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‘It’s great to be part of a legacy’ Emma Leah, ‘MD in training’ at award-winning farm machinery dealer RVW Pugh, explains the advantages and disadvantages of working for the family.



Tom Youngs Farmer and international rugby player.

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‘My diary is already filling up’


There is plenty going on at BAGMA but the focus is on better connecting with members COMMENT


Cover: Professional Images

AS I LOOK out on the garden for some inspiration and new ideas, I see the daffodils believe spring is just around the corner and that got me thinking about what we have planned for 2018. Very quickly I realised that my diary is already filling up, having already booked a number of flights and trains for events over the next couple of months alone. There’s the LE-TEC meeting at the AEA in Peterborough, the East Anglia Regional BAGMA Charity Dinner in Norwich, Connect Group Meeting at the Haynes Motor Museum in Yeovil, bira Board of Management meeting in Birmingham, LANTRA Scotland Awards in Dunblane and a BAGMA Council meeting in Birmingham, and all within the next couple of months. As I’ve said on many previous occasions ‘lots to do as a president’ and clearly lots going on in our trade association. Our focus is on better connecting with members. Last year much of our efforts tended to centre around our centenary celebrations. This year we want to focus on three core groups: the council, Connect Group and a proposed new Young Managers Group. BAGMA Council is chaired by the president and made up of a core group of representative members from the different working groups within the association, such as the Connect Group, Training & Education, CLIMMAR, Legal & Parliamentary, Health & Safety. The purpose of this group is to strategically manage and direct BAGMA. The membership magazine of the British Agricultural & Garden Machinery Association Published 6 times a year by bira publishing Editor Chris Boiling 07713 192344 Design Alan Bingle 07949 024737 Multimedia sales Executive Simone Adams 0121 446 6688 All advertising and media enquiries please email:


The Connect Group, chaired by Peter Arrand, was formed from the now disbanded Machinery Committee and our strategic need to better engage with our regional members, especially where regional groups have faded away. The group’s meetings will move around and be held in different areas of the country to ‘connect’ with local members. We would anticipate three or four meetings per year throughout the country. The Young Managers Group is a new initiative intended to engage with our younger members. The group will basically run itself and create its own agenda with members in the 21 to 35 age group. There are obviously guidelines but it would be hoped to include inspirational speakers from both within and outside our industry, visits, activities, but more importantly the opportunity to develop these young members. We already have a number of interested young members who recognise the potential benef its to both themselves and their employers and who are keen to set up and work in the group on similar lines to the very successful Danish and French young manager groups, with which it would be hoped they could connect. One of our priorities this year will be to fill the vacant business development manager position. This is a challenging position for a capable, ambitious person to both support and deputise for our director, Keith Christian, in the efficient running of BAGMA while supporting our members and developing new business opportunities. If you have an interest in this role or the Young Manager Group, please contact Keith or the head office (details below).


NEWS The latest deals signed by members, plus updates on testing fast tractors and avoiding the sharpening scam.


COVER STORY Meet one of the industry’s rising stars Emma Leah of award-winning farm machinery dealer RVW Pugh.


THE FUTURE OF FARMING How drones and robots are becoming vital pieces of farm machinery.

BAGMA, 225 Bristol Road, Edgbaston, Birmingham B5 7UB Tel 0121 446 6688 Fax 0121 446 5215

bira, 225 Bristol Road, Edgbaston, Birmingham B5 7UB Tel 0121 446 6688 Fax 0121 446 5215

BAGMA president Brian Sangster

bira president 2016-18 Vin Vara

BAGMA director Keith Christian

CEO Alan Hawkins


CURLING CLASH Report from Stirling on BAGMA’s 30th curling competition.

Finance director John Collins Every effort is made to ensure the accuracy of the material published in BAGMA Bulletin. bira Publishing Limited can accept no responsibility for claims made by manufacturers, advertisers or contributors. Views expressed by advertisers or contributors are not necessarily those of the publisher or of bira. Advertisers in BAGMA Bulletin are not agents of bira or any of their associated businesses, including bira bank and bira direct. Also, bira and its associated businesses never act as agents for any advertisers. Printed in the UK by Stephens & George.

Commercial director Jeff Moody Marketing & membership director Bob Jarrett Regional sales managers Joanne Arthur 07572 790337 Lorna Lewis 07814 767925 Gary Mitchell 07814767910 Janine Redford 07870 970856




Roadworthiness test for fast tractors on its way


Norfolk-based agricultural dealer N Richardson has supplied five of Kubota’s M5001 Series tractors to Redwings, which runs a number of horse sanctuaries across Norfolk.


Japanese manufacturer Kubota tops CLIMMAR’s European Dealer Satisfaction Index 2017. It was well ahead of rivals in terms of aftersales service and warranty, administration and terms of payment, manufacturer-dealer relations, and willingness to improve.

