John Deere has announced that it will not attend any international agricultural and turf trade shows in Europe during the company’s 2021 fiscal year (November 1 2020 to October 31 2021), as this would require extensive international travel.

Instead, the company will switch to a digital method to deliver information to customers.

A spokesperson for the company said:

Events of the last few months have profoundly changed everyone’s working and social lives. The protection of people’s health and safety is now more critical than ever, while maintaining close contact with customers is still important to provide reliable services in these uncertain times.

"Farmers have done an excellent job in the emergency phase of Covid-19 to ensure food supplies. For that we wish to express our appreciation to all our customers,” said Denny Docherty, John Deere vice president sales and marketing.

"The pandemic has changed the world and our industry is undergoing a period of great change too. This also applies to our marketing activities."

'The need for a new apporach'

"The need for a new approach to communications with customers has therefore prompted John Deere to reduce its participation in trade fairs for the time being" said Andreas Jess, John Deere director of marketing.

The company has decided not to exhibit at any international agricultural or turf shows.

“We are also expecting a major change in the exhibition landscape, driven by Covid-19 and digitalisation.

"In the medium term, our company would welcome a new timetable to be implemented by the international trade fair organisations, to free up the show cycle across Europe.

"However, we will continue to support our John Deere dealers if they decide to participate in their local agricultural and turf shows, always based on the fact that the health and safety of both customers and dealers can be ensured," he concluded.