The Perfect Blend of Power and Partnership
How Milton Farms Future-Proofed with the Massey Ferguson 9S
Nestled in the rolling landscape of North Herefordshire, between the villages of Pembridge and Shobdon, lies Milton Farms. Managing a diverse and highly intensive 2,500-acre operation, third-generation farmer Edward Morris juggles a complex rotation of potatoes, broiler chickens, sugar beet, maize, and cereals, alongside an anaerobic digestion (AD) plant.
In an era where agricultural labour is shrinking and seasonal windows are tighter than ever, Edward relies on good machinery to keep the wheels turning. We sat down with him to talk about his latest investment, the flagship Massey Ferguson 9S.425, and the vital role a family-run dealership plays in keeping a large operation moving forward.
Q: Milton Farms is a diverse business. Could you tell us a bit about your background and how the scale of the farm dictates your machinery choices today?
Edward Morris: I’m the third generation down here at Milton Farms. My father expanded the business greatly, and it's my job to hold it together, keep being proactive, and not blow it! It’s an intensive lifestyle, not for the faint-hearted, but you take it for granted when you fall out of your front door, and you're right there in your office.
Today, finding reliable labour is an industry-wide headache. Because we have less manpower on the ground, everything on the farm must get bigger and more efficient to compensate. Our rotation is intensive; cereals are just a break crop, while potatoes and AD crops like maize and sugar beet dominate our schedule. To stay ahead, you can’t sit around doing nothing, or you get left behind.
Q: Your Massey Ferguson 9S.425 arrived last spring. What primary, high-demand jobs is this 425-horsepower machine tasked with?
Edward: Its primary purpose is to provide the raw muscle for our triple bed tillers. We run GRIMME tillers, and potato bed preparation requires a powerful tractor.
After that, it shifts to heavy subsoiling. We pull a 3.5-metre HE-VA tool across the wheat stubble to eliminate soil compaction. It’s heavy work that will make any tractor sweat. For the rest of the year, it’s a high-utilisation utility machine, handling large hauling trailers and stubble cultivators.
Q: You replaced a reliable Massey Ferguson 8740 with the new 9S. What sparked the upgrade, and what were your biggest priorities when looking for a next tractor?
Edward: Our previous 8740s had been fantastic, reliable workhorses for three years, but they were coming to the end of their warranty periods. I insist on keeping our front-line kit under warranty because we clock up a heavy 1,200 hours a year per machine.
When it came time to upgrade, we looked at the options. We actually chose the new 9S over some older-spec 8740 stock models because we wanted the latest technology and better long-term resale value. The turning point was an invitation from Andy Purnell at RVW Pugh to visit the Massey Ferguson factory in Beauvais, France. Seeing the engineering behind the scenes completely sold me.
We did look at the competitors, but the MF 9S won on layout. Some rival brands have an incredibly long bonnet. The 9S packs 425 hp into a remarkably compact frame, which is a massive advantage when you are pulling massive implements into tight Herefordshire farm gateways.
Q: When you’re running shift work during planting and harvesting seasons, how has the 9S performed for your operators?
Edward: It has done exactly what it said on the tin. It is a sophisticated machine, but its biggest triumph is its ease of driving.
We run long hours and constant shift changes. If a tractor is overly complicated, it causes delays. The 9S is so user-friendly that anyone can jump in and operate it confidently.
Q: Peak season means long days. What is the feedback on cab comfort and overall efficiency?
Edward: Our main driver is a very tall, lanky lad who sets his seat in what I look at as a precarious position! But he sits in there for 18 hours a day during the rush, and he steps out of the cab completely relaxed. The visibility, the updated ergonomics, and the streamlined interior layout massively help with any driver fatigue.
On the financial side, we monitor fuel closely. The 9S offers incredibly fine transmission and engine tuning. If you educate your drivers to match the tractor's settings to changing soil conditions, it delivers highly noticeable fuel savings compared to older generations of heavy machinery.
Q: You’ve been dealing with RVW Pugh for eleven years but shifted your high-horsepower tractor business to them over the last five. Why choose them over the large corporate dealers?
Edward: To put it bluntly: the personal touch. So many machinery dealerships are getting far too big nowadays. They are buying each other out, expanding corporate networks, and completely losing their connection to the farmer. In my eyes, it’s the worst thing happening to British machinery dealers right now.
If our primary tractor goes down, it knocks out 50% of our planting force and can bring the whole operation to a standstill. I can call Robert Pugh 24/7, and he answers. If we have a critical issue, he doesn't give us excuses; he sends another tractor down immediately to keep us moving.
The buying process with Robert usually involves him visiting, asking if the kettle is on, and an hour later, over a cup of tea, we’ve hammered out a deal. I deeply admire his enthusiasm…and persistence.
Q: How does that relationship translate into day-to-day parts and service backup?
Edward: The backup is great. The communication across their sales, parts, and workshop teams is seamless.
What makes a difference is the local touch. Two of RVW Pugh’s technicians live close to our farm. If I need a part, I can call them up, and they will literally drop it off on their drive home from the depot to save me a journey. You simply do not get that level of care from a corporate firm.
Q: Looking ahead, what does the future hold for your fleet alignment with RVW Pugh?
Edward: We are in the process of looking at a second Massey Ferguson 9S right now. The goal is to run a matching pair together, linking them via a GPS navigation system to execute a precise, detailed approach with our four-row potato planter. We also buy our Väderstad drills, Sumo cultivators, and will be looking at Kuhn machines for our future fleet. It makes sense to keep that trust in one place.
Q: Finally, what would you say to another farmer who is sitting on the fence about buying a 9S or moving their business to RVW Pugh?
Edward: You have to speak as you find, and I regularly recommend RVW Pugh to colleagues. In this day and age, you can express interest in some large outfits, and they won't even follow up with a quote, let alone a phone call. RVW Pugh actually wants your business; they value the relationship, and most importantly, they back you up when it counts.