Posted: 8/7/07
McCormick president ërubs elbowsí with local farmers in Caledonia
By Charlie Warner
Argus News Editor
John Felton of Caledonia and Earl Schulte of Waukon attended the McCormick Redpower open house held at the Houston County Fairgrounds Tuesday, July 31. Schulte had purchased a new McCormick tractor from Hammell Equipment of Eitzen several years ago, and really liked the bright red tractor. Both he and Felton were customers of Hammell Equipment and had been invited to the open house to check out the new XTX Series.
The two farmers spent some time talking to a tall, dark-haired fellow with an Italian accent, who was sporting a red McCormick shirt and cap. The three men discussed the power take-off system of the new tractor line for several minutes and the "factory rep" moved on to talk to some other farmers.
When Felton and Schulte were asked how they enjoyed their conversation with the president of McCormick International, USA, they both replied, "what president?" When they were informed the tall, dark gentleman with an accent was Simeone Morra, president of the company, they were both very much surprised and impressed.
"I think itís really something the president of the (McCormick Tractor) company would come to Caledonia to talk to us about his products," Schulte said.
Itís something to think the president of the fourth-largest tractor manufacturer in the world would come to Caledonia to personally discuss his new product line with area farmers. But when one considers Caledonia was one of just seven cities in the entire United States chosen to host McCormickís new series kick-off, thatís really impressive.
Caledonia was the sixth in seven stops on McCormickís whirlwind tour throughout the U.S. The tour started July 10 in Waynesburg, PA and concluded August 3 in Mitchell, SD.
"We wanted to bring our new line of tractors to the people," Morra explained. "We have done this in Europe, and it has been successful. This is the first tour we have conducted in the United States."
"Many companies host big events to launch new products, usually in Arizona, or somewhere warm during the winter. But itís hard for many farmers and some of the smaller dealers to get away for a big convention," John Sargeant, vice president of marketing added. "So weíre bringing our new product lines to our customers. This is so much more local - grass roots. Our dealers and their customers have an opportunity to try out our new tractors, and if they have questions, they can go right to the top. Simeone is so good about rubbing elbows with the farmers and the dealers. Heís really enjoying this."
Five of McCormick Internationalís top executives were the persons involved in the cross-country tour. Theyíve been traveling in a convey of four semi tractor-trailers, hauling the various sized tractors, as well as forage equipment to the shows in Pennsylvania, Kentucky, Georgia, Texas, Iowa, Minnesota and South Dakota.
"Caledonia is probably the nicest place weíve been," Morra said. "It is so green and lush, the people have been great, and this (the county fairgrounds) is a nice facility."
Some history
Although the McCormick name dates back to 1831 when Cyrus McCormick introduced the first horse-drawn mechanical grain reaper, the current McCormick tractor line is relatively new.
ïInternational Harvester was formed in 1902 by Cyrus McCormick Jr. and several other leading equipment manufacturers including Champion, Deering, Milwaukee, and Plano.
ïInternational Harvester entered the tractor market in 1906.
ïIn 1919 the McCormick Farmall tractor is born.
ïIn 1923 International Harvester introduced the McCormick-Deering 15-30 and 10-20 tractors.
ïIn the early 1930s McCormick tractor manufacturing moved into a new plant facility in Doncaster, Yorkshire, England.
ïIn 1936 Farmall tractors were painted red for safety reasons, marking the beginning of "Big Red."
ïIn 1949 the Doncasster assembly plant produced its first McCormick Farmall M.
ïIn 1985 International Harvester Farm Equipment was purchased by J.I.Case.
ïIn 1999 the Case Corporation was purchased by Italian automaker Fiat and merged with New Holland. European Commission approval of the merger but required several divestitures, including the sale of the Doncaster plant.
ïIn 2000 the ARGO Group bought the Doncaster Works assets from Case Corp. and became the fourth largest tractor manufacturer in the world.
ïIn December 2001 McCormick International USA was created and the first tractors were introduced in Pella, Iowa.
McCormick International USA is now based in suburban Atlanta, where Morra serves as president. His family, which owns the Italian-based ARGO Group, has been in the farm implement business in Europe for generations. ARGO employs over 3,500 persons at nine factories in Europe, and conducted nearly $1 billion in sales in 110 countries throughout the world in 2005.
"We wanted to expand our operations, and when we had the chance to purchase the McCormick name, we did. The McCormick name is the oldest and most well-known in the farming industry. And the United States has become our number-one market and a big part of that is the McCormick tractor line," Morra said.
"It is very enjoyable getting out and meeting our customers face to face," Morra added. "And our experience in Caledonia has been one of the best."
Caledonia Argus
314 West Lincoln St.
P.O. Box 227
Caledonia, MN 55921-0227
507/724-3475
E-Mail: editor.argus@ecm-inc.com