It’s not ALL about showing off at the world’s largest farm machinery show. At least, not for John Deere. Sure, the event is a forum meant to showcase products from competitors throughout Europe. But for one of two presidents of the John Deere worldwide agricultural operations, Mark von Pentz, Agritechnica also gives companies like John Deere the chance to hear first-hand from their consumers and learn about what they like and dislike, what they want, or what they need. And, in my interview with Mark, we also discussed how what farmers want in the European market varies from what they typically want in North America.

You can listen to my interview with Mark here: