VNU Exhibitions sets up showcases for farm sectors

Since VNU Exhibitions Asia Pacific was founded early last year through a joint venture between Dutch event-organising company VNU Exhibitions Europe and TCC Exhibition and Convention Centre, a subsidiary of TCC Land, the company has planned a number of trade shows in Thailand and elsewhere in Asean.
“As Thailand is poised to become a hub of international exhibitions in Asean, we aim to be a top-five organiser for trade exhibitions of the livestock and horticulture industries in the region,” Ladda said.
She said that though livestock and agricultural products were major exports, these industries had to enhance competitiveness amid new challenges in the world and the forthcoming Asean Economic Community in 2015.
While VIV Asia, an international trade show for animal production and processing, is held every two years as a regional event, VNU also organises ILDEX to showcase livestock, dairy, meat processing and aquaculture. Besides Thailand, VNU is set to organise ILDEX trade shows in Myanmar, Vietnam and Indonesia.
The company has created an “ILDEX Thailand on the Move” project by organising small-scale trade shows in all regions of the country. They will be held in Nakhon Si Thammarat in November, in Chiang Mai next February, Nakhon Pathom in July and Nakhon Ratchasima in October next year with a target of 200 participants each.
“ILDEX Thailand on the Move” is designed as a platform to publicise new international technologies, knowledge and market opportunities while maintaining a localised approach.
The event is aimed at enhancing livestock production and processing to meet international food-safety standards.
For the agricultural sector, VNU plans to organise Horti Asia events in Nakhon Si Thammarat, Ratchaburi, Udon Thani and Chiang Mai.
Ladda said the company aimed to initiate an international flower trade exhibition next year to promote Thailand as a hub of the floriculture industry in Asean. The event will also be a platform to connect Thai floriculture entrepreneurs with professional overseas buyers, as well as share innovations and trading necessary technologies.
For years, the Thai floriculture sector has been recognised by worldwide buyers for its success in developing outstanding breeds.
Last year, the total export value of Thai cut flowers and orchids was about Bt2.35 billion. However, Thai farmers are facing intense competition from other export countries that can produce at lower cost.
The two concurrent events, Horti Asia 2014 (the third international trade show for horticulture industry) and the flower trade fair will take place at Bangkok International Trade and Exhibition Centre (Bitec) from May 8-10 next year.
VNU is also eyeing an opportunity to organise a trade show of Thai herbs, which are gaining popularity worldwide.
Ladda, who has long experience in managing international trade exhibitions, said organisers had to focus more on niche markets. Visitors do not need big events, but need new subjects and content-based trade shows.