n° 1 MAY 2008

Excellent feedback from the Laverda-Agco understandingMeanwhile, the combine sector is up and coming in Italyand the “reds” soar to over 36 percent

YEAR VIII

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

THE GERMAN MANUFACTURERS

MEET IN BREGANZE

page 12

COMBINE CONTESTS, THE “REDS” MAN

WINS IN RUSSIA

page 11

ENERGY SELF-PRODUCTION,

LAVERDA WAS ONE OF THE PIONEERS

pages 14-15

Gruppo Industriale ARGO

The new alliance the market likes

The harvesting specialist’s journal

� The situation by Mario Scapin

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 consump-tions, the development of bio-fuels and, presumably, of financial strat-egies as well, the prices of agricul-tural products have been the driv-ing force behind the development of the combine-harvester market in all the main countries.It’s thanks to these positive fac-tors that Laverda’s �007 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 con-sistent contribution provided by the sale of spare parts, whose business turnover has risen by �0%. 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 as-sets, presented the most significant growth with an 8�% improve-ment. The stock value decreased for both raw materials and the fin-ished 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 man-agement in common, also featured the same trends, with a turnover that increased by 10% and topped 51 million Euros. In short, the con-solidated 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, market-ers and shareholders. I’d like to express my sincere gratitude to all, but I also and above all wish to ex-tend my thanks to all our custom-ers for their trust in the products and services offered by Laverda.The positive trends of the last pe-riods have been confirmed in this first part of �008. The demand for harvesting machines is continuing to be high. Laverda is doing all in its power to satisfy the market by tak-ing all the necessary actions able to increase the daily production rate. The sales volumes are significantly on the upswing in Italy. This is espe-cially thanks to the demands from the central-southern part of the country and to the excellent way in which the new self-levelling com-bines AL Quattro and AL Rev have been received. The M304 Ls Integ-rale 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 conven-tional machines, with straw-walk-ers. 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 en-terprise.So I can say with extreme satisfac-tion that I firmly believe that all this represents a tangible confir-mation 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 wel-come surprises during the Autumn trade fairs.

Ready to enter the fieldand reap lots more satisfaction

The harvesting specialist’sjournal

Year VIII, N° 1, May �008Quarterly periodical

Registered with the Court of VicenzaN° 1017 of 5 March �00�

publishing managementMario Scapin

Angelo BenedettiSimonetta Lambrocco

director in chargeClaudio Strati

art workAndrea Rosset

Piergiorgio Laverda

the following persons collaborated:

Aneliya Kanevasales manager

Opticom Ltd Bulgaria

Andres Moradas LopezLaverda Spain sales manager

Elena KorovkinaInvesta Agro management assistant

Thomas BeckertFella product manager

Piergiorgio Laverdacurator of the “Pietro Laverda”

Historic Archive

photographsArchivio Laverda spa

© by Laverda spa3604� Breganze (VI) Italy

via F. Laverda, 15/17tel. +39.0445.385311fax +39.0445.873355

www.laverdaworld.cominfo@laverdaworld.com

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.

Mario Scapindirector general

To all journal subscribers

PRIVACY STATEMENT AS PER ART. 13 OF DECREE LAW

D.LGS. 30.6. 003, N° 196Your identification data have been ac-quired by Laverda S.p.A. from either you yourselves or from public lists and registers, thus from documents ac-cessible to anyone, for our marketing activities in the future.Laverda S.p.A. will deal with these data on paper and/or by computeri-zed or telematic media. The informa-tion will solely be used in our com-pany 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 con-fidential 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.

The Laverda Group’s turnover topped 150 million in 2007, also thanks to a strategic agreement reached with Agco

Italy by Simonetta Lambrocco

Farming’s fine and combines are feeling much better

3

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 �007.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 fore-most those of China and India. And these are not the only decisive factors to have con-tributed towards the general recovery of the agricultural sector.This growth trend also concerns the sub-ject 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 Ex-porting 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 deplet-ed, 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 consump-tion with a view to achieving increased ef-ficiency 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 atten-tion 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 neighbour-ing on the one where we live. It often seems

absurd, but products that come from an-other 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 cut-ting down on transport and, consequently, on pollution.It’s a chilling thought, but every kilo of petrol consumed produces 3 kilos of carbon diox-ide, one of the main causes of global warm-ing.As explained by scientist Ernesto Hofmann, an expert in technologies, at the “Energy To-morrow” forum organized in Venice by Col-diretti and The European House Ambrosetti, recent studies show that �� million barrels of oil are consumed each day in the United States while, according to the �008 Legambi-ente 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 an-other 60 coal-fuelled power stations in the near future and we all know that, besides carbon dioxide, coal also produces a consid-erable 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 atti-tude 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 ac-tions 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 uncul-tivated. Moreover, the alternative energy business absorbs most of the products and contributes in a considerable way towards the sector’s newly found optimism. A sen-sation 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 �007. This increase in the domestic market is especially due to the growth of the self-levelling com-bine segment, as these machines have cur-rently 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 slop-ing ground is certainly not lacking.

Simonetta Lambroccocommunication and public relations manager

4

Giampietro Castellacci has been with Lav-erda since �000 and has been sales man-ager for Italy since �007. He began working in the Breganze plant as an area manager. A certain coherence between his way of thinking and the com-pany’s industrial culture soon became evi-dent 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, mar-ried and with an eighteen year-old daugh-ter, Giampietro Castellacci soon approached the field of mechanics and agriculture once he had finished his studies, as he started work in the Provincial Agricultural Consor-tium of Rovigo, where he remained until 1990.Castellacci changed jobs in 1991 when he took up employment with Sovema di Mode-na, where he acted as area manager until �000. “In Sovema,” Casellacci remembers, “the approach was that of a system based upon the achievement of personal devel-opment 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 at-titude of the new management and the desire to re-establish the image on the mar-ket 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 competi-tors?

“In my area, Laverda possessed about 80% of the market. Our competitors were either doing badly with their products or were be-ginning to build up their own sales networks with enormous difficulty. It was the serious cri-sis 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 re-sults show that the quality of our products is widely appreciated and acknowledged.Laverda is winning back the standing it de-serves”.

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

Castellacci, the sales challenge

The corporate totem synthesizes the new industrial allianceThe innovations that have affected Laverda’s corporate set-up are also highlighted in the compa-ny’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.

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”

5

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 expe-rience.The Volatile Bernardo enterprise was estab-lished in December 1951 in Palagonia, a vil-lage in the province of Catania. Bernardo Volatile, the founder, was a great entrepre-neur. 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 195�, when he became a dealer for products bearing the Pasquali logo. A few years later, Volatile became a dealer for Lam-borghini, 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 me-chanical 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 “revolution-ary”, 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 market-ing to his enterprise: the customer first and foremost. The success he obtained testifies to his constant commitment towards his cus-tomers. 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 Salva-tore, 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 market-ing the products of Neuson, a company that manufactures earthmovers, especially excava-tors and compact loaders.Volatile Bernardo snc continues to be in-novative 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 Vola-tile, 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 sec-tor that are now developing at an incredible pace.

There’s a Laverda dealer with a wealth of experience in eastern Sicily

Volatile, more than half a century of history

The largest island in the Mediterranean, where agriculture is a vital resourceSicily is the largest island in the Medi-terranean as well as being the most extensive and southern region of Italy. The Strait of Messina, less than 3 kilo-metres wide, separates it from the Ital-ian peninsula, and the Sicilian Channel from Africa, from which it is about 140 kilometres away. The island covers an area of �5,710 square kilometres and, at the end of �006, had a population of 5,0�0,000 inhabitants, i.e. 195 per square kilometre. Agriculture is one of the most impor-tant 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 vari-ety that’s essential for making the best quality pasta, something that made Sicily important for the Romans (the is-land 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 lack-ing. Vegetables are also grown to a great extent and have conquered an increasing number of markets since the Sixties by virtue of greenhouse cul-tivation, 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 fa-mous 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 im-portant thanks to Sicily’s mild climate.The traditional cultivation of grapes al-lows Sicily to produce excellent liqueur wines with a high alcoholic strength. The greenhouse cultivation of flowers is strongly developing towards the Eu-ropean markets.

