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n°
1
YEAR VIII
MAY 2008
The harvesting specialist’s journal
The new alliance
the market likes
Excellent feedback from the Laverda-Agco understanding
Meanwhile, the combine sector is up and coming in Italy
and the “reds” soar to over 36 percent
A POSITIVE 2007 FOR
THE LAVERDA “FAMILY”:
THE TURNOVER
TOPS 150 MILLION
page 2
FELLA AND
HAYMAKING, AN
IDEA THAT DATES
BACK 90 YEARS
page 7
COMBINE CONTESTS,
THE “REDS” MAN
WINS IN RUSSIA
page 11
THE GERMAN
MANUFACTURERS
MEET IN BREGANZE
page 12
ENERGY
SELF-PRODUCTION,
LAVERDA WAS ONE OF
THE PIONEERS
pages 14-15
Gruppo Industriale ARG
The situation by Mario Scapin
Ready to enter the field
and reap lots more satisfaction
Mario Scapin
director general
The Laverda Group’s turnover topped 150 million in 2007,
also thanks to a strategic agreement reached with Agco
Dear readers, as we approach the
period in which you’ll be making
a start on your field work, we can
all look forward with optimism to
this new harvest because it should
finally provide all farmers with the
level of profit they’ve been hoping
for and expecting for some time.
Owing to the growth in consumptions, the development of bio-fuels
and, presumably, of financial strategies as well, the prices of agricultural products have been the driving force behind the development
of the combine-harvester market in
all the main countries.
It’s thanks to these positive factors that Laverda’s 2007 balance
sheet, recently approved by the
shareholders’ meeting, closed with
a gratifying increase as compared
to the previous business year. The
turnover has actually grown by
19% and exceeds 99 million Euros.
This result has been due to a 15%
rise in the number of machines sold
and to the increasingly more consistent contribution provided by the
sale of spare parts, whose business
turnover has risen by 20%. This
year, so important for the company
and characterized by the strategic
agreement reached with the Agco
group, the operating margin, after
deduction of the extraordinary assets, presented the most significant
growth with an 82% improvement. The stock value decreased
for both raw materials and the finished product, which strengthened
the company’s financial position to
an even greater extent.
The business year of Fella Werke,
the company entirely possessed by
Laverda and with the same management in common, also featured
the same trends, with a turnover
that increased by 10% and topped
51 million Euros. In short, the consolidated turnover of the Laverda
group exceeded 150 million Euros
and fully confirmed the company’s
growth process. These results were
obtained thanks to the contribution
of all the workers, dealers, marketers and shareholders. I’d like to
express my sincere gratitude to all,
but I also and above all wish to extend my thanks to all our customers for their trust in the products
and services offered by Laverda.
The positive trends of the last periods have been confirmed in this
first part of 2008. The demand for
harvesting machines is continuing
to be high. Laverda is doing all in its
power to satisfy the market by taking all the necessary actions able to
increase the daily production rate.
The sales volumes are significantly
on the upswing in Italy. This is especially thanks to the demands from
the central-southern part of the
country and to the excellent way in
which the new self-levelling combines AL Quattro and AL Rev have
been received. The M304 Ls Integrale model is also obtaining results
beyond our expectations and is
proving to be the ideal machine for
harvesting in hilly areas.
The growth has almost reached
50% on the French market and
here, Laverda has been right on
the mark by not only increasing
the sales volumes but also its por-
tion of the segment of conventional machines, with straw-walkers. The number of orders received
from the East European countries
is extremely positive, particularly
those from Bulgaria and Romania.
But our results in other markets,
such as Greece and Poland, is also
growing both as to volumes and
market share.
The Agco group brands are also
achieving similar results. Both
Massey Ferguson and Fendt are
enjoying continual growth in all
their markets, and this provides a
further contribution towards the
development of the Breganze enterprise.
So I can say with extreme satisfaction that I firmly believe that all
this represents a tangible confirmation of how strategically sound
is the agreement we signed last
year with the Agco group.
Now, as the campaign is drawing
near, I’ll conclude by extending my
sincerest best wishes to you all for
a satisfactory harvest and with the
hope of being able to present all
the Laverda customers with welcome surprises during the Autumn
trade fairs.
The harvesting specialist’s
journal
Year VIII, N° 1, May 2008
Quarterly periodical
Registered with the Court of Vicenza
N° 1017 of 5 March 2002
publishing management
Mario Scapin
Angelo Benedetti
Simonetta Lambrocco
director in charge
Claudio Strati
art work
Andrea Rosset
Piergiorgio Laverda
the following persons
collaborated:
Aneliya Kaneva
sales manager
Opticom Ltd Bulgaria
Andres Moradas Lopez
Laverda Spain sales manager
Elena Korovkina
Investa Agro management assistant
Thomas Beckert
Fella product manager
Piergiorgio Laverda
curator of the “Pietro Laverda”
Historic Archive
photographs
Archivio Laverda spa
© by Laverda spa
36042 Breganze (VI) Italy
via F. Laverda, 15/17
tel. +39.0445.385311
fax +39.0445.873355
www.laverdaworld.com
[email protected]
Printed by
G.N.G.
Via Galvani, 58 - 36066
Sandrigo (VI)
Literary rights reserved. Articles and pictures may only
be duplicated if source is cited.
To all journal subscribers
PRIVACY STATEMENT AS PER ART. 13
OF DECREE LAW
D.LGS. 30.6. 003, N° 196
Your identification data have been acquired by Laverda S.p.A. from either
you yourselves or from public lists and
registers, thus from documents accessible to anyone, for our marketing
activities in the future.
Laverda S.p.A. will deal with these
data on paper and/or by computerized or telematic media. The information will solely be used in our company or by auxiliary bodies authorized
by our company for postal purposes,
in relation to our need to acquire new
customers by sending commercial
proposals, also in the future.
Laverda S.p.A. guarantees that the
data will be treated in the most confidential way and that, upon your
request, your data may be cancelled
(or corrected) from our archives free
of charge. You are therefore entitled
to exercise all the rights established by
art. 7 of Decree Law d.lgs N° 196/003
and in particular, to wholly or partly
refuse to allow the data to be used.
Italy by Simonetta Lambrocco
Farming’s fine and combines are
feeling much better
Simonetta Lambrocco
communication and public
relations manager
The home market tots up 36% more than 2007
The agricultural sector is recovering fast and
the market for combines is beginning to
grow again as a consequence. In Italy, there’s
been a gigantic leap forwards as compared
to 2007.
The increase in the food demand has led to
the appearance of new, strong economies
on the market, a different trend in tastes and
an increased amount of cash in the hands
of very numerous populations, first and foremost those of China and India. And these
are not the only decisive factors to have contributed towards the general recovery of the
agricultural sector.
This growth trend also concerns the subject of energy production from alternative
sources.
