This article is a request from the Journal of Almeria for a special on Agro Expo. I was hard put to it, not only for my current circumstances but also because he was not sure to be completely objective, given my long employment in the Chamber of Commerce of Almeria. In any case, since there is probably no absolute objectivity, I released it, trying to provide a set of reasons for the current situation and possible ways of exit. It is not easy, nor is the best time, but if we save one must move. If we fold our hands end up having an exquisite corpse, exquisite and beautiful, but dead at the end of the day ... Agro Expo gives reason to Darwin
The essence of the theory of evolution is that species change, sometimes slowly, sometimes quickly, but always looking for ways to adapt the environment in which they develop. There is no purpose in the process, in fact, chance has much to do, and some of the solutions proposed nature are only the result of luck rather than the existence of a divine plan to guide their hand.
In the markets, at least in markets where competition is minimal, agents behave as adaptive entities, seeking their satisfaction within the limits set by that particular ecosystem. In the habitat of our beloved Expo Agro many things have changed in recent years. But there are two events that almost by themselves explain the current state of uncertainty horticultural fair. The first has to do with internationalization (read if you want to globalization) and the particular success of Almeria products in foreign markets. This has meant that the product get its prominence outside of Almeria, where large buyers attending and closed the campaign arrangements. Is, Berlin and Fruitlogistica. But it has also encouraged the emergence of the Madrid fair Fruit Attraction benefiting from the central Madrid and its communication capabilities both abroad and with the rest of Spain.
In this habitat, as we have been counting, Agro Expo has very little to do. In biological terms we would say that the ecological niche of the fair has been colonized by other species better adapted to the new global environment.
The second factor that has contributed to the decline of the business meeting has been increased competition in the market for products and services to the farmer, so that developments can no longer wait for the Expo presentation. Almeria engulfs the field developments as they occur, especially if they relate to improving productivity or reducing production costs. Therefore, it is no longer needed an annual event in which the present developments of the campaign, losing its potential as a meeting place Roquetas de Mar launching innovations.
Returning to the metaphor of evolution, the ecological niche of the fair Almeria has been greatly reduced. And to make matters worse, competition in Madrid set an appointment too close to the Almeria, forcing the latter to relocate again in the calendar.
Does this mean the end of Agro Expo? Not necessarily. Unlike natural evolution in markets is not necessary to wait the course of generations and the advent of a random mutation that give us an evolutionary advantage. In markets, the decisions are mutagenic element. And they can take a few hours. Agro Expo is an exhibition, which means it is a meeting point between buyers and sellers. We have the advantage that very few kilometers concentrate enormous power production and a growing cluster of related activities. Therefore, the raw material is available. We must be able to mobilize one another so that they are in the fair and close trade agreements. It is therefore quite logical that the industry sector and ancillary services from agriculture to become the heart of the meeting, over the product itself as it has other more efficient windows that appear. Should also be a landmark for professional agricultural advice and a must for farmers. It could even be a window (as it is for many years) of the entire production system.
In my view (mine) Expo Agro must re-focus on the local market of goods and services for greenhouse agriculture, opening up to market trends (organic and biological control) to encourage the exchange of knowledge between experts the system and not showcasing both products, but the production model (I repeat, the product has better window displays shown).
Agro Expo is facing one of its worst moments, with a general economic crisis, with its niche colonized and the institution that the organization (the Chamber of Commerce) wounded almost to death. It will not be easy, and it will require the participation of other institutions to relaunch it (maybe it's time for a fair institution), but being as the daughter of this field, I doubt they know to adapt to circumstances and again become the meeting point was.
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