Trade fairs: collective formula for emerging markets
Italian collectives in the autumn, organized by the ICE Agency in collaboration with FederUnacoma, for promoting Italian agricultural mechanization at trade fairs in the sector in Russia, China and South Korea
International agricultural mechanization trade fairs are important points of encounter between demand for the technologies required by various agricultural practices around the world and a well organized offer from the manufacturers in the sector. ICE, the Italian Trade Agency, is playing a decisive role in supporting Italian industries with numerous projects and initiatives which also involve participation in major trade fairs through the organization of national Made in Italy collectives which are well defined and recognizable in their exhibition areas. FederUnacoma, the Italian Agricultural Machinery Manufacturers Federation, is committed to ongoing collaboration with ICE for organizing the presence of Italian companies arriving for the various expositions, limited to the merchandise categories represented by the federation, in the framework of annual promotion projects. There are three events coming up for these Italian collectives in the autumn of 2014: Agrosalon in Russia, Ciame in China and Kiemsta in South Korea. Agrosalon is a biennial trade fair scheduled for October 7 to 10 in the Crocus Expo International Exposition Center in Moscow. The most recent edition was held on an overall exhibition area of 62,000 m², hosted 280 exhibitors from 27 countries and reported the arrival of 23,000 visitors. The 2014 Italian collective will bring together 18 companies, mainly manufacturers of components and equipment, taking over 400 m² in Hall 15. Agrosalon has been confirmed as a key trade fair for the agro-industry with a wealth of opportunities displayed by the market which is also broad and, in Russia, potentially widely scattered thanks to the specialization of sectors and the clearly operative orientation of the event. Ciame, the China International Agricultural Machinery Exhibition, is coming up to its 14th edition this year as an itinerant annual exposition scheduled for the Wuhan International Expo Center for October 28 to 30.
Last year’s event was held in Qingdao on an exhibition area of 210,000 m² net for the participation of 1,767 exhibitors and 131,000 business people arriving from 38 countries. In the country accounting for 20% of the world’s population agriculture is fundamental and strategic so modernizing the production system is a government priority. For the purpose of increasing efficiency in the sector, especially for optimizing the use of the land and all farming resources available, local authorities are favoring partnerships and the supply of technologies, particularly those for land reclamation, seed selection and the cultivation of high value crops. The Chinese market is continuing to show interesting opportunities for Italian agricultural machinery manufacturers who will arrive for the exposition in a collective of about a dozen companies in various merchandise categories hosted on an exhibition area of 300 m². And finally there is Kiemsta, in South Korea on the calendar for October 29 to November 1 in Samgeori Park, 100 km from Seoul. In 2012, the biennial was staged on 43,200 m² for 363 exhibitors from 22 countries and visitors which numbered 316,000, 3,500 of them arriving from abroad. Among the features of the agricultural sector in South Korea is the aging of farmers, 60% of whom are over the age of 60, and moves in the direction of new development models, in part through the renewal and modernization of the country’s inventory of agricultural machinery. The Italian collective will group 11 companies exhibiting on an area of 250 m². FederUnacoma will be present at all three events with federation officials in an institutional area in each of the collectives to ensure services and assistance for federation members exhibiting and provide information on FederUnacoma activities for the vast public attending the events.
by Patrizia Menicucci