Live art pays tribute to the centenary of soybeans at Fenasoja 2024

Massey Ferguson will be present at Fenasoja 2024, which takes place from November 29 to December 8 in Santa Rosa, Rio Grande do Sul (RS), with a special event in honor of the centenary of soybeans in Brazil. As part of the event, three Brazilian artists were invited to create art inspired by the grain. After a popular vote, the work 'Natureza, tecnologia humana', by artist Jaque Vieira, was the winner and will be painted live on a Massey Ferguson harvester during the fair.

“Bringing together art and agriculture in a celebration such as the centennial of soybeans in Brazil is a way of highlighting the importance of the grain for the country’s development. This initiative reflects Massey Ferguson’s commitment to valuing tradition in the field while driving innovation and creativity, connecting people and stories to the agricultural universe,” highlights Fernanda Teixeira, Communications and Customer Care Manager for AGCO South America.

National Cradle of Soy

Santa Rosa is recognized as the National Birthplace of Soybeans. The history of commercial soybeans in the country began in the city in 1924, when local families planted the first seeds, brought from the United States by pastor Albert Lehenbauer, after a season on the farm of his father, Johann Matthaeus Lehenbauer, located in Marion County.

To celebrate 100 years of soybeans in Brazil, AGCO, which owns Massey Ferguson, arranged for Fenasoja organizers to meet with the Lehenbauer family in the United States in February 2024 to visit the farm where the soybeans that began this journey were planted. The delegation, made up of president Dário Jr. da Mota Germano, vice president Marcos Servat and the president of the Fenasoja Permanent Advisory Board, Elias Dallalba, was accompanied by Everton Santos, director of AGCO.

On the occasion, Albert Lehenbauer’s descendants were invited to participate in Fenasoja to share stories about their family and the importance of soybeans for Brazil. “Looking at the past of soybeans in Brazil inspires us to build an even more promising future, investing in innovation, technology and sustainability to feed the world in an increasingly efficient and responsible way. It will be an opportunity to pay tribute to everyone who contributed to the success of the crop in the country,” says Fabrício Müller, AGCO Harvester Product Manager for South and North America.

AGCO's history in Santa Rosa is intertwined with the evolution of soybeans in the country. The demand for modernization of agricultural equipment boosted the city, transforming it into an important center for the manufacturing of agricultural equipment. In 1953, the combine factory was opened by the company Moinhos Santa Rosa and in 1988 the production of Massey Ferguson combines began. The acquisition provided cutting-edge technological support, investments in innovations, and strengthening so that products made in Brazil had increasing access to globalized markets.

Innovations for the entire crop cycle

At Fenasoja 2024, Massey Ferguson will be showcasing intelligent solutions for all stages of cultivation, including tractors, planters, sprayers and harvesters. The equipment reinforces the “Farmer-First” strategy, designed to understand what farmers need.

One of the highlights is the set formed by the MF 7700 tractor and the Momentum planter. The new versions of the Momentum planter have options of 18 to 24 rows and spacing of 45 cm and 50 cm. The vApply Granular fertilizer system, a Precision Planting fertilizer control technology, manages the fertilizer in two sections, reducing fertilizer waste by up to 50%. The MF 7700 tractor works up to 15% more hectares/hour and offers 15% fuel savings compared to models in the same category.

When spraying, the MF 500R, with the new AWD Smart Drive transmission, can operate on slopes of up to 36%. The exclusive LiquidLogic system has among its functions the recovery of the product from the spraying system into the tank after each application or product change, providing savings and sustainability. 

The brand will also be present at the fair with the new HD hybrid harvester with the exclusive Heavy Duty transmission, which offers up to 25% more ramp capacity, produced in Santa Rosa (RS), and the MF 4707 tractor, two-time winner of the Tractor of the Year Award 2021/2022 and 2023/2024. With 12x12 transmission and AGCO Power engine, it provides fuel savings of up to 10%.