Haymarket Media Group has announced a new joint venture with Comexposium, a leading global event organizer of food and farming events. 

The new partnership with will include Haymarket’s Cereals and Fruit Focus exhibitions, two U.K.-based technical events for the arable farming and fruit industries, respectively. 

The collaboration is expected to leverage the strengths of the two event organizers – Haymarket in delivering outdoor events with practical hands-on features, and Comexposium’s extensive international network and dedication to showcasing the latest technology and solutions for high-  performing, sustainable agriculture.

“With its significant presence in the agricultural sector, the involvement of Comexposium will hugely benefit the U.K. Cereals and Fruit Focus shows, through both its sheer scale and market penetration,” explained Kevin Costello, Haymarket CEO.

He continued, “As one of the world leaders in event organization, this new relationship with Comexposium will undoubtedly propel our Cereals and Fruit Focus exhibitions towards new international growth areas. While the partnership has obvious benefits to our existing business, I am equally excited about us working together to identify future areas of opportunity.” 

As an award-winning creator of specialist content across digital, print, festivals, awards, conferences and exhibition platforms, London-based Haymarket Media Group boasts more than 70 market-leading brands in the U.K., Asia, India, Germany and the U.S., with a portfolio of events including Cereals, Fruit Focus, The Classic & Sports Car Show and The Clothes Show.

The Comexposium Group works with more than 170 B2C and B2B events across more than 26 countries and in 11 different industry sectors including agriculture, food, high-tech, homeland security, retail, fashion, construction, digital marketing, optics and transport. 

The company owns and organizes SIMA, one of the largest international agribusiness events for the Ag equipment sector that focuses on technologies for high-performance and sustainable agriculture. Held bi-annually in Paris, the event attracts 1,770 exhibitors and over 238,000 visitors for more than five days.

In addition, Comexposium produces SIMA ASEAN in Bangkok, SIMA-SIPSA in Algeria, and SITEVI, one of the largest international exhibitions for the fruit, vegetable and viticulture industry. 

“I’m delighted to announce this partnership with Haymarket,” said Renaud Hamaide, CEO of Comexposium. “This alliance will allow us to combine Haymarket expertise and leverage with Comexposium’s global network to reach Cereals and Fruit Focus exhibitions’ next level.” 

The Cereals and Fruit Focus event teams will continue to be led by Event Director Jon Day, who will report to Martine Degremont, director of Comexposium’s Agriculture Business Unit. 

“This partnership demonstrates our commitment to the U.K.’s arable industry,” Day said. “With complementary expertise in the sector, Haymarket and Comexposium will share resources to the benefit of (Cereals and Fruit Focus’) exhibitors and visitors.”