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Understanding the shifting landscape of global agriculture.

Global agriculture continues to expand, yet the agricultural machinery market is navigating a period of turbulence.

Economic uncertainty, geopolitical tensions and shifting trade policies are reshaping where and how farm equipment is bought and sold. This evolving landscape was outlined during the press conference launching the 47th edition of EIMA International, the world’s leading exhibition for agricultural technologies, set to take place in Bologna from 10 to 14 November.

Mariateresa Maschio, FederUnacoma President, said, “Protectionist policies in some countries, economic sanctions, interference with trade routes, and tariff wars have led to market fragmentation and a sharp slowdown in trade which is weighing on the performance of the agromechanical sector.”

Traditional markets are feeling the strain. The United States recorded a 10 percent fall in tractor sales in 2025, while Germany, France and the United Kingdom also posted double digit declines. In contrast, southern Europe is showing renewed momentum. Italy and Spain both closed the year with strong growth, signalling cautious optimism within the European agricultural machinery industry.

India remains the standout performer. With tractor sales exceeding 1.1 million units, the country continues to dominate the global market. According to Maschio, this growth reflects deeper structural demand rather than a short term spike. “Over the past fifteen years, output in the primary sector has grown significantly,” said Mariateresa Maschio, “but to meet the needs of the world’s population it will have to grow by a further 14% by 2034, especially in India and in those countries of North Africa, Sub-Saharan Africa, and the Middle East that are experiencing the highest demographic growth.”

A new geography of agricultural production is emerging, driven by mechanisation, digital farming solutions and expanding demand in Asia, Africa and Latin America. Chinese manufacturers are rapidly increasing their presence across these regions and even gaining ground in Europe.

“In the coming years we will have a highly segmented agromechanical sector, with low-cost basic technologies alongside highly advanced technologies for complex operations,” added Mariateresa Maschio, underlining the importance of innovation, policy support and international cooperation as the sector looks ahead.

GrainMate stands out as an affordable and user-friendly solution with a measurable impact on food systems.(Image credit: Sesi Technologies)

The GrainMate Grain Moisture Meter is a compact, handheld agricultural innovation developed to help farmers, grain traders, feed manufacturers and aggregators accurately assess grain moisture levels before storage, processing or sale.

Moisture management plays a vital role in modern agriculture, as excessive moisture in harvested grain can result in post-harvest losses, mould development and aflatoxin contamination, all of which threaten food safety, grain quality and farm profitability.

Created by Sesi Technologies in Ghana, GrainMate reflects a growing push towards climate-smart and climate-resilient agricultural technologies tailored to the needs of smallholder farmers and agribusinesses across Africa. The device is already widely adopted across sub-Saharan Africa, where thousands of users rely on it to take fast and reliable moisture readings across multiple grain types.

Traditionally, farmers have depended on manual and inaccurate methods—such as biting grains or visual inspection—to judge dryness. GrainMate modernises this process by delivering instant digital readings of moisture, temperature and humidity via a clear LCD display. This allows users to make informed decisions in seconds rather than relying on guesswork. The device currently supports seven major commodities, including maize, rice, soybeans, sorghum, millet, groundnut and wheat, with scope for future expansion.

Designed for field and market use, the GrainMate Moisture Meter is simple and durable. Users insert the robust aluminium probe into a grain sample, select the appropriate crop setting, and press a button to receive accurate results. The meter is battery-powered, operating on just two AA batteries, and includes features such as adjustable calibration, a backlit screen for low-light environments, audible alerts and intelligent power management to conserve energy.

GrainMate directly addresses key agricultural challenges, particularly in regions facing high humidity, variable temperatures and limited access to drying infrastructure. By delivering fast, reliable moisture data, the technology helps reduce spoilage, improve storage outcomes and enhance price negotiations at markets.

Overall, GrainMate stands out as an affordable, user-friendly solution with a measurable impact on food systems, empowering both smallholders and commercial operators to reduce losses, protect grain quality and strengthen food security throughout the agricultural value chain.

 

These wireless temperature and humidity sensors are ideal for a wide range of uses. (Image credit: MultiTech )

MultiTech Wireless Air Temperature and Humidity Sensors are advanced, long-range IoT devices designed for precision environmental monitoring using the LoRaWAN wireless standard.

These innovative sensors use airflow to accurately measure temperature and humidity levels, and they automatically send alerts over the network when readings rise above or fall below preset thresholds, ensuring timely action for critical applications.

Features & Durability:

Equipped with a fully integrated internal antenna and two types of tamper detection enclosure tamper (detects if the sensor housing is opened) and wall mount tamper (detects removal from mounting) these sensors provide robust security. They support over 200,000 transmissions on a single battery, with an expected lifespan of 5 to 10 years depending on usage. Over-the-air configuration allows flexible in-field setup, while automatic low battery reporting and supervisory messages keep users informed.

