AGRA Gornja Radgona 2024: what happened

What happened at AGRA Gornja Radgona 2024

AGRA 2024, the 62nd edition, took place from 24 to 29 August at the Pomurski sejem grounds in Gornja Radgona, Slovenia. Pomurski sejem d.o.o. organised the six-day event, which mixes agriculture, food and regional business. Bulgaria was the partner country of the 2024 fair. The town's name is usually attached to AGRA to tell it apart from events with a similar name in other countries.

As a mixed fair, AGRA draws consumers as well as trade visitors. Several business models meet there at once: selling machinery, placing a food product with a retailer and building cooperation between institutions. Each calls for its own way of judging a contact. Keeping the technology track apart from the food track stopped public interest at a stand from being mistaken for purchasing demand.

Equipment manufacturers, farm suppliers, regional food brands, importers and export-support bodies stood to gain most. For a Polish company, one narrow segment was a better entry than the whole agrifood range. Food suppliers needed answers on sales channel, pack format and delivery frequency. Machinery firms asked about service coverage and spare parts, and whether a partner also works in neighbouring markets.

AGRA is a practical first stop for finding partners in the south-east of the European market. Visitors did best with separate partner lists for each objective, recording what every company does and what backs up its claims. Customer examples carried more weight than general talk of regional reach. A small team gained more by covering one segment well than by spreading itself across the entire fair.

Highlights

• 62nd edition, held 24–29 August 2024 at Pomurski sejem
• Bulgaria was partner country of the 2024 fair
• Mixed fair linking machinery, food and regional business

Sources

• mzh.government.bg
• mvep.gov.hr