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Massey Ferguson has extended their long-term brand partnership with rugby union icon Sam Whitelock.
Massey Ferguson has announced the extension of their longterm brand partnership with rugby union icon Sam Whitelock as their brand ambassador for New Zealand, extending the role he has held since 2019 through to March 2025.
Said to share the same values and passion for agriculture as the iconic farm machinery brand, Whitelock embodies the ‘Born to Farm’ spirit.
“So we’re excited to continue our partnership with Sam, who is a bona fide champion on the field with an impressive track record,” says Haydn Reeves, senior manager – marketing, Massey Ferguson Australia, New Zealand and Far East. “Not only an on-field champion, Sam Whitelock is highly regarded off the playing field as someone who has a strong passion for farming and the rural community in general.”
Regarded as one of the greats of New Zealand Super Rugby, having played in three Rugby World Cups and with over 138 Test caps to his name, Whitelock’s impressive list of global achievements include being the youngest New Zealander in history to reach 100 tests, a key member of the 2011 and 2015 Rugby World Cupwinning teams, the 2nd most capped player in history and the record as the fastest player ever to reach 100 international appearances.
As a third-generation dairy farmer from the Manawatu region, farming is in the blood, with a strong connection to the land and a leadby- example mentality, Whitelock aligns with the values of Massey Ferguson, embodying the brand’s hard work, reliability and commitment to the task ahead.
Whitelock is an upstanding leader who is honest and dedicated to giving his all.
His commitment to giving back to the farming community is evidenced by his involvement with Farm Strong, a notfor- profit organisation focused on providing farmers with the skills and resources needed to live well and keep well.
In his role as brand ambassador for Massey Ferguson, Whitelock will feature in media campaigns and promotional events throughout the duration of his ambassadorship, allowing the Kiwi farming community to have an opportunity to connect with one of the country’s national icons through a shared love of the land.
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With the biannual Italian EIMA machinery Expo less than a month away, Case IH has taken out a Technical Evolution award for the Advanced Vehicle Suspension system available on its Optum 360–440 series tractors.
The Advanced Vehicle Suspension system, available on Optum 360, 390, and 440 models, responds to changing conditions, automatically adjusting how the suspension reacts to absorbs shocks and controlling vehicle movement.
In operation, sensors monitor the vibrations transmitted from the tractor chassis to the operator cabin, allowing the system to adjust suspension damping in real time. The control system incorporates key priorities, such as comfort at lower speeds and stability as speed increases, while also reacting to factors such as lower tyre pressures, where the tyres absorb more of the initial shock.
Case IH said as suspension requirements change throughout the working day, as tractors move between the paddock and road transport, the system manages suspension response in the background as tasks, speeds and conditions change, leaving the operator without the need to make manual adjustments.
Richard Hollins, Optum series tractors global product manager, said: “Pioneering technology must earn its place in the working day. Farmers and contractors will judge an investment by what it delivers, including manageable ownership costs, dependable up-time and the versatility to tackle different jobs. With AVS, we are putting intelligent control to work for comfort and stability, without giving the operator another setting to manage.”
Organised by FederUnacoma, the Italian Agricultural Machinery Manufacturers Federation, the contest has been part of EIMA since 1986, with the Technical Evolution distinction awarded to products that introduce original improvements to solutions already manufactured or patented.
www.caseih.com
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