66 The products by Simonetta Lambrocco

Laverda exhibited an M 306 Special Power combine with a 7.60 me-tre mowing bar in the Argo booth at Verona’s Fieragricola trade fair, as well as the new AL Quattro. An Lcs �55 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 �006), considering that the world’s most important manufacturers had already presented their in-novations at Hanover’s Agritechnica in November. There were 1,�30 exhibitors (5.6% more than �006) of which �10 were foreign from �4 different countries.Laverda also received a significant number of Italian and foreign visi-tors.The next international fair at which Laverda will be on show with its products will be Eima International, which will take place from 1� to 16 November �008.

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 Spe-cial Power” Gsax, Ground Self Alignment Extra system, which main-tains 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 cut-ting table exercises a uniform pressure on the ground. There are two automatic adjustments: from 50 to �00 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 ma-noeuvres 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 �0% and consequently widens the winding angle to 1�0°. The perform-ance 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 �46/335 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 equip-ment, �55 Lcs sports a 7,000 litre grain tank.The �55 Lcs combine features a Tier III type-approved 180/�45 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 compo-nents 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 �55 Lcs has lots to offer thanks to the exclusive Profi Cab, designed to satisfy the operator’s require-ments 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. Gener-ously sized windows provide excellent visibility.Besides the automatic air conditioner, the Profi Cab includes the comfortable seat with pneumatic suspensions as part of the stand-ard 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 harvest-ing conditions allow.

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

Lots more visits to the combines at Fieragricola

7

Fella, the German enterprise in the Laverda Group that’s specialized in the production of haymaking machines, is 90 years of age and on �6 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 �004. 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 his-toric 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 di-rector 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 fac-tory widened its production range to include ploughs, in 19�4.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 in-novation awarded the bronze medal by DLG, the German Agricultural Association. The following year, the company presented Jupiter, the self-powered 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 organ-ized 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.�00 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 �003 and the next year marked the beginning of Fella’s new era with the Argo Group.

Thomas Beckert

The Bavarian enterprise, now controlled by Laverda, first started work in1917

Fella and haymaking, an idea that dates back 90 years

The Argo Tractors plants operate at full rateThe Argo Group recently attained a first important goal: op-timised 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 �000 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 ��0 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 standLandini’s Rex 85 S wins the challenge between rows. The 8� HP narrow orchard tractor from the Fabbrico plant won the “Best of Specialized” prize at Tractor of the Year �008, 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 agricul-ture 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,�13 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.

Gruppo Industriale ARGOArgo informs

8

If compared with other countries, mechanized farming is significantly in delay in Bulgaria, both as to numbers and quality. In �001, the statistics pointed to 70 HP per 100 hectares of cultivated land as compared to the �00-300 average in the European Union. Only about �0% 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 Euro-pean 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 is-sued each year.Bulgaria became a member of the European Union in �007 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 increas-ing 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. Situ-ated in the south-east of Europe, Bulgaria is a limited market as to territory (110,910 square km) and population (7.56 million inhabit-ants). About thirty percent of the total area (3,�96,800 hectares) is arable (information dating back to �004).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 �007 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 bro-ken up.79% of the total usable farmlands was rented in �003 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, var-ious investment funds in the farming estate

