DLG International and VNU Exhibitions Asia Pacific to launch an Asian version of the worlds leading agricultural exhibition, AGRITECHNICA,in Thailand AGRITECHNICA ASIA in 2017

Bangkok/Frankfurt – 22 APRIL 2016

The twoleading exhibition organizers in livestock and agricultural machinery today announceda joint-venture agreement to launcha new exhibition, AGRITECHNICAASIA, 15 – 17 March 2017 in Bangkok, Thailand. The Asian edition ofAGRITECHNICA, the world’s largest trade fair for agricultural machinery and equipment, is set to be the first agricultural exhibition that covers all of Asia by focusing on Asia’s largest agricultural buyers fromacross the region.

Under the terms of the joint venture, the DLG– German Agricultural Society, organizer of AGRITECHNICA in Hanover, Germany, and Dutch-Thai exhibition organizer VNU Exhibitions Asia Pacific, organizer of VIV Asia in Bangkok, will collaborate to establish one of the most powerful joint ventures in the agricultural exhibition industry.

The first edition of AGRITECHNICA ASIA will be held from 15 – 17 March 2017 at BITEC, Bangkok, Thailand, in conjunction with VIV Asia, the largest livestock exhibition in Asia. The co-location will further accelerate the inaugural edition of AGRITECHNICA ASIA, leveraging synergies between animal and crop production.

While the focus in Europe is on innovations for the cultivation of cereals and maize, AGRITECHNICA ASIA will expand the exhibition program further to include local solutions for the cultivation of rice, cassava and sugar cane.

The mechanization of Asian farms covers a wide range of capabilities. At AGRITECHNICA ASIA the emphasis will be on agricultural engineering solutions that are both relevant and important to the development of agriculture in the Asian markets. Mechanization through modern machinery will increase significantly in the next decade mainly due to the growing labor shortages, more competition and therefore the requirement to reduce production costs.

“In addition tothe strong growth currently inindividualSoutheast-Asian countries, this developing region as a whole will be further boostedby the ASEANgrouping by further regional integration in economic cooperation,food trade development and agri-innovations for sustainable food production“ added Dr. AchimSchaffner, DLG´s Head of Agricultural Economics. Thailand is considered a hubfor themachinery tradeinthe regionwhich is underlinedby the choiceof Bangkokas the venueforAGRITECHNICAASIA.

“Asia is very important part of the global food supply chain with vast land and rich natural resources. Agriculture plays very important role in Asian economy. The world top brand agricultural companies stand out in the region. Now AGRITECHNICA comes to Asia! I believe it will definitely bring new platform and opportunities to the development of agriculture in Asia.

Lovol Group is very pleased to join hands with the DLG (German Agricultural Society)to present our brand, products, technology and service to the customers from around the worldon this platform of AGRITECHNICA ASIA.” says Mr. Wang Guimin, Chairman of the Board, LOVOL, China.

To ensure an impressive launch of AGRITECHNICA ASIA, the organizers decided to realize an international hosted buyer program for the top 150 agricultural decision makers in Asia-Pacific.

“We consider Asia-Pacific as one of our key growth regions. The steep rise in dairy consumption is leading to an upswing in mechanization of grassland management to which Pöttinger, as a grassland specialist, can make a valuable contribution. We also see a great need for investment in arable farming. Pöttinger has the right solutions for both small-scale farming structures and large farms.” said Mr. Heinz Pöttinger, Managing DirectorPÖTTINGER Landtechnik GmbH, Austria.

The first edition of AGRITECHNICA ASIA is supported by the world’s leading launch partners LEMKEN, LOVOLand Pöttinger with some further leading agricultural manufacturers in discussion.

Particular emphasis will be placedonthe development of a relevant professional program accompanying the exhibition. With the support of industry experts,its aim isto enable transfer of know-how throughinnovative technologyforagricultural farms in the region, as well as to strengthen theagriculturalnetworkforagricultural machinery manufacturersin Asia.Also of importance isthe recognition ofinnovativeagricultural technologydevelopmentsinAsiathroughan AGRITECHNICA ASIA innovations award scheme.

“The key goal is to develop new markets togetherwiththeagricultural machinery industry. We willbring the topdecisionmakersfromASEAN, China, India, Japan, Korea, and theMiddle East together,” said Bernd Koch, Managing Director DLG International GmbH.

“LEMKEN, the specialist supplier for professional arable farming, has been active for many years in the Chinese and Indian markets. Our versatile product range is suitable in many ways to mechanize agriculture in the Asia-Pacific countries and thus provides a significant potential for the future. In order to accede and develop these markets, LEMKEN intends to participate in the first AGRITECHNICA ASIA in Bangkok 2017. This first international exhibition for agricultural machinery in the area provides for LEMKEN an important basis for the future business development.”, said Anthony van der Ley, CEO LEMKEN GmbH & Co. KG, Germany.

DLG (German Agricultural Society) is an independent and non-political organization with a large global network, undertaking not-for-profit activities in key agricultural countries. The organization acts as a partner forthe successfuldevelopment and expansionof international business for foreigncompaniesinvesting in overseas markets. Through its many specialist exhibitions companies, the DLG supports companies in finding new and appropriate markets by bringing partners together also at the local level. In 2015, DLG organized the AGRITECHNICA exhibition, as well as more than 25 exhibitions in 15 countries. These events have not only resulted in newcustomers and contracts, but also provided opportunities for greater brand and product awareness for the companies involved. This served as an ideal route for sustainableentry into new markets.

DLG International GmbH operates since 1987 as a highly specialised consulting company with focus on services for organisations of agribusiness and food industry. It has eight international subsidiaries: DLG RUS OOO in Russia; DLG Italia; DLG BENELUX in the Netherlands; DLG AgroFood in Poland; DLG Inter Marketing in Romania; DLG Fuarcilik in Turkey; and DLG AgroTechService in China, as well as IFWexpo in Heidelberg, Germany.

The joint venture brings together the complementary strengths of DLG and VNU Exhibitions Asia Pacific. “At VNU Exhibitions Asia Pacificwe have successfully co-developed some of Asia’s leading trade shows with German organizers in the past. Working with DLG is a strategic joint-venture that will deliver an incredible business platform for the Asian market. Most importantly, we incorporate the entire industry from the very beginning to tailor a marketplace that serves their needs,” revealed Mr. Nino Gruettke, Managing Director of VNU Exhibitions Asia Pacific.

For more information about AGRITECHNICAASIA, please contact
Ms. Marie Servais, Project Manager ([email protected]) or
Mr. AkachaiPonsomboon, Project Manager ([email protected])

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