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2013-12-17

Laverda concludes its 140th Anniversary celebrations commemorating its founder, Pietro Laverda

The event took place on Friday, Dec. 13 in the AgriDome, the modern Visitors Centre in Breganze, dedicated to combine harvester production

Breganze, 17.12.2013.    2013 is coming to an end, the year marking the 140th anniversary of the founding of Laverda. After the first institutional celebration held on May 12th, in Breganze and then the field day held on June 15th, in Pantalla di Todi (PG),  the last celebratory event took place on Friday December 13th.

The event was organized with a storytelling theme, which was possible thanks to the meticulous preservation activities of the "Pietro Laverda" Historical Archives, which for years has been collecting and cataloging the documents that bear witness to the stories of the men and women who have made great this company.

The focal point of the evening was Pietro Laverda (1845-1930), the founder,  described not only as a "mechanic", but also as a man. A model student at a seminary high school in Padua, Pietro, worked at the mechanical workshop of Sonda, and would soon come to know the first agricultural machines that began to be used in the Venetian countryside. At the same time, the young Pietro also attended the Physics laboratory of the University of Padua and came into contact with the most technological innovations of the time, which distinguished him from then on for his fine talent.

His ingenious eclecticism and his inclination for anything that had to do with mechanics and agriculture manifested themselves very early on. In 1873 Pietro Laverda founded his first small workshop in San Giorgio di Perlena, his native town, which over the years transformed into an entire industry.

Production decisions of Pietro the "mechanic" were immediately directed to meet the demands of the local agriculture professionals, such as wine presses that in an area dedicated to viticulture, were used on every farm. And then, corn shellers, forage harvesters, roasters and hail cannons.

Pietro, also had understanding of the importance of communication and promotion of products, therefore in 1890 he published his first catalog to illustrate its products, becoming a true pioneer of marketing. He was also a good salesman, as shown in many letters from the archive, written in his own hand to many of his customers.

A man, whose strength and determination has made a brand and its products successful enough to attract the attention of the AGCO Corporation, the third largest player in the global agricultural machinery industry, who acquired Laverda entirely in 2011.

The genial personality of Pietro, “the mechanic" and the man, was materialized during the evening for 140 guests, thanks to the acting skills of Loris Rampazzo who read and interpreted documents and handwritten letters, along with historical contextualization realized by Piergiorgio Laverda.

 

For more information:   

Simonetta Lambrocco
Communications and Public Relations Manager
Laverda S.p.A. – Via F. Laverda, 15/17 – 36042 Breganze (VI)
Tel.: 0445 - 385 305
Fax: 0445 - 385 593
Mob.: 335 84 55 892
e-mail: Simonetta.Lambrocco@AGCOcorp.com

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Laverda concludes its 140th Anniversary celebrations commemorating its founder, Pietro Laverda
Laverda concludes its 140th Anniversary celebrations commemorating its founder, Pietro Laverda
Laverda concludes its 140th Anniversary celebrations commemorating its founder, Pietro Laverda