New trade fair will challenge 'overstretched' Aqua Nor

The inaugural edition of a large new trade show for the aquaculture industry is to be held near the Norwegian capital Olso next year.

The event at Nova Spektrum in Lillestrøm will run from September 7-9, just two weeks after aquaculture’s most prominent show, Aqua Nor, takes place in Trondheim. The new event is being organised by Norwegian Promotion Group AS (NPG) and AqKva AS.

According to the organisers, the reason for the new event is that Aqua Nor has grown too large for the city in which it is held.

“We have heard the same thing from many people. Both fish farmers and exhibitors are not getting room, and capacity is overstretched,” says Hans Runshaug, general manager of AqKva AS.

Long-term commitment

The new aquaculture event will put down roots in the Lillestrøm area, where the organisers have already reserved space well in advance.

“We have reserved land for ten years to come. This is not a one-day event. We have come quite far quietly,” Runshaug told Fish Farming Expert’s Norwegian sister site, Kyst.no.

Lillestrøm, which is part of the Oslo metropolitan area and just a 10-minute train ride from the centre of the capital, was chosen based on scalable capacity and a central position close to political and professional decision-making environments.

Runshaug says the goal is to build a lasting event for the industry, with room for further growth in both the number of exhibitors and visitors.

More than a trade fair

The core of the event will still be a technology exhibition, as it is at other trade shows, but Runshaug is clear that the content should be broader than what many associate with traditional trade fairs.

“We also want to have a political conference, finance and administration. We believe it is possible to include both financial players and lawyers, but focused solely on aquaculture,” he says.

In addition, the organisers plan to attract research groups and facilitate international research conferences in connection with the fair.

“Even though Norway only accounts for 2-3 percent of global aquaculture, this is where much of the expertise lies. It should be possible to bring together international research communities here,” says Runshaug.

The goal is clear even before the first event is launched publicly.

“We have set a minimum target of 10,000 visitors and around 100 exhibitors. In the long term, the ambition is higher,” says Runshaug, who adds that the focus will be on more species than just salmon and trout.

Held after Aqua Nor

Runshaug does not believe that holding the new fair closely after Aqua Nor, which takes place from August 24-26, will be a problem.

“Global aquaculture is used to big events coming up close. We believe the timing is right.”

At the same time, he acknowledges that the competition will be direct and that the reactions in the industry will be decisive.

“What we are most excited about now is the reactions. Many fish farmers and exhibitors have told us about impossible hotel prices, day trips, and extreme logistics in Trondheim”, he says.

Clear competitive advantages

The organisers believe the hotel capacity and price can be an important competitive advantage for the Lillestrøm event.

“We will ensure normal pricing, flexibility, and that people only pay for the days they actually stay. Not three nights as a minimum, anyway,” says Runshaug.

The ambition is also to create a distinct trade fair experience outside the halls themselves, following the pattern of international events.

“We want to create an environment outside the fair as well. Socialising and networking are important,” he says.

• Note: Fish Farming Expert’s owner, Gustav Erik Blaalid, is a co-owner of AqKva AS through Oceanspace Media AS.