Agritechnica still set to go in 2021, but without John Deere


The world’s largest trade fair for agricultural machinery, Agritechnica, is still slated to take place later this year as planned.

The organizer of the biennial show, DLG (German Agricultural Society), expects more than 2,000 exhibitors in Hanover, Germany from November 14 to 20, 2021. An accompanying online platform “Agritechnica digital” will begin in May.

“The number of exhibitor registrations to date underscores the importance of Agritechnica as a global platform for agricultural machinery manufacturers and their suppliers,” says Freya von Czettritz, project manager.

For the physical trade fair in November, the organizers are working closely with exhibitors to create the best possible planning conditions for safe and successful participation, von Czettritz adds.

See all our past Agritechnica coverage here!

Around 90 per cent of the show’s exhibitor space is already booked, says DLG. The list of companies that have already registered as exhibitors is lengthy and includes the likes of CLAAS, AGCO, Kubota, Amazone, Kuhn, Kverneland, Krone, Horsch, Lemken, Pöttinger, Grimme and Väderstad.

John Deere has already announced it will not attend Agritechnica this year.

“Despite numerous controlling measures, such as business restrictions, lockdowns, and event cancellations, the pandemic has not yet been sustainably brought under control,” says Alejandro Sayago, vice president of sales and marketing for John Deere, region two. “The future remains uncertain with virus mutations and the slow progress of vaccination. As such, an adequate protection of world’s propulation cannot yet be ensured, which would be an essential prerequisite for participation in an international trade fair.”

Instead of participating in the show, Deere says it will be supporting the Medical University of Hanover, Germany with 250,000 euro for their COVID-19 research, and an additional 50,000 euro will go to the DLG to support young ag academics.

According to DLG, nearly 450 thousand people attended Agritechnica in 2019, including around 140 thousand “international” visitors.

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