way, agriculture machinery producers and dealers willhave to show responsible professionalism and the ability to preserve farming models, aiming ata rational exploitation of farminglands and keeping a service that isclose enough and sensible to manand land requirements. They areboth essential for safeguardingthe environment and searchingsatisfactory economic results.Solid perspectivesIn order to keep up with sustainable and durable development,environmental safety and energysaving the agriculture mechanisation sector is continuing its effortsin terms of research and development, safety and training.The conservation of efficient andrational farming depends oncrops’ profitability and the ability“Laverda, values in the field”available on DVDCreated as part of a widecommunicationprojectbetweenLaverda in collaboration with CanaleItalia, the company’s new DVD “Valuesin the field” is now available.Laverda’s history is told throughimages and voices of the company.The DVD illustrates Laverda, itshistory, the company’s goal, currentorganization, production processes,machine production phases, theproject giving origin to new products,marketing strategies, sales departmentorganisation and distribution line.The story of a living, pulsatingbusiness, the history of a companythat creates “values” and puts them“on the field”.to anticipate market changes anddemands as soon as possible.The agriculture mechanisationindustry, thanks to its innovation capacity, fully contributes tothe economic competitiveness ofmodern agriculture capable ofdealing with future demands.The need for equipment andmachinery, servicing needs andrenovation are crucial to theFrench market, and the industry’sperspectives are solid in the shortand long run.The influence of the agriculturemachinery sector for its food andnutritional functions, as well asfor respect for the landscape andthe environment, speak for a sector that is at the heart of an innovative and strategic agricultureindustry for the future of France.Fabrice RondeauFabrice Rondeau
TechAgro, visit permit to the Czech RepublicLaverda, with Biso and P&L will introduce itself at the great Brno showThanks to its own dealer Biso Cz,the recent Brno TechAgro Show hasbeen an exceptional showcase forLaverda.The machinery was well displayedin an exclus
Combine Harvesters: Breganze is the European trading place The harvesting specialist’s journal YEAR X The situation by Mario Scapin Dear reader: I am happy to announce that “Laverda’s shareholders have chosen us as the perfect place to concentrate the com-
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The Breganze factory manufactures mid-range and IDEAL combine harvesters for Massey Ferguson, for worldwide distribution. This modern facility covers 25 hectares and employs over 600 people. Produced using the latest technology, combine harvesters at the Breganze plant are built to the hi
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The Breganze factory manufactures mid-range, hybrid and 8-walker combine harvesters for Massey Ferguson, for distribution in Europe, Africa and the Middle East. This modern facility covers 25 Hectares and employs over 600 people. Produced using the latest technology, combine harvesters at the
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