Sowing the seeds of tomorrow
Read time: 3.5 minutes
How Case IH’s Proyecto Siembra is inspiring next-gen careers in agribusiness.
Our goal is to bring the Case IH brand closer to people of all ages, encouraging early engagement while presenting agriculture as a modern, dynamic and opportunity-rich sector
In the vast expanses of the Argentine Pampas, machinery is the lifeblood of the rural economy. Yet for decades, a cultural disconnect persisted. Generations of provincial children grew up without fully understanding the opportunity of technology operating in the fields right outside their classroom windows. To bridge this gap, Case IH launched Proyecto Siembra (Project Sowing) in 2024.
The initiative was conceived by Jonatan Caruso, a 37-year-old tactical marketing specialist for CNH. Having grown up in a humble family in San Antonio de Areco, a small town in the province of Buenos Aires, Caruso began to work from a young age. However, he realized upon entering the agricultural sector six years ago how little he had previously known about the machinery that enables Argentina to be a global agricultural powerhouse.
“If I had known about the scale, technology and career opportunities within agriculture when I was a boy, my professional path would have been much clearer,” he reflects. Proyecto Siembra was born from this realization, aiming to bring the Case IH brand closer to local communities and present modern agriculture as a dynamic, opportunity-rich sector.
“Our goal is to bring the Case IH brand closer to people of all ages, encouraging early engagement while presenting agriculture as a modern, dynamic and opportunity-rich sector,” says Caruso. “We want future generations not only to recognize our machines, but also to understand the value and potential behind the industry.”
Creating connections that last
To build a dynamic program, Caruso consulted educational psychologists to understand how to spark curiosity about farming and create memorable experiences for different age groups. This led to the creation of three distinct sets of activities.
For pre-school children, Proyecto Siembra introduces the agricultural world through animation, coloring books and miniature, 3D-printed red tractors manufactured at CNH’s Córdoba plant. For high-school students, CNH teams visit schools to talk about vocational opportunities in the agricultural sector, both in equipment manufacturing and in fields such as accounting, law, mechanics and logistics, which are also vital to agribusiness. They also organize visits to local dealerships. At university level, CNH partners with agricultural science faculties to run seminars on advanced subjects such as precision farming and training sessions on digital platforms. This ensures future agronomic engineers graduate with practical knowledge of Case IH data systems used to optimize crop yields.
To build a dynamic program, Caruso consulted educational psychologists to understand how to spark curiosity about farming and create memorable experiences for different age groups.
On the left: Students learning how a Case IH tractor works during Siembra Project. On the right: Children coloring Case IH tractor drawings during Siembra Project.
Mobilizing the dealer network
To maximize local impact, CNH designed Proyecto Siembra as an agile initiative, empowering its network of dealerships to act as vital brand ambassadors in their communities. CNH provides the pedagogical toolkits, activity suggestions and branding materials, while allowing the dealerships to act as brand ambassadors.
This approach has transformed the way concessionaires engage with their communities. Entire dealerships, from sales administrators and spare-parts staff to service technicians, have taken part in the educational activities. At the conclusion of each event, students and dealers plant a tree as a lasting symbol of the partnership between the brand and the community.
The initiative is now so popular with local schools that principals are calling dealerships asking when it will be their turn
Exceeding expectations
The initiative's real-world impact has significantly outpaced initial forecasts. When Proyecto Siembra was initially designed in 2024, the team reckoned it would reach about 4,500 students by December 2025. Actual participation significantly exceeded these initial forecasts and by the end of 2025, the initiative had reached over 8,600 participants over two years. There are 46 active initiatives in 2026, involving twenty of the 21 dealerships and a further four thousand to five thousand students. “The initiative is now so popular with local schools that principals are calling dealerships asking when it will be their turn,” says Caruso with pride.
Feedback from educators is resoundingly positive. Following a visit to a dealership in the province of Tucumán, a school principal wrote: “Thank you to you and your team... The children felt valued and were extremely engaged. For many of them, coming from vulnerable backgrounds, this opportunity was unique. This was not just another outing; it was a meaningful experience that represents the future we hope for them.”
On the left and on the right: students learning about Case IH equipment during Siembra Project.
Scaling up
What began as an organic project developed by a small team has become a standardized corporate initiative. For 2026, Siembra is being integrated into the broader CNH Volunteering Program, allowing internal staff from all business divisions to participate. Looking forward to 2027, plans are underway to adapt and export this educational model to international markets.
For Caruso, the ultimate return on investment isn’t found on a spreadsheet. “Success means that years from now, when a young professional walks into a dealership to start their career, they will look at the equipment and remember that their first connection to agriculture was Proyecto Siembra,” he says. “We want the next generation to look out across the fields and understand the potential of this industry.”
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