Closer to the farmer: A new start in Italy
HORSCH is restructuring its sales activities on the Italian market. Christoph von Starck and Martin Kramer explain the background and how important it is to be close to the farmers.
Italy is characterised by many small and medium-sized farms and only few large ones. “The majority of arable farming takes place in the Po region,” Christoph von Starck (Director of Global Sales) explains. "Further south, vegetables are grown increasingly, but also cereals. Summers are sunny and dry, but in recent years, farmers had to struggle with increasing flooding and heavy rainfall, especially in the north."
The consequences of the climate change are already noticeable: “Many farmers realise that they need larger and more powerful technology to work efficiently in the short time windows available,” Martin Kramer (Regional Sales Manager) states. At the same time, the soils in Italy are very heterogeneous.
“Every 30 to 40 kilometres we encounter different conditions – this makes it difficult to find the perfect machine.” In this context, there also is a structural change that becomes more and more apparent: “We notice an increase in the number of contractors who need machines to cope with these conditions. Thus, we see great potential for HORSCH technology.”
New structure
Over the past 20 years, HORSCH worked with one importer in Italy who had a network of sub-dealers. “We increasingly had the feeling that this was not the right approach for us,” Christoph von Starck admits. “It was difficult to establish the HORSCH triangle of sales partner, customer and manufacturer in Italy because there were too many distribution levels between the farmers and us, and we weren't close enough.”
Thus, the decision was made to start afresh. “We cancelled our co-operation with the importers at the beginning of the year and started new partnerships with sales partners in the summer,” he adds. The dealer network is currently restructured. HORSCH is looking for additional dealers to cover all of Italy. "HORSCH now works with selected sales partners who are firmly established in their regions and cover a clearly defined area.”
Martin Kramer describes the objective: “We want to be closer to our customers and rooted more firmly in the regions. Our sales partners represent leading tractor brands. Thus, we can offer demonstrations of our machines – an important factor in Italy.”
Focus on mounted implements and service
When selecting new partners, major importance was attached to a focus on mounted implements. “It was important to us that the sales partner had a clear strategy for selling our machines,” Christoph von Starck points out. “Now we also have a sales partner who exclusively sells HORSCH products in the mounted implement sector,” Martin Kramer adds. The objective: specialised partners who understand the machines and can explain and demonstrate them.
This is why training also is a major issue – both for sales partners and service staff. “Only if they know the technology inside out, they can provide farmers with the best possible support.”.
Another focus is on service and spare parts. Martin Kramer emphasises: “Good service is very important. The network we now have established brings us closer to our customers, and thus, we can ensure better service.” The new dealer network will have several warehouses for spare parts. Christoph von Starck adds: “There will also be an overnight shipping system in case parts are missing to minimise machine downtimes.”
In addition, an effort is made to break down language barriers. Brochures and operating instructions are provided in Italian. “In the future, we will work and communicate with farmers entirely in Italian – this was a weak point in the past, but it now will be remedied,” Christoph von Starck says.
Progressive technology
Alongside the new structure, the focus is on technology that is in line with the conditions in Italy. “Terrano, Pronto and Maestro are widely used. At the same time, we see great potential for direct seeding and the corresponding machines,” Martin Kramer explains. “In the Mediterranean countries, the Avatar has already proven itself in dry conditions. We want to introduce farmers to progressive technologies that will help them to cope with their challenges,” Christoph von Starck adds. Another focus is on plant protection. “With our technology, we want to take plant protection to the next level.”
In January 2026, a Leeb crop care seminar will be held in Italy for the first time where Theo Leeb himself will present the technology. “We want to present our portfolio to farmers and show them how plant protection can be carried out more efficiently and effectively,” Martin Kramer explains.
Share knowledge, build up trust
For HORSCH, the new start in Italy is more than just a change of the sales strategy. “We want to present ourselves as a kind of agricultural consultant and share our experience and knowledge,” Christoph von Starck explains. “This creates a constant exchange between Italian farmers and our headquarters. To make sure that we know exactly what their requirements and challenges are.’
This also includes a more personal presence. “Our colleagues will talk directly to farmers on site to support them and pass on their feedback directly,” Martin Kramer states. “This is why we are currently looking for a local HORSCH sales representative to gain an even better understanding of the Italian market and optimally adapt the machines to the conditions.”
A visible sign of this new presence is the participation in the EIMA – Italy's largest agricultural engineering trade fair. “We will attend the EIMA for the first time,” she adds. “This is important for presenting our machines, but above all for getting into a conversation with the farmers.”
Christoph von Starck sums it up: “We want to build up the Italian market in the long term – with proximity, trust and technology that helps farmers to work successfully in their conditions.”