sector have increased the synergies.In �003, there were actually 665,500 agricul-tural holding companies in Bulgaria.Bulgarian agriculture produced 7% of the GDP in �006, a percentage which dropped to 5.1% in �007.The cultivation of grain crops (wheat, corn, maize, barley) reached 58% in the arable area, oily seeds (sunflower and rape) �0% and vegetables 5%. The most important permanent crop is the vine, widespread over about 6�% of the total cultivated land.Opticom Ltd, Laverda’s importer, was estab-lished 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 fam-ily of brands imported and sold in Bulgaria by Opticom also includes Fella and Sigma4. Laverda named Opticom as its official dealer in �00� 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 offer-ing 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 pro-vided by the European Union.To supply the customers with prompt assist-ance, Opticom uses a fleet of eight mobile Service units that provide regular interven-tions, deliver spare parts and lubricants and repair components. For Opticom, the work carried out by the Service team is of funda-mental importance when it comes to acquir-ing new customers. This is why it regularly holds refresher courses for its already trained and qualified personnel.

Aneliya Kaneva

Laverda holds a 15% portion of the market, with the M Series in pride of place

Mechanized farming gains popularity in BulgariaThe markets by Simonetta Lambrocco

A. Kaneva, Opticom’s sales manager, and the Service team.

99

If one observes the evolution of the �007-�008 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 compet-itive as that of combine harvesters.It seems only yesterday that the cor-porate 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 13� and 15� models, on the other, the market had been sporting other colours over the past ten years that not eve-ryone knew how to interpret.Laverda’s autonomous image, re-ac-quired when the Breganze company decided to step out on its own and make up for its handicap, certainly represented one of its most com-petitive 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 men-tion, 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 de-claimed during the negotiations was actually true, I can understand the level of appreciation and satis-faction expressed by all our custom-ers. I believe that this is a very fertile ground that will allow us to contin-ue 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

The Spanish customers are particularly fond of the M 306 Sp Ls 4wd, the leader of its category

The M 306 combines, great “kings” of Spain

Last February, Laverda, represented by Gian-nakoulas Bros, exhibited its products in Salo-nika during the ��nd biennial Agrotica fair, a big event dedicated to promoting the devel-opment of agriculture, as well as the tech-nologies, machines and implements used in the sector.Laverda has been doing business with the company owned by the Giannakoulas broth-ers for years, since �001 to be precise, when the enterprise became Laverda’s main im-porter 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 harvest-ers imported from Europe.Ten years later, owners of a company that had become a reference point for second-hand 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 salespeo-ple, engineers, storekeepers and office staff.As Laverda’s main importer in Greece, Gian-nakoulas 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 pro-motional 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 representa-tive of other brands of agricultural machinery and is now one of the leading enterprises in its particular sector in Greece.

Greece, Laverda on show at Salonika with Giannakoulas Bros

10

YugAgro, the 14th international forum dedicated to the agro-industrial sector took place from �0 to �3 November �007 at the Krasnodar Expo Exhibition Centre.As main sponsors for the third year run-ning, 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 Argentin-ian 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 �96 Lcs com-bine.The visitors were able to examine the model in full, and analysed its charac-teristics and qualitative differences in relation to the competitors’ products. Laverda’s consultants answered lots of interesting queries posed by the pub-lic. Many people climbed into the cab so as to personally ascertain the level of comfort that Laverda’s machines of-fer to the operators as they work in the fields.Andrea Ugatti, Laverda’s export man-ager, took part in the event.“Russia,” declared Ugatti, “represents one of the biggest prospects for devel-opment in our sector”.

Russia, Investa Agro, Investa Finance and Laverda: protagonists at Krasnodar ExpoRussia offers the biggest chances of development for harvesting machines

Yugagro, the most important fair of the southern regionsThe 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 orga-nizing 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 impor-tant 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 Cherca-sov, 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 Yu-gAgro, as they consider it an excellent venue for meeting and getting to know new customers”.

Andrea Ugatti, Laverda’s export manager, with Gianni Fontana at the Krasnodar Fair.

