The 54th annual edition of the Red River Exhibition kicked off Friday in Winnipeg and continues until Sunday.

A key part of the event is "Touch the Farm" a live animal display which allows the public to experience farm animals as they would be housed on a modern livestock operation, hosted in partnership with the Manitoba Farm Animal Council.

Red River Ex CEO Paul Robson says, since moving to its new grounds, the organization has strengthened its role as the place where the producer and the consumer can meet to exchange producers, do commerce or discuss the awareness of the importance of agriculture.

Paul Robson-Red River Exhibition Association

Our attendance on an annual basis varies depending on the weather from 180 thousand to 200 thousand people over the ten days of the exhibition.

Our exist surveys indicate that a good 40 to 50 percent of those people go through the Touch the Farm display.

Our Touch the Farm display is located as part of our whole family land area.

Our exit surveys, since we moved here in 1997, consistently indicate that the reason for coming to the Red River Exhibition is to be with friends and families.

Our demographic is about 50-50 male-female but heavily into extended families.

We see Grandma and Grandpa, Mom and Dad, all the kids, uncles and aunts and coming as a family group so that's key part of our audience.

Robson notes exit surveys consistently show a very high level of satisfaction with the Touch the Farm area with 70 to 80 percent of visitors rating the display as excellent to very good.