Northland JCB held an open house at Gillette Stadium, home of the New England Patriots, for contractors and guests in six New England states on April 24. Northland is the newest division of NitCo since its introduction in 2011.

"This is a customer open house at a really cool venue," said Karen Guinn, GM Marketing Communications in Savannah. "Northland JCB really cares about its customers and holding special days like this meeting is a way to entertain, in order to get our customers familiar with our new products and to get to know as many of them as we can."

Several machines were on hand for contactors to test drive and there were skid steer and backhoe challenges. There were giveaways. Among the prizes were a new JCB jacket, a $100 VISA gift card and more. Dozens of clients were given free tote bags upon arrival. Some New England Patriot cheerleaders also attended.

The open house was not only about the activities; it was informative. In one of the adjoining meeting rooms, regional business manager David Pendleton educated clients on new Tier IV emission standards set by the Environmental Protection Agency. Northland JCB backhoes and excavators are already equipped with modified engines that meet the mandatory air quality standards that become emissions law for all off-road vehicles by the end of 2016.

"JCB engines will not need any after-treatments or modifications," said Guinn. "They already meet the standards. This saves money, is more fuel efficient and is better for the environment. They also provide a higher resale value to owners."

Pendleton told the crowd about the storied history of JCB, founded by Joseph Cyril Bamford in 1945. A British businessman, regarded well internationally, JCB's first product was a small tipping trailer.

"This all started from a secondhand welding garage. From very humble beginnings, we have come a long, long way," said Pendleton. "Now, we are one of the top three manufacturers in the world. That surprises a lot of people. We make some 300 products that are sold worldwide."

JCB's headquarters are in Savannah, Ga., with divisions all over the world. JCB has more than 1,500 dealership locations.

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