EU-FarmBook participation at the Innovation Market in Helsinki: A Showcase of Agricultural Innovations

In October 2024, Konstantin Mihhejev, EU-FarmBook ambassador, presented the online platform for Europe during the annual Innovation Market at the Finnish Agricultural Machinery Fair in Helsinki. Exchanges with visitors and surveys during the event highlighted the need for a user-friendly interface, where information for farmers and foresters is easily accessible.

The Innovation Market at the MaatalousKonemessu 2024, held from 17 to 19 October in Helsinki, served as a vibrant platform that brought together innovative solutions in agriculture, forestry, and horticulture. Drawing a significant attendance of 18,768 visitors, this fair has established itself as a notable joint exhibition, featuring a diverse array of innovations alongside a rich programme of activities, including walking tours, networking events, and innovation reviews.

Among the highlights at the event was the participation of the EU-FarmBook project, which showcased its online and open-access platform aimed at enhancing knowledge sharing and collaboration across the agricultural sector. This year’s selection process saw more than 20 innovations feature prominently, with visitors able to explore 14 EIP (European Innovation Partnership) projects, as well as engage with Horizon Europe initiatives like PREMIERE.

As the event reflects the community’s evolving needs, visitor feedback reveals a wealth of insights. EU-FarmBook ambassador from the Centre of Estonian Rural Research and Knowledge (METK) Konstantin Mihhejev emphasized the importance of visibility at such large-scale events and said: “It is crucial to book a strategically good location close to the main entrance early in the registration process.” The approach to attracting farmers was met with some challenges, says Mihhejev. “Currently, EU-FarmBook is gathering practical solutions from EU-funded Research and Innovation projects, which will soon be available to farmers across Europe. However, these solutions are not yet fully accessible.”

The Ambassador, points out the need for greater immediacy in usability. The presentation and discussions on the EU-FarmBook platform were at 15-20 minutes per visitor. This may have limited the opportunities for engagement, the Ambassador explained.

From the visitor survey, a total of 30 responses were collected, reflecting:

• Gender Distribution: 57% female and 43% male individuals.
• Age Range: Average age around 42 years, with significant representation from various age clusters.
• Group Representation: A mix of researchers, farmers, advisors, and innovation staff.

The survey underlines the expectations surrounding the EU-FarmBook platform. “Participants emphasized the need for a user-friendly interface, where information is easily accessible,” indicated the report. There was also a strong desire for the platform to serve as a central resource for “consolidated” agricultural knowledge.

Regarding what drives engagement with digital platforms, respondents revealed that while search engines like Google and social media platforms (Facebook, LinkedIn) serve as primary information sources, there remains a significant reliance on personal networks for knowledge sharing.

Feedback also called for a robust marketing strategy post-launch. “A constant flow of newly registered users is achievable only after a significant marketing campaign,” noted a representative, indicating the strategic focus required to ensure the platform’s success.

Visitors expressed a range of expectations from the EU-FarmBook platform:

• Centralised Information: A single access point for relevant data.
• Networking Opportunities: Connections with colleagues across the EU for collaboration.
• Innovative Content: Practical articles and success stories from around the world to aid real-world application.

In reflecting on the event’s impact, attendees recognized the critical role of online platforms in facilitating agricultural advancements. The insights shared at the Innovation Market underscore the ongoing transformation in the sector, driven by the need for collaboration, new technologies and new knowledge.

As the EU-FarmBook platform progresses, the feedback gained from the Innovation Market will be effective in fine-tuning the platform to meet the diverse and dynamic needs of its users, ultimately enhancing the digital landscape of agriculture in Europe.