New Holland has successfully concluded its 2025 Middle East, Africa, and CIS Importers Convention, held in Warsaw last month, uniting importer partners from across the region to celebrate collective achievements and chart the next phase of agricultural innovation.
Under the theme “Empower the Legacy”, the four-day convention provided a platform for open dialogue and collaboration, reinforcing New Holland’s commitment to its regional partners. The event featured plenary sessions, workshops on Parts & Services, Financial Services, and Legal Best Practices, all designed to strengthen support for both importers and farmers across the MEA and CIS markets.
Delegates also visited New Holland’s Combine Harvester plant in Płock, one of the brand’s key European manufacturing hubs, where they witnessed the company’s advanced production systems and deep expertise in harvesting technologies.
“The MEA Importers Convention is a unique opportunity to reinforce our strong partnership with our importers,” said Vincent De Lassagne, Vice President MEA, CIS, Caucasus & Pakistan. “Together with our partners, we honour our legacy while empowering future growth and innovation for farmers across the region.”
“Empower the Legacy” represents more than a theme — it embodies New Holland’s identity, its enduring partnerships, and its forward-looking strategy. The Warsaw event celebrated a legacy of trust, innovation, and collaboration, while reaffirming the brand’s leadership in regional agricultural markets.
With a long-standing presence across the Middle East and Africa, New Holland continues to build its success on product excellence, customer proximity, and strong distributor relationships. The convention highlighted the brand’s adaptability and strategic consistency as key enablers for growth in diverse markets.
As New Holland looks to the future, it says it is focused on expanding its reach, empowering its partners, and supporting farmers through advanced technology and local expertise.
