DLG expands exhibition portfolio in North America
Acquisition includes Canadian Dairy XPO
10 September 2024
3 minute read
By: DLG (German Agricultural Society) announced yesterday that it has acquired, with immediate effect, the North American trade fair organiser Underhill Enterprise Inc. (UEI) based in Ontario, Canada, and organizer of Canadian Dairy XPO (CDX), the leading exhibition for the Canadian dairy industry. An important part of DLG's international strategy for trade fairs, events, international networks and projects in the agricultural and food sectors, the acquisition serves to strengthen DLG’s offering to farming professionals in the North American market.
The North American trade fair business, UEI, acquired by the DLG will be integrated into “DLG North America”, a new DLG subsidiary based in Toronto, Canada, and set up in July 2024 to manage DLG’s activities on the North American continent. The management team of UEI will now work for DLG North America, including its founder, Jordon Underhill. A key aim of the DLG, is to further knowledge among farmers primarily through international networking platforms like Canadian Dairy XPO, an essential part of the acquisition.
"The acquisition of UEI and the establishment of DLG North America are groundbreaking steps in our international strategy. We look forward to strengthening our commitment to farming professionals in North America and to further promoting the exchange of knowledge and innovation in the agricultural sector worldwide,” said Jens Kremer, managing director of DLG International, responsible for DLG's international business development.
“With UEI and its founder Jordon Underhill, we are partnering with a true visionary a committed entrepreneur who, as a bovine farmer himself, knows the target groups extremely well," added Kremer. "Jordon Underhill and his team have successfully developed the Canadian Dairy XPO, an annual exhibition he founded, into the most important industry meeting place in Canada in just 10 years. We look forward to continuing this work with Jordon."
Together with the team of UEI and its founder Jordon Underhill, DLG North America aims to develop further the Canadian Dairy XPO (CDX) and to bridge the gap between North America and Europe. The DLG will be adding not only its agricultural know-how and international networks but also its exhibition expertise, drawing on its 30 agricultural trade fairs worldwide, including EuroTier, the world’s leading trade fair for livestock technologies held in Germany.
CDX complements trade fair portfolio
Showcasing technical dairy innovations, the Canadian Dairy XPO (CDX) is the leading trade fair for the Canadian dairy farming industry. CDX, which attracts 350 exhibitors and more than 17,000 visitors, will play a central role in DLG's global portfolio and act as a bridge between the North American market and other international agricultural markets.
"I am excited about this transition and how this will benefit Canadian dairy farmers. I have collaborated with the DLG since 2018 and have been impressed by DLG's international networks and its exhibition expertise, particularly as organiser of the world's leading trade fairs EuroTier for animal husbandry technology and livestock management and Agritechnica for agricultural machinery," said Jordon Underhill.
"DLG’s international agricultural knowledge will enable CDX to offer its exhibitors and visitors the opportunity to connect even more closely with international markets and innovations," he added. "I’m extremely proud of the North American dairy industry and what it stands for."
DLG to launch new dairy exhibition in the US
With the experienced team of Underhill Inc and the new DLG leadership, a new trade fair and B2B platform for US dairy farmers, will be launched in 2025. Celebrating its premiere in Burlington, Vermont, USA in November next year, the new trade fair will present technical innovations from exhibitors and practical farming know-how from the DLG and professional partners.
Since 2010, the DLG has been active in several agricultural projects in North America with focus on trade fairs and events as well as exhibitor and visitor promotion for Agritechnica and EuroTier. Last year, the DLG opened a representative office in Saskatchewan, Canada.
