Novag: Stability and continuity following restructuring – positive outlook in the current market environment

• Novag has achieved organizational stability and maintains a positive long-term outlook following its acquisition by Agriculture Nouvelle Génération SAS.

• Despite a challenging European market with cautious farmer investments due to low grain prices, demand for direct seeding technology is growing.

• Novag's T-ForcePlus technology supports sustainable agriculture by improving soil health, reducing energy use, and stabilizing yields.

• The company continues to expand internationally, focusing on markets in Eastern Europe, North America, Scandinavia, and increasingly Africa.

• Novag plans to showcase new and redesigned products at Agritechnica 2025, reinforcing its position as a European specialist in direct seeding technology.

Six months after the takeover by the newly founded Agriculture Nouvelle Génération SAS (ANG), one thing is clear: for French direct drilling specialist Novag, the reorganisation means one thing above all else – stability. Business is continuing to run smoothly and steadily, the team is highly motivated, and the long-term prospects for the brand remain positive.

Advertisement

“Novag and, above all, our T-ForcePlus technology are working well, our customers are successful with our machines and very satisfied with our service. This allows us to continue to focus on our core business: innovative direct seeding technology for sustainable agriculture,” says Jean-Paul Rault, Director of ANG.

Difficult market environment in Europe

While Novag has stabilized organizationally, the economic environment in Europe remains challenging. The current low producer prices for grain are dampening the willingness of many farms to invest. Farmers are acting cautiously and postponing major purchases. “In the short term, we are seeing restraint, but in the long term, the market for direct seeding technology is growing strongly,” explains Ramzi Frikha, Technical Director at Novag.

At the same time, practical experience shows that direct seeding is proving its worth as part of conservation agriculture. Farms that have already switched to no-till report more stable yields, better soil structure, and cost advantages. The process supports humus formation, improves water storage, and reduces energy consumption.

Positive signals from the markets

Despite the difficult investment climate, Novag is seeing solid demand in its core markets of Germany and France. Direct customer contact via the subsidiary Novag GmbH in Hanover remains a key success factor here. Sales Manager Lucas Zickermann emphasizes: "Many farms are consciously opting for direct seeding because they see the benefits in terms of soil and operating results. This gives us momentum – even if investment decisions are currently taking longer. "

Novag continues to be very active internationally: in addition to Eastern Europe, North America, and Scandinavia, the focus is increasingly shifting to countries in Africa, where food security and resource conservation are top priorities. The latest product additions, such as the T-ForcePlus 250 for smaller farms and the large-scale T-ForcePlus 950, offer solutions for a wide range of customer requirements.

Proven team, long-term goals

The experienced development and service team continues to work as before. All warranties and services for machines in operation worldwide are covered. ANG's goal is to continue developing Novag sustainably and strengthen the brand as a European specialist in direct seeding.

“The repositioning has given us security and peace of mind,” says Rault. “We see our task as providing farmers with reliable technology for agriculture with a future – economically, ecologically, and resiliently.”

Novag will be exhibiting at Agritechnica 2025 with its new products for 2026, as well as the redesigned Novag T-ForcePlus 650 and a Novag T-ForcePlus 250. Visit Novag in Hall 11, Booth E03.