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EuroTier China exhibition sends positive signal to livestock and exhibition sectors: fairs with in-person knowledge-sharing also possible in the pandemic

23 September 2020, at 11:54am

Over 12,000 visitors over three days; Trade show offered physical and virtual platforms; The German ministry of agriculture co-sponsored opening ceremony and contributed with a German pavilion

With more than 12,000 livestock professionals attending the exhibition over the three days from 7th to 9th September, the second edition of the EuroTier China exhibition, held in Chengdu, China, offered relevant solutions from the feed sector as well as technologies from the pig, poultry, dairy and aquaculture fields, presented by 190 exhibitors from 13 countries. Underlining EuroTier China’s international appeal, the Federal Ministry of Food and Agriculture (BMEL) played an active part at the trade fair, both with a dedicated German pavilion, offering Chinese visitors technical solutions and knowledge-sharing opportunities, and with its participation in the high-level opening ceremony, which it jointly sponsored with the German Consulate General in Chengdu, China.

“Exhibitions have started again and the whole world is looking at us since successful exhibitions are not only a sign of hope but also play a key role in facilitating market recovery and additionally offer a platform for the exchange of knowledge and innovation,” said Sebastian Dern, Deputy Consul General, Consulate General of the Federal Republic of Germany in Chengdu.

“The German Agricultural Society, the DLG, is a great partner in helping German companies settle down in China and connect them to local industries. Together with the German Consulate it is our shared goal to promote the exchange of knowledge and technology along the entire food production chain,” concluded Dern.

A positive message to the exhibition sector

Taking place as a physical event, which allows the kind of interactive and practical dialogue with companies that farmers thrive on, EuroTier China 2020 also sent a positive message to the exhibition industry, which has been particularly hard hit by the pandemic.

“EuroTier China 2020 is one of the first international trade fairs in the agricultural sector to be held since the pandemic began six months ago. Through tremendous effort and tenacity, DLG’s Chinese partners NAHS and BTC have managed to make this trade fair possible this year. I wish to express my gratitude to them for giving it their all in order to make this event into a market driver - a perfect example of a Sino-German cooperation,” said Peter Grothues, Managing Director, DLG Service GmbH.

“As organisers we are very pleased with the outcome of this exhibition, which was a unique situation given the current circumstances. This satisfaction is echoed by exhibitors and visitors alike, with many commenting positively on the measures that were put in place in order to provide not only a safe exhibition environment for all participants but also one that allowed for face-to-face exchanges. This is extremely characteristic of the farming sector.

“The high attendance figures of in-person visitors show that the trade show platform is still a favored medium in the agricultural sector, even in challenging times. It sends a positive signal not only to the agricultural sector but also to the whole of the exhibition industry,“ added Grothues.

Covering a spacious area of 20,000 square meters, which accommodated exhibitors in two halls as well as a large conference area, hosting numerous specialist presentations in forums, conferences and round tables, EuroTier China’s offering this year also included a new web exhibition format called EuroTier LIVE, which was held in real time.

“I would like to express my gratitude to exhibitors and visitors this year who have put their unreserved trust in the DLG to organize an international exhibition in these special times. We launched EuroTier LIVE to give livestock professionals, who were unable to attend in person, the chance to learn more about the Chinese livestock market and the challenges here. In particular and highly relevant to all livestock producers in China was our in-depth focus on the feed sector which addressed the livestock species of pig, poultry and dairy,“ added Leely Zhang, Managing Director, DLG AgroTechService, China.

Opening ceremony with high-level international and national attendance

The significance of this trade fair held at a challenging time, was marked by the high level attendance held on the eve of EuroTier China, which included delegations from the EU, the General Consulate of Germany in Chengdu and over 20 delegations from feed and livestock associations from some 15 provinces.

Gudrun GaIIhoff, Minister Counselor for Health and Food Safety Affairs of the European Union Delegation to China attended the opening ceremony in-person alongside Sebastian Dern, Deputy Consul General, Consulate General of the Federal Republic of Germany in Chengdu, who stressed the importance of exhibitions as a platform for the exchange of knowledge and innovation. The large audience consisted of 20 delegations from more than 15 provinces across China invited by the organisers of EuroTier China, Mr. Yang Jingsong, Deputy Director of the National Animal Husbandry Services (NAHS) and Mr. Yang Qingfeng, General Manager of BTC and Ms. Leely Zhang, Managing Director, DLG AgroTechService, China.