When it comes to energy, the increase in
the price of crude oil is of the structural
type. We’re now facing the third oil shock
in history. But while the first (1973-74) and
second (1978-79) oil crises were caused by
OPEC (Organisation of the Petroleum Exporting Countries) having rationed the oil
supply, today’s crisis has been determined
by a progressive drop in the raw material
which, being limited, will inevitably not last
forever. We cannot ascertain with certainty
just when the oil fields will become depleted, but many scholars believe that this will
happen in about seventy years. However,
one needs to consider numerous different
variables that could positively influence the
situation, such as a world-wide commitment
towards sustainable, responsible consumption with a view to achieving increased efficiency when it comes to the use of energy
sources, a shared policy for researching and
developing new technologies, the ability and
the chance to use renewable energy sources
in a concrete way, the return to a life-style
that’s more respectful of the environment,
the discovery of new oil fields…
Although as individuals, we are unable to
do much for research, the contribution that
each of us can offer by rationalizing our
consumptions is a very different matter. For
example, we can start by paying more attention to the way we use the electric lights or
only use the car when strictly necessary. We
can stop leaving the lights on when they’re
not required and replace the light bulbs at
home with the low energy sort. We can opt
for local foodstuffs and direct our choice to
products that come from areas neighbouring on the one where we live. It often seems
absurd, but products that come from another part of the world often cost less than
their local equivalent. This situation can be
reversed by our joint efforts to set matters in
a more logical order. If we can do this, we’ll
not just be saving energy but also reducing
the amount of pollution.
If we actually succeed in limiting the demand
for products from far-off lands, we’ll be cutting down on transport and, consequently,
on pollution.
It’s a chilling thought, but every kilo of petrol
consumed produces 3 kilos of carbon dioxide, one of the main causes of global warming.
As explained by scientist Ernesto Hofmann,
an expert in technologies, at the “Energy Tomorrow” forum organized in Venice by Coldiretti and The European House Ambrosetti,
recent studies show that 22 million barrels
of oil are consumed each day in the United
States while, according to the 2008 Legambiente report, a citizen of the European Union
consumes about half that of an American,
but three times more than a Chinese citizen
and almost nine times more than an African.
Meanwhile, China is planning to build another 60 coal-fuelled power stations in the
near future and we all know that, besides
carbon dioxide, coal also produces a considerable amount of pollution from dust.
In short, the scenario is extremely varied and
it’s for this reason that the scientific world
suggests a holistic approach, i.e. an attitude that considers every aspect as part of a
whole and not as an individual element. For
our part, we can verify how each of our actions corresponds to a series of effects that
we can make either positive or negative.
Going back to the subject with which we
are more closely involved, the increase in
the price of grain crops and stocks that are
beginning to run short are encouraging
farmers to stop leaving farmlands uncultivated. Moreover, the alternative energy
business absorbs most of the products and
contributes in a considerable way towards
the sector’s newly found optimism. A sensation that we’re also experiencing in Italy,
where we’ve witnessed an upswing on the
combine harvester market, which marked
a 36% increase as compared to 2007. This
increase in the domestic market is especially
due to the growth of the self-levelling combine segment, as these machines have currently doubled their volume to reach 31%
of the total market portion.
Thanks to its new AL Quattro and AL Rev
self-levelling models, Laverda holds the
record in this particular segment.
The AL Quattro combine has become very
popular with the customers and not just in
Italy but also in Spain, where strongly sloping ground is certainly not lacking.
Castellacci, the sales challenge
The sales manager for Italy has been with Laverda since 2000: “It’s an exciting task to bring
this historic brand back to its ancient splendour”
Giampietro Castellacci has been with Laverda since 2000 and has been sales manager for Italy since 2007.
He began working in the Breganze plant
as an area manager. A certain coherence
between his way of thinking and the company’s industrial culture soon became evident and this explains the enthusiasm with
which Castellacci dedicated his efforts to
the sale of Laverda’s combine harvesters.
Fifty-three years old, born in Rovigo, married and with an eighteen year-old daughter, Giampietro Castellacci soon approached
the field of mechanics and agriculture once
he had finished his studies, as he started
work in the Provincial Agricultural Consortium of Rovigo, where he remained until
1990.
Castellacci changed jobs in 1991 when he
took up employment with Sovema di Modena, where he acted as area manager until
2000. “In Sovema,” Casellacci remembers,
“the approach was that of a system based
upon the achievement of personal development within a structure organized in full
compliance with the corporate goals and
terms”.
Giampietro, what was it about Laverda
that attracted you?
“The driving force, the down to earth attitude of the new management and the
desire to re-establish the image on the market of a prestigious brand that had given
so much to agriculture and not just in Italy,
but the whole world over”.
You were naturally familiar with the
company before coming to work in
Breganze.
“Certainly, I knew Laverda, its history and
products very well. When I worked for the
consortium, way back in the seventies, I sold
about seven or eight Laverda machines a
year. Well, come to think of it, I sold quite a
lot of them…”.
What did you think of the Laverda brand
and products at that time and how did
Laverda stand in relation to the competitors?
“In my area, Laverda possessed about 80%
of the market. Our competitors were either
doing badly with their products or were beginning to build up their own sales networks
with enormous difficulty. It was the serious crisis sustained by the agricultural consortia that
allowed our competitors to invade the Italian
market. Besides the enthusiastic way the new
management was going about its business,
the main thing that encouraged me to accept
a job with Laverda was a personal challenge.
To bring a brand that had been so actively
involved in the agricultural development of
Italy and the world back to the splendour and
prestige that it had rightfully enjoyed in the
past was a truly fascinating goal”.
A man with a passion who’s continually
putting himself to the test…
“I suppose that’s true”.
Your opinion of your experience with
Laverda to date?
“I’d say it was extremely positive. Practical results show that the quality of our products is
widely appreciated and acknowledged.
Laverda is winning back the standing it deserves”.
And from a personal point of view?
“Truly satisfactory. I’m extremely proud of the
results I’ve achieved, also when it comes to
my personal career, but this will certainly not
lead to a drop in my commitment towards
the progressive growth of our sales”.
Thanks Giampietro and good luck.
Simonetta Lambrocco
The corporate totem synthesizes the new
industrial alliance
The innovations that have affected Laverda’s corporate set-up are also highlighted in the company’s symbols. So now the totem that bears the company’s name also sports the Agco logo.
The Agco logo was recently affixed, on the side opposite to the Argo logo, to the big white totem
bearing the Laverda logo that stands at the entrance to the plant, thereby testifying to the groups
to which the Breganze company belongs.
Similarly, two of the six flagpoles in front of the entrance have been adorned with the Fendt
and Massey Ferguson standards as combines of the Fendt and Massey Ferguson brands are also
manufactured in the Laverda plant.
So this is why a Massey Ferguson flag and a Fendt flag flutter in the wind alongside those of
Laverda, to remind onlookers of the new industrial alliance.
S. L.
Volatile, more than
half a century of history
There’s a Laverda dealer with a wealth of experience
in eastern Sicily
Volatile Bernardo snc, Laverda’s dealer for
the provinces of Catania, Siracusa, Messina,
Ragusa, Enna, Agrigento and Caltanissetta,
boasts almost sixty years of history and experience.
The Volatile Bernardo enterprise was established in December 1951 in Palagonia, a village in the province of Catania. Bernardo
Volatile, the founder, was a great entrepreneur. A few years before establishing the new
company, he had started business by selling
motorbikes and mopeds all over the eastern
side of Sicily.
