Across key agricultural regions, Mahindra has taken a practical approach by bringing its tractors, technology and expertise directly to the soil where decisions are made. Through the initiative “Mahindra in Practice”, farmers are getting real-world proof and shared learning that drives productivity forward.

In August, the program made its debut in Sooretama (ES), a region recognised nationwide for high-performance coffee and black pepper farms. Organised by Mahindra’s dealer, Vittacar, it was hosted at the property of Thiago Camiletti, where excellence is the standard. With 40% higher productivity than the regional average and years of study by Nestlé for its sustainable practices, Thiago’s farm offered the perfect environment to see how Mahindra tractors enhance operators’ efficiency and field management.

In September, Comper Tratores hosted the first Field Day in Novo Horizonte, São Paulo. Hands-on demonstrations, live interactions and conversations over coffee breaks and a traditional barbecue made it a genuine farmer-to-farmer exchange. “We want every customer to experience firsthand the strength, technology and reliability we deliver in the field.”, said Mr. Marcos Comper (Commercial Director, Comper).

The third highlight of the initiative expanded beyond the field and onto screens. In Varginha/MG, Mahindra captured the story of coffee producer Pedro Otávio Domingueti Totti, a fourth-generation farmer who chose the Mahindra 6075 E after seeing its performance during demonstrations. Featured in an upcoming episode on Mahindra Brazil’s YouTube channel, Pedro shows how tradition and technology can grow together, proving that practical innovation can sustain what families have built over decades.

“Mahindra in Practice” shows that when technology meets lived experience, progress stops being a promise and becomes a result you can see, touch and harvest.