Positive exhibitors feedback

Exhibitors applauded the additional safety measures implemented in response to the pandemic. This was summed up in the eyes of one exhibitor:

“This is the first exhibition we decided to take part in this year and EuroTier China was our first choice. DLG has done a fabulous job organizing this exhibition in the current challenging situation, I can see all the safety and hygiene measures have been put in place, right from health scans at the entrance as well as the social distancing measures.

“We have greatly benefited from this exhibition as we have met many potential customers and partners and I have received a similar positive feedback by other fellow exhibitors. It has been amazing to see the format as well of an onsite event as well as online presence through EuroTier China LIVE so that we can connect with potential partners, who could not come and visit us because of the travel restrictions,” said Niraj Prajapati – CEO, Kinghoo Agrotech Co. Ltd.

International exhibitors networking both on-site and via web

EuroTier China attracted exhibitors from 13 countries, including Germany, Austria, Finland and Canada. Companies from these countries presented selected livestock solutions that are deemed to be particularly suitable for the Chinese animal production sector. Many companies took advantage of the national networking events such as the Finnish business meeting at which Finnish companies met virtually at the EuroTier China Forum with their Chinese partners and customers being on-site.

EuroTier LIVE – a virtual exhibition reaching international shores

EuroTier LIVE was launched to allow visitors unable to travel to the trade fair the opportunity to access live interviews with experts and exhibitors, close-ups on technical solutions and a range of conference highlights. A business match-making service allowed real-time connections to be established. This proved a popular addition amongst registrants with many noting that it now offers them a chance to revisit the trade fair until the end of August because the content stays online:https://w w w. eurotierchina. com/live

A national meeting point for Chinese livestock experts

Not only is EuroTier an international trade fair, it is also a national meeting place for Chinese livestock professionals, attracting delegations from feed and dairy associations from some 15 provinces. The Sichuan province is China’s top pig-farming province, which meant that all pig associations were in attendance.

Virtual and on-site technical program beginning online in May and ending in Chengdu


Highlights from the on-site technical program were the many expert presentations on antibiotic-free feed, driven by Chinese legislation, which eliminates the use of antibiotics in feed. African Swine Fever and how to rebuild the pig production sector was another topic high on the agenda. A Biogas Conference, Dairy Conference, Waterfowl Conference and a range of DLG Forums also took place. Additionally, EuroTier China this year hosted a series of pre-trade show webinars that started in May this year and attracted 550 attendees from over 40 countries across the pig, poultry, dairy and aquaculture segments. Specialist topics in these webinars presented the implications of the COVID-19 pandemic, the impact of African Swine Fever (ASF) and government regulations in animal farming

Highlights from these webinars and the technical presentations held in Chengdu are available online: https://w w w. eurotierchina. com/live

Sino-German Trainee Exchange Program hailed a success

A joint Sino-German trainee exchange program between the German and Chinese ministries of agriculture initiated in 2015 has now resulted in over 100 completed traineeships. With the aim of promoting the sharing of knowledge, the Chinese agricultural talents have visited Germany in small groups for a duration of three months, helping them improve their international perspectives and acquire management skills at farms, companies, associations, culminating in a visit to DLG, the society responsible for implementing the trainee program. To honor this successful initiative, 100 Chinese alumnae received official recognition for their completion of the traineeships at EuroTier China. A German trainee program with German participants visiting China, thereby replicating the traineeships conducted in Germany, is scheduled for 2021.

The idea behind these exchange programs originated in the DLG, organiser of EuroTier China and a non-profit society dedicated to knowledge-sharing in agriculture, with its then President Carl-Albrecht Bartmer proposing such an exchange concept to then Agricultural Vice Minister Niu Dun in 2010.

German Pavilion organized by the Federal Ministry for Food and Agriculture

The German Pavilion showcasing animal farming technology from Germany gathered companies including Vogelsang, Caisley International, Stallkamp, Krone and many more. The focus was on knowledge-sharing and best practice methods with invited guest speakers Axel Wildner, Counsellor Food and Agriculture of the Federal Ministry for Food and Agriculture (BMEL), Germany, and Sebastian Dern, Deputy Consul of the of German Consulate in Chengdu.

EuroTier China is organized by the DLG along with its partners National Animal Husbandry Services (NAHS) and BTC with the aim of bringing together the global animal farming industry under one roof to showcase the latest in technology, innovation and know-how tailored to the Chinese and regional market. EuroTier China is held as part of a series that include EuroTier Middle East which takes place in Abu Dhabi. The two trade fairs are regional extensions of the main EuroTier trade fair that takes place in Hanover, Germany. The next edition of EuroTier is to take place from 9-12 February 2021.

Further information about EuroTier China: https://w w w. eurotierchina. com/

A positive message to the exhibitsion sector