His first approach to the tractor world dates
back to 1952, when he became a dealer for
products bearing the Pasquali logo. A few
years later, Volatile became a dealer for Lamborghini, and then went on to sell the Landini
(in 1967), Agrifull (in 1970) and Goldoni (in
1979) brands as well.
Bernardo Volatile’s work was certainly not
simple because, in the Fifties, the use of mechanical machinery for agricultural work was
inconceivable for farmers. In those times a
farmer was considered to be a person who
provided himself with foodstuff thanks to
purely manual work. Volatile’s activity at that
time could even be considered “revolutionary”, but the thing that undoubtedly gave
him an unrivalled competitive advantage was
the fact that he considered the customers not
so much and not only as “customers”, but as
friends. Since he himself had been a farmer
before becoming an entrepreneur, he was
able to understand the customers and their
needs in a better way: they were also friends
and acquaintances he knew very well.
Right from the very start, Bernardo Volatile
learned and applied the principles of marketing to his enterprise: the customer first and
foremost. The success he obtained testifies
to his constant commitment towards his customers. In 1999, Volatile Bernardo changed
from one-man business to partnership, i.e.
Volatile Bernardo snc. The new enterprise
was run by founder Bernardo, by his wife
Anna and by their sons Francesco and Salvatore, who continued the work begun by their
parents and developed it to a further extent.
Amongst other brands, the enterprise is now
a dealer for Laverda, Landini, McCormick
and Valpadana, and has just started marketing the products of Neuson, a company that
manufactures earthmovers, especially excavators and compact loaders.
Volatile Bernardo snc continues to be innovative and keeps a watchful eye on the
changing market trends. But now, the third
generation is beginning to start work for
the company with Bernardo Andrea Volatile, who has brought fresh ideas along with
him thanks to his business economy studies.
Young Bernardo Andrea is starting to adapt
the company to an environment and a sector that are now developing at an incredible
pace.
The largest island in
the Mediterranean,
where agriculture is
a vital resource
Sicily is the largest island in the Mediterranean as well as being the most
extensive and southern region of Italy.
The Strait of Messina, less than 3 kilometres wide, separates it from the Italian peninsula, and the Sicilian Channel
from Africa, from which it is about 140
kilometres away. The island covers an
area of 25,710 square kilometres and,
at the end of 2006, had a population
of 5,020,000 inhabitants, i.e. 195 per
square kilometre.
Agriculture is one of the most important economic resources of the region.
About 650 thousand hectares are
dedicated to seed planting and 400
thousand to permanent crops.
There is a very large production of
grain crops, amongst which wheat,
especially the high quality durum variety that’s essential for making the best
quality pasta, something that made
Sicily important for the Romans (the island was called the granary of Rome).
Olives are also grown in abundance
and assure an excellent production of
oil.
One of the more typical fruits is the
persimmon, while the cultivation of
citrus fruits is very well known, with
oranges, lemons and mandarins as
well as clementines, bergamots, limes
and grapefruit of an excellent quality.
Prickly pears and carobs are not lacking. Vegetables are also grown to a
great extent and have conquered an
increasing number of markets since
the Sixties by virtue of greenhouse cultivation, which is especially widespread
in the south-east area. The famous
Pachino tomatoes are well known and
much appreciated everywhere, as are
the artichokes. But Sicily is also famous for its delicious nuts, including
the extremely high quality almonds,
hazelnuts and pistachios. The intensive
cultivation of species that were once
exotic, such as kiwi fruit and mangoes
or even bananas, has also become important thanks to Sicily’s mild climate.
The traditional cultivation of grapes allows Sicily to produce excellent liqueur
wines with a high alcoholic strength.
The greenhouse cultivation of flowers
is strongly developing towards the European markets.
The products by Simonetta Lambrocco
Lots more visits to the combines at Fieragricola
A great deal of interest in Verona for the M 306 Sp combine with its 7.60 bar as well as the
new AL Quattro and for the Lcs 255, just back from the European tour
Laverda exhibited an M 306 Special Power combine with a 7.60 metre mowing bar in the Argo booth at Verona’s Fieragricola trade fair,
as well as the new AL Quattro. An Lcs 255 with a 6 metre bar was
also on show in an area dedicated to exhibitors who had taken part
in the Fieragricola Europe Tour (a travelling fair through Slovenia,
Hungary, Slovakia, Poland, the Czech Republic, Austria and Italia, in
which Laverda took part with its importers) last September.
The fair attracted a much larger public than was expected, with as
many as 140,000 visitors (4% more than 2006), considering that the
world’s most important manufacturers had already presented their innovations at Hanover’s Agritechnica in November. There were 1,230
exhibitors (5.6% more than 2006) of which 210 were foreign from
24 different countries.
Laverda also received a significant number of Italian and foreign visitors.
The next international fair at which Laverda will be on show with its
products will be Eima International, which will take place from 12 to
16 November 2008.
At the very top of the Laverda range, the M 306 Sp Ls 4wd combine
stands out for its productivity, comfort and reliability features.
Part of the standard equipment includes the exclusive “Laverda Special Power” Gsax, Ground Self Alignment Extra system, which maintains a uniform cut in even the most difficult harvesting conditions.
The electronic control increases the sensitivity and response provided
by the system, which then adapts the cutting table to the ground
in the longitudinal and lateral directions in a fully automatic way,
maintaining both an even cutting height and ensuring that the cutting table exercises a uniform pressure on the ground. There are two
automatic adjustments: from 50 to 200 mm for short-stemmed crops
or alternatively, from 100 to 500 mm for taller ones. The generously
sized Easy Reverse bearing skids installed under the bar provide the
utmost in reliability as they ensure precise commands and easy manoeuvres even in reverse. A standard electric connector makes the
controls even more reliable and makes the cutting table easier to
hitch to the machine.
PFR, Prepare and Feeding Roller. Equipped with oversized fingers that
convey the crop to the elevator housing in an even smoother and
more efficient way, this system ensures a regular threshing action
plus fade-free efficiency from the combine, less power input, lower
fuel consumption and longer lasting transmissions;
Mcs Plus, Multi Crop Separator Plus. This device subjects the crop to
a forced action that separates the grain from the straw before this
reaches the straw-walkers. It can be simply deactivated by means of
an electric switch if the crop is particularly delicate, with brittle straw.
Integration of the Rev module increases the separation area by 20%
and consequently widens the winding angle to 120°. The performance is boosted to an even higher degree thanks to all this plus use
of the straw-walkers along their entire length.
Laverda’s drum, with its eight beating bars and eight ballast bars,
ensures excellent crop threshing with total respect for the quality of
the straw and grain. The independent electrical regulating system in
the front and rear of the concave allows the combine to quickly and
perfectly adapt to different types of crop in all conditions.
The M 306 Special Power combine features a Tier III type-approved
246/335 kW/HP CITIUS 8.4 CTA 4V, SISU Diesel green engine with
Common Rail fuelling system.
Laverda’s 255 Lcs combine harvester is in the medium-high market
bracket. Distinctive features are its productivity, the quality of the
crop processed and rationalized running costs. Fuel consumption is
low, servicing work easy to carry out, while the crop is treated with
the utmost delicacy in all the harvesting and threshing phases.
