From Claas to John Deere and from Stihl to Jean Heybroek. All major brands of tractors and implements can be found in Biddinghuizen from 14 to 17 September 2022. For the first time, AgroTechniek Holland (ATH) and GroenTechniek Holland (GTH) are taking place simultaneously. The fairs retain their own identity, but visitors can make a smart combination. "Don't remediate but innovate, is the motto this year," says exhibition manager Willem Bierema.
Already decided in 2020 ATH en GTH to put their heads together. A logical step according to Willem Bierema, trade fair manager of Fedecom Fairs, which organizes both events. "In recent years, we have seen more and more horizontalization in the sector. Agriculture, landscaping, contract work, civil engineering, gardeners… the same tractors, machines and tools are increasingly being used for different purposes." And so it is a win-win situation for both the exhibitor and the visitor that the ATH and GTH trade fairs take place simultaneously this year.
Important meeting place
In total, about 22 football fields of exhibition space will be realized with more than three hundred stands and more than a thousand brands. "An important meeting place", says Bierema. According to him, it is not about direct sales. "You don't have to organize a fair for that. The corona crisis has proven that; no events, but also no dip in sales. Fairs such as ATH and GTH are especially important for the provision of information and long-term relationships."
Due to corona, ATH and GTH were unable to continue in physical form in the past two years. As an alternative, a digital concept was set up for ATH last year. A platform on which all machines, services and novelties were brought together. "The formula was good, but capacity turned out to be a problem. Too many visitors came at the same time." Now that the online platform has been set up, it is the intention, according to Bierema, to continue this. "The idea is to digitize what can be seen on the exhibition floor in September. This means that the information about machines and companies remains accessible, even after the four exhibition days."
Challenges and Solutions
Informing and inspiring, that is the starting point of ATH and GTH. "The agricultural and green sectors are full of innovation," Bierema notes. "Both sectors have to deal with difficult issues, including those relating to the environment, climate, nitrogen, food safety and animal welfare. Rigid measures are taken by the government, while there is often already a technology or product on the market for every challenge. The nitrogen scrubbers are a good example of this, so our motto is not to remediate but to innovate."
The combination of ATH and GTH creates a lot of organizational synergy. Visitors can visit both fairs with one ticket. For recognisability, both ATH and GTH have their own entrance. Between the two fairs, a mix zone is created where both farmers and gardeners are served. "A farmer sometimes needs a lawn mower or chainsaw," says Bierema. "Conversely, a landscape gardener or green contractor increasingly needs a (larger) tractor."
Tell the industry story
In addition to the exhibition floor with hundreds of exhibitors, various pavilions will be set up. In the Zero Emmissionpavilion is all about all machines and materials that do not cause emissions. It As good as newpavilion is full of demo materials. Tractors, machines and tools with a maximum of one year old or with a maximum of five hundred operating hours. "With the current long delivery times, this could be very interesting." Finally, Bierema talks about the farmer-burger-pavilion. "We want to tell citizens and outsiders the story of the sector and show the innovative strength there. We also invite policymakers."
Various activities complete the exhibition programme. There is, for example, the final of the Best Tractor Driver in the Netherlands, the Benelux woodcarving championship and an all-terrain vehicle test course. All information can be found at www.fedecomfairs.nl.