The journey that food makes to arrive comfortably in our homes through the agricultural supply chain is more articulated than you might think. The supply chain itself is very long and complex. In addition to farmers and breeders, it includes many other players we sometimes do not think of even if they play an important role, such as tire manufacturers.
During these days, all these players met in Paris at the Salon de l’Agriculture 2023, a main event in the sector that is also open to the public. It is the first time that BKT has been on board.
The aim of BKT’s new exhibition experience was primarily to highlight how tires are excellent allies of farmers and breeders. Tires, indeed, help to make their job on machinery safer and more comfortable. On the other hand, they help protect the soil from compaction and organic depletion. The reduced soil compaction obtained through BKT tires turns into a better crop quality. This result also in a benefit to the end user who can consume first-quality farming products.
As a major Off-Highway tire manufacturer, BKT took this opportunity to display its many years of experience in offering tailor-made solutions for each specific type of farming land and especially for typical livestock operations. This is possible not least thanks to the latest technological innovations developed by its Research & Development Center, one of the most important in the tire sector worldwide.
Speaking of innovation, one of BKT’s latest innovations could not be missed at Paris, namely the 70 series AGRIMAXFACTOR for tractors: a great new tire that is perfect for a variety of operating conditions both in the field and on the road.
The combination of technology and aesthetic design expressed in this new tire testifies BKT’s continuous commitment to proposing innovative solutions and responding to the requirements of a constantly evolving market. Special features are excellent drivability and handling – aspects that guarantee both stability and safety. The extraordinarily robust polyester casing also ensures a faster steering response, even in the case of high-speed operations or with heavy loads. These are specific requirements of new machinery that is getting heavier and heavier, and particularly in the case of electric vehicles. The sidewall of the tire shows the “E-READY” logo, which underlines BKT’s commitment to electric mobility.
AGRIMAXFACTOR was literally a main player at the show, since its tires were fitted on the large Plexiglas tractor that BKT is fond of showcasing on its exhibition areas on special occasions.
All visitors in Paris could indeed immediately grasp that BKT’s presence at the trade show was a special occasion. Not only did they get to know a global giant of the tire industry, but they were also captured by a series of entertainment activities that BKT gives at every public occasion: games and quizzes with questions about BKT, but also on agriculture in general. These triggered fun challenges among visitors and let them win many gifts and gadgets.
Being in France was finally a further opportunity to show the BKT’s second soul that alongside the passion for innovation lives with another type of beat: sport. BKT is in fact the Official Tire Supplier of Rugby World Cup France 2023. In the exhibition area, a space has hence been reserved for fans of this unique discipline, in which fair play and unity are at the core.
Once again, the activities fielded by BKT at the stand turned out to be particularly successful. In fact, more than 13,500 people decided to actively participate in the quizzes or try their hand at rugby. The latter activity alone has been very successful, attracting the attention of more than 8,700 people.
The concept of union, of being a team, is essential for BKT. For this reason, the company has chosen to sponsor many disciplines in addition to rugby and for this reason, it wants to meet its public, to grow and create loyalty in its community by sharing values, enthusiasm, projects, and passions – as in Paris.
“BKT, the market leader in the French replacement market for agricultural tires, participated for the first time in the Salon International de l’Agriculture in 2023. With its presence in the AGRI’PRO village in Hall 1, BKT has been able to welcome the general public while meeting professionals from the world of breeding.
For the general public, the BKT Challenge inspired by the Rugby World Cup France 2023, of which BKT is Official Tire Supplier, as well as a quiz focused on the world of agriculture were displayed attracted several thousand visitors testing themselves in a game of skill and walking away with gadgets. This way, the brand reputation among the general public could be strengthened playfully.
From a professional point of view, BKT met the breeders present at SIA by daily welcoming them in a more reserved part of the stand. The aim of SIA is to allow professional visitors as well as breeders to devote time to meeting with suppliers in the farming sector. No doubt, BKT has achieved this goal brilliantly” – comments Maxime Cholet, Chef De Marche Filiere Elevage, Livestock Sector Market Manager.
Following this precise business direction, BKT continues to increase its brand awareness and leaves its mark: demonstrating every time its uniqueness to stakeholders and transporting all of us sometimes into the future of technology, and other times into the wonderful chaos of the football stadium. The language to be shared is basically the same: emotions that create deep and indissoluble bonds – a strong belief for BKT.