Complete with Gsax, Pfr and Mcs Plus as part of the standard equipment, 255 Lcs sports a 7,000 litre grain tank.
The 255 Lcs combine features a Tier III type-approved 180/245 kW/
HP Iveco engine with Common Rail fuelling system. The capacity of
the fuel tank is 450 litres.
Simple servicing operations, a feature that speeds up the time it takes
to do the jobs, are ensured thanks to the generously sized side doors
which allow convenient access to the transmissions, internal components and the rotating filter with fast release mechanism that enables
the radiators and other components, such as the air conditioning
system, to be reached with ease.
And when it comes to comfort, the 255 Lcs has lots to offer thanks
to the exclusive Profi Cab, designed to satisfy the operator’s requirements in the best possible way thanks to its rational controls and
ergonomics.
The cab is easy and safe to access thanks to the sturdy steps and large
door. Total control and management of the machine are assured by
the Agritronic Plus computer and by the exclusive joystick. Generously sized windows provide excellent visibility.
Besides the automatic air conditioner, the Profi Cab includes the
comfortable seat with pneumatic suspensions as part of the standard equipment and can be fitted with accessories, like the portable
fridge, the radio and CD player, camera with colour display and Gps
satellite system. Thanks to the generous supply of lights, the combine
can work at night with excellent visibility, for as long as the harvesting conditions allow.
Fella and haymaking, an idea that dates back 90 years
The Bavarian enterprise, now controlled by Laverda, first started work in1917
Fella, the German enterprise in the Laverda Group that’s specialized in
the production of haymaking machines, is 90 years of age and on 26
July in Feucht, Bavaria, it will be celebrating its jubilee by opening the
factory to the public for guided visits, demos of machines at work and
occasions for convivial hospitality.
Fella Werke has belonged to the Morra family, owner of the Argo group,
since 2004. Now in its third entrepreneurial generation, the family has
become specialized in the production of machines for the agricultural
sector and, with Argo, established an industrial group that includes historic and prestigious brands, amongst which special mention should be
made of Laverda, a leader in the field of combine harvesters, as well
as Landini and McCormick, leading tractor manufacturers. Fella is now
fully controlled by Laverda in the Group.
The German undertaking was established in far-off 1917, when the director general of Isaria, the meter factory of Munich, decided to set up
a company that produced harrows. The history of Fella Werke began at
that precise moment in Feucht. The enterprise was officially established
in February 1918, with the name of Bayerische Eggenfabrik AG, Feucht.
The name Fella only appeared later and probably originated from the
Egyptian work “Fellache”, which means farm-worker, farmer.
Under the guidance of the first director, Albert Löffler, the harrow factory widened its production range to include ploughs, in 1924.
In 1931, the Epple & Buxmann plants of Augusta were acquired. This
marked a decisive step in the harvesting machine sector. The year after,
the company began manufacturing reaper-binders for harvesting grain
crops, a milestone in Fella’s development process.
It was 1953 when Fella launched the conditioner with driveline control,
a forerunner of the present-day “Fella-effective-Conditioner”, the innovation awarded the bronze medal by DLG, the German Agricultural
Association. The following year, the company presented Jupiter, the selfpowered combine-harvester for threshing and harvesting grain crops.
Fella has specialized in haymaking machines since 1980.
There was another important step forward in 1997 when Fella organized its business in a completely new way, i.e. with four self-controlled
factories within one plant. Each of these is responsible for itself and
its employees but manufactures in compliance with the management’s
guidelines. This allowed Fella to win the Best Factory Award in 1999.
Fella Werke’s unexpected sale to the Dutch group Netacgo by the then
proprietor Peter K. Timmermann, came about that very same year.
This led to investments in the factories. A large new building measuring
3.200 square metres and dedicated to assembly work was erected, as
was a modern block with offices and classrooms for training purposes.
The new assistance and parts service centre was created in 2003 and
the next year marked the beginning of Fella’s new era with the Argo
Group.
Thomas Beckert
Argo informs
Gruppo Industriale ARGO
The Argo Tractors plants operate at full rate
The Argo Group recently attained a first important goal: optimised production efficiency.
A reorganisation process has concentrated the production
of Landini and McCormick tractors in Italy. Thanks to this,
the production lines in all the Italian plants soon began
operating at full rate, the aim being to supply the market
with the machines of both brands at even more competitive
prices. After a 2000 square metre enlargement for the parts
store and quality control offices, Fabbrico’s two assembly
lines now produce open field tractors in the 60 to 220 HP
categories. A new line has been created for the 6-cylinder
tractors and has already started producing the new series
of McCormick tractors, i.e. Xtx and Ttx. The coating system
is also new and functions with a water-borne paint cycle.
Vineyard and orchard tractors are manufactured in Luzzara,
crawler tractors in San Martino in Rio as well as wheeled
tractors in categories up to 80 HP.
Hanover, Landini’s Rex 85 S takes the stand
Landini’s Rex 85 S wins the challenge between rows. The 82
HP narrow orchard tractor from the Fabbrico plant won the
“Best of Specialized” prize at Tractor of the Year 2008, the
competition during which a jury formed by journalists from
the specialized press from all over Europe awards the best
tractors of the year. First choice in the challenge amongst
four finalists, Rex 85 S was considered the tractor most
able to comply with the requirements of specialized agriculture not only for its technical specifications, but because it
proved to be incredibly agile between the narrowly spaced
crop rows in orchards. A feature due to its limited width,
from 1,213 to 1,313 millimetres, depending on the tyres
used, the wide steering angle and rounded bonnet shape,
which allow the vehicle to move and manoeuvre amongst
the plants with no difficulty whatsoever.
The markets
by Simonetta Lambrocco
Mechanized farming gains popularity in Bulgaria
Laverda holds a 15% portion of the market, with the M Series in pride of place
If compared with other countries, mechanized
farming is significantly in delay in Bulgaria,
both as to numbers and quality. In 2001, the
statistics pointed to 70 HP per 100 hectares
of cultivated land as compared to the 200300 average in the European Union. Only
about 20% of the combine-harvesters were
less than 10 years old, while 15-18% were
worn out and depreciated each year. Despite
the significant incentive promoted by the
Sapard program for modernizing the farm
machinery, further investments are needed
in the harvesting sector. During recent years,
the market for farm machinery in Bulgaria has
been very unstable and it is not easy to make
forecasts owing to the grants that the European Union has guaranteed for investments
in agriculture (i.e. the Sapard program) and
the insolvent condition of many farms. As a
whole, the sales of machines have grown but
have oscillated, depending on the grants issued each year.
Bulgaria became a member of the European
Union in 2007 and therefore benefits from the
procedures of the community farming policy.
In this country, the agricultural sector wishes
to quit its niche role and Laverda is increasing its business there. It has now acquired a
15% portion of the market, where it works
through its Bulgarian importer, Opticom Ltd,
which has its headquarters in Stara Zagora,
in the heart of the country, and through nine
dealers scattered throughout the land. Situated in the south-east of Europe, Bulgaria is a
limited market as to territory (110,910 square
km) and population (7.56 million inhabitants). About thirty percent of the total area
(3,296,800 hectares) is arable (information
dating back to 2004).
