National Farm Machinery Show postponed

Feb 05, 2021

Equipment manufacturers are developing plans for engaging with customers

By Diego Flammini
Staff Writer
Farms.com

The largest indoor farm show in the United States will not take place in 2021.

The National Farm Machinery Show and tractor pull, originally scheduled to take place between Feb. 10 and 13, have been postponed until next year.

“The health and safety of our guests, exhibitors and coworkers is our highest priority and unfortunately the best way to keep them safe is to postpone the show,” David Beck, president and CEO of Kentucky Venues, said in a Jan. 28 statement. “Postponing the National Farm Machinery Show and Championship Tractor Pull was not made lightly, but in consultation with exhibitors, pullers, sponsors and attendees who are a valuable part of our decision-making process.”

The show’s cancellation presents a challenge to equipment manufacturers.

While at the show, they could’ve expected to engage with some of the nearly 300,000 people who attend it each year.

Without this year’s show, manufacturers will be focusing on different ways to engage with customers, including virtually.

Last fall, for example, Case IH launched its own virtual platform, Case IH VX, where farmers can see and learn about the company’s newest equipment solutions and technology.

The company expects to continue using it to connect with existing and potential new customers.

“The platform content is kept updated and fresh, showcasing the latest innovations and tools,” a Case IH spokesperson told Farms.com. “The virtual showcase offers a way for producers to experience and learn more about Case IH technology and equipment solutions for any phase of farming.”

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