For the 2nd time in a row, the Brazilian trade show for livestock production AveSui was held in Medianeira, Paraná state. This year, in partnership with DLG, the show received the label ‘EuroTier South America’. The show’s organisers look back with a smile.
The event, held 23-25 July, attracted in total 16,000 visitors and 150 exhibitors found their way to Medianeira, a city which is about 60 km north east of the famous waterfalls of Iguazú. The international character was emphasised by a great number of Korean, Chinese and German exhibitors. A German pavilion was one of the elements that can be easily related to the influence of the EuroTier organisation. In addition, there was a theme platform devoted to ‘Digital Farming’. In total, the floor surface had grown 40% in comparison to the 2018 edition.
The 2019 edition of AveSui in Medianeira, Paraná, attracted 16,000 visitors. Photo: Vincent ter Beek
It was the 19th edition of AveSui. For 16 consecutive years, AveSui was held in Florianópolis, Santa Catarina, Brazil. In 2018, with the change of productive clusters coupled with the development of the cooperative system, AveSui moved to western Paraná, the country’s largest grain producing region, near the border with Argentina and Paraguay. In that area, various Brazilian agribusinesses and cooperatives are located, like e.g. C Vale, LAR, Frimesa, BRF and JBS.”
The annual show is organised by Gessulli Agribusiness, a Brazilian publishing house which both publishes magazines on swine and poultry production, but is also involved in the organisation of events. Spokesperson of Gessulli is Humberto Marques, editor of the agricultural publications.
PP: How do you feel that the 2019 edition of AveSui went?
HM: “This edition has been much better in terms of public attention than the 2018 event, as we welcomed visitors from Brazil as well as from other countries in South America. The exhibitors’ feedback has been really good. So I feel it is a success. We have welcomed 40% more exhibitors than the last edition, motivated mainly by the potential of Brazilian agribusiness, which records continuous growth in its productivity and responsible for the surplus in our trade balance. Brazil produces over 12 million tonnes of chicken per year; 3.63 million tonnes of pork; 722,000 tonnes of farmed fish and about 34 billion litres of milk.”
What made you choose this location in Medianeira? The town does not have an international airport and further growth on the showgrounds, in terms of surface, appears to be limited.
“In Medianeira we are close to the region where all the cooperatives and producers are as well. An event further away makes it more difficult for them to come, take for instance Florianópolis where AveSui was held in the past as well. In terms of accessibility, it is not that much of a problem. There is Foz do Iguaçu airport at about 60 km away. Plus, we are supported by cooperative LAR, the owner of this location. Thirdly, I would like to add that the current location is close to both Paraguay and Argentina, so that allows for many international visitors.”
Humberto Marques, editor of agricultural publications at Gessulli, organiser of AveSui. Photo: Vincent ter Beek
Every time I notice that the Brazilian agribusiness events market appears rather fragmented. There does not seem to be one major event like the EuroTier is for Germany. Rather there is a pattern of roughly equally sized shows which all take one share of the market. What is the reason for that?
“It has historically grown to be that way. There are a lot of show organisers, Gessulli being one of them, and one of the pioneers. AveSui was and is held for producers, we go where they are. We started out in 1989 to organise events for pig and poultry producers. It’s been known as ‘AveSui’ since 2002. If we compare it to Germany, where Germany Agricultural Society (DLG) is a national organisation. In Brazil, no central organisation exists like that.”
Trophies awarded at AveSui
At the AveSui EuroTier South America, there were in total 12 prizes for participating contestants in different areas, from social responsibility to technical assistance. In the category ‘Best Cooperative – Birds’, Roque Besen of the cooperative Home, won the first prize. In the category ‘Best Cooperative – Pigs’, the prize went to Luciano Miotto of the cooperative C Vale.
What in your view makes AveSui stand out?
“First, there is the focus on business and innovation. Secondly there is also a qualified audience. Thirdly, there is a strong presence of the Latin American producers.”
What do you think AveSui can do better in 2020?
“We would love to identify trends in the market even better and bring these out into the trade show. For instance, we’d like to do more with bioenergy. The south of Brazil has become increasingly important in terms of alternative sources of energy. Itaipu dam (just north of Foz do Iguaçu, ed.) was already an important source of energy, and now poultry and pig producers are becoming that as well. Think of manure re-use and solar energy for instance.”
What was the reason for Gessulli to cooperate with EuroTier this year?
“AveSui and EuroTier are benchmarks for agricultural shows. Gessulli has been existing for 110 years now, and we appreciate that DLG, just like us, reflects many years of tradition. All in all, we felt it was a win-win-situation. A trade show for producers where they can find innovation and education programmes, with the same profile, focused on producers with seminars and the organisation of congresses.”
Pig Progress was invited to speak about biosecurity at AveSui 2019. Photo: Saowanee Pongpueng
Has the cooperation brought what you hoped to see?
“Well, the show is 40% bigger than last year. That is not only due to the partnership with EuroTier though. We are experiencing a good year in general for pigs and poultry in Brazil. That is mostly related to African Swine Fever, which means that there is more demand to pork from here as well as to other types of protein.”
At the moment of publishing it had not been discussed yet whether the cooperation between AveSui and EuroTier will continue. The next edition of AveSui will be held in Medianeira, Paraná, Brazil, from 28-30 July, 2020.