Fieldays goes urban
OPINION: Once upon a time the Fieldays were for real farmers, salt of the earth people who thrived on hard yakka.
Building on the Fieldays Society’s themes of ‘Innovation, Education and Globalisation’, chief executive Peter Nation is confident of delivering a world-class event.
“Having made the tough decision back in March to postpone Fieldays until the end of the year because of the Covid traffic light settings, we’re now nearing the finish line and the delivery of a world class event,” Nation told Dairy News.
While the revised timing has brought speculation about who will walk through the turnstiles – with some suggesting that farmers will be too busy with harvest to get away from the farm for a day – but like any event, if you do want to go, you will make time.
Nation expects a good turnout.
“We will very much be the same-same event, albeit with a little more sunshine and no fog. Indeed, weather records for the last ten years suggest an average daily temperature of 21 degrees C, with a 30% chance of rain, so it should be a case of shorts, factor SPF 50 sunblock and maybe a brolly behind the seat of the car, just in case.”
Fieldays set-up started at the end of last month, this time in selected areas, as the return to “normality” brought with it several other on-site events at the same time. Fieldays report that there have been several logistical challenges, not least, sourcing enough tents and marquees, but also site contractors reporting ongoing labour shortages and still some sickness brought about by Covid.
Taryn Storey, head of customer and strategic engagement, reports that as of early November, around 94% of available sites had been allocated, compared to 2021, although several long-time previous exhibitors such as Toyota, AGCO and Farmlands had decided not to attend, citing ongoing supply chain disruption and staff shortages.
Dairy News had heard first-hand that some exhibitors were feeling less than enthused at taking part in the same, large-scale event within a six-month timeframe, as Fieldays 2023 is scheduled to return to its traditional June timing. But Nation says they were approached by several large exhibitors “who asked us not to give up on holding an event in 2022”.
“We know that Fieldays is a bridge to bringing our rural communities back together after these difficult few years. The record numbers in June 2021 proved this, but it broke our heart to have to turn people away on the Friday.
“There’s no doubt our event is a great way for friends and family to catch up again and maybe spend a little money on the exhibitors’ sites. By the same token, we are also hearing from exhibitors that in some cases they are shifting the emphasis from just business, to welcoming their customers with light refreshments and saying thanks.”
Bigger, Better
Alongside the general trade stands that we have grown to expect, the 2022 event will see some introductions and expansions.
The new Forestry Hub will bring together more than 45 exhibitors into one marque, showcasing the importance of this growing industry and rather than just talking about shipping logs to China, raising awareness of high-grade timber for structural and decorative use, furniture manufacture and as an alternative fibre source. Launched after around four years of discussions, the Forestry Hub is supported by a wide range of industry organisations, growers and manufacturers.
Likewise, an expanded Careers Hub is set to focus on current labour shortages throughout rural industries, showcasing career paths for youngsters or possible avenues for those looking to make a career change. Meanwhile, the Health Hub recognises that access to rural medical services continues to be a major problem to those living in isolation or indeed any distance from the main centres.
Peter Nation notes, “Since we started the Health Hub, we are somewhat humbled to think we have touched over 33,000 lives. We have come across numerous stories about reluctant rural males who have been dragged into the Hub by wives or partners, who have then been shocked to find out they have issues like melanoma or diabetes that have been identified and directed to treatment providers. There will be medical professionals on site to discretely help and offer advice, so we would even suggest to exhibitors that they might even give staff a half an hour off their sites, to pay a visit and get a free basic health check."
As in previous years, The Innovation Hub will showcase clever ideas and products from a range of sectors, including, dairy, forestry, farm management, animal health, genetics, horticulture and viticulture.
