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The Dairy Expo is certainly gaining in popularity, with 45 extra exhibitors at this year’s event.
The third edition of the NZ Dairy Expo, held in mid-February in Matamata, has shown that the KISS principle (keep it simple stupid) was getting a positive response from exhibitors and visitors alike.
Focusing directly on the dairy sector, with an emphasis of ever-evolving technology, dairy genetics and nutrition, about 180 exhibitors were welcoming the chance to talk with a targeted audience in an open and relaxed manner.
Co-ordinator Amanda Hodgson told Dairy News that the Expo is certainly gaining in popularity.
"This year we saw an increase of about 45 extra exhibitors over 2025, meaning we've doubled the number of exhibitors over the three years of the event."
Indeed, that increasing popularity, has resulted in several non-dairy related businesses being politely declined any site space when enquiring, with Hodgson commenting, "sorry but this isn't the place for spa pools or flavoured, bottled waters".
As part of the KISS philosophy, exhibitors are charged very low site fees, with good access for set-up and take down, with no entry charges for visitors.
Hodgson explains, "we keep our own costs under control, with a tight team of three key people - myself included - that are on site pre-event marking out sites and overseeing logistics, ending up with a small surplus after all costs are taken into consideration."
Over the two days, dairy farmers and their staff were circulating the sites in good numbers, with around 1200 already registered before the event. This would confirm that with the industry sector moving at such pace, particularly in wearables, that the chance to catch up for one-on-ones with product specialists was a chance not to be missed.
Exhibitors appeared to be pleased with the format, with one manufacturer of rubber matting for cow comfort saying both days had been busy, with good enquiry and general positivity, that unlike the National Fieldays in June, was free of "tyre-kickers", and had a more focused audience.
Lloyd Salt, regional sales manager for machinery specialists Brandt commented, "it's a great event, easy to set up and take down and a great place to catch up with existing or potential customers".
Looking overseas, where many countries are now organising industry-specific shows and events, such as the Grassland, Cereals and Effluent Events in the UK, Agritechnica in Germany and the Salon de L'herbe in France, it appears that the NZ Dairy Expo makes a great deal of sense. Perhaps it's time for the broad-based, more costly Fieldays format has run its course, with organisers needing to have a rethink about content and target audience?
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