Lars (40) gained a degree in farm and business management from Hoeng Landbrugskole, before moving on to become sales manager of a Deutz Fahr dealership that is part of the MI Group, Great Plains' importer for the country.

He has spent the past four years as Branch Manager for a major agricultural and plant hire company.

Simon Revell, European Sales Director, says: "Lars' practical background in farming and experience in the farm machinery trade mean he is ideally qualified to help develop Great Plains' presence in these important markets and help the company capitalise on the outstanding opportunities that exist in this part of Scandinavia".