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The push for agriculture productivity and sustainability has brought rapid innovation for farm machines in the US and around the globe. While global food, fiber and fuel demand promise opportunity for machinery manufacturers, the agriculture equipment industry faces real challenges from a global economic downturn, higher emission standards, uncertain U.S. tax policy and a paradigm shift in net farm income from lower commodity prices. Charlie O'Brien, Senior Vice President for the Association of Equipment Manufacturers says technology in the coming generations of farm machinery will lead to a more rapid turnover of equipment sales as producers strive to maximize both efficiency and production.