11

Aleksandrovich wins at the wheel of a Laverda combine

Threshing contests are traditionally held be-tween districts in the region of Krasnodar.During these competitions, the combine opera-tor 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 specta-tors 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 199� as a col-lective 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 fac-tors that have allowed such excellent re-sults to be achieved?“First and foremost, a long-term practice, a cor-rect 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 Lav-erda combines, we only need 15 operators to reap a harvest of eight-thousand hectares. Lav-erda’s machines thresh fast and, more impor-tantly, produce a quality crop. This means that there’s no waste. Moreover, these machines only need an average 5-6 litres of fuel per har-vested hectare, something that’s decidedly be-low the consumption of the other combines”.

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 environ-ment 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 sum-mer but only after I’d finished my harvesting work”.

Everyone knows that imported spare parts for combine harvesters are more expen-sive 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 com-bines are guaranteed for one year and second-

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 �860 Lxe combines and we plan to completely replace the Russian combines with other Lav-erda machines”.

Gennady Aleksandrovich, thanks for your courtesy and for your love of the land.

Elena Korovkina

Hard-fought threshing contests in the Krasnodar region

The region of Krasnodar is the southern-most 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 Euro-pean countries, such as the Czech Republic and Ireland, while it is larger than Switzer-land and Belgium or Denmark and Hol-land 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 agri-cultural aspect only really became apparent

after the Soviet Union had been broken up and strongly agricultural regions, particu-larly Ukraine and Kazakhstan, had conse-quently been “expatriated”. However, it did not sustain a rapid agri-cultural development during those years. Nowadays, 300 of Laverda’s combine har-vesters 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 Rus-sian farmers are extremely satisfied with the technology, performance and produc-tivity they offer.

Extremely good quality soil and a favourable climate make Krasnodar an ideal place for crop growing

The champion after his victorious performance.

The events1�

The German manufacturers are guests at Breganze

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 Tech-niques) at Breganze. In short, this is the or-ganisation that in Germany, corresponds to our UNACOMA (Union of Agricultural Ma-chinery Manufacturers).Hermann Merschroth, chairman of the as-sociation and managing director of Fendt, chairman of Agco GmbH and member of Lav-erda’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 ap-proval thus, on 11 and 1� March, Laverda became the setting, but also partly the pro-tagonist of the summit meeting, of which it dealt with the entire organization, from lo-gistics 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 per-fect 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 Land-maschinen- 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

An intensive spring at Breganze, just before the harvesting season is about to open.Open-house.The Open-House day will take place on Sun-day 8 June �008. 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 peo-ple, 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 exhi-bited in lots of local and national fairs.In April, for example, they were protagonists in many different Italian localities. Caputo Mac-chine Agricole presented a Laverda �55 Lcs Le-velling System Integrale at the Fair of Gravina in Puglia (Bari) from �3 to �7 April �008 while from �4 to �7 April �008, 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 �4 to �7 April �008 during the Madonni-no fair in the Braccagni locality, Grosseto, in the Maremma Fiere area.Eima International.Meanwhile, the prospect is already that of or-ganizing Laverda’s participation in Eima Inter-national, the leading trade fair held in autumn, in the very best possible way. This year, Eima will be held from 1� 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 conclu-sions about the �008 campaign and to present the guidelines for the �009 products and stra-tegies.

Red combines on tour amongst the Italian fairs. And the appointment at Eima International is scheduled for November

VDMA called the board of directors to the “reds” factory

The services13

“Warranty System”, better protected customers via the Internet

At the beginning of �006, Laverda had al-ready provided its network of importers, concessionaires and dealers with a system for handling claims under guarantee via the Internet. The “Warranty System”, cre-ated through research conducted by the Argo Group, was adapted to suit Laverda’s requirements and the requests from busi-ness 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, pos-sible approval and reimbursement if appli-cable. It also allows information and images to be immediately exchanged between the dealer and technical inspector.But that’s not all. “Warranty System” inter-faces 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 data-base, 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 enter-ing the chassis number of the machine in question, the dealer can automatically ob-tain 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 ac-counts 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 re-quired to do them, estimated according to

Laverda’s experience in relation to the dif-ferent 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 rep-etitions. 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 guaran-tee, are automatically forwarded to the administrative service so that the relative credit note can be issued. Another advantage for Laverda’s sales net-work is that the claim and credit note situ-ation can be checked in real time in a very simple way, thanks to the “Warranty Sys-tem” web interface.Moreover, “Warranty System” allows data to be extrapolated for statistical purposes and ensures that the performance of the products is constantly monitored.

