John Deere has announced it is extending its pause on trade fair presence and will not be attending this year’s Agritechnica show in Hannover, Germany, which is scheduled to take place from 14 to 20 November.

The tractor manufacturer said the current COVID-19 circumstances and the uncertain future means they don’t believe the safety of all attendees can be fulfilled.

The firm said that the decision was reached after intensive and thoughtful discussion both internally and with selected German John Deere dealers.

Despite the decision, John Deere has said it continues to value and support Agritechnica as the world’s leading agricultural trade show.

Other brands committed

Despite John Deere pulling out, show organiser DLG (German Agricultural Society) has said there is great exhibitor demand for the event, with around 90% of the exhibition grounds already booked up. Organisers have said they are expecting more than 2,000 exhibitors to attend.

The DLG has confirmed that companies who have already registered as exhibitors for Agritechnica 2021 include Claas, AGCO, SDF, Kubota, Amazone, Kuhn, Kverneland, Krone, Horsch, Lemken, Pöttinger, Grimme and Väderstad.

“Together with our ‘Safe Business’ concept for the physical trade fair in Hanover in November, we are working closely with our exhibitors to create the best possible planning conditions for safe and successful participation in the world’s leading trade fair for agricultural machinery,” explained event project manager Freya von Czettritz.

These thoughts were echoed by industry manufacturers who are keen to get back out in front of people such as Cornelia Horsch, founding member of the German tillage equipment manufacturer Horsch Maschinen GmbH, who explained, “Our most important goal is to finally get back to normal, meet our customers and exchange ideas in person”.

Hybrid trade fair format

Alongside the physical event, an accompanying online platform Agitechnica Digital will be launched in May, six months ahead of the trade fair.

From this point onwards, the DLG has said exhibitors will be able to host their own events on the digital platform and deliver information about their products.