The demands on the agricultural industry around the world are evolving rapidly. Spiralling cost pressures mean an uphill battle for farmers transforming their operations to feed a growing global population more sustainably. While there is substantial variance in the global market, this context means there is substantial demand for innovative, high-technology solutions for agricultural tyre supply, which increasingly transcend the boundaries of the tyre itself. Since it re-entered agricultural tyre manufacturing in 2016, Continental has supported the development of its European agricultural tyre business with heavy investment in its production line at Lousado, Portugal; Tyres & Accessories profiled the factory in the November 2023 issue. For this year’s agricultural tyre feature, T&A spoke to Tom Godwin, sales manager – agricultural for Conti in UK and Ireland, about the development of the company’s agricultural tyre business in our home markets and its strategy for taking on well-established agricultural tyre premium brands, as well as seeing the Conti TractorMaster VF in action with Dave Oldershaw Groundworks and Contracting in rural Herefordshire.