Hopes pinned on Fieldays
Healthy milk prices and a promising new dairy season are fuelling hope this year could produce one of the best National Fieldays events on record.
But accommodation woes and big-name companies missing from the line-up have those in charge of the event cautious about trumpeting expected visitor numbers and revenue.
It has been two years since the rural sector had its annual Fieldays fix, as the physical version of the event was canned in 2020 because of the international pandemic.
The gap between events, and Fonterra’s $7.25-$8.75 per kilogram of milk solids farmgate milk price range for the 2021-22 season, provide optimism farmers will invest in new products, technology and services.
It will also be a chance for rural people to reconnect and network when the gates of Mystery Creek near Hamilton open from
June 16-19. Fieldays recorded 128,747 visitors in 2019 and the event generated $549 million in sales revenue for New Zealand firms, including $183m for the Waikato region.
Fieldays chief executive Peter Nation was cautious in his forecast for visitor numbers and economic return for the 2021 event.
‘‘Our research tells us people come along to Fieldays every second or third year and given we missed last year, we could see an increase in those people returning.’’
He expected farmers would have ‘‘a lot of spare cash in their pockets’’ saved over the past 12 months.
Kiwis returning from overseas to avoid Covid-19, looking to move into lifestyle blocks, could become new spenders at Fieldays.
‘‘But I think income from visitors could be down and the reason for that is we only have about 50 per cent of [accommodation] beds available.
‘‘The rest have gone to emergency housing or MIQ [managed isolation quarantine].
‘‘That means the number of people staying overnight will be fewer, although some slack has been picked up by Airbnb homes.’’
Nation said the event generated 2000 jobs in 2019, for those setting up exhibitor sites, marquees, audio and visual systems. Those figures were likely to be lower in 2021.
‘‘That part of the industry is rebuilding from last year when its cash flow went down to zero. They are here working with fewer numbers but still setting up a good event for us.’’
Waikato Federated Farmers president Jacqui Hahn said a lack of big machinery at Fieldays this year could also dent the event’s revenue. International tractor manufacturer Massey Ferguson was among those not coming because of strict health and safety policies prompted by Covid-19.
Hahn said there had been already been a high level of capital spending in the sheep and beef sector on regulatory fencing. ‘‘Those with no debt will likely spend a lot. Inability to leave the country, due to fear of being locked out, could see higher private spending at Fieldays.’’
Long-time exhibitor Shoof will use Fieldays as a marketing and educational tool, rather than an opportunity to make a dollar on the day.
The company is based at Hautapu near Cambridge and manufacturers farm agricultural products to New Zealand and international suppliers and customers.
Its New Zealand sales manager Angus Woods and brand manager Samantha McClunie said the company had been with Fieldays for 50 years.
‘‘We want to treat Fieldays as a marketing exercise, a way we can feature, focus and talk about our products with farmers,’’ Woods said. ‘‘We’ve been changing our approach over the past few years and really educating people about what we do and creating that brand awareness.’’
McClunie said the company had also moved more into the digital space.
‘‘We’ve noticed a shift in the buying habits of people at Fieldays. It’s now more one of research and then going away to buy online.’’