ANNUAL TESTING OF fast tractors used for commercial haulage will become mandatory on May 20. The test will apply only to vehicles capable of more than 40km/h (approximately 25mph). This is in line with limits contained in the EU Directive on roadworthiness testing (2014/45/EU) and means that the Government is not imposing additional requirements on vehicle operators, compared with those in the rest of the EU. The consultation responses did not present evidence that tractors incapable of travelling above 40km/h were routinely involved



MJN Tractors is the new dealer for New Holland in the Chichester, West Sussex, area. Michael Newton, owner of the Selsey-based dealership, said: “The company’s philosophy is based around the training and development of our employees, enabling our skilled technicians and staff to deliver the level of service our customers have come to expect.”

THE LANDBASED TRAINING Accreditation Scheme, formerly Landbased Technician Accreditation Scheme, has been revamped. The changes simplify its processes, lessen the financial burden on subscribers and enhance the value of being part of the scheme. BAGMA has taken over from IAgrE as the scheme’s

BAGMA are hiring!

BAGMA Business Development Manager If you think you have what it takes and would like to find out more please get in touch.

07823 416 849


BAGMA Bulletin - Job advert - March 18.indd 1

administrator. In line with the new General Data Protection Regulations, LTA will be instigating a new online registration document and contacting those in the scheme soon. 0121 2276696

Strong take-up for Garden Trader website

We’re searching for an ambitious individual to support in the running of BAGMA, to source and manage the development of new business opportunities, developing our business portfolio and increase income streams.

Keith Christian, BAGMA Director

in commercial haulage. Testing will apply only to vehicles used further than 15 miles from their base of operation and not to tractors used solely for agriculture, horticulture and forestry. Fast tractors should be tested after four years, and every two years thereafter. The testing will be carried out by DVSA personnel at Authorised Testing Facilities (ATFs), as part of the goods vehicle testing regime. The low numbers that may need testing means that agricultural machinery dealers may not find it viable to invest in testing equipment.

THE OWNER OF the Garden Trader website, which helps the consumer narrow down the choices of garden machinery available to them and then points them in the direction of their local specialist dealership, has reported a strong take-up of the service among the network. “We currently have over 160 dealers nationwide as paid subscribers,” said site owner Duncan MurrayClarke, “but we have areas of the country where we certainly would like more coverage.” Duncan, who also owns Service Dealer magazine, explained the whole ethos of Garden Trader is to promote in a positive light the specialist dealer trade to the public who might not even be aware that

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the industry exists. “We want to make the link in the public’s mind that when they type ‘lawnmower’ into Google, there is a professional network out there waiting to help them – and not just with sales, but with aftersales care and service also,” Duncan said. “It’s all about making the dealers collectively more visible.” Membership costs £95 plus VAT per year. BAGMA’s Keith Christian said: “I think Garden Trader is a fantastic service which can clearly benefit dealers of all sizes. The website is helping to promote the professionalism of our industry to the wider public.” Visit



Extortionate tool sharpening scam BAGMA HAS RECEIVED further disturbing reports about members, dealers and engineering businesses being conned by people purporting to be tool sharpening experts. They take away tools that need sharpening and return them several days later with demands for large sums of money for their services. If the business refuses to pay, the scammers are making some very serious threats. One member who initially refused to pay £2,500 for tool sharpening was told “the workers who spent so many hours over the weekend grinding the tools would not be happy about this and would come looking for the money”. “We are aware of a number of cases and also reports from other industry

businesses concerning this scam or extortion con,” said Keith Christian, BAGMA director. “This is spread all over the UK so although reported to the local police it has not yet been treated as a nationwide issue. We believe that one regional police force is now considering making this a national issue and when we have more information we will provide it.” The car that has been associated with this scam is a silver Mercedes estate car and the men appear to be from Eastern Europe. “If you meet these guys, back off and ring the police immediately. Do not engage with them in any way,” warns Keith. See the website for one member’s alarming story.

Chris Whitfield, assistant fleet manager, N E Lincs Council (centre), with Reesink’s Nigel Lovatt and Jon Wright, Russell Group

Demo seals the deal RECEIVING A COMPETITIVE price for two cylinder mowers from Reesink Turfcare, the UK distributor of Toro, was not enough for North East Lincolnshire Council. As the council had never owned a Toro before, Chris Whitfield, assistant fleet manager, wanted more to go on. BAGMA BULLETIN MARCH/APRIL 2018

“Jon Wright from Russell Group arranged for us to have the LT3340 on demo for a week,” he said. “It looked great, performed well and the team confirmed it would be a good choice.” After checking with other fleet managers via a local authorities forum, Chris placed the order.

