Global equipment makers take notice of Agri-Trade

This year’s event will feature a special German Pavilion and attract buyers from around the world

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Published: October 26, 2022

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With about 500 exhibitors, the halls and grounds of Westerner Park are filled with equipment and booths. There are an increasing number of overseas exhibitors, as well as buyers, who travel to Red Deer for the event.

German engineering and homegrown country music are two things marking the return of a full-scale Agri-Trade this November in Red Deer.

Organizers of the ag equipment expo have been working with counterparts at German ag trade show company IFWexpo to bring manufacturers from that country to Alberta. IFWexpo organizes German Pavilions on behalf of Germany’s ministries of agriculture and economic affairs.

“Agri-Trade is going to be the first ever in North America to host a German Pavilion,” said operations manager Krissy Fiddler.

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The pavilion, a 50-by-50-foot booth, will be the main feature in the Exhibition Hall and will be staffed by representatives from Germany.

“They are shipping and building a trade show exhibit space from Mexico,” said Fiddler. “It will definitely be ‘eye candy’ for the show this year. It’s really exciting.”

There will also be a sizeable international contingent.

“We have both exhibitors and attendees from all over the world,” she said.

[RELATED] No shortage of innovative ag products at Agri-Trade

In addition to manufacturer reps from Germany, there will also be personnel from Hungary and Czechia (the Czech Republic). A large number of buyers from outside Canada also attend the show, scouting for equipment that farmers in their countries might want to buy.

This year, potential buyers from India, Kenya, Azerbaijan, Nepal and Sri Lanka are expected, said Fiddler.

“We found with the blocked market with Russia and Ukraine, larger farming countries are looking more to North America to do business. And a lot of pressure is on us that we are doing it right. It’s a big uptake on the international side for Agri-Trade. There’s some big companies that are looking for business opportunities.”

Most of the international delegates are ag business representatives.

“They are looking to work with our (North American) manufacturers and be able to export products to their country,” Fiddler said. “The potential is huge.”

However, getting those folks to Red Deer was a challenge even though pandemic travel restrictions have largely been dropped.

“It has been tough for some of these countries to get visas,” said Fiddler. “They’re backlogged because of COVID.”

What would normally be a month-long process to get a visa has been upwards of four months for some countries, she said.

“We work with our government, the consulate and trade commissioners to do what we can.”

Some of the equipment is also coming from overseas, including some that will be new to North America. The show has attracted international dealers who will be looking for opportunities to market their products in Western Canada and dealers to import them.

So, while some of the equipment coming to the show is not yet available in North America, it is a chance to check it out, Fiddler said.

Some dealers have smaller or shared booths (as is the case in the German Pavilion) so some equipment will be displayed outside. There will also be information on various international products in lieu of actual equipment on display.

During its scaled-down event last year, Agri-Trade had entertainment for the first time, and it was a hit.

Country artist Devin Cooper from Innisfail, who was nominated for three Country Music Alberta awards last year, will play three sets each afternoon from 1 p.m. until closing in the Agri-Centre East Lounge.

“It’s a little area for our attendees to sit back and rest, and enjoy some local talent, ” Fiddler said.

The show runs from Nov. 9-11 and there’s a free app (search for ‘agri-trade expo app’) that lists exhibitors and allows attendees to search for a specific piece of equipment or directions to booths.

“It makes a big difference, if you are only there one day and have a limited amount of time. It really helps you plan your show day out,” Fiddler said.

When the pandemic hit, many thought trade shows would go by the wayside, but that hasn’t been the case for Agri-Trade.

“This year the waiting list became substantial,” she said. “There will always be a need for face-to-face contact for producers to talk to manufacturers and get what they need for products and services.”

About the author

Jill Burkhardt

Jill Burkhardt

Contributor

Jill Burkhardt, her husband, Kelly, and their two children, own and operate a mixed farm near Gwynne, Alberta. Originally hailing from Montana, she has a degree in Range Management from Montana State University. Jill’s agricultural passions are cattle and range management but she enjoys writing and learning more about all aspects of farming.

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