Agritechnica 2009 defies the global economic downturn

Agritechnica, the world's leading trade fair for agricultural machinery, takes place in November and, judging by the number of registrations received so far, looks set to defy the global economic downturn. Bookings are at the same high level as for the record-breaking event two years ago, and the DLG (Deutsch Landwirtschafts-Gesellschaft - German Agricultural Society), the organiser of the event, expects around 2,000 manufacturers of tractors, agricultural machinery and equipment from Germany and abroad to attend. According to the managing director of the DLG's exhibitions department, Dr Jochen Köckler, all the global manufacturers of agricultural equipment have already registered and are planning to take large stands at the Agritechnica market place. So far, around 180 new exhibitors have also registered. Dr Köckler sees this as confirmation of the widespread view that the prospects for agribusiness are good, thanks to the anticipated worldwide increase in demand for food and for biomass from agricultural commodities. The high level of registrations for Agritechnica 2009 also echoes the latest assessment of the VDMA's agricultural machinery association, which expects a slight fall in revenue for 2009, but anticipates steady unit sales in the medium and long term, especially in the major export markets of central and eastern Europe.

The DLG sees two main factors behind the high level of demand from exhibitors. Firstly, Agritechnica enjoys a leading role as a global meeting place for the agricultural equipment sector and attracts professional farmers from all over Europe in large numbers. Secondly, Agritechnica has always been a shop window for global innovations. For years, manufacturers of agricultural equipment have organised their innovation cycles around Agritechnica in Hannover, and use the exhibition to unveil their new products to the world market.

Another reason for Agritechnica's success, according to the DLG, is its excellent venue. Hanover has the world's largest exhibition grounds and provides the ideal location for both exhibitors and visitors. Individual exhibition key areas are logically organised in state-of-the-art exhibition halls, especially geared to the needs of visitors. Agritechnica is also regarded as the agricultural sector's most important 'future forum', with its high-calibre programme of international seminars, forums and press conferences. This is where technology trends are showcased, and all important issues affecting the future of agriculture and agricultural machinery discussed.