But large portions of the territory are far from
the towns. The rural areas have sustained the
greatest decline in birth rates, possess a more
poorly educated work force and suffer higher
unemployment rates that the urban areas.
Land redistribution has created significant
fragmentation when it comes to ownership.
The average size of the plots is 0.6 hectares.
The property law was amended in 2007 and
now allows a more rational use of the land.
The development of the land renting market,
using standardized properties and areas, has
helped to stop the real estate from being broken up.
79% of the total usable farmlands was rented
in 2003 by agricultural holding companies.
A good 50% of the land owned by physical
persons is now rented. The cooperatives and
the farmers’ and breeders’ associations have
actually ceded 93%. During recent years, various investment funds in the farming estate
sector have increased the synergies.
In 2003, there were actually 665,500 agricultural holding companies in Bulgaria.
Bulgarian agriculture produced 7% of the
GDP in 2006, a percentage which dropped
to 5.1% in 2007.
The cultivation of grain crops (wheat, corn,
maize, barley) reached 58% in the arable
area, oily seeds (sunflower and rape) 20%
and vegetables 5%. The most important
permanent crop is the vine, widespread over
about 62% of the total cultivated land.
Opticom Ltd, Laverda’s importer, was established in 1991 by eight partners and mainly
dealt with importing and distributing spare
parts for tractors, combine harvesters and
implements. Ten years ago, Opticom began
remarkably successful business dealings with
Landini for importing tractors: the Landini
brand was totally unknown in the country
but now holds 19% of the market. The family of brands imported and sold in Bulgaria
by Opticom also includes Fella and Sigma4.
Laverda named Opticom as its official dealer
in 2002 and since them, a lot of work has
been done together in order to achieve the
current 15% portion of the market, mostly
due to the sale of the M Series, in the top
bracket segment.
The owners of the company work there along
with 34 employees, all in direct contact with
the customers and committed towards offering the Bulgarian farmers the machinery most
suited to their needs. Opticom also provides
an advisory service, financial services, delivery
and after-sales services, and spare parts.
In the majority of cases, Opticom supplies
the end customer with a complete package
of machinery and services. By working with a
single, trustworthy supplier that guarantees
a reliable service, it is easier for the farmers
to deal with the complicated intricacies of
the various financial aid schemes thanks to
the Sapard grants or the structural funds provided by the European Union.
To supply the customers with prompt assistance, Opticom uses a fleet of eight mobile
Service units that provide regular interventions, deliver spare parts and lubricants and
repair components. For Opticom, the work
carried out by the Service team is of fundamental importance when it comes to acquiring new customers. This is why it regularly
holds refresher courses for its already trained
and qualified personnel.
Aneliya Kaneva
A. Kaneva, Opticom’s sales manager, and the Service
team.
The M 306 combines, great “kings” of Spain
The Spanish customers are particularly fond of the M 306 Sp Ls 4wd, the leader of its category
If one observes the evolution of the
2007-2008 campaign, one can only
confirm Laverda’s continual growth
in the Spanish market, where its
standing has become gradually
stronger and its prestige increased in
a sector so professional and competitive as that of combine harvesters.
It seems only yesterday that the corporate management assigned me
the important task of shedding new
lustre on Laverda’s name and brand
in Spain. Although, at that time,
Laverda could boast the good taste
of tradition with the M 132 and 152
models, on the other, the market
had been sporting other colours
over the past ten years that not everyone knew how to interpret.
Laverda’s autonomous image, re-acquired when the Breganze company
decided to step out on its own and
make up for its handicap, certainly
represented one of its most competitive factors.
We’ve now been working day after
day with Laverda for more than nine
campaigns. When we analyse our
work, the fact that we are able to
share such gratifying and promising
results with our customers, dealers
and especially with the colleagues in
my team, not so much in Spain as
in the parent company, fills me with
satisfaction.
One of the principal protagonists of
our evolution, about which I would
like to express a very special mention, is the star of our market, the M
Series and particularly the M 306 Sp
Ls 4wd model, our customers’ idol
and the king of our results.
We have sold more than 70 M Series
machines in different versions and
models, but our most popular model
achieved 80% of the results in the
last campaign and confirmed itself
as the leader of its category.
After having spoken with the users
and ascertained, with open-field
trials, how all the sales patter declaimed during the negotiations
was actually true, I can understand
the level of appreciation and satisfaction expressed by all our customers. I believe that this is a very fertile
ground that will allow us to continue to grow and obtain good results
in the future campaigns.
Another mainstay on which our
growth is based is the excellent level
achieved in our after sales service,
which is an extremely efficacious
part of our work. There’s no doubt
about it, our success would have
certainly been impossible without all
the highly professional work done
“back-stage” by our assistance
staff.
Many of our customers congratulate
me about this when I meet them by
chance or during the trade fairs.
Andres Moradas Lopez
Greece, Laverda on show at Salonika with
Giannakoulas Bros
Last February, Laverda, represented by Giannakoulas Bros, exhibited its products in Salonika during the 22nd biennial Agrotica fair, a
big event dedicated to promoting the development of agriculture, as well as the technologies, machines and implements used in
the sector.
Laverda has been doing business with the
company owned by the Giannakoulas brothers for years, since 2001 to be precise, when
the enterprise became Laverda’s main importer in Greece.
Giannakoulas Bros was founded in 1978 by
the two brothers, Kostantinos and George
Giannakoulas.
The company immediately began trading
second-hand tractors and combine harvesters imported from Europe.
Ten years later, owners of a company that
had become a reference point for secondhand machines, the Giannakoulas brothers
built their current headquarters (4000 square
metres) in the city of Thessaloniki, Salonika,
in the north of Greece. The company now
employs fifteen persons including salespeople, engineers, storekeepers and office staff.
As Laverda’s main importer in Greece, Giannakoulas Bros counts on a complete network
of dealers and Service staff available in every
town in the country. Moreover, a task force
formed by ten expert engineers keeps the
combines monitored during the harvesting
season.
Giannakoulas Bros takes part in intensive promotional and business activities. They never
miss the trade fairs dedicated to the sector
and conduct training courses and trade fairs
dealing with agricultural machinery.
The company is also an exclusive representative of other brands of agricultural machinery
and is now one of the leading enterprises in
its particular sector in Greece.
10
Russia, Investa Agro, Investa Finance and Laverda:
protagonists at Krasnodar Expo
Russia offers the biggest chances of development for harvesting machines
YugAgro, the 14th international forum
dedicated to the agro-industrial sector
took place from 20 to 23 November
2007 at the Krasnodar Expo Exhibition
Centre.
As main sponsors for the third year running, Investa Agro, Investa Finance and
Laverda, the Italian combine harvester
manufacturer, welcomed and informed
the visitors. These latter were thus able
to obtain first-hand details about the
Italian company Laverda, the Argentinian Crucianelli, the Brazilian Montana
and the German company Fella.
But the thing that aroused the greatest
interest amongst the landowners and
farmers was Laverda’s 296 Lcs combine.