‘Our mission in 2018 is to better connect with our industry’ COMMENT

KEITH CHRISTIAN DIRECTOR BAGMA THEY SAY THE power of the pen is mightier than the sword, which I have always thought puts a huge amount of pressure on those who are able to put words onto paper for public viewing. In the case of those who are influential they will have a great deal of power over how we think and what we do. We try to be informative – rather than inf luential – with our long-established BAGMA Bulletin. The stories, information and advice are presented in a nicely eclectic way for our readers to sift through, enjoy and hopefully glean something useful. Current and back issues are even available on our wonderful website for reference at your fingertips. From many years in my previous job, I know that the magazine hangs around in corners of the office and the staffroom ready for the occasional read by a passing member of staff. All to the good of our industry and your business, one hopes. For all the effort we make, at no charge, we would like to ask you to give us some feedback on what you would like in the magazine and not just include what we think we should. Is the content okay, do you want something else covered, do you want more detail on certain subjects, can you support us by advertising with us, would you send us interesting information about your company so we can let others know about your success? Let me know by email, Our mission in 2018 is to better Connect with our industry and with our members, but we still need this to be a two-way street, so please help us to achieve this. We have the following ways of doing this: l Email – or; lW  ebsite –, which also connects you to our parent group’s website, bira; lE  -bulletin – our monthly BAGMA E-News Bulletin is sent out electronically to our members but if you want it sent to your personal email address, just ask us and give us permission to do this; lB  AGMA Bulletin – our magazine, which is sent to members free of charge and is also available on our website; lB  AGMA Connect Group – join this when it is in your area and have your say. We will let you know when there is a meeting in your area, it’s free to attend and not restricted to members. Look for us at shows (the events page on our website says where we will be next). What can we do for you? Well, loads really. Save you money, keep you informed, help you with your business, make sure you are a part of the bigger industry, give you strength in numbers. Give us a call on 01295 713344 and find out what we can do to make things better for you. We are here to help you.




The number of tractors (over 50hp) registered in the UK in the first two months of the year. That’s 2% higher than last year after a great January (nearly 700 units, up 10.1%) was followed by a slowdown in February (584 units, -5.8%), according to the AEA.

Share of ploughs SEVERN FARM MACHINERY, based on the Rea Valley Business Park near Shrewsbury, has joined the Maschio Gaspardo dealer network. Severn Farm Machinery will sell the full tillage line-up of ploughs, cultivators, drills, combination drills and rotovators, as well as the range of Maschio flail mowers. Chris Willner, managing director, said the range complements their existing machinery portfolio. Rob Immink, Maschio Gaspardo’s sales manager, commented: “Although a relatively new dealership, the team at Severn Farm Machinery has a credible history of selling agricultural machinery and looking after their farmers and we are delighted to have them on board.”

New fleet from Tuckwell

Essex golf course Abridge, near Romford, has signed a third successive John Deere course maintenance equipment fleet deal with local dealer P Tuckwell of Ardleigh, near Colchester. With this latest deal, 100% of the equipment has been leased compared to just 40% with the club’s first agreement. The package covers 26 John Deere machines, including PrecisionCut and TerrainCut walk-behind and ride-on mowers, compact tractors and a front loader, Gator utility vehicles, an amenity turf sprayer and a bunker rake.

Mona adds Redexim MONA TRACTOR COMPANY, which is celebrating its 40th year in business this year, has become Charterhouse Turf Machinery’s new dealer for North Wales. From depots in Ruthin, Llanystumdwy and Anglesey, the family-run dealership has added the wide range of Redexim machinery for natural turf surfaces to its line-up, which already includes products from John Deere and Stihl. Gethin Pritchard, turf machinery sales manager for Mona Tractors, commented: “We have a vast customer base and we’re confident that the versatile and efficient Redexim products will satisfy the demands of today’s ground professionals.”

Right to repair own tractor

IN 18 USA states, a ‘fair repair’ law is being proposed to allow farmers to repair their own tractors. If successful, the Right to Repair Act would make it mandatory for tractor manufacturers to disclose their diagnostic software and sell parts. It follows complaints from farmers in Nebraska that they are no longer able to fit used components themselves to save money. Some have resorted to using pirated software from the Ukraine. The ‘fair repair’ bills would require manufacturers to sell repair parts and tools to the masses, make repair manuals available to the public, and would require them to provide circumvention tools for software locks that are specifically designed to prevent third party repair.


Paying Ransomes

New Etesia dealer

Scamblers is Etesia UK’s newest dealer. Based in Bourn, Cambridgeshire, the family-owned business specialises in supplying compact tractors, bank tractors, mowers, utility vehicles and groundscare machinery. Ed Scambler, company director, said: “Until very recently, previous agreements have dictated what we sell but now we are in a position to sell what we think is best for the customer. We have been able to go out and handpick the products that we want and I am confident that with Etesia onboard, it now means we have the most comprehensive range of equipment.”

