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Agritechnica: The World’s Largest Farm Machinery Exhibition

This city, which calls itself the “city of international fairs,” is home to Agritechnica, the world’s largest farm machinery exhibition.

The biannual show has seen its attendance rise incrementally to over 350,000 visitors per event since its inception in 1985.

DLG, the German agricultural society that organizes the show, reports the number of exhibitors booking display space was up this year, too. The rise represents a seven per cent increase over 2007, with more than 2,300 displays for 2009. Those exhibitors came from 46 different countries, making the show a truly international event.

The popularity of this show makes it a must-attend venue for any manufacturer hoping to grow or maintain market share in eastern or western Europe. But the organizers say the show reaches buyers and sellers far beyond only the European market, with visitors from as far away as Moscow and South America.

Aside from just creating a venue for machinery displays, the show hosts several forums for the discussion of problems and opportunities facing agriculture in the future. This year, the focus was on soil and water, with an entire pavilion dedicated to examining various tillage and water conservation alternatives from around the world.

With over 74 acres of indoor machinery displays, this show is one of a kind. And the showmanship used by exhibitors at this event is also unique. Companies showing their equipment used a variety of tactics to attract attention, ranging from mock satellites hovering over GPS displays to showgirls dancing in front of new tractor models.

Several companies also offered showgoers a look at some tractor models that are still in the prototype stage. For example, New Holland displayed its NH2, hydrogen-powered tractor, which is built on a T6000 chassis; and Deutz-Fahr showed its mammoth eight-wheel-drive Agron 1630 XXL.

But if a trip to Europe is just too long to endure for the pleasure of attending an event like Agritechnica, DLG and AEM (the U. S.-based Agricultural Equipment Manufacturers association) have recently announced their intention to work together on creating a sister event in North America.

That annual event will be known as Ag Connect Expo, and it will hold its inaugural show from January 13-15, 2010 in Orlando, Florida. It, too, will offer exhibits of cutting-edge machinery along with an “innovations stage,” offering interactive forums on topics ranging from farm management to alternative energy.

For more information check out producers have yet another reason to head for Florida in January and temporarily escape the Prairie winter.

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