Federated Farmers: Everything in one place at Fieldays

Mystery Creek is being developed as part of a plan to make the Fieldays venue more functional.

Mark June 10-13 on your calendar, as the globally acclaimed agribusiness expo, Fieldays, makes its annual appearance.

"If you want to mix with the who's who of New Zealand agriculture, this is the place to be. Whether you're seeking trade, networking, insight or engagement, Fieldays is everything in the one place for four days," says chief executive, Jon Calder.

Mr Calder predicts this year's event theme, Growing our Capability in Agribusiness, will be as relevant as previous years, providing a backdrop for discussion and debate.

The Fieldays team has been working to implement stage two of its master plan for Mystery Creek, a 15-year blueprint for development of the Waikato site.

This involves major earthworks, with 49,000 cubic metres of soil being moved, and a further 19,000 metres to be cleared to create two new central exhibition zones.

"It's a big ship we are steering. There are 1500 sites, including 70 new sites planned for this year, and we are expecting over 900 exhibitors. Last year we had over 119,000 visitors -- that's more than the population of Dunedin," he says.

Mr Calder says along with the traditional exhibits of innovation and technology, Fieldays is focused on current trends in agriculture, with recruitment and education an essential aspect of this year's theme.

"The primary sector is facing a shortage of young people entering the industry and needs also to retain those people that are trained so they can be future leaders. For Fieldays, it's all about accelerating technology and innovation, building our capability and attracting the best and brightest."

The value Government target of doubling primary exports by 2025 is a huge incentive, but requires a major shift in thinking and attitude towards agriculture.

Innovation, technology and collaboration are undoubtedly central to "continued efficiency behind and beyond the farm gate," he says.

Fieldays organisers are not only promoting sustainable farming, they will also be applying those values to the site.

"We believe in leading by example and have created a new man-made lake to harvest water from the campus buildings' roofs," he says.

Fieldays is rapidly growing an international reputation, and Mr Calder believes there is potential for Fieldays to drive agri-tourism.

"This is an exciting trend. Last year we had around 2500 international visitors, 500 registered in our Business and International Centre, from about 50 countries," he says.

Fieldays has been running for 47 years. One of the reasons for its durability and popularity is the organisation's growing willingness to listen to its customers and their needs.

"If we can work with our customers to maximise their Fieldays presence and experience, it helps to enhance what we are offering and gives visitors the best possible experience."

He says he can't wait for opening day.

"When you arrive on the Wednesday at 7.45am and see thousands wanting to get in, it just brings it home to you how important it is to farmers, actually to New Zealand, and just how big this event has become."