Mr Smija discusses the significance of the company’s presence at the event, their overall market growth and level of competition in Southeast Asia, among other interesting insights. (Image source: FEAG)

FLIEGL’s sales manager Asia, Mr Sebastian Smija speaks with Far Eastern Agriculture at AGRITECHNICA & HORTI ASIA 2024, that took place from 22-24 May at the Bangkok International Trade & Exhibition Centre (BITEC) in Bangkok, Thailand 

Mr Smija discusses the significance of the company’s presence at the event, their overall market growth and level of competition in Southeast Asia, among other interesting insights.

Can you tell me a bit about your company and the type of products you manufacture?

Sebastian Smija (SS): FLIEGL is a German, middle-stand, family-owned company, and we specialise in transport. We produce all kinds of trailers for the agricultural industry. 

What is the significance of your presence at AGRITECHNICA ASIA, this year?

Sebastian Smija (SS): AGRITECHNICA Asia, here in Bangkok, is a place that is easy to reach for most of the important buyers or decision makers from Southeast Asia. So on this show, we are not only here because of the Thai market, but for the whole Southeast Asian market and countries.

Which regions are your target markets in Southeast Asia?

Sebastian Smija (SS): Thailand, Vietnam, the Philippines, a bit into Cambodia and Laos.

Can you like shed some light on the latest products that you are presenting/launching at this show?

Sebastian Smija (SS): We did not really launch anything here at the show because the market here is a developing market. So, the machines that are not necessarily new in Europe, are new here. So for this market, our important product is normally the spreaders either for solid or liquid manure, to spread organic fertiliser. That is what we normally present here. And that is what we sell mainly in these markets.

What makes your products unique and what is the level of competition that you generally receive?

Sebastian Smija (SS): Competition here, depends a lot on size. That is why we sell and also exhibit mid size to large machines, because there is no competition for that. There is no manufacturer that produces such a machine, here in Thailand.

Do you mostly focus on large scale or small scale farms?

Sebastian Smija (SS): Large scale farms, because the smaller the farm, the more competition you have. If there is local Thai, or Vietnamese competition, we have no chance and we are too expensive.

Have you collaborated with the Thai government or local organisations and companies here?

Sebastian Smija (SS): Here in Thailand, we cooperate with the companies, yes. They use our machines and also distribute them if needed. With the government or government organisations, not really.

How is your market growth now in comparison to the past few years?

Sebastian Smija (SS): Steadily growing. During Corona, the sales were still good. We did not have any problems with selling the machines.

But production was more affected, because parts were missing, and so on. 

What are your short and long term goals?

Sebastian Smija (SS): Our goal—why we are here—is to represent the brand, to keep the awareness where such a machine can be bought up. Because if you look around, there is no one else presenting such a machine, but it is an important machine for the husbandry industry and many pig farms that have cows or chicken or whatever. Many farms still underestimate the value of organic fertilisers and our aim is to show what these machines can do for them. In terms of improving yields as well as a proper disposal of animal waste.

Since these machines are very new, are you providing any training programmes to the younger generation or to farmers on how to use them efficiently? 

Sebastian Smija (SS): We don’t have enough interest for these, but in the future, I hope that there is enough interest and enough serious projects. Then it would make sense to do training on demonstrations and field days and this kind of promotion.

What are some of your best selling products?

Sebastian Smija (SS): Our best selling products are the products with this type of technology—i.e. in the front, there is a push off system, a hydraulic system to unload the machines so that you don’t need any chains or the machine doesn't have to tip up—that is very successful. 

ZALUX’s products will be on display at GreenTech Amsterdam, which is scheduled to take place from 11-13 June this year. (Image source: Adobe Stock)

Drawing on its global proficiency in horticultural science and technology, ZALUX, a member of the German group Trilux (Market Leading Company for Professional Lighting), is delivering a groundbreaking line of LED luminaires that profoundly amplify the growth of crops and plants in horticultural settings

ZALUX develops biologically efficient lighting solutions tailored to flowers’ and fruits’ vegetative and generative growth cycles. 

The harmonious integration of greenhouse design, plant biology, and specialised lighting systems holds the promise of unparalleled crop yields and sustainable agricultural practices. By meticulously considering these factors, ZALUX can tailor a lighting system that meets any grower’s unique needs, ultimately fostering optimal plant growth and unlocking maximum yield potential.

“ZALUX lighting solutions are designed to combine the expertise of our European specialists in protected lighting for demanding and aggressive environments, and the advice of horticultural experts,” said head of farming at ZALUX, Patrick Rüschenbaum. “Compared to conventional lighting technology, you can save up to 60% energy with LED luminaires. 

