Agrishow entrance signage
WELCOME TO BRAZIL: The entrance to Brazil’s premier farm show — Agrishow — is grand. It welcomes foreign visitors and locals to the five-day event outside of Ribeirão Preto.

Brazil’s Agrishow: A different type of farm show

Agrishow offers new tech, traditional crops and a casual atmosphere.

It seems no matter the country, farmers love a good farm show. This week I attended Brazil’s Agrishow in Ribeirão Preto and got the chance to see what machinery farmers and ranchers are buying. Equipment manufacturers brought out machinery for soybeans, soybeans, sugar cane and coffee.

Farmers around the globe make time to attend events like this one. According to Agrishow representatives, there are 159,000 visitors to the weeklong event. They come to peruse the more than 600 exhibitors on the 100-acre show site, which is just northeast of the largest city in Brazil, São Paulo.

For five years, I’ve covered new products for Farm Progress Show in the U.S. This is the first time investigating products in a foreign country with a different language (Portuguese). I must say it was a little challenging, but thank goodness for Google Translate.

To find out what farmers from other countries are interested in, I looked for a crowd. It is interesting to see the displays where farmers congregate.


This New Holland methane-fueled concept tractor debuted at the Farm Progress Show last year, and it was a popular photo stop for many folks at Agrishow this week.

At Agrishow everyone stopped to take a picture of New Holland’s tractor, which runs on methane. The concept tractor was on display at the Farm Progress Show last year. However, the display in Brazil was truly a selfie stop with show attendees.


Brazil’s coffee producers use various types of machinery for coffee harvests and other crops, but Case IH’s Coffee Express 100 is used in Brazil, too.

There are different types of machinery for this region of the world. Coffee, sugar cane and cassava production are also prevalent. Case IH is also in the coffee harvester market in Brazil. It brought out the Coffee Express 100.


The Agrishow combines ag machinery exhibits with plenty of opportunities to socialize for its attendees — and not just over coffee.

The Agrishow is much more than an agriculture machinery show. It is more of a social gathering. Companies roll out the red carpet for visitors. Almost every booth has a veranda complete with coffee bar and sweets. Beer is common later in the day. But why?

Unlike U.S. farm shows, the bulk of machinery and equipment is purchased by Brazilian farmers at the Agrishow. Equipment dealers have their financing department on-site. And there is a bank plaza where four of the largest Brazilian banks are located. Farmers find the machine, and then they walk down the street and finance it. For companies, it is worth pulling out all the stops for farmer-buyers.

One thing is for sure — whether I am walking the streets of Farm Progress Show or Agrishow, farmers are friendly. Despite the fact I could not speak the language, farmers just smiled and patted my shoulder. Fortunately, there was at least one company representative that would interpret for me. It made me feel less like a foreigner and more at home.

 

 

TAGS: Technology
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