“We have been looking for a professional trade fair organiser and we regard Elmia as an interesting partner for developing our existing forestry fair, Mellanskogsmässan, and enabling us to attract more forest owners and other visitors with ties to forestry,” explains Sture Karlsson, CEO of Mellanskog.
Mellanskog is an association of forest owners in central Sweden and has 32,000 members. The association has organised a forestry fair called Mellanskogsmässan since 2006. The fair has become the leading forestry fair in central Sweden and in 2010 had 8,000 visitors.
Elmia is the world’s leading organiser of forestry fairs, with both Elmia Wood and SkogsElmia in its product portfolio. The two fairs are each held every four years. More than 54,000 visitors attended Elmia Wood 2013 and more than 33,000 came to SkogsElmia 2011.
Becoming joint organisers of MellanskogsElmia opens up new possibilities for both parties.
“This agreement enables us to concentrate on working with our members and our own events while Elmia can concentrate on developing the fair itself,” Karlsson says.
For Elmia the collaboration is an opportunity to organise yet another big forestry fair together with an expert partner and also to gain more contact with the large forest industry in central Sweden with all its forest owners, contractors and rural businesses with a forestry link.
In the longer term the aim is to build up a meeting place that is as important for central Sweden as SkogsElmia is for southern Sweden as a whole.
“This gives us even more of a broad support base within an industry that means a great deal to us and where we already have strong relations with both exhibitors and visitors,” comments Torbjörn Johnsen, Marketing Director, Elmia Exhibitions & Events.