ZALUX’s products will be on display at GreenTech Amsterdam, which is scheduled to take place from 11-13 June this year.

For more information, visit: www.zalux.com

Horti Asia will rebrand as Horti Agri Next Asia (HAN Asia) in 2025. (Image source: VNU)

After successfully concluding its eighth edition, Horti Asia—the international trade show for horticultural and floricultural production and processing technology in Asia—will rebrand as Horti Agri Next Asia (HAN Asia) and make a grand return from 12-14 March 2025 at the IMPACT exhibition centre in Bangkok, Thailand

At this year’s event which held in conjunction with AGRITECHNICA ASIA from 22-24 May 2024 at BITEC, Bangkok, the show spanned 14,000 sq m and featured cutting-edge agri-technology and horticultural solutions from 336 top global brands. Around 12,129 trade visitors from 73 countries attended the event. Moreover, the show also hosted intensive conference sessions with knowledge shared by 118 keynote speakers from nine countries across 42 sessions.

Next year, the event—under the VIV Worldwide direction—will rebrand as Horti Agri Next Asia and make a grand return in from 12-14 March 2025 at the IMPACT exhibition centre in Bangkok, Thailand. 

“At VIV Worldwide, our vision is to continually advance and develop our trade shows to meet the evolving needs of the agricultural and horticultural sectors. The rebranding of Horti Asia to Horti Agri Next Asia signifies our commitment to this vision,” said managing director of VIV Worldwide, Birgit Horn. “We have already seen great success with Horti Agri Next MEA, and we are excited to expand our reach with new editions in Vietnam and Indonesia, co-located with ILDEX exhibitions. These smaller, regional shows will build momentum leading up to the grand event in Bangkok where Horti Agri Next Asia will be co-located with VIV Asia.”

For more information on HAN Asia, visit: www.hortiagrinext.com 

Mr. Lukas Viebrock, product manager, digital solutions lead Asia of CLAAS Regional Centre South East Asia Ltd. at AGRITECHNICA ASIA 2024. (Image source: FEAG)

At this year’s AGRITECHNICA ASIA 2024, which took place at the Bangkok International Trade & Exhibition Centre (BITEC) in Bangkok, Thailand, Mr. Lukas Viebrock, Product Manager of CLAAS Regional Centre South East Asia, in conversation with Far Eastern Agriculture, discussed the company’s latest baler upgrade as well as efforts to adapt to the Southeast Asian market, while also highlighting their goals to strengthen their after-sales service and distribution network

Can you tell me a bit about CLAAS and the type of products you manufacture?

Lukas Viebrock (LV): CLAAS is a family business from Germany, already over 100 years old. We manufacture a diverse portfolio of agricultural machines from harvesters like combine harvesters or forage harvesters, to implements like balers, and, of course, tractors.

What is the significance of your presence at AGRITECHNICA ASIA this year?

Lukas Viebrock (LV): CLAAS has been in South East Asia since more than 10 years and local strength in this region was so important to us, that we decided to open a Regional Centre here in Bangkok where we support the entirety of South East Asia and East Asia. Therefore, the presence at the AGRITECHNICA ASIA is a must for us, even more due to our close collaboration with DLG, not just in Germany, but around the globe.

How has your market presence been so far?

Lukas Viebrock (LV): For sure, CLAAS is more widely known in our home markets in Europe and North America than in South East Asia. Here, we have strong local competition and very different farming practices and applications for our machines. Therefore, we focus on our strengths in specific niches to find entries. Like, for example, the QUADRANT square baler, which is a machine that is used all over Europe, but also fits here to the specific application of sugarcane straw baling. Today, we are presenting our newest update, the QUADRANT EVOLUTION and behind us is one of the very first units of this series in Thailand. Next to new machines, the majority of QUADRANT in Thailand are used machines. Therefore, the farmers in Thailand know basically every CLAAS baler generation in the last 30 years. These machines that have been run in, for instance, Germany, France or the UK, for 5 years to 15 years, now get imported to Thailand, and start their second life.

Do these used machines go to smallholder farmers?

Lukas Viebrock (LV): The main user group of our machines are contractors. They are the link between the farmers and the sugar mills with power plants. Large machines are always an investment, and one of the biggest challenges we are facing locally is adequate financing. Especially for these big machines, it is quite challenging for farmers or contractors, and therefore they usually start off with older machines or smaller machines and then slowly upgrade to bigger, newer models.

