CNH has big plans for local tillage and seeding offering

CNH Industrial has named Glenn Soper as its new General Manager of Seeding and Tillage for Australia, who now has the task of shaping the company’s local strategy for its cultivation range.

Soper will work with CNH Industrial’s current seeding and tillage brands in the Australian market, namely Canadian brand Flexi-Coil and Australian brands Horwood Bagshaw and K-Line Agriculture; to create an ‘all encompassing’ line-up that will cater to all spectrums of agriculture, from small-scale farms to large broadacre operations.

Soper will be based at Mannum, South Australia, and his appointment signals CNH Industrial’s commitment to the segment, as the only major manufacturer with onshore manufacturing capabilities.

“I’m really excited about where things are going for tillage and seeding in Australia,” he says.

“We have the right mix of product, strong Australian heritage, and the innovation and skills to drive the business forward.  We’re ready to capitalise on our economies of scale to create an offering that is truly suited to the full breadth of the market. There’s opportunity to be had for our dealers and our customers.”

One of the first product launches in CNH’s range under Soper’s leadership will be the new Horwood Bagshaw TVW Spreader featuring twin chain technology that delivers a true variable width spread pattern.

This feature enables half the spreader to be shut off on headland turns, reducing fertiliser waste by up to 20 per cent. Full ISOBUS control also makes the unit compatible with a wide range of tractors.

Soper has a background in automotive, fleet sales management, dealership sales and OEM leadership roles and thus has a deep understanding of dealership and distribution networks, their operations and product expertise.

“CNH Industrial is known for its service levels, innovation and reliability and it’s a business I am proud to be joining,” he says.

“I’ve already started building out my team, with key appointments including two new production managers who will focus on customisation capacity, a seeding and tillage specialist and a new addition to the Western Australia field team.

“I’m keen to work alongside our dealers, responding to customer needs, and I am excited by our expansion plans which includes a 30 per cent increase in our manufacturing workforce in the near term.”

One of Soper’s key focus areas will be around agile, customised, efficient, and responsive production and engineering.

“Seeding and tillage practices are constantly evolving, and we have to constantly evolve, too. We are listening to customers and adapting to meet their changing needs, including providing products that are easily transportable and compliant to road traffic guidelines, which we know is important to both famers and contractors.”

Soper said his focus would be to leverage local manufacturing capabilities to ensure Australian farmers are well looked after.

“The ability to respond to local market requirements is essential, whether that is modifying a grader to suit the needs of a Queensland contractor or developing liquid fertiliser-capable carts for Western Australia, something I am excited to say we will be bringing to market pretty soon.”

Soper says he believes there is a big future for CNH Industrial’s manufacturing capability in Australia, and he has been working to build strong connections and meeting with key business and community leaders in the regions close to the manufacturing hubs.

“Australia is a significant seeding and tillage market for the global CNH Industrial brand, which means there’s also scope for us to influence production schedules and priorities as well as a solid appetite for investment in local production,” he says.

“I’m looking forward to what comes next for the brand, our dealers and the industry.”

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