Mr. Lukas Viebrock, product manager, digital solutions lead Asia of CLAAS Regional Centre South East Asia Ltd. at AGRITECHNICA ASIA 2024. (Image source: FEAG)

At this year’s AGRITECHNICA ASIA 2024, which took place at the Bangkok International Trade & Exhibition Centre (BITEC) in Bangkok, Thailand, Mr. Lukas Viebrock, Product Manager of CLAAS Regional Centre South East Asia, in conversation with Far Eastern Agriculture, discussed the company’s latest baler upgrade as well as efforts to adapt to the Southeast Asian market, while also highlighting their goals to strengthen their after-sales service and distribution network

Can you tell me a bit about CLAAS and the type of products you manufacture?

Lukas Viebrock (LV): CLAAS is a family business from Germany, already over 100 years old. We manufacture a diverse portfolio of agricultural machines from harvesters like combine harvesters or forage harvesters, to implements like balers, and, of course, tractors.

What is the significance of your presence at AGRITECHNICA ASIA this year?

Lukas Viebrock (LV): CLAAS has been in South East Asia since more than 10 years and local strength in this region was so important to us, that we decided to open a Regional Centre here in Bangkok where we support the entirety of South East Asia and East Asia. Therefore, the presence at the AGRITECHNICA ASIA is a must for us, even more due to our close collaboration with DLG, not just in Germany, but around the globe.

How has your market presence been so far?

Lukas Viebrock (LV): For sure, CLAAS is more widely known in our home markets in Europe and North America than in South East Asia. Here, we have strong local competition and very different farming practices and applications for our machines. Therefore, we focus on our strengths in specific niches to find entries. Like, for example, the QUADRANT square baler, which is a machine that is used all over Europe, but also fits here to the specific application of sugarcane straw baling. Today, we are presenting our newest update, the QUADRANT EVOLUTION and behind us is one of the very first units of this series in Thailand. Next to new machines, the majority of QUADRANT in Thailand are used machines. Therefore, the farmers in Thailand know basically every CLAAS baler generation in the last 30 years. These machines that have been run in, for instance, Germany, France or the UK, for 5 years to 15 years, now get imported to Thailand, and start their second life.

Do these used machines go to smallholder farmers?

Lukas Viebrock (LV): The main user group of our machines are contractors. They are the link between the farmers and the sugar mills with power plants. Large machines are always an investment, and one of the biggest challenges we are facing locally is adequate financing. Especially for these big machines, it is quite challenging for farmers or contractors, and therefore they usually start off with older machines or smaller machines and then slowly upgrade to bigger, newer models.

What makes your product unique in comparison to your competitors?

Lukas Viebrock (LV): We started in Thailand already in 2015 with this special application in sugarcane trash. At that time, many other competitors also started. Now, we are the only ones with significant presence left in the big square baling segment. Still, it was a very tough start because we had to figure out how to work in these harsh conditions. Sugarcane trash is quite challenging. We applied our experiences to the machine design and operation, to finally have a reliable and easy-to-use square baler, for any condition.

What makes sugarcane so challenging?

Lukas Viebrock (LV): Two things. One, a lot of soil is picked up with the sugarcane straw from the ground which is abrasive to all parts directly in the crop flow, and contaminates the bearings with dust, if the maintenance is not done right. Two, the sugarcane leaves itself are also very abrasive, basically like sandpaper. Both of these cause extreme wear and load all components of the machine.

Is there any method to overcome these conditions?

Lukas Viebrock (LV): Yes, definitely. So, for example, all parts in direct contact with the crop flow has been changed to a higher material class or received additional coating, to reduce abrasive wear. Also, for example, we have added a perforated floor for the pre-chamber, to allow the soil to fall through, instead of going through the entire machine.

What are your short- and long-term goals?

Lukas Viebrock (LV): We want to strengthen after-sales support even more. We already set up a distribution network since a few years. All our dealers are specialists in square balers because this is what CLAAS is known for in Thailand. For the support of our dealers and our customers, we set up a central parts distributor to increase the spare parts stock level with a central warehouse in Bangkok. From there, they can reach any place in Thailand within 24 hours for the majority of parts. We want to make sure our customers keep on running during the season, and support used machines with original spare parts.

