New Holland hosts 2025 MEA & CIS importers convention in Warsaw
The event celebrated partnerships and explored the future of agriculture through collaboration and technology.
POLAND – New Holland brought together importer partners from across the Middle East, Africa, and CIS regions for its 2025 Importers Convention held in Warsaw, Poland, from September 15 to 18.
The gathering marked a moment of reflection, celebration, and planning for the future of agricultural development in these regions.
Themed “Empower the Legacy,” the convention created an open space for dialogue and cooperation. Participants attended workshops on Parts & Services, Financial Services, and legal best practices aimed at improving service delivery for importers and farmers.
The event also featured face-to-face meetings and plenary sessions that encouraged transparent discussion and knowledge sharing.
As part of the program, attendees toured the New Holland Combine Harvester plant in Płock, one of the company’s key manufacturing sites in Europe. The visit offered firsthand insight into the company’s modern production processes and its strong experience in harvesting technology.
“The MEA Importers Convention is a unique opportunity to reinforce our strong partnership with our Importers,” said Vincent De Lassagne, Vice President MEA, CIS, CAUCASUS & PAKISTAN.
“Together with our partners, we honor our legacy while empowering future growth and innovation for farmers across the region.”
“Empower the Legacy”: a shared vision
For New Holland, “Empower the Legacy” represents more than an event slogan. It expresses the company’s values, long-standing achievements with importers, and commitment to shaping the next chapter of farming.
During the four-day convention, New Holland celebrated its history of trust and collaboration while setting goals for continued growth. The discussions highlighted the brand’s focus on adaptability, customer proximity, and shared progress.
The company’s strong presence in the MEA markets remains supported by product excellence, consistent strategy, and enduring relationships with its importer network.
“Empower the Legacy captures our approach of honoring the past, leading in the present, and investing in the future,” said De Lassagne. “Our partnerships are living examples of progress, strengthened every day through trust and shared goals.”
AI and the next stage of agricultural progress
Meanwhile, CNH, the parent company of New Holland, continues to invest in digital transformation through artificial intelligence. AI-driven systems are now improving efficiency in combines, tractors, and sprayers by making real-time decisions such as steering and input optimization.
Technologies like SenseApply™ sprayer automation help farmers apply treatment only where needed, reducing herbicide use and improving productivity. Francesca Protano, Head of Technology Strategies and Product Innovation at CNH, said, “AI is making farming smarter, faster, and more sustainable.”
Dr. Dennis Buckmaster, a professor at Purdue University and expert in digital agriculture, added that AI and connectivity will keep reshaping how farmers manage land, labor, and resources.
As New Holland and CNH continue to advance these innovations, their focus remains clear: to strengthen partnerships and equip farmers with practical solutions that improve productivity and sustainability.
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