“Women will be definitely more in the forefront of the ag industry in the future!”

“Women will be definitely more in the forefront of the ag industry in the future!”
Dipl. Ing. Integr. Elena Primitzhofer (Gottlieben, Suisse)

After the Covid-pandemic, fairs and tradeshows are picking up again. Worldwide, we had SIMA and EIMA in Europe and the World Ag Expo in California, just to name a few. All shows where AGCO was glad to be present again. But how important are those shows for AGCO, and how does the company see the future of fairs and tradeshows? We asked the opinion of Dipl. Ing. Integr. Elena Primitzhofer, Brand Manager Governance, International Shows and Event Strategy at Agco International GmbH.

Elena, please introduce yourself!
My name is Elena Primitzhofer and I I have a degree in ASL-Architecture and Urban Design from the University of Kassel, Germany and attended Post Master studies at SAMI Damelin College in Marketing, Project Management and Economics. Today, I am Brand Manager Governance, International Shows and Event Strategy at Agco International GmbH. As such, I coordinate the joint presence at international trade shows and I develop strategies for these trade shows.

How important are trade shows for Agco and its brands?
Trade shows are an integral part of the omni-channel marketing mix for all Agco brands. The most important objective of being present at any trade show is connecting with§ our customers and farmers in person.

What was the impact of Covid-19 for AGCO regarding tradeshows? Did you notice a difference in sales?
The impact of the pandemic paused physical trade show activities in 2020 and 2021 for us.

However, during this time Agco’s brands compensated with several very successful virtual events. These included product launches like for the Fendt 200 Vario, informative formats as well as press conferences. Furthermore the Agco brands had outdoor road shows and field days to present new products to farmers.

In 2022 the Agco brands were present again at many fairs like SIMA (France) and EIMA (Italy) in Europe. Since the beginning of 2023, we already attended shows like the World AG Expo in Tulare, California, USA or LAMMA in Great Britain. Of course we are very much looking forward to join Agritechnica again this year! Visitors can certainly look forward to amazing stands of Agco’s brands at the show.

Did the Covid-19 pandemic change the way AGCO thinks about trade shows?
During the pandemic, since we could not participate in physical trade shows, we developed a variety of different virtual approaches to connect with our farmers as well as outdoor activities in the spring and summer time. For the future we will be looking into hybrid events offering different options for our visitors and customers to join our events, putting farmers and their needs at the center of every activity.

“We can see a change happening in the industry towards women. They are holding more responsibility today.”

The role of women in agriculture changed drastically the past years. Do you notice this at trade shows?
We can see a change happening in the industry towards women, yes. They are holding more responsibility today. For example, we have several women in high raking positions in our own company as well as in our dealer network. We also see that more farms and contracting businesses are run by women and therefore the number of female visitors has risen steadily over the last years. In addition, we also know from recent studies that women also have a big part in every decision on a family farm. So yes, women will be definitely more in the forefront of the ag industry in the future and will gain more visibility!

Does AGCO keep women in mind when it comes down to trade shows and fairs?
We do not differentiate by gender in our trade show concepts, but of course we have many women, both on the stand staff and in the back office, who help shape our trade show presence. We follow the “farmer first” approach and put farmers at the center of all activities whether they are male or female.

Do you have idea how many women visit the Agco stands during trade shows?
Agco applies invitation management for their trade shows and we track visitor numbers to our brand’s booths, but we do not track gender, nor age or religious affiliation.

Do you notice differences in perception between men and women in our sector and at the fair? Is there room for improvement in your opinion?
In society there is a different perception towards women and men in the agricultural industry, this is surely further diversified by country and region.

But we do see more women in high-responsibility positions, which will change the perception of men and women in the ag business. At the same time there is certainly room for further improvement. For example, the Agco brand Fendt has been addressing the issue of women in the agricultural sector for many years, by having this dedicated section in the customer magazine Fendt Focus or by holding a female career day every year.

How do you see the trade shows evolve in the future?
We will be looking at a hybrid approach combining physical and virtual presence with strong activities in social media. The reason behind this change is to connect with younger farmers on channels they prefer. We also want to enable people to attend our events even if they cannot be physically present due to distance or timing issues.


AGCO GmbH is a global manufacturer and distributor of agricultural equipment and related products. The company is based in Germany and is a subsidiary of AGCO Corporation, a US-based agricultural equipment manufacturer.

AGCO GmbH produces and sells a wide range of agricultural equipment, including tractors, harvesters, hay and forage equipment, sprayers, and seeding and tillage equipment. The company’s brands include Fendt, Massey Ferguson, and Valtra, among others.

AGCO GmbH operates in more than 140 countries around the world and has manufacturing facilities in several locations, including Germany, France, Finland, Brazil, and China. The company employs over 10,000 people worldwide and has a strong reputation for innovation and quality in the agricultural equipment industry.

You can find more information about Agco on their website

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