Continental presented its product and service portfolio for the agricultural sector at Hannover’s Agritechnica 2023 show in November. The manufacturer demonstrated its technology solutions to support farmers and manufacturers tackling today’s agricultural challenges under the tagline “Our Smart Farming. For your harvest of tomorrow.” Conti used insights gathered in its “Agriculture in Transition” study, which looked at farm operators’ attitudes in five large regional markets (Germany, France, USA, Japan and Brazil). The study confirms that most farmers take the responsibility to pursue more sustainable farming very seriously while trying to tackle the challenge of adapting to new conditions caused by environmental change. Conti’s display demonstrates how the company’s divisions are engaging with the agricultural market, including the new environmentally friendly weed control system, designed and developed by Continental Engineering Services (CES), and ContiConnect Lite, a version of its tyre pressure monitoring system that integrates with farmers’ smartphones.