Innovation born on the farm
Half a century since our inception, we’re still busy innovating to keep you ahead of the herd.
Our design process starts by listening to Farmers: what's working well, and what could be improved?
Is there a new way to face an old challenge? Or an old way to face a new one?
Farmers answers get us thinking. Research insights develop into design concepts. Prototypes of a new design begin to take shape; they’re refined by testing in the field, to see how theory holds up in practice. As well as being smart, any innovation has to be pragmatic and dependable. If a prototype shows some weakness, that's great - it moves us one step closer to the breakthrough we're striving for...