Agricultural machines such as tractors and implements are a major source of pollution in rural areas. At the same time, this non-road mobile machinery (NRMM) is crucial assets for farmers and agri-food operators. Feeding the world sustainably is one of the biggest challenges of our times and the first step in reducing emissions from agriculture is to modify the way how we farm. In this context, we propose the LIFE ATENA project that aims to foster the shift of mindset of this sector to move towards electrification of agricultural machinery. LIFE ATENA aims to introduce a new disruptive modular platform for the electrification of isodiametric compact tractors that address the needs of specialized farmers for vineyards and orchards. This will be achieved through the development and validation of two typologies of tractor architecture: full hybrid and full electric. LIFE ATENA will not limit its ambition to the tractor itself, but it will move beyond to address electrification of implements which are a fundamental part of the day-to-day agricultural work. LIFE ATENA will deliver a fully electrified system that will allow farmers and agri-food operators to work more sustainably and healthily. Thanks to the progressive substitution of the existing tractor fleet with fossil-free machinery, it will be possible to achieve a 45% reduction in fuel consumption and subsequent reduction in relevant pollutants including NOx, HC, PM. Furthermore, LIFE ATENA will achieve more than 30% reduction in lubricant oil present in the machinery, thus significantly lowering the risk of oil dispersion into the environment during farming. Finally, LIFE ATENA aims to contribute to the reduction of noise pollution in the rural context. By 5 years after the end of the project, we will have progressively commercialized more than 3,440 green advanced tractors and 3,240 electrified implements, achieving > 45% GHG savings and more than 53 m€ in positive EBITDA.