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During the six months of Expo, New Holland had many opportunities to explain its strategy
for the agriculture of the future. One of the most important was the general assembly
held by the World Farmers Organization (WFO), during which Carlo Lambro, Brand
President of New Holland Agriculture gave a speech on issues about sustainable and
efficient farming as well as the fundamental role of agricultural mechanization to feed the
planet’s continuous growing population. Lambro was invited by President Evelyn Ngukela,
who represents the WFO, which aims to bring all national farmer producer together with
the objective of developing policies which favor and support farmers’ causes around the
world. He illustrated the brand’s strategy for the future of agricultural production and
food availability for a world population that will reach nine billion people by 2050.
850,000 visitors to New Holland’s EXPO2015 Pavilion
A
nd so, the year of the Expo Milano 2015 has
come and gone, and exhibitors have had
the time and the opportunity to review their
presence at what was considered one of the most
successful universal exhibitions ever. For New Holland, it
has been an astounding success. 850 thousand visitors
came to the Pavilion. And according to extensive CNH
Industrial market research, 94 per cent of the visitors
had a very positive feedback. The unique, multisensory
experience was particularly appreciated, as was the
overall message, totally in line with the overreaching key
mantra of the exhibition: Feeding the Planet, Energy for
Life.
In particular, visitors were asked to describe the visit
experience of the New Holland Ag Pavilion in three
words and the most frequent were “innovative”,
“beautiful” and “sustainable”.
The Pavilion appealed to farmers, dealers, importers
and fans of agricultural equipment, but also to the
general public and to young people and children.
The New Holland pavilion was nominated Leader in
the Category for Sustainable Design & Construction
- as part of the initiative entitled “Towards a
sustainable Expo”.
This was promoted by the Italian Ministry for the
Environment and dedicated to both promoting and
The Pavilion was nominated Best in Category for Sustainable Design & Construction
rewarding the adoption of sustainable solutions
by leading players of Expo Milano 2015. It was also
declared best Corporate Pavilion at the Class Expo
Pavilion Heritage Awards, an event organised by
Class Editori in partnership with the International
Laureate Universities and the World Association of
Agronomists, in order to reward those Expo pavilions
that leave the best heritage for new generations on
the theme “Feeding the Planet, Energy for Life”.
The key objectives for New Holland were met to
general satisfaction: get the public interested in the
themes of sustainable agriculture; demonstrate the
importance of agricultural mechanization in the food
production chain; give a voice to farmers and raise
their profile, recognising their vital role as producers of
food while respecting the environment. 850 thousand
people recevied and appreciated the message.
EXPO Heritage
The goal to reach out to visitors
and create widespread interest
in sustainable agriculture
was fully accomplished
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