John Deere announced yesterday (February 4th 2021) that they will be extending their pause on trade show attendance and will not attend the Agritechnica event in Hanover, Germany - scheduled to take place 14-20 November 2021.

In a statement the company said the decision was reached after "intensive and thoughtful" discussion both internally and with selected German John Deere dealers. Deere said they continue to value and support Agritechnica as the world’s leading agricultural trade show.

Alejandro Sáyago, vice president sales & marketing, John Deere Region 2, said, “Despite numerous controlling measures, such as business restrictions, lockdowns and event cancellations, the pandemic has not yet been sustainably brought under control. The future remains uncertain with virus mutations and the slow progress of vaccination. As such an adequate protection of world’s population cannot yet be ensured, which would be an essential prerequisite for participation in an international trade fair.”

The statement continued, saying due to the current Covid-19 circumstances and the uncertain future, John Deere does not currently believe the safety of all attendees can be fulfilled.

“We regret this decision, but we can already assure all stakeholders that John Deere is committed to support future Ag trade shows″, said Andreas Jess, director marketing, John Deere Region 2.

The company concluded their statement saying they will support the Medical University of Hanover, Germany, with a donation of 250,000 Euros for their COVID-19 research - plus an additional 50,000 Euros will go to the DLG to support young agricultural academics.