In this issue..

Life begins at 40
It’s hard to believe that
Cereals is 40 years old ––
looking back at the 1987
show guide brought a wry
smile to my face to see how
some of the adverts and
machinery had dated. And yet,
there’s so much that hasn’t
changed. That event guide
spoke of cereal surpluses,
effective marketing, and
producing to meet consumer
needs. Not so very outdated
after all.
Roll forward another 10 years.
Having amalgamated with the
Arable Farming Event, Cereals
1997 was all about technology
and business skills. Features
included precision farming and
alternative crops, with seminars
on genetic modification and the
introduction of area payments.
By 2007, we were moving
into a Brave New World:
decoupled support, climate
change and biofuels featured
heavily. But there were also
some chilling portents. The
phasing out of IPU and
trifluralin herbicides heralded
the start of a trend that has
only increased in pace.
So what have we learned
from the past four decades,
and how can those lessons
feed into Cereals events for
the future?
It’s clear to me that change
is nothing new. The event has
always adapted to reflect and
lead on the issues of the day,
and it will continue to do so.
However, its focus has
remained the same –– to add
value to farming businesses,
and help them improve
productivity and profitability
across the board.
This year, for the first time,
Cereals will be run by a joint
venture between Haymarket
and Comexposium, one of
the world’s leading event
organisers and owner of SIMA,
a five-day agricultural show in
Paris which attracts over
238,000 visitors. The joint
venture aims to leverage the
strengths of both sides ––
Haymarket’s experience in
delivering practical, outdoor
events and Comexposium’s
extensive network and
showcasing of technology for
high performing, sustainable
agriculture.
We’re still working on the
details of how the joint venture
will influence Cereals 2017, but
I think this kind of investment
can only be good news for
the sector, recognising the
long-term growth potential of
the event.
This year sees some exciting
new and improved exhibits,
with cutting-edge technology
rubbing shoulders with
practical advice. In response
to feedback, we’re introducing
knowledge trails, making it
easier for visitors to find the
technical information and
advice they’re looking for.
These will focus on adding
value and cutting costs;
managing blackgrass;
precision and efficiency;
getting the most from oilseed
rape; plus business planning
and Brexit.
We’ve also made the popular
displays bigger and better
than ever so you don’t have to
fight through the crowds. The
Soil Pit will now be a massive
20m long, and the Drone Zone
will be split to include a huge
cage for on-site displays with a
nearby field hosting trial flights.
The Specialist Crop Zone will
explore how farmers can add
value with niche crops, and
the Fields of the Future exhibit
will offer a Tomorrow’s World
style glimpse into emerging
technology.
Of course, Cereals 2017 will
still feature the ever-popular
trial sites and machinery
demonstrations, with the
Arable Conference focusing
on the hot topics of the day.
There’ll be new equipment,
new varieties, and fresh
business advice, alongside
favourite old features and
familiar faces.
Times are tight and marketing
budgets are being squeezed,
so we have to work harder
than ever for our exhibitors
and visitors. Advanced adult
tickets are only £20 and
students £12, so we reckon
visitors really are getting value
for money, particularly when
they plan their day to get the
most from what’s on offer.
And it’s that focus on value
for the arable business that
comes to the fore as Cereals
2017 approaches. Over the
past decade, agricultural
shows have moved towards
two extremes: focusing on one
specific area or expanding into
different sectors. Cereals
remains dedicated to the
arable sector, while also
providing a one-stop shop for
visitors. No other event offers
treated and untreated crop
plots to compare, working
demonstrations of cultivation
and spraying equipment in real
field scenarios, and on-site
drone flying. In one day,
visitors can see all the
suppliers and advisers they
need, without having to visit
any other show.
Agriculture is changing,
with all the threats and
opportunities that brings. Yet
our key message remains
unchanged from the 1987
guide: “A day spent at Cereals
could be one of the most
cost-effective ways to spend
your time this year, and you
will reap the benefits this year
and next.”
Jon Day has been event
director of the Cereals
event since 2008. The 2017
event takes place on
14-15 June at Boothby
Graffoe, Lincs.
Cereals remains the only event that offers working demonstrations of
spraying and cultivation equipment, crop plots to compare, on-site drone
flying and the opportunity to see all the suppliers and advisers you need.
58 crop production magazine arable extra march 2017