Listening Key to Case IH’s Winning Agronomic Design

John DavisAg Leader, Agribusiness, Audio, Case IH, National Farm Machinery Show

nfms-13-case-robGiving the customers what they want is a hallmark of good business, and Case IH practices that with every piece of equipment they roll out.

“Before we lay down the product definition for any future design, we go out and visit with the customers at length,” explained Case IH’s Rob Zemenchik during an interview with Chuck at the National Farm Machinery Show. Rob calls their approach of taking an in-depth survey of their customers’ needs “agronomic design,” rather than assuming what the customers need. “With the investments our growers are making today in seed and fertilizer and land, we want to be sure our equipment is able to meet those needs and deliver on the best opportunities for high yield.”

He pointed to one example of Case IH’s application of this agronomic design principle with his company’s 500T Seed Drill, a product that features an industry-first parallel linkage in the row units. “That was identified by our customers.”

You can listen to Chuck’s interview with Rob here: [wpaudio url=”″ text=”Interview with Rob Zemenchik”]

2013 National Farm Machinery Show Photo Album

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