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Galvanising African Agriculture Through Efficient Farm Mechanisation



Massey Ferguson (, a worldwide brand of AGCO (NYSE:AGCO) (, is inviting farmers and agricultural dealers from across Africa to attend its exciting ‘Vision of the Future’ farm mechanisation event at the AGCO Future Farm in Lusaka, Zambia (8 April 2016).

“This major event is a catalyst for ideas focused on farm mechanisation as key a driver for growth in African agriculture,” says Thierry Lhotte, Massey Ferguson Vice President Marketing, Europe/Africa/Middle East (EAME). “With up to 100 machines on show, this will be the biggest spectacle of MF farm machinery and agricultural services staged in Africa for many years. Our emphasis is firmly on the new generation of farmers, farm workers and agribusinesses and their vital role in advancing the future of African farming. We have planned a really dynamic and thought-provoking experience with plenty to inform, inspire and entertain our guests.”

Reflecting Massey Ferguson’s mission to supply a comprehensive and progressive system of farm mechanisation for all types of farm enterprise, machines from its full-line catalogue will be showing their paces. A number of products will see their African debut at the event. MF tractors, harvesting machinery, implements, hay & forage tools, seeding & tillage and materials handling equipment plus some of the latest farming techniques to support African agriculture will be on demonstration and display. Alongside this will run a programme of workshop sessions and seminars.

This first-of-its-kind showcase event takes place at the AGCO Future Farm in Lusaka. The occasion will also see the official opening ceremony of AGCO’s state-of-the-art training facilities at the farm attended by Given Lubinda, Zambia’s Honourable Minister of Agriculture and Livestock, Dr Rob Smith, AGCO Senior Vice President & General Manager EAME and Nuradin Osman, AGCO Director of Operations Africa and Middle East.  “As AGCO’s global brand, Massey Ferguson is spearheading the Company’s strategy to transform African agriculture through inclusive and sustainable mechanisation,” says Dr Rob Smith. “Vision of the Future will have broad appeal and plenty to interest farmers across the spectrum of agri-enterprises – from progressive emerging and smallholder operations through to established farmers and larger agricultural business including contractors and fleet owners.”

Visitors to Vision of the Future will be able to drive the latest range of Massey Ferguson machines, gain an insight into product engineering and connected technological services, spend time with field service teams and technicians on how to get the best from machinery and have conversations with key players who are shaping the future of the agricultural sector. In addition, visitors will have the opportunity to interact personally with Massey Ferguson design engineers and share their own vision and ideas for future tractors through a Virtual Reality engineering experience.

Like-minded companies from the agricultural sector are supporting Massey Ferguson at the event. For example, Michelin will be presenting a practical demonstration of tyre performance. Also participating are partners from the AGCO family of brands including GSI (grain storage solutions) Fuse Technologies (precision agriculture) and AGCO Parts (distribution of MF genuine parts).

“This is a unique opportunity for visitors to see MF’s credentials as an innovator, encouraging positive change within the agricultural industry and providing mechanisation solutions for farms big and small,” says, Campbell Scott, Massey Ferguson, Director Marketing Services. “Massey Ferguson is an integral part of the African agricultural landscape and our machines have been contributing to farm output here for over 130 years. We have shipped over half a million tractors to Africa, and today we are active in every country on the continent. Our experience is second to none.”

“The principal tenets of our design philosophy that machines should be tough, straightforward and dependable are particularly applicable to African conditions,” he continues. “Furthermore, Massey Ferguson supplies a full mechanisation programme which covers all bases, embracing top-performing equipment, technology, expertise, knowledge, back-up and customer support. Our comprehensive range of products satisfies the needs of the complete farming season – from planting to harvest. Our fully-trained and extensive network of distributors and dealers takes care of sales, service and parts supply.”

A major exhibit is a new Mechanisation Package aimed at farmers making their first move into mechanised farming. Based on a Massey Ferguson tractor and a line of accompanying implements, this is aimed specifically at giving emerging farmers access to modern farm equipment at an affordable price. The package provides the opportunity for a vital step-up on the ladder of mechanisation for the millions of smallholder farmer families who are crucial to improving food security in Africa.

The very latest MF sub-130hp tractors have been designed with Africa in mind. The 100-110hp MF 5700 from this range will be making its first appearance on African soil at Vision of the Future, while the 112-132hp MF 6700 will see its first public showing in Africa at the event. These join the 75-95hp MF 4700 which had its world premiere in Africa in 2014. Among the tractors flying the flag for Massey Ferguson’s high-specification, high-horsepower machines will be the award-wining 140-255hp MF 7600 and 270-370hp MF 8600 Series.

A brand-new combine for the Africa Middle East region headlines the harvesting machinery exhibits at Vision of the Future. The versatile 200hp MF 32 Advanced features a straw-walker design, 5,500 litre grain tank and is capable of harvesting cereal grains, maize, rice, beans. Other highlights include a 175hp MF 7240 combine, 88hp MF 2168 rice harvester and MF 1840 small square baler.  A wide range of seeding and tillage implements on show will include planters, drills, rippers and land finishers. From Massey Ferguson’s new hay & forage tool line-up, visitors will be able to see a selection of mowers, rakes and tedders.

“This is truly a festival of MF farm machinery and services, demonstrating just what can be achieved to boost efficiency and productivity with the right equipment, technology and know-how,” explains Thierry Lhotte. “We are looking forward to working with our customers to help meet the challenges ahead and maximise the opportunities for a new generation of farmers.  Vision of the Future from Massey Ferguson is the perfect forum to exchange ideas, learn from each other and think ahead for the development of sustainable and prosperous agriculture.”

Attendance at Vision of the Future is by invitation only from a Massey Ferguson Dealer. Contact your local Dealer direct to find out more.

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