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ShowCo – An initiative for the introduction of an optimized concept for trade fairs in the global poultry industry
Exhibitions are a crucial tool in most businesses. This is where companies expose their innovations, where growers come to keep abreast with the latest developments, where fruitful collaborations are formed and many important transactions are generated.
“But too much of a good thing can be disadvantageous.”
For years the poultry industry exhibitions have been suffering from the keeping away of professional visitors. Main reason for this is a growing fragmentation of the trade fair landscape. The companies – especially the smaller ones – are no longer able to serve all the fairs. This makes the exhibitions unattractive for an expert public because they are neither transparent nor complete anymore.
The quality of the exhibitions is in decline.
For the companies the exhibition-costs per visitor increase due to the loss of visitors. At the same time, companies are unable to seriously develop new products owing to the permanently growing exhibition branch with its simultaneously cumulating fragmentation (less and less time between shows).
The result is a stagnation of the technical progress.
As a way out of this dilemma ShowCo believes in its concept for a
Global Exhibition Plan.