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Anno 2019 Numero 3-4

March - April 2019

Agricultural professionals at the Madonnino Exhibition


The 41st edition of the Madonnino Exhibition, the main event for agricultural operators in Tuscany, will be held from April 25 to 28 at the Grosseto Exhibition Centre (in Braccagni). Established in 1976 with 80 exhibitors and 6,000 square metres of floor space, the event recorded 300 exhibitors and 40,000 visitors in 2018, in a space of 60,000 square metres. Regarding the type of visitor, the organization prepared its profiling by evaluating the profession, age, provenance and purpose of the visit. 45% of visitors are agricultural operators, 30% corporate employees and 15% freelancers. As for age, 55% are over 45, 35% are between 35 to 45 and 10% are under 35. The provenance is 55% from the province of Grosseto, 25% from Tuscany, 15% from Lazio and Umbria and 5% from other regions. The aim of the visit was 60% to make purchases, 35% as a leisure opportunity, and 10% was an opportunity to taste gastronomic specialties.  With regard to the subdivision of exhibitors by product sectors, 30% displays agricultural machinery and equipment, 18% nursery gardening products, 12% construction and gardening products and vehicles, and 8% vehicles and transportation and food and wine.

From Friday 26 until the end of the event there will also be the 34th National Exhibition of Chianina bovines enrolled in the genealogical book. Organized by the Tuscan Breeders Association, the exhibition will host 100 selected animals from regional and Umbrian farms. The big news of this edition is the debut in Braccagni of the Vita in Campagna show, thanks to an agreement between the Tuscan trade fair agency and Edizioni L’Informatore Agrario. This new proposal aims to expand the exhibition sectors of nurseries and gardening, and to create educational areas with practical courses for professionals and hobbyists.

by Patrizia Menicucci

Keywords: Modonnino
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