Agrishow 2023 balance: demand for precision agriculture technologies increases

Hexagon's Agriculture division, which develops digital solutions for the sector, saw business volume increase compared to the previous year

Hexagon booth at Agrishow

23 May 2023

The 28th edition of Agrishow, the largest agribusiness fair in Latin America, registered a record in terms of traded amounts: R$ 13.2 billion in business during the five days of the fair. Precision agriculture technologies were one of the highlights. At the Hexagon Agriculture division booth, for example, the greater interest of visitors in learning about solutions that help increase productivity and reduce costs, was a highlight. The company noted an increase in the volume of business compared to last year's edition. The growth is significant mainly due to the context of agricultural commodities decline.

For Márcio Blau, Sales Manager of the division, it is possible to notice that more and more producers have felt the need to adopt new technologies for the machines. “Farmers are realising the value that precision agriculture solutions can bring to the property, either in terms of productivity increase or in facilitating the agricultural activity as a whole”, he says.  In addition to the savings that impact the producer's pocket, the solutions also generate environmental gains. “They are directly linked to the environmental issue. If we apply less chemicals, we are protecting the environment. A solution like the auto steering, for example, provides fuel economy that allows for less pollution”.
Among the highlights of the company during the event, which received more than 195 thousand visitors in the city of Ribeirão Preto/SP, is the announcement of a new partnership with AGCO. The different generations of displays: Ti5, Ti7 and Ti10 and the Track Controller are now offered on Valtra and Massey Fergusson brand tractors. Another novelty brought by Hexagon was the launch of the HxGN AgrOn Control Room | Mobile, an application for cell phones and tablets for real-time monitoring of everything that happens in the field.

For the president of the division, Bernardo de Castro, Agrishow is one of the most important moments of the year for Brazilian agribusiness. “It is a time when companies bring a variety of novelties and product launches, and it is also an opportunity for the industry to have direct contact with a wide variety of customers and have the possibility of getting a better feel for the prospects for the year”, he explains. “The fair was excellent. We are taking home new perspectives, advances in negotiations and the prospect of closing new partnerships. Agrishow, as always, maintains the track record of bringing decision-makers, promoting negotiation and industry meetings, and making agribusiness even stronger”.

Business record and announcement of new president
The 2023 edition of Agrishow ended with the announcement of turnover in business (R$ 13.290 billion) which surpassed last year's (R$ 11.243 billion). This year's amount represents a real growth of 9.5% (discounting inflation) compared to 2022. The organising committee also announced the new name that should be at the forefront of the fair in future editions. Continuing the presidency rotation that takes place since 2007, the former president of Abimaq, João Carlos Marchesan, was announced as the new president for the 2024 and 2025 editions. The next edition of Agrishow is scheduled for April 29th to May 3rd next year.