Massey Ferguson Experience highlights innovation in agriculture

Massey Ferguson held the "Massey Ferguson Experience 2026" event this Tuesday (April 7th) at the Coopercitrus Credicitrus Foundation in Bebedouro (SP). The meeting aimed to provide participants with a practical experience through test drives of the brand's main releases for this year, demonstrating technological innovations to increase productivity in the field. 

According to Lucas Zanetti, Product Marketing Manager at Massey Ferguson, the use of embedded technologies has expanded the management capacity of agricultural operations, allowing for greater precision and cost savings in the field. “Today, producers need to extract maximum efficiency from each operation. The solutions we present here show how technology can help reduce fuel consumption, avoid waste of inputs, and increase yield per hectare, in addition to various agronomic benefits that enhance crop productivity in a more sustainable way,” he states. 

Among the highlights were equipment aimed at different types of producers, including low-power tractors for livestock and citrus farming, as well as solutions that serve segments such as grains, sugarcane, and others. Updates to the brand's already established series also attracted attention, with advancements in performance, connectivity, and comfort. 

Connectivity was another central point of the meeting. Real-time monitoring and fleet management tools allow for tracking machine performance and making faster day-to-day decisions. "Digitalization in the field is already a reality and is becoming increasingly accessible. This directly impacts the producer's profitability, allowing them to better plan their operations and reduce costs," adds the executive. 

In addition to efficiency, sustainability also gained prominence in the demonstrations. Technologies focused on better distribution of agricultural waste, soil preservation, and more rational use of inputs and fuel were presented as allies for a more balanced production. “It is possible to produce more and better, with less environmental impact. Machines have been evolving precisely to support this balance between productivity and resource conservation,” emphasizes Zanetti. 

The initiative also anticipated trends that are expected to gain momentum throughout 2026, focusing on automation, connectivity, and resource optimization. "Practical experiences like the test drive are fundamental to bringing producers, specialists, and opinion leaders closer to the innovations that reach the market," emphasizes Zanetti.