Do you provide any training programmes?

Lukas Viebrock (LV): Most training programmes are provided to key customers and our CLAAS dealers who are then providing this knowledge to their customer base. For the operator training, we focus on safe and effective operation but also specifically on maintenance. In these very tough conditions, it is extremely important to maintain the machine correctly, to achieve high reliability. There are also a lot of used machines imported by independent dealers, which do not always receive adequate support. However, in the end, it is a CLAAS machine, and we must support them, especially with after-sales.

The event featured an array of agricultural innovations focused on addressing critical issues affecting millions.

This year, AGRITECHNICA ASIA and HORTI ASIA 2024 opens its doors to more than 353 exhibitors from 28 countries, featuring an array of agricultural innovations focused on addressing critical issues affecting millions

Day 1 of the show kicked off with a conference programme highlighting the latest and innovative technologies fostering sustainability in smallholder farming. Experts from organisations like the International Rice Research Institute (IRRI) and the Mekong Institute discussed results from collaborative studies, bringing to light, scalable alternate wetting and drying (AWD) technologies as well as innovative low emissions cultivation technologies and their significance in the South and South East Asian rice sector. 

On the AGRITECHNICA side, exhibitors from top agriculture technology and machinery companies displayed their latest innovations aimed at revolutionising Asia's agriculture sector. Notable examples include companies like AGMA TOYAR, that displayed its state-of-the-art conveyer fruit and vegetable sorting system. Equipped with artificial intelligence (AI), the system bolsters productivity, while at the same time maintaining both internal and external quality of produce.

Another remarkable innovation includes sustainable bale processors from agri machinery company Teagle, that utilise plant wastes to produce biofuels. Being a first time exhibitor in Thailand, the company displayed its machine alongside sugarcane waste supplied by Thai exporters.

Moreover, standing with a firm focus on quality and primarily focusing on the hydroponics segment, Tamil Nadu-based company, Agriplast, known to be India's largest greenhouse manufacturers, highlighted their aim to help growers grow more.

Drones and vision systems were also among the highlights of the show. Global Affairs manager of agri drone manufacturing company, XAG, Olivia Zhou spoke about their upgraded XAG P100 drone, which is due to be released in about a year. In addition, a conversation with Stonkam Co Ltd's regional account manager, Angeli Li, also threw off sparks of insight regarding their AI-equipped vision systems that are used both in agriculture and other sectors such as construction. 

On the Horti Asia front, companies like NETZERO CARBON, shed light on their unique approach to utilising silica extracted from rice plants as fertiliser for numerous crops including rice plants. This is because rice being a silica loving plant, has very good adaptation to silica. Regarding net zero, the company collects carbon credits through a number of renewable energy projects involving installations. 

Day 1 finally concluded with a networking night where exhibitors, visitors and members of the media gathered, raising their glasses to celebrate a day well accomplished.

On till 24 May, the three-day event at BITEC, Bangkok, Thailand is showcasing innovations from more than 353 exhibitors. (Image source: AGRITECHNICA ASIA and HORTI ASIA)

The opening day of AGRITECHNICA ASIA and HORTI ASIA 2024, organised by the German Agricultural Society, DLG International, VNU Asia Pacific, and officially co-hosted by the Ministry of Agriculture and Cooperatives of Thailand witnessed an urgent call to address the crisis facing the agriculture industry and the world at large. 

Besides showcasing advancements in agriculture globally and uniting farm professionals from Asia, the event fosters a collaborative effort to drive sustainable practices and solutions.

On till 24 May, the three-day event at BITEC, Bangkok, Thailand is showcasing innovations from more than 350 exhibitors, including global leaders like Netafim, Klasmann-Deilmann, Dummen Orange, John Deere, Mahindra & Mahindra, AGCO, CNH - New Holland, and CLAAS.

There will be a special focus on facilitating business between manufacturers and importers. Targeted sessions will help international manufacturers and technology providers to navigate market entry in countries like the Philippines and Thailand, fostering new opportunities and collaborations.

