Jaap Delleman

The planting of the trial fields does more than mark the start of the field demonstrations; it also sets the narrative for PotatoEurope. “We’re building the event from the ground up,” says Wilfried Wolf. “Everything we are doing today will be seen by visitors later during the harvesting demonstrations. That makes it more than a show, it reflects real-world conditions.” His words underscore the strength of the concept: a tangible link between timing, cultivation, and technology. With around 300 exhibitors expected and a diverse global mix of visitors, the organisers aim to further scale up and deepen that practical experience.
Out in the field, the challenges are immediately apparent. After 14 millimetres of rain the previous day, planting conditions are far from ideal. The soil is heavy and still saturated. “It’s borderline workable today,” it is noted during the technical briefing. “Half a day later would have been better, but this is still acceptable.” These are precisely the moments that define the value of PotatoEurope – where cultivation decisions are made under pressure, shaped by conditions that are not always predictable.

The true nature of the event

For potato grower Friedrich Henkels, this is precisely what the event is about. He manages the land where the trade fair takes place, and looks on as the sector converges on his fields. “We farmers travel to trade fairs all year round,” he says. “But this time, the sector has come to us. And then you see the real work.” He refers to the area’s distinctive setting, about 30 kilometres south of Hannover, at roughly 70 metres above sea level. The landscape is flat, with fertile loam to sandy loam soils formed from weathered loess, with moderate annual rainfall of around 720 millimetres. This makes the location representative of the climatic conditions under which many growers in Northern and Central Europe operate. “Historically, this is not typical potato soil, but with modern technology and knowledge, you can still achieve top results here,” Henkels adds.
Technology unsurprisingly plays a central role. Three four-row planters take centre stage in the field: the AVR Ceres 450 with a purchase price of €145,000 including cultivator, the Dewulf Certa 40, costing around €90,000, and the Grimme Prios 440 nearing €200,000, plus €30,000 for the cultivator. These investments underline just how capital-intensive large-scale potato farming has become, while also highlighting the remarkable progress in mechanisation.
Today’s machinery often combines soil preparation, fertilisation, and planting in a single pass, guided by advanced sensors and data platforms. Even so, technology remains a tool, not a driver. It is emphasised during the demonstration that there is no ‘one size fits all’ machine. “You have to match your equipment to your soil and conditions.” This is a reminder that the future of potato farming will not be defined by innovation alone, but by how well technology and operator skill work together.

The chain as the driving force

That balance is also reflected in the vision of Arne Rehnert, Director of Interseed Potatoes GmbH. He looks at the field from a value chain perspective. Interseed is part of the Stöver group, where breeding, cultivation and processing are closely integrated. “We control the entire process,” he explains. “From breeding to the factory. That gives us a clear understanding of what is required, both in the field and in processing.”
This level of integration also shapes variety selection. Alongside the well-known Innovator variety from HZPC, Interseed is demonstrating the variety Chenoa in the trial field. This is a new variety that is an example of the next generation. “It takes fifteen years for a variety to actually reach the market,” says Rehnert. “That’s why we test everything internally. First in the field, then in the factory. We won’t take a variety to market until we are sure it works there.”
Given the European acreage of 265 hectares of seed potatoes for this variety – 190 hectares in Germany, 10 hectares in France, and 65 hectares in the Netherlands – this approach appears to be paying off. Rehnert also outlines the strategic reasoning behind it. The Stöver group wanted to reduce its dependence on external seed potato suppliers and therefore developed its own breeding and propagation structure. “We realised we were dependent on others for quality and availability and wanted to change that. The result is a chain in which genetics, cultivation and processing are fully aligned.”

No pessimism

Amid these technological and value chain developments, the reality of the market remains. Olaf Feuerborn, chair of UNIKA – the German umbrella organisation for the potato sector – describes a sector under pressure. “We are contending with significant market disruptions,” he says. “A large harvest, export problems, and geopolitical tensions are creating uncertainty.” Yet there is little pessimism – quite the opposite. “The potato remains one of the world’s most important food crops,” he stresses. “It makes efficient use of water and is essential for food security.” His message is clear: the sector must adapt, but it has the tools and knowledge to do so.
In Feuerborn’s view, this dynamic captures the power of PotatoEurope. “This is where the sector comes together, where we can exchange ideas, find solutions and look ahead.” As such, the event is both a reflection and a driver of the industry. This is further reinforced by the organisation’s strategic choices. The addition of the SugarBeet Expo is an example of that. According to Wolf, this step is a logical one. “We see overlap among exhibitors and visitors. The challenges are similar. By bringing them together, we create a stronger platform.” At the same time, the focus remains firmly on potatoes. The trial fields, demonstrations and integrated chain approach ensure that PotatoEurope maintains its position as a leading event in the potato sector.

An international landscape

Within this international landscape, the NAO Netherlands Pavilion also plays a key role. The Pavilion brings together the entire value chain, from seed potatoes to storage and processing – and presents it as an integrated whole. In a market where collaboration is becoming increasingly important, this joint positioning is of strategic importance.
The international ambitions are also emphasised by Birgit Horn, who within the organising body DLG, is responsible for developing the crop production portfolio. Through her appointment, DLG has brought in a heavyweight in the field of international trade fairs and events. Horn gained her experience at Jaarbeurs B.V., where as Managing Director AgriFood Worldwide, she was responsible for a global events portfolio in the agri-food industry, and previously at Messe Düsseldorf, where she led major international trade fairs and their satellite events.

In her current role as Head of Portfolio Exhibitions Crop Production, she holds overall responsibility for leading brands, such as Agritechnica and PotatoEurope. Her remit, however, extends beyond managing existing trade fairs. Her focus is on strategically expanding and internationalising the DLG network. “Our growth opportunities lie not only in Germany but beyond its borders too,” Horn emphasises. “We actively explore where new markets are emerging and how we can respond with the right formats.”
DLG is therefore not focusing solely on traditional trade fairs, but is also exploring new concepts, such as conferences and knowledge platforms, depending on regional needs. Countries like Turkey, where the Potato Days already provide a solid foundation, serve as a springboard, while opportunities in emerging markets, from Asia to Africa, are being explored. As part of this strategy, PotatoEurope serves as a key anchor point in a growing international network. Horn sees the rotation between countries like Germany, France, and the Netherlands as a strength, but also as a starting point for further expansion. She also emphasises a role for collaboration with existing international networks and platforms. “Agriculture is inherently a global challenge,” she says. “The same questions arise everywhere: how do we produce enough food and how do we do so sustainably? By building international networks, we can share knowledge and strengthen one another.”
In this way, DLG is increasingly positioning itself as a driving force behind collaboration that, through events and knowledge exchange, aims to accelerate the development of the global agricultural sector.

A sector in motion

In Gestorf, this results in a multifaceted picture of the potato sector. At first glance, it is simply a field where potatoes are being planted, but a closer look reveals a sector in motion. Machines, varieties, growers balancing risk and yields, alongside organisations searching for new forms of collaboration.
It is precisely this multifaceted view that sets PotatoEurope apart. The event does not start with an opening ceremony, but when the first tuber is buried in the soil. What starts there then grows into a platform where the future of potato farming takes shape. ●