PA TURNEY HAS sold 33 pieces of machinery from Ransomes to grounds maintenance company Continental Landscapes. It’s the result of a relationship between all three companies that goes back more than two decades. Tom Dew, the plant and machinery manager at Continental Landscapes, said: “We are very proud of our longstanding relationship with both Ransomes and PA Turney... In my opinion, there is no better dealer than PA Turney. They look after all our branches, and if we need assistance at one of our branches in Scotland, they will travel from Oxfordshire and be there the next day. The combination of exceptional machinery and backup support is the reason that we keep returning to Ransomes and PA Turney.” BAGMA BULLETIN MARCH/APRIL 2018


Apprenticeships: Nearly there AFTER A CONSIDER ABLE delay, the approved Land-based Independent Engineering ‘Service consultant and LTA Engineer’ level 2 apprenscheme co-ordinator ticeship will be published on the government website. The delay has been caused by the Institute for Apprenticeships’ proposal to reduce the funding from £18,000 to £15,000, a move that the Land-based Engineering Training and Education Committee (LE-TEC) – which comprises BAGMA, the AEA and IAgrE – have appealed against. Thankfully, the passion and persistence of our industry has won through. Employers and training providers can now happily recruit apprentices at this level with confidence, knowing that the funding will be in place to deliver a quality, fit-for-purpose apprenticeship. The Land-based Engineering ‘Technician’ level 3 apprenticeship – approved but not published – will hopefully follow shortly as once again LE-TEC is engaged in an appeal to secure a funding band that supports the quality demanded by this apprenticeship, which is vital to our industry. There is light at the end of the tunnel which just goes to show that a small united industry can achieve great things where much larger industries have failed. Many thanks are due to LE-TEC and those both in industry and the educational sector who have rallied round and produced letters of support. The work started on apprenticeships in 2014 TRAINING


Boost to recruitment The Landbased Education and Training Committee (LE-TEC) has published a new careers guide aimed at informing school leavers and others of the wide range of opportunities in the agricultural, grasscare and power equipment industry. The 16-page brochure, World of Opportunity, which is available in print and digital format, features information on the dealer sector, manufacturers and suppliers, apprenticeship opportunities, the LTA scheme and further/higher colleges and universities. It contains pen pictures of those currently working in the industry including apprentices, technicians, sales and parts specialists and employers. The brochure was written and compiled by Chris Biddle, editor of the IAgrE journal Landwards and founder of Service Dealer magazine, together with Southamptonbased designer Martin Hebditch. Chris said: “In many ways this was one of the most challenging, yet satisfying, projects I have ever worked on due to the sheer diversity of the sectors

and has not stopped now that the apprenticeship programmes are secured. In fact, it’s only just begun. The expectation now is that there is no excuse for industry employers to actively search for apprentices to employ to fill the skill

encompassed by the title Landbased Engineering which, let’s face it, probably means little to outsiders.” Dealers who have seen the final draft have been impressed. David Sturges, now with JD dealer Burden Bros after long spells with manufacturers Hayter and Countax, said: “I think this is a great initiative. The brochure looks really professional.”

shortages that the industry is so badly suffering.



Do you know which fire extinguisher to use? NEARLY 4 IN 10 (38%) workers are using the PAUL MARSH Office manager wrong type of fire extinSafetyAide guisher to deal with electrical fires, a survey has revealed. Do you know which extinguisher to use and on what type of fire if needed in an emergency? The survey found that 10% would use a foam extinguisher to put out an electrical fire. Another 27% used ABC powder fire extinguishers (or dry powder extinguishers), which are suited to solids, flammable liquids and flammable gases – Class A, B, and C fires. They SAFETY


should never be used in small, confined spaces if there is a risk of inhaling the powder. Both types of fire extinguisher can badly damage equipment that may be unaffected by the fire itself. The fire service recommends using a carbon dioxide (CO2) extinguisher (black label). The survey, which included H&S managers, also revealed that 8% admitted they didn’t know which fire extinguisher they should use and 7% were unaware of the universal colour-coded system for fire extinguishers. Each year, there are 40,000 fires in the workplace, which can put the lives of workers at risk but using the wrong type of fire extinguisher can also have major consequences. Not only can it

maximise the spread of a fire, it can cause major damage to a site and equipment, thus costing companies millions of pounds to repair the damage. Using the correct fire safety equipment is of utmost importance, and it’s crucial that all staff on site are trained, aware and understand what type of fire extinguishers to use and in what situation. It is also interesting to note that five of the top 10 fines under the Fire Regulations included lack of fire awareness training.


Contact Safety Aide for your free fire awareness online training trial – www.



SPAL: Outstanding in its field SPECIALIST FAN AND blower OEM SPAL originally made its name in the demanding bus and automotive sectors, with engine and HVAC cooling solutions; today it provides market leading technology and expertise to multiple sectors, including the agricultural equipment market. SPAL fans and blowers are fitted on the majority of global OE manufacturers of tractors, combines and agricultural machinery, providing large-scale, hardworking cooling that functions effectively, no matter how challenging the external conditions. ‘Shaping Air’ Since 1959 Established in 1959 in Correggio, Italy, SPAL designs and produces axial fans and centrifugal blowers. Its global operations now include China, USA, Brazil, Japan, South Korea and India, with much of this development being led by the growth of agricultural business. In 2007, a new product division was created for the development of


software driven, brushless drive motors and by 2017 a new dedicated brushless production facility was opened at Correggio, capable of producing 1.5 million brushless units a year, bringing total production to over 6 million units per year. Consequently, SPAL is at the forefront of brushless technology and the range now includes products as small as 10W up to a mighty 1Kw power output. Waterproof, dust-proof and spark-free, SPAL’s fully sealed motors are designed to meet IP6K9K safety specifications. Outstandingly reliable, SPAL brushless fans and blowers maintain high performance and deliver a long working life (30,000+ hours), even in extreme environments such as ambient working temperatures of up to 120°C.

and filled with dust particles. SPAL’s HVAC solutions cool the air and filter out dust to ensure a comfortable and healthy space for the vehicle operator.

