Stealing the show

Bob Schnell, Farm Equipment Manufacturing Association, announces new farm show

The announcement of the new Ag Connect Expo stole the show at the Ag Media Summit this week in Tampa, Florida. A big banner touting its sponsoring organization, the Association of Equipment Manufacturers (AEM), hung over the entrance to the Summit's InfoExpo, a trade show for the annual meeting of the nation's agricultural journalists.

Ag Connect had the prime booth space and attracted journalists from all the top farm media organizations. From all appearances, the Expo folks hit it out of the park with their big announcement. A long line of interviewers heard about the show's features: a goal of attracting 20,000 producers and 700 plus exhibitors covering 250,000 square feet of space "displaying the latest in equipment, technology and services." The show will debut in Orlando in January 2010.
But why another big farm show? We already have Louisville, Tulare, the Sun Belt, Farm Progress and others.

The U.S. needs a show with an international focus, and farmers can be better served with new farm show technology, including a card system that will enable data and info exchanges between farmer and manufacturer, organizers said. Orlando no doubt would double as a family vacation for both U.S. and international visitors. And, what else? Will AEM be a better organizer of a farm show than its competitors? Will they provide better services to manufacturers and the show goers? Their success in the construction industry says this group is well equipped to run equipment shows.

A new poll on Agriculture Online, however, suggests some early ambivalence about the need for a new show. "January is pretty full on the show schedule right now up north," said one comment to the poll. "Then there is the National Farm Machinery Show in Louisville every February, which seems to get bigger each year. Who is the target market for this new show?"

Based on the impressive media performance, there is going to be a lot of firepower behind this show. It will be interesting to see how big it gets to be come January 2010.