Celebrating EGMF’s 45th Anniversary: interview with Carlos Aragonés

To celebrate our 45th anniversary, we are excited to take a trip down memory lane with our members, remembering the origins of EGMF and acknowledging how we have evolved and arrived at where we are today.

We spoke with Carlos Aragonés, a member of our Board, to hear his thoughts on how our Federation has evolved!

What is your current role and responsibilities?
I have the great opportunity to lead the European Sales & Marketing Turf & Golf business for John Deere, a company I have been with for 19 years with different responsibilities within the agriculture and turf business.

What is your company’s mission?


We conduct business essential to life. Running for the people who trust us and the planet that sustains us, we create intelligent connected machines that enable lives to leap forward. We run to create solutions that sustain the livelihoods of our customers and communities around the world for generations to come.

When did you become involved in EGMF?
John Deere became an EGMF member soon after its establishment in 1977. We had a clear goal to support the development of the Garden Machinery Industry, driving its quality, innovation and safety standards, ultimately offering customers more efficient and sustainable solutions.

How have you seen EGMF and the industry evolve over the past years? What key change have you noticed?
EGMF has been doing things very well and in a very professional way over the past years, and we are seeing a positive outcome when you consider increasing alignment across the industry, adapting to new trends, overcoming challenges and working towards joint goals in a more proactive fashion. We are working as one, with one voice.

How does EGMF help your company to achieve your goals and support your mission?
EGMF and our values are very much aligned and so are our missions. We are both linked to the land and to the people that work the land, and are committed to improving the quality of people’s lives.

What do you see as the biggest challenge and opportunity for the industry today, or in the near future?
Regarding challenges, it is obvious nowadays considering what we are experiencing or have experienced over the last couple of years. We can list several but change is here to stay and we need to take it as an ongoing opportunity to develop and strengthen the industry with higher quality and more advanced and efficient solutions. In summary, the biggest opportunity is helping to create a more sustainable world through the solutions we provide and the customer we serve.

Where do you see EGMF’s role in helping your company to address these challenges and opportunities?
EGMF’s role, supported by all members and by the diverse task forces in place, is to help the industry grow via complexity reduction, aligning on requirements, standards, and opportunities across the different markets, while pushing the boundaries around innovation, quality and limiting environmental impact.

In an ideal world…we should see a strengthened and growing industry supported by sustainable solutions that meet customer needs and provide a fulfilling experience within the professional or private arena. It is up to us!

To find out more about John Deere you can watch their latest video here exploring trends in the industry and you can read about the history of EGMF here.