A Breath of Fresh Air A key application for SPAL blowers is for maintaining cab air quality, particularly in the summer when it can become as hot as a glasshouse

Bespoke Solutions Working with global vehicle designers and manufacturers at the earliest stages of development, SPAL is able to apply its many years of R & D

Overnight Delivery for Over 1000 Agricultural Applications In 2009, SPAL UK opened its Worcester warehouse, which carries over £500,000 of stock available for overnight delivery. Products serve main engine cooling, hydraulic cooling, HVAC, seed blowing and hedge cutting. The comprehensive range is extremely adaptable with just eight core SPAL products covering over 1,000 applications in agriculture. With an extensive cross reference library covering the agricultural sector, SPAL UK can also provide a full technical support service.

and rapid prototyping capability to produce bespoke products. The company is already involved with key global automotive names as well as innovative niche manufacturers, developing the next generation of conventional, hybrid and electric vehicles. Euro 6 Regulations An area where SPAL brushless technology is proving itself is in retro-fitting electric multi fan arrays in place of hydraulic fans in bus and coach applications to meet Euro 6 requirements for low emissions. As the scope of the regulations extends, electric fans are a cleaner option which delivers an 11% fuel saving and will have crossover in the agriculture sector. Give SPAL a Try As the OEM choice and the ability to access expertise from other sectors, it’s worth considering SPAL’s off the shelf and bespoke fans & blowers for your agricultural applications.


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‘It’s great to be part of a legacy’ Emma Leah, business manager at RVW Pugh, explains her role in the Farm Machinery Dealer of the Year RVW PUGH, A family-run business based in Churchstoke, Powys, is celebrating its 40th anniversary this year after growing substantially over the past 15 years. The dealer, which has three depots and specialises in Fendt and Massey Ferguson, sells new and used tractors and machinery, parts, groundcare equipment and tools, gifts, clothing and children’s toys. As we reported in the last issue of BAGMA Bulletin, the business was named Farm Machinery Dealer of the Year at the most recent Service Dealer awards. To find out more, we spoke to its ‘MD in training’, Emma Leah.

What can you see from your office window? Lots and lots of tractors!

Were you always destined to enter the family business? No, I was very adamant when I was 16 that I was going to go to uni and do my own thing, find my own feet in the world. So after I completed my degree in marketing I worked as a marketing executive in a couple of companies in the East Midlands before I came back home in my late 20s. The last company that I worked for was Rolls Royce, which was great and I remember I travelled to the States on my first day but at the end of the day I was just one person in a massive organisation and there was a limit to what I could influence.

What are the advantages of working with the family? One of the main advantages for me is that I really care about what I do. I am passionate about what I do, the people I work with, the products we sell. It’s great to be part of a legacy, I guess.

did manage to get away for our first family holiday in 20 years last autumn, which was great and something that we want to try and make time for annually now.

Where do you fit in to the business? Physically I fit in a very snug desk space between a filing cabinet and our accounts manager! On an organisational level my official title is business manager. I guess you could call that MD in training! I work closely with Massey Ferguson and Fendt as our major partners, I set our departmental targets for the year and work with the teams to try and achieve them! Every day is so varied, I always have a lot of projects on the go!

Was winning the recent award your business highlight or have there been others? It was certainly lovely to win the award, it was a cracking conference and winning the award was definitely the icing on the cake! It’s nice for the team to be recognised within the industry for the work that they do, to have customers take time out of their day to vote for us and say they appreciate our service means a lot. I suppose I also have to mention that I was also interviewed on BBC Breakfast and won BAGMA’s young dealer of the year award back when I qualified as ‘young’!

How has BAGMA helped the business and you over the years? We use BAGMA’s services quite a bit. We have used their bank for competitive rates for vehicle loans and negotiated better credit card processing terms through BAGMA. One of the most useful tools is the legal help and advice on hand when we just want to run something past a professional body.

And the disadvantages? Not actually making time to do family stuff, because you see each other at work every day, you never do the whole Sunday lunch thing or actually talk about anything that isn’t work! We


What more could BAGMA do for companies like Pugh’s? One think that I’d like to see BAGMA do more with is raising the profile of the industry to

young people as a career. I know that BAGMA has worked hard on ensuring the new trailblazer ag engineer apprenticeship has been accepted but all ag dealerships across the county, across the brands, are struggling to recruit and retain young talent into their businesses.

We hear you’re about to become more involved in the association. Yes, BAGMA has just asked me to become a member on its publishing board. I am not sure what it will entail as I’ve not been to my first meeting yet! I hope because of my marketing/PR background that I will be able to offer some benefit to the board and I’m excited to try and offer an ag dealership’s perspective to the mix.

