Case study
EuroTier passes its first
Abu Dhabi beauty parade
EuroTier, a successful biennial
livestock and agricultural fair that
has run in Germany for 30 years,
has now expanded the brand with
launches in Brazil, China and the
UAE. Organiser DLG shares some
insights on the challenges involved
in making the show a success in
Abu Dhabi this past September.
The financial centre of the United
Arab Emirates (UAE) and its capital,
Abu Dhabi, has now become a hub
for animal farming and agricultural
innovation.
In March this year the UAE
government rolled out a US$273m
investment into an agricultural
technology initiative designed to bring
related tradefairs and exhibitions
to the city. The new incentives are
aimed at companies that develop
technologies to support precision
farming and agriculture robotics,
bioenergy and indoor farming.
Abu Dhabi is a gateway to the
MENA region and its Abu Dhabi
National Exhibition Centre (ADNEC)
flagship venue was the natural home
for the launch of a Middle East edition
of EuroTier, a successful tradefair for
animal farming professionals.
The biennial fair has been running
in Germany for the past 30 years
and has launched in three emerging
markets in 2019, Brazil, China and
now Abu Dhabi.
EuroTier Middle East’s objective
was to bring together the latest
global technology and innovation in
the animal production sector along
with the most up-to-date knowhow
tailored to the local market. At its
inaugural edition, 2-4 September,
EuroTier Middle East hosted 10,000
professional visitors, 120 exhibitors
and 150 companies from 16 countries,
including Saudi Arabia (country of
honour).
In addition to the exhibition,
the event included two technical
conferences and a forum with
technical presentations on a
variety of topics such as cattle and
“EuroTier
Middle East’s
objective
was to bring
together the
latest global
technology
and
innovation
in the animal
production
sector along
with the most
up-to-date
knowhow
tailored to the
local market.”
Below:
Beauty in the eye
of the EuroTier
beholders
poultry production, camel genetics,
aquaculture, biosecurity and more.
There were also region-specific
feature events like the beauty contests
and animal auctions that featured
over 6,500 animals and drew 175
breeders.
ADNEC allocated 7,000sqm gross
of exhibition space for the event
which was attended by dignitaries
including Dr Thani Bin Ahmed Al
Zeyoudi, Minister of Climate Change
and Environment; Mariam Bint
Mohammed Saeed Hareb Al Mehairi,
Minister of State for Food Security
and Dr Mugheer Khamis Al Khaili,
Chairman of the Department of
Community Development.
Protocol can be a major
consideration in the Middle East and
organiser DLG International was able
to rely on ADNEC’s own protocol and
government relations department to
organise the opening ceremony and
receptions for all VIPs in attendance.
ADNEC also assisted in publicising
the event, with its marketing team
handling mailers and an SMS
campaign, as well as advertising the
event on ADNECs network of indoor
and outdoor digital screens and
promoting the show via its website
and Instagram account.
Christopher Armstrong, Project
Manager (International Trade Fairs)
for DLG International praised the
“high quality content” created by the
ADNEC team with regard to banners,
video and previews of the show.
Results
In-house caterer, Capital Hospitality,
and production company, ADNEC
Services were also integral to the
success of the show and its attracting
10,892 visitors over three days.
Much of the EuroTier’s focus was
on attracting an audience of regional
stakeholders and local farmers, so
the live animal auctions and beauty
contests proved to be a key draw for
such visitors.
Twelve research papers were
presented at the conference which
ran alongside the tradefair and the
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Issue 6 2019
w w w.exhibitionworld.co.uk