New Holland Agriculture opens pavilion at EXPO Milano 2015

editorial image
0
Have your say

New Holland Agriculture opened the doors of its EXPO pavilion on 1st May and is the only agricultural equipment manufacturer to have a pavilion at this high profile international event.

The company’s EXPO presence will feature a series of events and conferences, all linked to sustainable farming and the promotion of agricultural mechanization as an efficient solution for feeding the world.

A key exhibitor at EXPO Milano 2015, New Holland’s Sustainable Farm Pavilion is expected to attract millions of visitors over the 184 days of the global event. Boasting striking architecture and a host of interactive visitor features, the Pavilion will celebrate New Holland’s heritage, share the agricultural passion of its customers, and inspire future generations. As a symbol, it features the revolutionary T6 Methane Power tractor, which stands proudly on the sloping roof of the pavilion, welcoming visitors to the New Holland display.

EXPO Milano 2015 will feature a long season of exhibitions, events and conferences: each designed to educate visitors on the core role of agricultural mechanization in the food production supply chain. New Holland will be celebrating the role of farmers who use its equipment and technology day after day to provide food all over the world, while respecting the environment and protecting natural resources.

Intrinsically linked to the EXPO theme of “Feeding the Planet, Energy for Life”, the New Holland pavilion was inspired by the Clean Energy Leader strategy launched by the brand in 2006. This theme is reflected in the pavilion’s concept, construction and the thematic visit experience. It aims to reduce farmers’ over-reliance on fossil fuels and promote the use of bioenergy in crop production, with particular focus on the Energy Independent Farm project. This project provides farmers with ideas and technological solutions for independent production of all the energy needed on the farm, in a continuous and renewable cycle.

One of the very visible symbols of this innovative, efficient and clean technology at EXPO Milano 2015 is New Holland’s visionary T6 Methane Power tractor. Fuelled by biomethane, the T6 Methane Power is a live example of how environmental issues can drive innovation.

A visitor to the pavilion will share the company’s present and future plans for an agricultural industry that can produce more food, using resources wisely, eliminating waste and protecting the environment.

Among the themes illustrated in the Sustainable Farm Pavilion, two stand out for their significance. The first, The Seeds of Life Series is a documentary video telling the story of the lives and daily challenges of nine Agricultural Heroes and New Holland customers. It shows how they strive to cherish tradition methods, while embracing innovation to achieve clean and healthy food production.

The second is the timeline gallery that celebrates 120 years of New Holland. From its birth in 1895 in New Holland, Pennsylvania, the gallery reveals the ingenuity of the company’s founding pioneers and celebrates a host of innovations and technological solutions that they have brought to market. It shows how the company’s efforts have gradually relieved the burden of farming: making it more productive, profitable, and certainly more reliable and sustainable.

In the words of New Holland Agriculture Brand President Carlo Lambro on the eve of the EXPO Milano 2015 inauguration: “This is a unique opportunity to give millions of potential visitors a close-up view of New Holland and to show them what we do. We are the only agricultural equipment manufacturer with its own pavilion at EXPO and we have dedicated significant resource to ensuring that we exploit the opportunity fully. The team has gone the extra mile to ensure that visitors benefit from a compelling, inspiring and memorable experience.

“The Expo is creating plenty of employment opportunities too. For the six-months of the event we’ll employ around 140 people: including technicians, support staff, hostesses and stewards. Many of these are CNH Industrial employees’ family members, who’ve responded enthusiastically to the opportunity. I’m personally extremely proud of what we’ve managed to achieve and of the fact that New Holland is playing a key role in a high profile event on the world stage.”