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

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 produc-tion 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 �000, where he acquired a rich store of experi-ence that allowed him to contribute to-wards the technical literature describing how to service and repair the machines.Since the end of �000, he has been deal-ing with warranties, for which he calcu-lates the costs and compiles statistics.Besides all this, he also writes assembly instructions for the kits applied to the ma-chines and makes times and motions as-sessments.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 reimburse-ments when the repairs are actually recog-nized 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

May 190�: in a letter sent to the Belloni company of Milan, Pietro Laverda decided to purchase an alternator and three electric mo-tors.This paved the way for a new phase of development for his ar-tisan’s workshop, which was fast becoming an industry at a nation-al level.Certainly, the mechanic’s first years of work must have been re-ally 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, de-cided to purchase a steam loco-mobile to drive his machine tools. At that time, this was the most widespread energy source in plac-es without the hydraulic energy provided by rivers or canals which, for centuries, had driven mills, saw-mills and power hammers.A remarkable investment was re-quired, thus Pietro entered into a partnership with another two arti-sans, Giovanni Tapparello and Gi-rolamo Guerra, who had already worked with him on huskers and threshing machines. They actually purchased two machines from the Tobias Geisler company of Vicen-za, which also conducted periodi-cal 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 in-stalled in different departments by means of a belt and pulley sys-tem.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 be-came an expert electromechanic.Thus it was that in 190�, the Lav-erda factory began to switch to electric power. The nearest energy source to Breganze was the Mor-dini canal, an important hydraulic engineering work that used the waters of the river Astico. Com-pleted 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 �000 Volt alternator.The place was about three kilome-tres from the plant, so they had to lay a medium voltage electricity line and use a transformer to ob-tain �00 Volts for powering mo-tors and for lighting purposes. It took almost a year for all the equipment to be installed and tested.A short while later, electric mo-tors took over from the locomo-biles 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 sys-tems.Use of the “new electric power”, as it was called in the correspond-

ence, was a fundamental step for-wards 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 in-creased 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 electro-magnetic coil that he applied to the sound of bells to build chimes

14

From steam to the new electric power1902, and the Breganze industry begins to switch to electric power

The album

Francesco Laverda sr. (1880-19�3), 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 val-id 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 work-shops 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-con-tracted the enterprise to two local technicians and then, in 1919, transferred the company to Guarnieri of Bassano and definitively concentrated on the production of agri-cultural 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 regionSimilarly 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 privi-leged role. But this is not only true of the more widespread varieties, the huge expans-es of grain crops or the vine-growing tradi-tion, 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 aspara-gus, 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 terri-tory 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 pas-sion 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 nur-tured 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 cen-tury) have now acquired the PGI mark (Pro-tected geographical Indication). According to the production regulations, they can only be grown in a very few boroughs: Marostica, Breganze, Mason Vicentino, Molvena, Pian-ezze, Bassano del Grappa (only the area on the right side of the river Brenta), Breganze, Salcedo, Fara Vicentino and part of Schi-avon.The cherry “exchange” was established half a century ago in Mason Vicentino and col-lected 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 cher-ries. 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 appreci-ated 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 1� to 14), a magnificent spectacle in Renaissance costumes with 550 personages,

repeated several times before grandstands crowded with over four-thousand specta-tors. The Chess game and the cherries, nur-tured, 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.

Laverda S.p.A. via F. Laverda, 15/17 - 3604� Breganze [VI] Italy t. +39.0445.385311 f. +39.0445.873355info@laverdaworld.com www.laverdaworld.com

This journal is printed on fully recycled paper, in the utmost respect for the environment.