In collaboration with the Ministry of Agriculture and Cooperatives, AGRITECHNICA ASIA and HORTI ASIA will provide Thai farmers with insights from global agricultural experts through guided tours of the fair. This initiative aims to share valuable knowledge and innovative practices to enhance local farming techniques.

Katharina Riehn, vice president and chairwoman, DLG - German Agricultural Society, said, “Collaboration is key to finding solutions, which is why our theme for this event is 'Co-creation and sustainable networks.' This edition is breaking records: the exhibition space has doubled since our last edition, featuring innovations from over 353 companies and organisations. By bringing together experts and innovators, we aim to address the pressing challenges of climate change and food security while increasing efficiency in farming practices.”

Panadda Kongma, vice president of VNU Asia Pacific, said, “AGRITECHNICA ASIA and HORTI ASIA 2024 are advancing sustainable agriculture in Asia, showcasing over 353 global brands from 28 countries and hosting more than 50 conference sessions. Our aim is to position Bangkok as a hub for Agri/Horti business in Asia. The agricultural market in Asia is experiencing robust growth, particularly in the greenhouse segment, which is projected to grow at a compound annual growth rate (CAGR) of 14.12% from 2022 to 2027.”

Artthakorn Sirilatthayakorn, Deputy Minister of Agriculture and Cooperatives, Thailand, said, “Thailand is proud to host this significant event. It is through collaborative efforts that we can shape the future of agriculture, ensuring it meets the demands of today while preserving resources for tomorrow. Our focus on smart technologies and mechanization is key to tackling the challenges posed by climate change and food security. We are committed to supporting initiatives that promote sustainable farming practices and innovations.”

Chiruit Isarangkun Na Ayuthaya, president of Thailand Convention and Exhibition Bureau (TCEB), said, “AGRITECHNICA ASIA & HORTI ASIA 2024 is providing us with windows of opportunity. Bringing together the latest in agricultural and horticultural innovation and technology from Thailand and around Asia. It serves as an important platform for knowledge exchange, technological know-how, networking to co-create and expand business connections. They attract international and local experts who are eager to share best practices and forge partnerships that will drive future growth.”

We Innovate Animal Farming is the guiding theme of this year's EuroTier. (Image source: EuroTier)

As part of EuroTier, which is scheduled to be held from 12-15 November 2024 in Hanover, Germany, the DLG (German Agricultural Society), as the organiser, will be presenting three different awards for engineering ingenuity

A recognition of the outstanding importance of animal husbandry technology needed for sustainable livestock farming, the awards reflect three key areas of innovation: visions and concepts; animal welfare and animal health; and market ready products and machines for practical use.

"We innovate animal farming" is the guiding theme of this year's EuroTier. True to this idea, the DLG will once again be conferring three types of awards to companies that present innovative solutions designed to master current challenges such as animal welfare, sustainability and food security in modern livestock farming. The DLG Innovation Awards underline the potential of technical visions and innovations to unite productivity with resource protection and animal welfare.

The DLG Innovation Award EuroTier is one of the leading awards in the international agricultural livestock sector. The award recognises innovations for practical farm use and underlines the importance of modern animal husbandry technology for agriculture. Exhibiting companies at EuroTier 2024 can take part. Following evaluation and in-depth discussion, the neutral DLG innovation commission will select the winners who will receive the "Innovation Award EuroTier" in gold or silver.

The Animal Welfare Award has been presented by the DLG jointly with the bpt (Bundesverband der praktizierenden Tierärzte – German Association of Practicing Veterinarians) since 2018. The criterion for consideration is winning either a gold or silver medal in the EuroTier Innovation Awards. While animal welfare is just one of several criteria for the innovation awards, the Animal Welfare Award recognizes products and services that "particularly meet the requirements for a higher standard of animal welfare."

At EuroTier and EnergyDecentral in 2024, the DLG will once again present the DLG Agrifuture Concept Winner Award to pioneering work and concepts for sustainable animal husbandry and decentralized energy production. These are concepts and visions that have not yet reached market maturity, but are still in the development phase.

Award winners will be announced at EuroTier’s international press conference held on 24 September 2024.

The closing date for applications for the EuroTier 2024 awards is 31 July 31 2024.