How do you see the future for independent privately owned dealerships? I think there are exciting times ahead for those that want to do something differently and stand out from the crowd. I think it doesn’t matter what industry you are in, there are always going to be companies that do well and those that don’t. It’s about making sure that you don’t sit still and ensuring that you are one of those succeeding.

What’s the biggest challenge facing the business today? I think one of the major challenges is recruitment of talent. Raising awareness of the agricultural industry as a career option is something that I am really passionate about at the moment. We talk ourselves down but there are great opportunities. Every kid loves tractors and farms, it’s making sure that we keep that passion alive through their school life and that they consider it as an option.

What’s been your biggest adventure? My philosophy is that life is one big adventure and we have to enjoy the ride. I have so many to pick from – living in a campervan in Australia for nine months, backpacking through Southeast Asia solo, and more recently embarking on the adventure of being a mum!


Building a brand As Emma has a degree in marketing, we asked her about the keys to successfully marketing an independent family dealership. Although we are passionate about the AGCO franchises we hold, we don’t want to be just the local Massey Ferguson or Fendt dealer. We want to be recognised as RVW Pugh in our own right. To that end we have worked hard to build our brand. Here is a simple three-step plan I would recommend:


EVALUATE YOUR VALUES. What does the company stand for? Is it a family business with family values and heritage or do you want to promote yourself as customer focussed? When we looked at our key values, we came up with PUGHS – Pride (in yourself, your work, your workspace, the company and its products); Understanding (your role, the impact of your actions on colleagues, customers, the environment, and the bottom line); Go-getting (progressive in the way we do things); Honesty (to yourself, your customers and suppliers); and Service excellence (giving the best service that you can every day).


COMMUNICATE THOSE VALUES. Once you have identified your core values, you need to develop a marketing strategy and put your brand in front of your target audience. We have had a full-time marketing person on board over the last 10 years, even when we were turning over half what we are now. We have always recognised the importance of communicating to our customers. Marketing isn’t just an advert or mailer, it is “the management process for identifying, anticipating and satisfying customer requirements profitably”, according to the Chartered Institute of Marketing. It’s important to ensure that every piece of communication/marketing that you send out needs to have an aim and purpose. What are the key messages that you want to get across and what results are you hoping for?


DEVELOP A PERSONALITY. Ensure your online personality and faceto-face customer encounters give the same sense of identity. We have a strong social media presence where we have a following of 6,500 people on Facebook that interact with our page. We also try to give useful advice through our newsletter ‘Pughs News’ and case studies.


Spring Trade Shows 2018



Thursday 8th March (2pm - 6pm)

Thursday 22nd March (12pm - 8pm)

Sandy Park, Exeter (Chiefs) EX2 7NN

Norfolk Showground, Norwich NR5 0TT



Tuesday 13th March (1pm - 9pm)

Thursday 19th April (2pm - 9pm)

Chateau Impney, Droitwich WR9 0BN

Chepstow Racecourse, NP16 6BE



Tuesday 20th March (10am - 6pm)

Thursday 26th April (12pm - 9pm)

Newbury Racecourse, RG14 7PN

Macron Stadium, Bolton BL6 6JW


ALL OUR SHOWS PROVIDE FREE HOSPITALITY & ON-SITE PARKING Have you had your invitation? If not please contact your local branch, sales representative, email or call 01322 321460


The future of farming

Methane-powered tractor ‘in three years’

Farming the Hands Free Hectare

Farming is no stranger to technological advances, but the pace of change at the moment is something new. With a shortage of farm labour and increased demand for more efficient production, an increasing number of functions on the farm are becoming automated. Here, we take a look at the key changes taking place… THERE’S A 1HA FIELD in Newport, Shropshire, that’s farmed solely by robots and drones. Known as the Hands Free Hectare, it’s an experiment run by a team of researchers and agricultural professionals from Harper Adams University in partnership with precision farming specialist Precision Decisions. The field produced its first crop of barley last year and the barley is being used to make the world’s first ‘hands-free beer’. This year the crop is likely to be wheat. It shows what’s possible and what is destined to become the norm in our countryside. The Hands Free Hectare is part of the growing trend of precision farming, wherein automated machines perform human tasks more efficiently – collecting reams of data on soil, crop disease and climate impacts that can be used


to pinpoint problems, tailor farming methods and boost production. It aims to help farmers meet the challenge of feeding a growing world population by plugging some of the gaps in our food system that have been opened by political upheaval and climate change. The opportunity is significant: according to, the market for precision-agriculture devices and services is predicted to grow in 2018 to $4bn (£3.12bn) – and it’s being driven forward by the ubiquitous, versatile and accessible drone. In the Shropshire field, drones survey the plot, gathering image data and collecting and sampling grain directly from plants, enabling the farmer to remotely judge when it’s time for harvest. “You can use this automated system to work