What makes your product unique in comparison to your competitors?

Lukas Viebrock (LV): We started in Thailand already in 2015 with this special application in sugarcane trash. At that time, many other competitors also started. Now, we are the only ones with significant presence left in the big square baling segment. Still, it was a very tough start because we had to figure out how to work in these harsh conditions. Sugarcane trash is quite challenging. We applied our experiences to the machine design and operation, to finally have a reliable and easy-to-use square baler, for any condition.

What makes sugarcane so challenging?

Lukas Viebrock (LV): Two things. One, a lot of soil is picked up with the sugarcane straw from the ground which is abrasive to all parts directly in the crop flow, and contaminates the bearings with dust, if the maintenance is not done right. Two, the sugarcane leaves itself are also very abrasive, basically like sandpaper. Both of these cause extreme wear and load all components of the machine.

Is there any method to overcome these conditions?

Lukas Viebrock (LV): Yes, definitely. So, for example, all parts in direct contact with the crop flow has been changed to a higher material class or received additional coating, to reduce abrasive wear. Also, for example, we have added a perforated floor for the pre-chamber, to allow the soil to fall through, instead of going through the entire machine.

What are your short- and long-term goals?

Lukas Viebrock (LV): We want to strengthen after-sales support even more. We already set up a distribution network since a few years. All our dealers are specialists in square balers because this is what CLAAS is known for in Thailand. For the support of our dealers and our customers, we set up a central parts distributor to increase the spare parts stock level with a central warehouse in Bangkok. From there, they can reach any place in Thailand within 24 hours for the majority of parts. We want to make sure our customers keep on running during the season, and support used machines with original spare parts.

Do you provide any training programmes?

Lukas Viebrock (LV): Most training programmes are provided to key customers and our CLAAS dealers who are then providing this knowledge to their customer base. For the operator training, we focus on safe and effective operation but also specifically on maintenance. In these very tough conditions, it is extremely important to maintain the machine correctly, to achieve high reliability. There are also a lot of used machines imported by independent dealers, which do not always receive adequate support. However, in the end, it is a CLAAS machine, and we must support them, especially with after-sales.

The event featured an array of agricultural innovations focused on addressing critical issues affecting millions.

This year, AGRITECHNICA ASIA and HORTI ASIA 2024 opens its doors to more than 353 exhibitors from 28 countries, featuring an array of agricultural innovations focused on addressing critical issues affecting millions

Day 1 of the show kicked off with a conference programme highlighting the latest and innovative technologies fostering sustainability in smallholder farming. Experts from organisations like the International Rice Research Institute (IRRI) and the Mekong Institute discussed results from collaborative studies, bringing to light, scalable alternate wetting and drying (AWD) technologies as well as innovative low emissions cultivation technologies and their significance in the South and South East Asian rice sector. 

On the AGRITECHNICA side, exhibitors from top agriculture technology and machinery companies displayed their latest innovations aimed at revolutionising Asia's agriculture sector. Notable examples include companies like AGMA TOYAR, that displayed its state-of-the-art conveyer fruit and vegetable sorting system. Equipped with artificial intelligence (AI), the system bolsters productivity, while at the same time maintaining both internal and external quality of produce.

Another remarkable innovation includes sustainable bale processors from agri machinery company Teagle, that utilise plant wastes to produce biofuels. Being a first time exhibitor in Thailand, the company displayed its machine alongside sugarcane waste supplied by Thai exporters.

Moreover, standing with a firm focus on quality and primarily focusing on the hydroponics segment, Tamil Nadu-based company, Agriplast, known to be India's largest greenhouse manufacturers, highlighted their aim to help growers grow more.

Drones and vision systems were also among the highlights of the show. Global Affairs manager of agri drone manufacturing company, XAG, Olivia Zhou spoke about their upgraded XAG P100 drone, which is due to be released in about a year. In addition, a conversation with Stonkam Co Ltd's regional account manager, Angeli Li, also threw off sparks of insight regarding their AI-equipped vision systems that are used both in agriculture and other sectors such as construction. 

On the Horti Asia front, companies like NETZERO CARBON, shed light on their unique approach to utilising silica extracted from rice plants as fertiliser for numerous crops including rice plants. This is because rice being a silica loving plant, has very good adaptation to silica. Regarding net zero, the company collects carbon credits through a number of renewable energy projects involving installations. 

Day 1 finally concluded with a networking night where exhibitors, visitors and members of the media gathered, raising their glasses to celebrate a day well accomplished.