DLG to expand Agritechnica tradeshow network

DLG (German Agricultural Society) will expand its flagship trade show brand to Australia. In 2027, the association will host Agritechnica agricultural machinery trade shows in Hanover, Germany; Ho Chi Minh City, Vietnam; and Melbourne, Australia. The first Agritechnia Australia trade show is scheduled for July 21-23, 2027.

With this new platform, DLG said it is expanding its international network into another major agricultural market. The strategy, it said, is to combine the global reach and technical expertise of Agritechnica with the specific requirements of regional markets. Alongside Agritechnica, the trade fair in Hanover, the Agritechnica Asia trade fair is established as a platform for Southeast Asia. Australia will add another important market to DLG’s international network.

The event for agricultural machinery, ag technology and modern production systems for Australian broadacre farming will take place at the Melbourne Convention and Exhibition Centre. 

“Agritechnica stands worldwide for innovation, agricultural machinery and industry exchange in agribusiness. With Agritechnica Australia, we are taking the next step in the development of our flagship brand by creating a platform in a technologically advanced agricultural market,” said Jens Kremer, managing director of DLG Markets GmbH. “By combining international technology and expertise with the particular needs of the Australian market, we are creating new opportunities for business, knowledge exchange and cooperation.”

Australia is one of the world’s major agricultural markets and an important development and application market for modern agricultural machinery, automation and digitalization. Large-scale production systems, high requirements for efficiency and productivity, and challenging climatic conditions make technological innovation a key factor in agricultural production on the continent.

DLG said Agritechnica Australia will be tailored to the requirements of broadacre farming. The event is expected to bring together international manufacturers and technology providers with Australian farmers, agribusiness professionals and industry organisations. At the same time, it will provide Australian companies with a platform to increase the international visibility of their innovations.

The trade fair is organized jointly by the DLG and HFA (Hannover Fairs Australia), which will develop the new event with a broad network from agriculture, industry and associations. Current partners include GrainGrowers Australia, AusAgritech, the Australian Fodder Industry Association (AFIA) and the National Farmers’ Federation (NFF).

“We have built a strong network in Australia and are developing Agritechnica Australia in close alignment with market requirements. Our goal is to bring together Australian agriculture, international technology and practical expertise while at the same time giving Australian innovations greater international visibility,” said Show Director Agritechnica Australia Lola Rauch, at DLG.

Hanover’s long-running Agritechnica show forms the center of DLG’s international network. It is scheduled for Nov. 14 to 20, 2027. Agritechnica Asia heads to Vietnam March 17 to 19, 2027.