John Deere ‘exploring alternatives’ to trade shows

By Alistair March 5, 2023 09:10

Turf machinery giant John Deere has said it is “exploring alternative communication channels” to agricultural and turf trade shows, adding that the pandemic has “changed the event landscape”.

The company has also stated it will not be attending the next SIMA show in 2024 in Paris, one of the world’s biggest agricultural exhibitions. Instead it will focus on country specific dealer and customer events throughout 2024, a spokesman stated.

“Covid-19 has changed the event landscape and the way customers want to interact with us is also evolving,” said Andreas Jess, John Deere marketing director. “Ag and turf trade shows are a long-established way of engaging with farmers and contractors, but we are also exploring alternative communication channels that combine both digital and face-to-face activities. These will allow us to better demonstrate our innovative technologies and production system-based solutions and, at the same time, reach a wider audience.”

This will support John Deere’s transition to a more streamlined business that puts the customer at the centre, he added.

Tilmann Köller, responsible for John Deere shows and events, stated: “We are currently planning our European dealer and customer events for 2024 which require synchronisation with our markets in North America.”

He said the first announcements about these events will not be for another 12 months.

A spokesman added that John Deere still sees an important role for trade shows in the future but would welcome international trade fair organisations to review their current timetables to “allow greater flexibility for other promotional activities”.


By Alistair March 5, 2023 09:10

Follow us on social media

Join Our Mailing List

Advertise with Greenkeeping

For editorial enquiries in the magazine or online, contact:

For advertising enquiries in the magazine or online, contact: