Wednesday, October 17, 2018

New layout promises bigger buzz and technical focus

April 30, 2018 by  
Filed under News & Business

Cereals 2018 will see radical changes to its layout as a result of ‘CerealsPlus’ – a project created by its new owners Comexposium.

Bringing together the machinery and crop plots in the heart of the event, the new layout is designed to improve visitor and exhibitor experience. It follows a consultation between Comexposium and industry representatives, including the Agricultural Engineers’ Association.

“We really want to have a far more collaborative approach with the industry,” says event director Jon Day. “The changes we are making to the layout show that we are both listening to the industry and acting upon the feedback.”

But Cereals is changing much more than just the layout, explains Mr Day. “We are changing the visitor and exhibitor experience and the technical content and features within the event through feedback and discussion with the industry.”

New thinking

Comexposium set up a farmer focus group in addition to the event’s exhibitor advisory board to improve the offering at the show. It appears to have gone down well with exhibitors – including Will Holmes, head of sales and marketing at Syngenta.

“It’s nice to see the show evolving, alongside greater interaction with the team. It’s good to freshen things up and challenge us to adopt new thinking. There was a clear need to do something different and we’re very happy to be working with Comexposium to achieve that.”

One reason for the change was to make it easier for visitors to find their way around the showground. Integrating the Sprays & Sprayers Arena among the other machinery stands should also help create a greater buzz at the event.

Kate Bennett, marketing and communications co-ordinator at Kuhn Farm Machinery, believes the revamp will improve the experience for visitors. She adds: “Fresh ideas from Comexposium for Cereals are encouraging and we are interested to see these implemented.”

Big improvement

Like many manufacturers, Horsch UK sells both spraying and tillage equipment, and will now be able to have one combined stand rather than splitting in two. This will be a big improvement, says  general manager Steve Burcham.

“An event can also get stale if people know exactly where every exhibitor is; a layout change will help people to stumble across new things, and the new Innovation Entrances will provide a great visual impact for people as they arrive.”

Horsch is planning a few changes of its own – including a trial plot at the event to demonstrate the efficacy of its new drill. “As an industry we need to up our game; we are all part of the show and it’s very positive to be working together,” adds Mr Burcham.

John Deere marketing manager Chris Wiltshire says the consultative approach has to be a good thing. “We really like the new layout and it’s great to be able to provide input to help change things going forward. We are very much looking forward to the 2018 event.”

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