The visitors were able to examine the
model in full, and analysed its characteristics and qualitative differences in
relation to the competitors’ products.
Laverda’s consultants answered lots of
interesting queries posed by the public. Many people climbed into the cab
so as to personally ascertain the level
of comfort that Laverda’s machines offer to the operators as they work in the
fields.
Andrea Ugatti, Laverda’s export manager, took part in the event.
“Russia,” declared Ugatti, “represents
one of the biggest prospects for development in our sector”.
Andrea Ugatti, Laverda’s export manager, with
Gianni Fontana at the Krasnodar Fair.
Yugagro, the most important
fair of the southern regions
The Krasnodar Expo Exhibition Centre has been organizing trade fairs since 1995. Over
the past 11 years, it has acquired a great deal of experience when it comes to organizing fairs on a regional, national and international scale, as well as conferences and
seminars. It is the largest conference and exhibition centre in Russia as it covers an area
amounting to 37,300 square metres, and organizes events that are extremely important for the economy of the region. Amongst these, one of the chief fairs is Yugagro,
the most popular agricultural event in southern Russia.
“The majority of the visitors to Yugagro are our customers,” explains Evgeniy Chercasov, the sales manager of «Investa Finance», Laverda’s dealer for the Krasnodar region
and for the Republic of Adygheya. “For us, this is one of the forum’s main values.
Moreover, I know that many of the most important agricultural enterprises prefer YugAgro, as they consider it an excellent venue for meeting and getting to know new
customers”.
11
Aleksandrovich wins at the wheel of
a Laverda combine
Hard-fought threshing contests in the Krasnodar region
Threshing contests are traditionally held between districts in the region of Krasnodar.
During these competitions, the combine operator who threshes the largest amount of crop in
the shortest time is proclaimed the winner.
The performance achieved in each area is widely
reported by the local press, thus the participants
are able to keep themselves informed about the
results obtained by their rivals, while the spectators can carefully evaluate the feats achieved by
the competing machines.
This year, the winner of the Kurganinsk area was
Borschev Gennady Aleksandrovich, who agreed
to share the secrets of his success with us.
Gennady Aleksandrovich, where do you
work?
“I work for JSC Kavkaz, a modern agricultural
enterprise that was founded in 1992 as a collective farm. It covers eight-thousand hectares
used for cultivating wheat and fruit trees: winter
wheat is cultivated on 55% of the land while
vegetal crops are grown on the remaining
45%”.
In your opinion, which have been the factors that have allowed such excellent results to be achieved?
“First and foremost, a long-term practice, a correct use of the work hours and highly efficient
technical solutions. For instance, the grain tank
is discharged on the move, without having to
stop the combine, thus saving a great deal of
time”.
Which sort of combine harvesters are used
by JSC Kavkaz?
“We use the combine harvesters of the Italian
company, Laverda. Their technical solutions are
more economical, “comfortable” and provide a
better performance than those of the machines
produced in Russia. Thanks to the use of Laverda combines, we only need 15 operators to
reap a harvest of eight-thousand hectares. Laverda’s machines thresh fast and, more importantly, produce a quality crop. This means that
there’s no waste. Moreover, these machines
only need an average 5-6 litres of fuel per harvested hectare, something that’s decidedly below the consumption of the other combines”.
ly, because these machines have never broken
down since we’ve been using them”.
How many combines do you have on the
farm?
“At the present time, there are five of Laverda’s
2860 Lxe combines and we plan to completely
replace the Russian combines with other Laverda machines”.
Gennady Aleksandrovich, thanks for your
courtesy and for your love of the land.
Elena Korovkina
The champion after his victorious performance.
You mentioned “comfortable” technical
solutions. What did you mean?
“Laverda’s combines are not just efficient at
work. They’re also simple to manoeuvre and
operate. You can create the ideal work environment in the cab, which is well insulated from
outside noise and has an air conditioner. To tell
the truth, I suffered from the heat last summer but only after I’d finished my harvesting
work”.
Everyone knows that imported spare parts
for combine harvesters are more expensive than the ones for machines produced
on the domestic market. Have you noticed
this difference in price?
“No, because in the first place, Laverda’s combines are guaranteed for one year and second-
Extremely good quality soil and a favourable climate make Krasnodar
an ideal place for crop growing
The region of Krasnodar is the southernmost region of Russia. It covers about 76
thousand square kilometres, equal to 0.4%
of Russia’s overall territory. The size of this
region can be compared to that of European countries, such as the Czech Republic
and Ireland, while it is larger than Switzerland and Belgium or Denmark and Holland as a whole. Krasnodar is situated at
the same latitude as northern Italy and the
south of France.
Thanks to its extremely high quality soil and
blessed by a favourable climate, the region
of Krasnodar has always been the most im-
portant granary of the Russian federation
and accounts for 3% of all the cultivated
land in Russia. It is also the seat of the only
Russian university specialized in agriculture.
The region produces approximately 6% of
the meat and dairy products, 10% of all
the Russian wheat, supplies 30% of the
fruit production, 60% of the oily seeds,
90% of the rice crop and 97% of the wine
production. It is always amongst the main
producers for all the agricultural indicators
and often heads the classification.
The importance of this region from an agricultural aspect only really became apparent
after the Soviet Union had been broken up
and strongly agricultural regions, particularly Ukraine and Kazakhstan, had consequently been “expatriated”.
However, it did not sustain a rapid agricultural development during those years.
Nowadays, 300 of Laverda’s combine harvesters operate in the region of Krasnodar.
In actual fact, as compared to the other
brands, Laverda’s combines are proving to
be much more remunerative and the Russian farmers are extremely satisfied with
the technology, performance and productivity they offer.
12
The events
The German manufacturers are guests
at Breganze
VDMA called the board of directors to the “reds” factory
Laverda recently hosted the board of directors
of VDMA Landtechnik, Verband Deutscher
Maschinen- und Anlagenbau Landtechnik,
(Association of German Manufacturers of
Machines and Systems, Agricultural Techniques) at Breganze. In short, this is the organisation that in Germany, corresponds to
our UNACOMA (Union of Agricultural Machinery Manufacturers).
Hermann Merschroth, chairman of the association and managing director of Fendt,
chairman of Agco GmbH and member of Laverda’s board of directors had promoted the
occasion. Well acquainted with our company
and in agreement with the director general
and with Angelo Benedetti, also a delegate
of the VDMA board, Merschroth suggested
that the next meeting be held in the Laverda
plant. The proposal met with everyone’s approval thus, on 11 and 12 March, Laverda
became the setting, but also partly the protagonist of the summit meeting, of which it
dealt with the entire organization, from logistics to hospitality. After a presentation in
which Laverda illustrated its past history and
present-day goals, the delegates were taken
for a visit to the production plant where they
were able to appreciate the efficient and perfect way the work was organized.
The action will certainly do a lot to promote
our enterprise with the main stakeholders
of the sector in Germany, as the delegates
expressed their unanimous appreciation for
the extremely worthy Italian company that is
Laverda.
