National Fieldays chief executive Jon Calder said he was completely mindful of soft dairy incomes and prospects for the new season, but said history had shown this did not necessarily dampen attendance or interest in the event.
“The key focus for us remains to ensure that we continue to create an event that offers excellent value for money, for exhibitors and for farmers.”
He believes Fieldays has managed to move beyond simply being “four days in June” to become more of a portal or access point for anyone interested in engaging with the sector through the remaining 361 days of the year.
“The event has moved to the point where it is just as much about education and innovation. Even with lower incomes farmers still have to move forward on things like environmental compliance which cannot be easily deferred.”
He said the fact all exhibition space is sold out this year was testament to exhibitors’ faith in the industry’s resilience, and Mystery Creek’s relevance.
Having a high-profile, forward-looking presentation like KPMG’s agribusiness agenda presentation at the start of the event put 150 of the industry’s key players all in one room together, something not achieved at any other time during the year. It proved a vital staging post for relationships and exchanges.
The depth of knowledge available at the event had also been helped by the long-term involvement of ANZ and University of Waikato.
“Both have proven capable of providing the research and data for presentations and information, pushing Fieldays beyond being solely a tradeshow.”
Coping with greater immediacy in media coverage had also been met, with a new media centre that was welcomed by journalists previously consigned to the limited space of the old one.
“We have also had to adjust to the needs of media that requires good broadband access, and facilities to record and edit video.”
Calder was also buoyed by the results of a University of Waikato Institute of Business report about the 2014 event’s economic impact on Waikato and NZ.
As well as providing a source of data, research and speakers, the university recently entered a new agreement to carry through its association to 2016.
Some of the key results from the survey included a total revenue to Waikato of $138 million, comprising $33 million of visitor expenditure and $93 million of equipment sales.
That impact on the rest of the country was $421 million, including $275 million of equipment sales.
This represented an increase of 8% for the Waikato region, and a massive 14% increase for NZ overall compared with 2013.
Calder said having quantifiable data demonstrating how the event created value for the region and NZ was a true measure of the event’s success.
“In addition to the sales made by our customers exhibiting at Fieldays, the flow-on effects to the region through accommodation, hospitality, transport and employment are significant.”
He said the next stage of focus was to make the National Fieldays the international “go-to” event for agribusiness, as the Farnborough Airshow is for the international aviation industry.
This year’s theme Growing our Capability in Agribusiness stems from the need to build NZ’s position as a leader in agriculture, while recognising the challenges in maintaining and growing a skilled workforce.
Calder said the rapid development of innovation and technology in farming, coupled with increased requirements around food traceability and safety, required a shift in how those working in agriculture were prepared and equipped.
“Growing our Capabilities in Agribusiness gives us an exciting platform to showcase the opportunities for careers within NZ’s primary industries, and the innovation and technology that will help drive continued efficiency beyond the farmgate.”
A key new feature for this year’s event was the Fieldays Innovation Accelerator, backed by the Callaghan Innovation centre.
The Accelerator offered a stepping stone for NZ companies that have exhibited in previous years, and a one-time opportunity to exhibit without incurring the full exhibition cost. It was open to companies that had exhibited in the Innovation Centre in previous years.
Confirmed exhibitors already in place for this year’s inaugural Fieldays Innovation Accelerator include Aeronavics and Kindling Cracker.
Aeronavics entered the Innovation section at Mystery Creek in 2013, bringing drones to agricultural users, reinforced with its Most Viable Business Award. The company has continued to advance since, recently raising $1.5 million in equity through crowd funding.
The Kindling Cracker represents the other end of the innovation spectrum, combining archetypal Kiwi ingenuity with the fresh approach of an innovative teenager in Ayla Hutchinson from Taranaki.
As winner of the Vodafone People’s Choice Award last year, the Kindling Cracker has picked up another three international awards, including making the International TeenBusiness Top 20 List for 2014. The specialised kindling splitter is now shipped internationally, and sold online through her website.
Calder said the Accelerator was part of an ecosystem National Fieldays was trying to develop for innovative technology to make the move from prototype to full commercialisation.
“The next step is to look at what else do these innovators require to speed up their progress to market?”
He had been in discussion with angel investors to consider finance provisions, and had also arranged a pitching exercise for one of last year’s innovation winners who was seeking financial
input.
“The Government’s goal is to double exports by 2025. If we can help create an environment for innovation to develop, then we are also working towards that target.”
