New Holland and John Deere are the two common tractor brands seen in Italian fields. Massey sales have stabilised, but Fendt business is on the increase, says president, Francesco Casella of AGCO dealer, Casella Machine Agricole.

With €3 million of new and used stock on the books, Casella Machine Agricole is believed to be the largest tractor and machinery dealer in northern Italy.

Covering six provinces in the fertile Po valley, the dealership operates from an extensive site on the outskirts of the small town of Carpaneto Piacentino; roughly in the middle of a triangle formed by the cities of Milan, Parma and Genoa, in Piacenza province.

The Italian dealer sells around 160 new tractors a year, and at the time of our visit had shifted 10 Fendt 1050s, six Katanas and three tracked MT 943s.

A Fendt dealer since 1970, and an AGCO one since 2003, the business also has two manufacturing arms; one making Casella irrigation machinery, the other MTS tomato harvesters.

The company sells the complete Fendt range, including the Katana self-propelled forager and all grassland machines. Also a Massey dealer, other franchises held by Casella include Merlo, Lemken, Goweil, Monosem, Amazone, Sulky, Gaspardo and Krone, and the company is the Italian importer of the Dutch-made Vervaet machines.

New Maschio Gaspardo drills and power harrows ready for dispatch to local Italian customers.

Mr Casella, one of four company owners, is confident of shifting more new and used tractors and machines in the future. Business was up by 18% in 2019, and they have easily surpassed 2018’s turnover of €75 million (includes €10-€15 million irrigation equipment).

Massey Ferguson sales have stabilised in Italy, says the Casella boss, but the company still shifts an average of around 50 a year.

In an average year, the dealer sells around 160 new tractors (includes 50 Fergies) and 60 odd Merlo telehandlers, and so far has shifted 10 Fendt 1050s, six Katanas and three tracked MT 943s.

President Francesco Casella of AGCO dealer Casella Machine Agricole is confident for the future of the business.

They have not yet been able to get their hands on an Ideal combine, but are confident of selling one in the region sometime soon. Farms in the area vary from 50ha to 500ha.

Main crops include cereals, lucerne, maize and tomatoes and the popular tractor size is from 150hp to 200hp. Fendt’s 724 is a big hit as is the Massey 5712. The yard and some of the buildings are lined with a mix of new and used machines.

With €3 million of new and used stock on the books, Casella Machine Agricole is believed to be the largest tractor and farm machinery dealer in northern Italy.

At the time of our visit the yard contained numerous trade-ins from all tractor brands, including one each of a Claas green and yellow tracked MT Challenger, and numerous John Deere, Landini, McCormick and Lamborghini tractors. There are also plenty of round and square baler trade-ins from a wide number of different brands, and heaps of used Italian-made ploughs, power harrows and sprayers.

“Many of these will eventually end up in eastern Europe, and especially in Rumania,” said Mr Casella, “which has evolved into one of the most important markets for used tractors and machines.” Italian tomato prices are down on what they used to be, but cereal farmers have had a reasonable couple of years.

The average milk price of around €0.42/litre is good for dairy farmers. Much of the milk produced in Piacenza is destined for the local production of Parmesan cheese, prices of which recently hit a high €0.80/litre.

After a few lean years, Italian arable and dairy farmers are now more confident to invest in new tractors and machines and Mr Casella is confident for the future of the business, which provides jobs for 120.