By virtue of this successful venue, the German
H.A.G., Hauptarbeitsgemeinschaft des Landmaschinen- Handels und –Handwerks (Ex-
ecutive Association of Agricultural Machinery
Trading and Artisanship), asked us to host its
board meeting. Hospitality that was certainly
not denied. So much so, that the delegation
visited Laverda on Friday 4 April. Here again,
the outcome was extremely positive.
Simonetta Lambrocco
Open-house, Laverda presents itself to the public
Red combines on tour amongst the Italian fairs. And the appointment at Eima International is
scheduled for November
An intensive spring at Breganze, just before the
harvesting season is about to open.
Open-house.
The Open-House day will take place on Sunday 8 June 2008. This year, it will also involve
certain of the neighbouring boroughs and, as
usual, will include the participation of Laverda.
The venue will open on Sunday morning at
9.30 a.m. but the event will have already got
off to a start on Friday 6 June with a conference
dedicated to the subject of school and work.
Open-House day always arouses a great deal
of interest in and around Breganze because it
allows everyone to visit the most interesting
production plants in the area. All this is very
stimulating for Laverda, as everyone desires to
present the company at its best and to show
their fellow citizens, particularly the young people, its standing in the area: the Laverda plant
represents excellence when it comes to the
agricultural machinery manufacturing sector
and is also a sure-fire reference point as regards
future opportunities for the youngsters.
The “reds” tour around Italy.
The red combines of Breganze have been exhibited in lots of local and national fairs.
In April, for example, they were protagonists in
many different Italian localities. Caputo Macchine Agricole presented a Laverda 255 Lcs Levelling System Integrale at the Fair of Gravina
in Puglia (Bari) from 23 to 27 April 2008 while
from 24 to 27 April 2008, Ciampi Macchine
Agricole exhibited a Laverda AL Quattro during
the 47th National Fair of Agriculture in Lancia-
no (Chieti). Last but not least, Mozzetti Mario
Macchine Agricole exhibited an AL Quattro
from 24 to 27 April 2008 during the Madonnino fair in the Braccagni locality, Grosseto, in the
Maremma Fiere area.
Eima International.
Meanwhile, the prospect is already that of organizing Laverda’s participation in Eima International, the leading trade fair held in autumn,
in the very best possible way. This year, Eima
will be held from 12 to 16 November. Laverda
and the entire Argo Group are already looking
forward to welcoming visitors to the Bologna
fair: it will be the chance to draw the conclusions about the 2008 campaign and to present
the guidelines for the 2009 products and strategies.
13
The services
“Warranty System”, better protected customers
via the Internet
In force since 2006, the system allows claims to be dealt with quickly and the performance
of the individual products to be monitored in real time
At the beginning of 2006, Laverda had already provided its network of importers,
concessionaires and dealers with a system
for handling claims under guarantee via
the Internet. The “Warranty System”, created through research conducted by the
Argo Group, was adapted to suit Laverda’s
requirements and the requests from business partners particularly dedicated to the
combine harvester product.
Warranty management via the Internet
speeds up the process, from the time the
claim is entered through to its analysis, possible approval and reimbursement if applicable. It also allows information and images
to be immediately exchanged between the
dealer and technical inspector.
But that’s not all. “Warranty System” interfaces with Laverda’s management system
thanks to which the information in the price
lists, about the contractual conditions and,
naturally, about the machines, is updated
on a daily basis.
During the initial phase, Laverda’s business
partner can enter his own customer database, which will then be updated when the
machines are registered as having been set
at work (in the fields). This is the date from
which the warranty period runs.
The system is now ready to receive any
claims that may be lodged. By simply entering the chassis number of the machine in
question, the dealer can automatically obtain all the data concerning this latter and
the end customer.
The Laverda dealer can then enter the list of
replaced parts.
These are automatically entered into the accounts according to the price list in force
on the date the machine is repaired. The
manpower is treated in the same way and is
quantified depending on the interventions
that have been carried out and the time required to do them, estimated according to
Laverda’s experience in relation to the different combine harvester models.
Once the input operation has terminated,
“Warranty System” checks all the data
concerning the machine and the replaced
parts, eliminating any typing errors or repetitions. The warranty manager is notified
of any accidental mistakes in the claims.
The claims are then analysed by the area
manager and, if approved under guarantee, are automatically forwarded to the
administrative service so that the relative
credit note can be issued.
Another advantage for Laverda’s sales network is that the claim and credit note situation can be checked in real time in a very
simple way, thanks to the “Warranty System” web interface.
Moreover, “Warranty System” allows data
to be extrapolated for statistical purposes
and ensures that the performance of the
products is constantly monitored.
Flaviano Novello, the expert who monitors the
warranties: «Our quality continues to grow»
Flaviano Novello is carrying on a family
tradition as he started work for Laverda in
1983, when his father Andrea still worked
in the press department.
Initially, he was employed in the production departments for several years, but in
1994 Flaviano became part of the team
dedicated to technical assistance for the
machines. He mainly worked in Italy and
other European countries until 2000,
where he acquired a rich store of experience that allowed him to contribute towards the technical literature describing
how to service and repair the machines.
Since the end of 2000, he has been dealing with warranties, for which he calculates the costs and compiles statistics.
Besides all this, he also writes assembly
instructions for the kits applied to the machines and makes times and motions assessments.
This means that he is also involved in the
workshop, where he monitors the time it
takes to carry out the warranty work.
These tests are used to form a table in
which Flaviano lists the time calculations
and estimates the consequent reimbursements when the repairs are actually recognized as being covered by the warranty.
“I’m satisfied,” says Flaviano, “because
by comparing the statistics, I see that the
quality of our products is getting better
and better. My wishes for the future? That
Laverda continues in this way!”
Simonetta Lambrocco
AL Rev, the new arrival in the self-levelling combine range.
14
The album
From steam to the new electric power
1902, and the Breganze industry begins to switch to electric power
May 1902: in a letter sent to the
Belloni company of Milan, Pietro
Laverda decided to purchase an
alternator and three electric motors.
This paved the way for a new
phase of development for his artisan’s workshop, which was fast
becoming an industry at a national level.
Certainly, the mechanic’s first
years of work must have been really hard: the little workshop he’d
installed in the house where he
had been born, amongst the hills
of San Giorgio, was without any
form of driving power. Drills, saws
and planes were all operated by
hand with a great deal of effort
and evident limits when it came
to production. He had to resort to
the better outfitted workshops of
Vicenza or Verona for all the more
complicated processes. It was only
at the end of the ‘80’s of the 19th
century, after he had moved and
started up the new workshop in
Breganze, that Pietro, satisfied
with his good business trend, decided to purchase a steam locomobile to drive his machine tools.
At that time, this was the most
widespread energy source in places without the hydraulic energy
provided by rivers or canals which,
for centuries, had driven mills,
saw-mills and power hammers.
A remarkable investment was required, thus Pietro entered into a
partnership with another two artisans, Giovanni Tapparello and Girolamo Guerra, who had already
worked with him on huskers and
threshing machines. They actually
purchased two machines from the
Tobias Geisler company of Vicenza, which also conducted periodical overhauls, in the September of
1893 for the considerable sum of
3390 lira.
The steam machine, which was
fuelled with coal, transmitted
power to the machine tools installed in different departments
by means of a belt and pulley system.