Applications:

These wireless temperature and humidity sensors are ideal for a wide range of uses, including industrial temperature monitoring, detecting freezing temperatures to protect plumbing, monitoring cooling system failures, ensuring restaurant food safety, and monitoring heat conditions in second homes or remote buildings. Their open architecture allows seamless integration into existing IoT platforms, making them a cost-effective and scalable solution for businesses, smart buildings, and industrial environments.

Key Benefits:

Long-range wireless connectivity, low maintenance, customisable design, and reliable performance make MultiTech sensors essential tools for proactive environmental management. They empower users to monitor conditions in real time, reduce operational risks, and ensure safety and efficiency across multiple settings.

Agri-IoT Leaf Temperature and Humidity Sensor into modern farming practices (Image credit: Agri-Tech)

Agri-IoT (Africa) has developed an innovative Leaf Temperature and Humidity Sensor designed to monitor plant health and stress.

This sensor is part of Agri-IoT’s growing suite of smart farming solutions, tailored specifically to support African farmers in optimising crop growth and sustainability.

Functionality:

The sensor accurately tracks leaf temperature and humidity, providing critical insights into plant health. By detecting water stress and offering early warnings for potential diseases or pest infestations, it empowers farmers to make informed decisions on irrigation, disease management, and crop protection. Such precise monitoring promotes sustainable agricultural practices and enhances farm productivity.

Design & Durability:

Engineered to mimic the surface of a real leaf, the sensor ensures accurate readings that reflect true plant physiology. Its robust and waterproof design, often IP67 rated, guarantees reliable performance even in harsh outdoor conditions, making it a durable solution for diverse African climates.

Data Access & Connectivity:

Collected data is transmitted to a cloud platform and is accessible through a user-friendly web-based dashboard, allowing farmers to monitor conditions remotely in real time. This IoT-enabled approach offers actionable insights, enabling proactive decision-making and improving crop yield and quality.

By integrating the Agri-IoT Leaf Temperature and Humidity Sensor into modern farming practices, African farmers gain a powerful tool for smarter, data-driven agriculture, supporting precision farming, crop sustainability, and resilient food production systems. 

Kerchanshe Group management and McCormick Tractor executives. (Image credit: Kerchanshe Group)

Italy’s tractor manufacturer McCormick has officially entered Ethiopia’s agricultural machinery market, marking a significant step in the country’s push to modernise farming and reduce reliance on manual labour.

Agriculture remains the backbone of Ethiopia’s economy, contributing around 34% of national GDP, and the government is intensifying efforts to accelerate mechanisation and productivity growth.

McCormick Tractors, owned by Italian industrial group Argo Tractors, announced a strategic partnership with Ethiopia’s Kerchanshe Group. The conglomerate is a major player in agricultural production and commodity trading, making it a natural partner for the Italian manufacturer’s market entry.

Under the agreement, Kerchanshe Group becomes the exclusive distributor of McCormick tractors across Ethiopia. The partnership covers nationwide sales, after-sales support and technical services, giving McCormick a direct channel into one of East Africa’s fastest-growing agricultural markets. For Ethiopia, the deal brings greater access to modern farm equipment as the country seeks to transform smallholder-dominated agriculture.

A fast-growing mechanisation market

Ethiopia presents a high-growth opportunity for global farm machinery suppliers. Despite vast agricultural potential, mechanisation levels remain low, with manual labour still dominating rural production. Government data show that tractors currently cultivate only about 5 million hectares, equivalent to 27% of the country’s estimated 18.4 million hectares of arable land.

To close this gap, the Ministry of Agriculture has set ambitious targets under its ten-year development strategy. The plan aims to increase the national tractor fleet from 20,000 units to 65,000, while the number of combine harvesters is expected to rise sharply from 2,700 to 15,000 units. These goals underscore Ethiopia’s long-term commitment to agricultural modernisation.

Supportive fiscal policies are also fuelling demand. Since 2020, Ethiopia has allowed duty-free imports of agricultural machinery and related equipment, encouraging leasing services and making modern technology more accessible to farmers.

A competitive landscape for foreign manufacturers

McCormick enters an increasingly competitive market already attracting major international players. In June 2023, China’s YTO China-Africa Machinery Corp (Camaco) partnered with the state-owned Ethio-Engineering Group to establish a tractor assembly plant with an annual capacity of 10,000 units. A month later, Zoomlion Agriculture Machinery Co. signed an agreement with the Ethiopian Agricultural Business Corporation to supply equipment, distribute spare parts and provide training and maintenance services.

In August 2025, Japanese manufacturer Kubota also announced plans to accelerate its African expansion, including Ethiopia, with backing from Sumitomo Mitsui Banking Corporation.

Expanding McCormick’s African footprint

The Ethiopian entry significantly strengthens McCormick’s presence in Africa, which had previously been limited to South Africa. The move aligns with broader market trends, as analysts project the African farm machinery market to grow from US$3.20bn in 2025 to US$4.65bn by 2030. Rising mechanisation gaps, targeted subsidies, digital leasing platforms and climate-smart farming practices are making tractors an essential tool across Africa’s evolving agricultural landscape.

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