New Holland has said its methane tractor, announced in London last August, will be commercially available “within the next three years”. But Mark Howell, New Holland’s global product manager for alternative fuels, also outlined one of the stumbling blocks: “We need decent order numbers in the early stages to make the production of these tractors justifiable.” The concept machine is based on a New Holland T6 tractor (pictured), but parent company CNH Industrial’s engine department already has a family of methane-powered engines, which includes four and six-cylinder models from three to 12.9-litre capacities. The new tractor is the brainchild of Scotsman David Wilkie, head of CNH Industrial’s design centre in Italy. He says he took inspiration from nature when dreaming up the vehicle. It has all the performance of its fossil-fuelled equivalent, but greener credentials. “It’s a hi-tech vehicle with a lot of important technology on board,” he said. “The idea was to make life on board more comfortable, pleasing and ergonomic. It’s also much cleaner, more integrated and stylish than tractors as we know them. “In one way it’s futuristic but it also has to be real.”


Farming at the Hands Free Hectare


Robots are here Examples of how AI and robotics are converging within the agriculture industry.

lB  lue River Technology, which

John Deere acquired last year, has launched a weed-spraying machine called the See & Spray robot.

l Harvest CROO Robotics has your land without having to physically concentrate, while getting better yields with lower inputs,” says Jonathan Gill, a researcher at Harper Adams University. In the United States alone, there are forecast to be 300,000 commercial drones by 2018, and agriculture will be their second-biggest market, after infrastructure, according to accountancy firm PricewaterhouseCoopers. One use is multispectral imaging, which reveals the early spread of disease in plants, invasion by pests or nutrient deficiencies in soil – enabling farmers to focus the application of pesticides and fertilisers, saving them time and money and reducing environmental impacts. In 2018 and beyond, these applications will become indispensable to farmers. “Eventually we’ll see drones integrated into the national airspace. Companies are going to commission drones to stay up there [and survey farms] for long periods of time,” predicts Nikhil Vadhavkar, president and CEO of Raptor Maps, a US-based company that makes software to tailor drones to farmers’ specific needs. Raptor Maps is currently working with potato farmers to produce drone-based imaging software that can determine from the air


The estimated value of the agricultural robots and drones market by 2038. Source: IDTechEx


which farming practices are generating the best-quality potatoes. Another – perhaps less obvious – benefit, according to Geoff Simm, director of the University of Edinburgh’s Global Academy of Agriculture and Food Security, is that farm drones are attracting a new generation to the industry. He says: “In the future, farmers are more likely to become drone pilots than soil diggers.” The Iseki tractor used on the Hands Free Hectare uses an autopilot system designed for drones during spraying, drilling and rolling operations. The combine was also relatively small – a Sampo with a header unit of only two metres. Martin Abell, mechatronics researcher for Precision Decisions, can see many advantages for using smaller, lighter, cheaper machines as they cause less soil compaction and are better for plant health. As well as drones, two other key pieces of equipment coming to a farm near you include: l Sensors – which are getting smaller, more lightweight, more powerful and more accurate; l Agricultural robots (often called “agribots” or “ag robots”) – they are getting better and better, and their price will come down.

40,000 2024 The number of fullyautonomous tractors expected to be sold in 2038, when sales of tractors with some degree of autonomy is predicted to hit $27bn.

The year when sales of agribots will rapidly grow, as operators take on small fleets for a variety of functions.

introduced a strawberry-picking machine. The company claims that the machine’s general workload capacity is comparable to 30 human farm workers. In a 24-hour time span, the robot is reportedly capable of picking strawberries across eight acres of land. Japanese company Shibiya Seiki also has a strawberry-picking robot which it is developing in collaboration with Japan’s National Agriculture Food Research Organization (NARO).

l R&D company Octinion’s

strawberry harvesting robot, which is due to debut this year, has 3D computer vision which gives it the ability to only pick strawberries that it won’t bruise.

l Israel-based FF Robotics is

developing an automated applepicking robot. California-based competitor Abundant Robotics is reportedly aiming to bring its commercial apple harvester to market this year. It uses vacuuminspired technology.

$420m 1m Value of drone sales in the agriculture market in 2028, as drones transition from providing aerial data to other functions, such as spraying.

The number of robotic lawn mowers sold by Husqvarna.








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Come and be inspired


BIRA CONFERENCE AND AWARDS 2018 May 10 Jurys Inn Hinckley Island Hotel and Conference Venue, Burbage, Hinckley

A N IMPR ESSI V E ARRAY of speakers are lined up for bira’s annual conference and awards event. The conference is an opportunity for all independent business owners to look at how technology will shape the future of selling. The speakers include Levi Roots (pictured), who went from Rastafarian musician to highly successful businessman via Dragon’s Den, Luay Alfaham, a communications specialist for the Home Office who wants to equip small businesses with the tools to protect themselves against the increasing threat of cybercrime, and the Reverend Richard Coles, who enjoyed three UK Top 10 hits as part of The Communards. Other speakers set to inspire include Hugo Jen-

Impressed by new machine kins (commercial director of Trouva), Polly Barnfield OBE (founder and CEO of Maybe), Stacey MacNaught (a digital marketing professional), Chris Fowler of LDC, Danny Crowe (a marketing specialist), and Stewart Muir (a project manager at the Energy Saving Trust). Glaswegian entrepreneur and stand-up comedian Hardeep Singh-Kohli will act as host. BAGMA members are also invited to enter the bira Awards, where the very best in our sector will be celebrated.

