VNU Exhibitions Europe, part of Royal Dutch Jaarbeurs, is active organizing trade shows in the field of intensive animal farming for many years and has achieved a high international standard with the exhibition brand VIV. The exhibition program of VIV typically includes companies active in feed milling and supplying feed milling equipment, animal feed and feed additives, animal health products, breeding and housing, meat products, meat processing, packaging and logistics and other services related to the animal protein production industry.
VIV started as a vertical trade fair meaning that the entire process, from feed milling equipment to genetic basic material to ready-made end products, is on display. Moreover, VIV expanded even further with the increasing demand for sage and value-added products.
The VIV-story starts in the 1960s, when agricultural companies in the Netherlands began to specialise in arable farming, milk production and cattle production, which led to the development of intensive livestock production. In 1970, the Dutch compound feed industry and the Ministry of Agriculture launched a pig-farming fair, which Royal Dutch Jaarbeurs later combined with its fair for show-poultry. As a result of the intensification of pig and poultry farming, in 1978, the joint event was named ‘the trade fair for intensive animal farming’ (Vakbeurs Intensieve Veehouderij - VIV). Since 1986, the fair has been called VIV Europe in order to emphasize its international scope.
The ‘I’ in VIV has been changed to ‘Innovative’ since more and more innovation instead of intensification characterized the Dutch animal husbandry. Nowadays VIV is recognized as a brand name among international target groups; a world standard for top quality in innovative livestock production. VIV Europe has more than 600 exhibitors from 40 countries and is visited by 20.000 trade visitors from 130 countries.
Expansion of VIV
When during the 80’s and 90’s animal protein production spread further across Europe and other parts of the world, Dutch companies were increasingly targeting these new production areas. Royal Dutch Jaarbeurs was a pioneer in these international developments. Together with the world-wide expansion of intensive animal farming VIV developed in to the trade fair for international suppliers and purchasers in the field. In 1986 and 1989, VIV was staged in Tokyo, but a move to the more centrally-located Thailand proved to be the better choice for VIV Asia. In 1993 Royal Dutch Jaarbeurs and the National Convention Centre Management & Development Co. Jointly organized the first real VIV Asia in the Queen Sirikit National Convention Centre in Bangkok. Strong population growth and increasing purchase power proved to be strong growth drivers for VIV Asia. Nowadays the show is regarded as the point of reference for the complete animal protein production industry in Asia. With more than 700 exhibitors and steady growth the platform is considered a must for all professionals involved.
At the end of the 80’s Turkey was rising as a growing producer and consumer of poultry meat and was, with its central location for Eurasian business, a logical choice to expand VIV. Together with a Turkish show organzier VIV Turkey Poultry was launched and has developed since in a stable trade exhibition for the region. The show is the only VIV under a license agreement and full management is in hands of Turkish exhibition organiser HKF.
In 2000 the first VIV China was organized. It was, and still is, a joint venture of the Chinese National Animal and Veterinary Service (CNAVS) and VNU Exhibitions Europe. As expected in a fast growing economy also VIV China experienced steady growth. Among many local competitors VIV China has established itself to be the only international trade show in animal husbandry in China.
In the beginning of the century the Russian economy began to grow rapidly again after the crisis at the end of the 90’s. A strong emphasis from central government on self-sufficiency for the Russian meat industry proved fertile ground for VIV Russia. Starting in 2004 this VIV show quickly became a point of reference for the Russian meat industry. In 2011 the fifth edition of VIV Russia will take place and it is the biggest in size and numbers of exhibitors so far.
Another potential giant emerged with India. Its huge population and growing middle class will change consumption patterns in this continent within a continent. VIV India has been organized twice and joined forces with another Indian trade show Ildex to present one united trade platform in India for 2012.
VIV America Latina
After several VIV editions in Brazil at the end of the 90’s with limited success, a new platform was decided to take place for the Spanish speaking part of the industry. Mexico is an important producer and consumer of poultry meat and eggs, pork and beef. Besides it is a major player in the international compound feed industry. So the first VIV America Latina took place, again with a local partner, in Guadalajara, Mexico in 2010.
Partners and media
With 7 VIV exhibitions all over the world VIV trade exhibitions are recognized for high trade quality in the professional industry. With over a 1,000 international companies exhibiting and visitors from over 140 countries the VIV-shows are also considered as very international. VIV works with local partners to guarantee satisfaction of local market needs and top quality service and VIV has relations with trade media and representatives all over the world to promote the VIV-shows.
VIV’s central theme remains the conversion of vegetable products in to animal protein, primarily in the form of meat and eggs. But the growing economies of the world are also responding to an increasing demand for fish products. Especially in Asia this development is reflected and accelerated at the VIV trade shows.