Italian agricultural machinery: "useful and ingenious"

The institutional advert entitled "Agricultural machines, useful and ingenious", narrated by Luca Ward, was broadcast on the national networks Rai, Mediaset, La7 and Sky. Created by FederUnacoma, the Italian association of agricultural machinery manufacturers, the advert tells the general public about the strategic role of agricultural machinery. This is one of the Italian excellences, with a turnover of over 11 billion and about 100,000 employees

Luca Ward is the narrator of the institutional advert entitled "Agricultural machines, useful and ingenious", created by FederUnacoma, the Italian association of agricultural machinery manufacturers, and broadcast on the national networks Rai, Mediaset, La7 and Sky. Using evocative images and the intense performance by the well-known Italian actor and voice talent, the 30-second video tells the general public about the reality and strategic importance of agricultural machinery, one of the production excellences of our country. In fact, Italy is the third world producer of agricultural machinery (second in Europe), just behind the United States and Germany. However, the Italian primacy is not only in its numbers and value of production, but above all in its technological innovation. The technology of Italian agro-mechanics is developed through a close synergy with universities, institutes and research centres, aiming to satisfy the growing demand for food while also respecting the environment and enabling the sustainable use of resources. This way, agricultural machines are useful and ingenious because they increase production, rationalizing the use of production factors. Thanks to agriculture 4.0 and precision systems - FederUnacoma points out - mechanical machinery can now perform targeted processing. For example, by irrigating only those plants that actually need water, or fertilizing only those portions of land where it is needed. The institutional campaign produced by FederUnacoma is an unprecedented initiative of its kind, launched in a period marked by the uncertainties and difficulties related to the evolution of the Covid-19 pandemic. The lockdown last March also affected agricultural machinery - observes the manufacturers' association - and made even more evident the strategic role that the agro-mechanical sector plays for the community: tractors, combine harvesters, ploughs, equipment of all kinds for cultivation operations and green area maintenance, low-emission engines and all the components and applied electronics are fundamental tools for agriculture. In order for the agricultural system to respond to the challenges of population growth and environmental protection, it is essential that the machinery sector advance at full speed and continue to be the driver of innovation.