To show or not to show, that is the question

While agricultural shows are stressful for farmers and livestock, time-consuming and expensive, most industry players believe they still hold value. Susan Marais reports.

- Susan Marais

FAST FACTS

Many argue that agricultural shows remain an indispensable marketing tool for breeders, despite the arrival of digital media.

The 2021 Bloem Show was fully booked by breeders’ societies, but was cancelled due to COVID-19. However, the 2022 event is already fully booked.

Sheep shearers who participate in shearing competitions at agricultural shows are considered more effective than non-competitive shearers.

Due to the lockdown restrictions of the COVID-19 pandemic, a large number of agricultural shows were cancelled for the second year running. This raises a pertinent question: do these events still have a place in a modern, tech-driven agricultural environment? They are generally expensive and time-consuming, and an argument could be made that they cause the animals significant stress.

Most agricultural leaders, however, are convinced that shows are just as important, perhaps even more so, than they were a century ago.

For Terry Strachan, CEO of the Royal Agricultural Society, the matter is clear-cut: “Yes, we need shows. People need to socialise and renew their networks.” He adds that while farmers can attend virtual shows, nothing beats close human contact.

“A Zoom meeting can never convey energy between people. Body language is key, and electronic media is too impersonal.