ARE TRADE FAIRS STILL RELEVANT IN THE VEGETABLE SEED BUSINESS?

In today’s landscape, dominated by video calls and continuous flows of digital information—into which AI has made its breakthrough—the question naturally arises: do in-person events still make sense?

The answer comes directly from the attendance data of professional operators, who continue to reward international trade fairs and events . Even in the era of virtual communication, the seed sector still seeks human contact, authentic relationships, and the concreteness of direct dialogue. No algorithm or screen can replace a handshake, the face-to-face sharing of strategies, or the real perception of innovations.

Trade fairs in the seed sector are undergoing a process of transformation following the evolution dictated by the emergence of new needs. Succesful  ones  are those that operate in symbiosis with their partners.

Historically conceived as showcases for launching new varieties and presenting technical innovations, these appointments today see their traditional exhibition function diminished. Thanks to timely digital communication, targeted visits and advanced data-sharing tools, commercial teams often arrive at meetings having already shared product updates with strategic partners.

Attention has thus shifted towards other dimensions: the exhibition space gives way to aggregation, relational networking and participation in thematic workshops or symposium focused on the global challenges of the horticultural sector. For now, generations of professionals continue to attend fairs not only to flip through paper catalogues, but also to consolidate trust-based relationships, compare strategic visions and experience direct sharing moments that digital means cannot entirely replicate. It is going to be an evolutionary mechanism: as the profile of visitors and participants changes and new priorities emerge, trade fairs must also evolve not to be replaced by other events.

Faced with significant economic and organizational investments, seed companies are called to a rigorous reflection. It is necessary to evaluate whether the funds allocated, directly or indirectly, to fair presence guarantee a concrete return in the medium term, or if commercial effectiveness requires rethinking the budget towards alternative forms of promotion and contact.

Major events remain formidable tools to support internationalization processes, offering an accelerated platform to enter foreign markets and geolocalize global presence. However, the effectiveness and necessity of such investments depend strictly on the commercial maturity level of the exhibiting company regarding a specific geographic area or a new business unit. An enterprise in a phase of territorial expansion or launching a new idea finds in a trade fair a fundamental springboard to make itself known, spread its brand and present the new project.

For SAIS Sementi, the answer lies in a balanced system of initiatives: integrating presence in major industry events with targeted on-the-field activities, training events, dedicated technical meetings and constant direct digital dialogue, thereby optimizing every resource invested in growing the global network.

In conclusion: continuing to be present and making oneself easily found by partners means investing in the irreplaceable value of people and long-term relationships.