But it was at the dawn of the
new century that people, even in
Breganze, started to toy with the
idea of using electric energy to
operate their machines.
One of Pietro’s sons, Francesco, an
extremely intelligent man, decided
to put his mind to the matter.
He went to Milan and frequented
the Edison plant, where he became an expert electromechanic.
Thus it was that in 1902, the Laverda factory began to switch to
electric power. The nearest energy
source to Breganze was the Mordini canal, an important hydraulic
engineering work that used the
waters of the river Astico. Completed in 1864, there were already
a large number of mainly textile
factories along its banks, that were
making direct use of its hydraulic
power. Pietro Laverda obtained a
concession and installed a paddle
wheel that operated a 50 HP 2000
Volt alternator.
The place was about three kilometres from the plant, so they had to
lay a medium voltage electricity
line and use a transformer to obtain 200 Volts for powering motors and for lighting purposes.
It took almost a year for all the
equipment to be installed and
tested.
A short while later, electric motors took over from the locomobiles for powering the processing
lines. As the good business-man
he was, Pietro decided to sell
the surplus energy he produced
and therefore established a new
company called “Pietro Laverda
e Figli”, which produced electric
energy and distributed it in the
borough of Breganze and in the
neighbouring areas.
Many of the industries in the area
soon connected to the network,
as did religious institutes and
stately homes.
The boroughs also began to install
a public lighting network. The
demand grew rapidly, so much
so, that the small hydroelectric
power station no longer produced
enough and a few years later, they
had to purchase energy from the
Guarnieri enterprise of Bassano,
which worked on the river Brenta,
with much more powerful systems.
Use of the “new electric power”,
as it was called in the correspond-
ence, was a fundamental step forwards for the industrial ambitions
of the Laverda family when it came
to technology and production.
Thus it was widely publicized, as
testified by the numerous letters
that Pietro sent to his principal
customers and the conspicuous
captions on his headed paper.
This is what Pietro wrote to an
important customer: “Please note
that my production rate has increased as we use electric energy,
thus the articles are manufactured
beforehand, in a more convenient
way and with a better outcome”.
Meanwhile, Pietro’s son Francesco
studied how electricity could be
applied in various different fields.
He designed a low-energy electromagnetic coil that he applied to
the sound of bells to build chimes
Francesco Laverda sr.
(1880-1923), son of Pietro
Laverda and a pioneer of
electromechanical applications
in the Vicenza area.
15
for twenty bells in Breganze’s bell-tower. He engineered
and applied electrical systems to spinning-mills, dairies
and flour mills. Even some of the agricultural machines
produced by Laverda, mainly corn huskers, were provided
with motors. However, the serious health problems that
afflicted the young Francesco were soon to deprive his
family and the industrial sector of Vicenza of a highly valid technical contribution that could have paved the way
to great chances for development.
The enterprise that produced electricity sustained further
important developments during the Great War, when
Breganze became one of the important centres for the
Italian army’s supply lines, with lots of maintenance workshops and even a factory that produced telephone and
telegraph equipment.
Once the war had ended, the work involved in managing
the electricity main became too complicated, especially
as electricity was becoming increasingly more popular
for civil uses as well. So much so, Laverda first sub-contracted the enterprise to two local technicians and then,
in 1919, transferred the company to Guarnieri of Bassano
and definitively concentrated on the production of agricultural machines. It was the conclusion of a pioneering
experience whereby a little town in the countryside of
the Vicenza area was actually in advance of the modern
technological and production trends.
Piergiorgio Laverda
Top: the Mordini canal with the Sarcedo locks. Laverda’s electric
generating plant was installed in the little building on the right, along
the bank.
Top right: a rare photo of the Laverda workshop in 1910, clearly showing
the belt and pulley transmission system that drove the machine tools.
Right: headed notepaper of Società Elettrica Laverda and the Workshop
for electrically powered Agricultural Machines.
Lastly, a mass-produced corn husker driven by an electric motor from the
1911 catalogue.
16
The history, the stories
The cherry, ambassador of a region
Similarly to other niche products (asparagus, oil, red corn), it introduces the Venetian
foothills to the world
The foothills of the Veneto region are the
cradle of excellent quality farming practices
that are steeped in history. Here, where the
brilliant work of the Laverda family paved
the way, in Breganze, towards mechanized
harvesting, crops have always played a privileged role. But this is not only true of the
more widespread varieties, the huge expanses of grain crops or the vine-growing tradition, which still involves every family as it did
centuries ago.
The farming culture of this area has always
cared for prestigious niche products as well.
For instance, these include white asparagus, especially around Bassano del Grappa
and the neighbouring areas, the Marano red
corn or the olive oil, which has always been
produced amongst the foothills that lead
from Bassano towards Marostica, Breganze
and the Alto Vicentino area.
But perhaps the product which, more than
any other, brings the suggestion of this territory to mind, the one that adorns the entire
hillside area with an explosion of delicate,
snowy-white blossoms in the spring, is the
cherry. Moreover, it has always represented a
form of income for the farmers, whose passion has turned it into a highly sought-after
product.
The cherry “reigns” over all the hills, but
the place in which its image has been nurtured to the greatest extent is undoubtedly
Marostica, from which it also takes its name.
Marostica cherries (they are even mentioned
in a document dating back to the 15th century) have now acquired the PGI mark (Protected geographical Indication). According
to the production regulations, they can only
be grown in a very few boroughs: Marostica,
Breganze, Mason Vicentino, Molvena, Pianezze, Bassano del Grappa (only the area on
the right side of the river Brenta), Breganze,
Salcedo, Fara Vicentino and part of Schiavon.
The cherry “exchange” was established half
a century ago in Mason Vicentino and collected almost the entire production of the
hillside area. The Consortium was founded
in 1957 and still harvests and distributes
the fruit cultivated on approximately 400
hectares of rich and fertile hillside ground,
which produces sweet, heart-shaped cherries. The principal cherry festivals are held
between May and June. The more important
ones take place in Pianezze for the “Sandra”
variety, in Marostica where the event is on a
provincial scale (here the “Morello” cherries
and red and yellow “Marostegane” varieties
hold sway) and in Mason Vicentino, where
the cycle draws to a close with the “late”
cherries.
It’s also thanks to the Marostica cherry that
the place has consolidated its image in the
world of Medieval villages, much appreciated by tourists owing to another speciality,
rich in folklore this time. It’s the Chess game
with living pawns, held once every two
years. This year, it’s scheduled for September
(from 12 to 14), a magnificent spectacle in
Renaissance costumes with 550 personages,
Laverda S.p.A. via F. Laverda, 15/17 - 36042 Breganze [VI] Italy
t. +39.0445.385311 f. +39.0445.873355
[email protected] www.laverdaworld.com
repeated several times before grandstands
crowded with over four-thousand spectators. The Chess game and the cherries, nurtured, with their events, for over eighty years
by the enthusiasm and commitment of the
people of Marostica, have turned this town
into a gem of the image of that lovely Italy
it’s worthwhile getting to know.
This journal is printed on fully
recycled paper, in the utmost
respect for the environment.