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Hannover Fairs Australia and the DLG Announce Strategic Partnership to host "FutureAg Expo 2024 – Powered by Agritechnica” Event

Hannover Fairs Australia (HFA), the Australian subsidiary of Deutsche Messe AG, and the DLG (German Agricultural Society), a non-profit society that organizes agricultural exhibitions for knowledge-sharing, including Agritechnica, the world’s leading trade fair for agricultural machinery, today announced that they have entered a strategic partnership to jointly organise a new Australia-based event, “FutureAg Expo 2024 – Powered by Agritechnica”, an agricultural machinery exhibition reaching farm professionals in Australia, New Zealand and Asia Pacific.  

Launching 17-19 April 2024 at Melbourne’s showgrounds, the premiering “FutureAg Expo – Powered by Agritechnica” will be presenting numerous region-specific machinery and process solutions from agriculture, covering horticulture, livestock and aquaculture, that will offer visitors, including farmers and food processors, improved productivity and efficiency. Benefitting from DLG’s successful farmer focused approach for Agritechnica, the world’s leading agricultural machinery exhibition, FutureAg Expo will further equip its visitors with professional knowledge through its extensive conference, interactive workshop, machinery trials and networking program. 

FutureAg 2024, which will carry the official endorsement “Powered by AGRITECHNICA” aims to become a Pacific hub for trends and solutions in precision farming, agribusiness strategies, and sustainable practices.  

“This collaboration with Agritechnica promises to expand the horizons of FutureAg 2024, ensuring that the event will be a high-quality, professional platform for innovation, technology, and industry advancements in Australia, New Zealand, and across the Pacific. This partnership sets the stage and scale to be expected from FutureAg powered by Agritechnica,“ said Tim Bostridge, Managing Director, Hannover Fairs Australia (HFA). 

“Agritechnica is a recognized brand for farming professionals throughout the world that is associated with technical innovations, trends and professional knowledge in agriculture. We are pleased to be applying the Agritechnica approach to the new FutureAg Expo, which will premiere in five months in Melbourne,” said Jens Kremer, Managing Director, DLG International.  

The transfer of practical agricultural knowledge internationally is a strategic remit of the DLG and its exhibitions perform an important role as a venue for both available solutions and networking. “The launch of this new event supports our strategy in the Pacific region, which is to deliver appropriate solutions, exactly for the region and directly on their doorstep,” added Kremer. Working with Hannover Fairs Australia (HFA), the DLG will be developing an important agricultural machinery venue for farm professionals from the Pacific region.  

For more information on “FutureAg 2024 Powered by AGRITECHNICA” and to stay updated on the developments of this partnership, please subscribe to our mailing list.

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AGRITECHNICA: The World’s Number One 

With more than 2,800 exhibitors across 24 halls, Agritechnica is the world’s largest trade fair for agricultural machinery. Organized by the DLG, Agritechnica is held 12-18 November 2023, in Hanover, Germany, and awaits 400,000 international visitors. From crop protection sprayers to drones, from tractors to autonomous equipment, from combine harvesters to digital assistance systems, Agritechnica offers the full range of farm equipment for the arable sector on an indoor area of nearly 100 acres. Thanks to its professional program with numerous international expert presentations, Agritechnica is regarded as the most important future-oriented forum in the agricultural sector. This year, the DLG and its partners are offering five “Expert Stages”, 300 presentations, five international conferences, 470 speakers, two spotlights and six award ceremonies over seven days. 

About Hannover Fairs Australia  

Hannover Fairs Australia (HFA) is a subsidiary of the global event company, Deutsche Messe AG. Based in Sydney Australia, HFA has a mission to bring global industry trends and innovations to Australia. HFA is a leader in creating premier trade fairs and events that drive economic growth and technological advancement.  

About DLG

With over 30,000 members, DLG (German Agricultural Society) is a politically independent and non-profit society. Drawing on an international network of experts in food and agriculture as well as subsidiary companies in nine countries, the DLG organizes over 30 regional arable and livestock exhibitions worldwide, in addition to its leading international trade fairs, EuroTier for livestock equipment, and Agritechnica for agricultural crop machinery, each taking place biennially in Hanover, Germany. Headquartered in Frankfurt, Germany, DLG inform its members of the latest advancements in practical agriculture. DLG’s International Crop Production Center, a 600-hectare site located in Bernburg-Strenzfeld, Germany, conducts plot trials on crop rotations, cultivation and irrigation and practical machinery tests. DLG houses Europe’s largest test center for agricultural machinery “DLG Test Center for Technology and Farm Inputs”, which is located at Gross-Umstadt, Germany. DLG bridges the gap between theory and practice, as evidenced by more than 40 working groups consisting of farmers, academics, farm equipment companies and organizations continually comparing advancement in knowledge in specific areas such as irrigation and precision farming. 

Media Contact 

  • Blake Edwards – HFA, Marketing Director,  

  • Malene Conlong – DLG, 


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