Deere pulls out of Agritechnica 2021

By: Chris McCullough

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John Deere will not exhibit at Agritechnica 2021 due to ongoing concerns over COVID-19

Deere pulls out of Agritechnica 2021
The John Deere stand at Agritechnica 2019


In a blow to event organisers, John Deere has announced it will not attend Agritechnica in November this year.

The major agricultural machinery show, organised biannually by DLG, the German Agricultural Society, is set to go ahead, despite many other European show organisers cancelling their events in light of the COVID-19 pandemic.

Deere is typically one of the show’s biggest supporters in terms of show presence and revenue generated for exhibition space.

 Check out our photo gallery from Agritechnica 2019 here

In a statement, Deere vice president of sales and marketing Alejandro Sayago said the decision was an extension on the company's wider pause on attending trade fairs. 

"Despite numerous controlling measures, such as business restrictions, lockdowns and event cancellations, the pandemic has not yet been sustainably brought under control," he says.

"The future remains uncertain with virus mutations and the slow progress of vaccination. As such an adequate protection of world’s population cannot yet be ensured, which would be an essential prerequisite for participation in an international trade fair."

DLG's Agritechnica project manager Freya von Czettritz says in a response that the group expects more than 2,000 exhibitors to participate in the event.

"The number of exhibitor registrations to date underscores the importance of Agritechnica as a global platform for agricultural machinery manufacturers and their suppliers," she says.

"Together with our safe business concept for the physical trade fair in Hannover 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."

"Numerous leading agricultural machinery companies have already signed up or are currently in the planning stages of their trade show appearance at the trade show in Hanover in November. From May this year, all exhibitors will be able to present themselves on our new online platform Agritechnica digital.

Companies that have already registered as exhibitors for Agritechnica 2021 include Claas, AGCO, SDF, Kubota, Amazone, Kuhn, Kverneland, Krone, Horsch, Lemken, Pottinger, Grimme and Vaderstad.

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