FIRST-TIME TORO PURCHASER A ndrew Gilliar, a Countr y w ide Grounds Maintenance franchise owner, has been singing the praises of the LT-F3000 triple flail mower. Andrew, whose clients range from

schools and councils to commercial estates, said: “I was amazed by the versatility of the machine, which made it stand apart from any others I’ve used.” He has now ordered another LT-F3000.

New range of grinders Foley United has added three new grinders to its range. This gives Foley six models to cater for every method regardless of budget, including the addition of its first spin-only grinder (the ACCU-Sharp 622 SO, pictured).

Visit the website for further details.

Tillage-Live returns to Scotland TILLAGE-LIVE September 26 Eweford Farm, Dunbar, East Lothian

TILLAGE-LIVE IS SET to return to Scotland this year with the event being held in Dunbar, East Lothian, on Wednesday, September 26. The event at Eweford Farm will include working demonstrations, a static machinery display, and a knowledge trail which

offers in-depth information on areas such as cultivation and soil structure. Kayleigh Holden, event organiser, said: “The AEA are extremely pleased to be back in Scotland which we last visited in 2012. The site in Dunbar offers excellent facilities for manufacturers to showcase their machinery to potential customers and visitors alike and we would like to thank Eweford Farm for hosting the 2018 event.”


Trailed mist sprayer KUHN FARM MACHINERY has launched a new mist sprayer as part of its Amenity Pro horticultural equipment range. The trailed ANTIS mist sprayer has been specifically designed for applying crop protection chemicals in vineyards, orchards, market gardens and soft fruit

plantations. It is available in three tank sizes – 1000, 1500 and 2000 litres – with each version available with either a round or v-shaped mist blower, both of which use an inverted suction turbine to provide accurate and comprehensive mist coverage.




Connecting with the South West THE FIRST OF this year’s new BAGMA Connect regional meetings was held at the Haynes Motor Museum, Sparkford, Somerset. The venue provided a great backdrop to a very full morning meeting for members and guests from all over the West Country and South West. Despite the threat of some very bad weather the meeting was attended by 25 people from 18 companies. The Connect chairman, Peter Arrand from RBM Agriculture Machinery, explained the purpose of the Connect group to support the regions is to bring businesses together to discuss industry and local issues. Agenda items covered training and education, health and safety and the creation of a new Young Managers Group to be spearheaded by Elliot Prior of Mason’s Kings who


recruited his first member at the meeting. Topics which created a lot of debate were the enforcement of the General Data Protection Regulations from May and what dealers need to do to be compliant and avoid potential heavy fines and the implementation, again in May, of MOT’s for Fast Tractors. The issues surrounding the release of Repair and Maintenance Information by manufacturers also raised some discussion with another legislation change also due in May this year. Keith Christian, Director of BAGMA, talked through the National Dealer Survey carried out each year and demonstrated the CLIMMAR website.


regarding BAGMA Connect can be sent to

The winning team: Peter Arrand, BAGMA vice president; Andy Stirrat of Pro-Test; Khalid Rehman of Global Payments; Abigail Marsh of Safety Aide; with Dean Lowe of sponsors Safety Aide

The runners-up: Jimmy Glen, retired; Kate Robb, Fraser C Robb; Duncan Murray-Clarke, Service Dealer

Alex MacAllister, BAGMA’s piper, receives the Best Novice Award from current Scottish senior curling champion David McQueen

On the slide in Stirling BAGM A’S A N N UA L CU R LING competition reached its 30th year with a full house of 32 curlers using four sheets of ice at the Stirling rink in Scotland. Not quite on a par with the curling at the Winter Olympics, BAGMA’s event was still exciting, as experts competed alongside novices. This year saw the return of David McQueen (Scottish senior curling champion) as well as regular experienced curlers from dealerships and service providers. Novices included bira’s new Scotland regional membership manager, Janine Redford, who was presented with the Miriam Byrne’s Choice Award for

outstanding newcomer. Alex MacAllister, BAGMA’s favourite piper, received the Best Novice Award from McQueen and also a special award, provided by Chris Biddle of Service Dealer fame, called the ‘Falling Down Water Award’ which was presented for Alex’s tumble on the ice. The annual curling event is sponsored and supported by Safety Aide, health and safety consultants to BAGMA members. Our insurance partner Towergate provides prizes for the runners-up. Each member of the winning team is also presented with a silver salver from BAGMA.


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conference and awards Jurys Inn Hinckley Island Hotel, LE20 3JA

10 May 2018

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BAGMA bulletin - March/April 2018  
BAGMA bulletin - March/April 2018