About this event

Agri-Trade Equipment Expo

Name: Agri-Trade Equipment Expo
Start: 2026-11-11
End: 2026-11-13
Location: Westerner Park

Date: December 3–6, 2025
Venue: Calgary Stampede Showground, Calgary, Alberta, Canada
Event Type: Agriculture, Farm Equipment, Agri-Tech, Sustainability, Livestock Management
Estimated Attendance: 12,000+ industry professionals

1. Who Attends (BUYERS / ATTENDEES)

The Agri-Trade Equipment Expo draws a diversified audience of buyers and stakeholders, including:

Farm operators and owners seeking advanced machinery and tech solutions.
Agricultural cooperatives and large-scale agribusinesses.
Procurement managers from food processing and distribution companies.
Government agencies and agricultural policymakers.
Investors focused on agri-tech innovation and sustainability.
Industry consultants, educators, and research institutions.

2. Location + Attendee Geographic Origin

Show Location: Calgary Stampede Showground, Calgary, Alberta, Canada
Attendee Origin: Primarily Western Canada (Alberta, Saskatchewan, Manitoba) with strong representation from the U.S. Midwest (Iowa, Minnesota, Illinois). International attendees from Australia, Brazil, and Europe, particularly those involved in grain, livestock, and sustainable farming.

3. Audience Reach

The event has a National reach within Canada, with expanding Global influence. While rooted in North American agricultural networks, it attracts international exhibitors and buyers due to Canada’s role in global grain and livestock exports.

4. Sample Buyer Company Names + Websites

Priority	Company	Website	Best Title to Target	Why This is a Good Buyer Fit
1	Case IH	https://www.caseih.com	Farm Equipment Procurement Manager	Global leader in agricultural machinery; seeks partnerships for innovation and distribution.
2	AgriLife Equipment	https://www.agrilifeequipment.com	Regional Sales Director	Largest Canadian dealer network; actively expands fleet and tech offerings.
3	Trimble Ag (Trimble Inc.)	https://www.trimble.com/agriculture	Precision Agriculture Solutions Manager	Pioneer in GPS and automation tech for farming; integrates third-party innovations.
4	Canadian Wheat Board	https://www.cwbgc.ca	Procurement and Logistics Director	Major grain exporter; invests in efficient harvesting, storage, and transport solutions.
5	Egg Farmers of Canada	https://www.eggfarmers.ca	National Supply Chain Manager	Represents 20,000+ egg farms; seeks equipment for automation and sustainability.

5. Job Profiles, Industries & Event Type

Best Job Profiles to Target:

Farm Operations Manager
Agricultural Equipment Buyer
Sustainability and Technology Officer
Supply Chain Director
Government Agricultural Policy Advisor

Industries:

Agriculture
Farming
Manufacturing (Agricultural Equipment)
Environmental Services
Government Administration
Food Production

Event Type: Trade Show, Conferences, Live Demonstrations, Networking Workshops

6. Estimated Attendance

The Agri-Trade Equipment Expo anticipates over 12,000 attendees, comprising:

4,500+ farm operators and owners
3,000+ industry professionals (procurement, logistics, tech)
2,000+ government and policy stakeholders
3,000+ exhibitor personnel and partners

7. Key Focus Areas & Buyer Engagement

The event emphasizes:

Smart farming technologies (

Data sheet

Agri-Trade Equipment Expo – Event Attendee & Buyer Profile Analysis

Event date: November 11–13, 2026

Location: Westerner Park, Red Deer, Alberta, Canada

Event status: Upcoming

Research date: June 30, 2026

Event Overview

Event Name	Agri-Trade Equipment Expo
Event Date	November 11–13, 2026
Event Status	Upcoming
Venue	Westerner Park
City	Red Deer
State / Region	Alberta (AB)
Country	Canada
Organizer	Not publicly confirmed in the information provided
Official Event Website	Official URL not supplied in the request
Event Type	Agricultural equipment expo / farm equipment / agri-tech sourcing event
Primary Category	Agriculture & Forestry
Secondary Applicable Categories	Industrial Engineering; Environment & Waste
Audience Reach	Likely National with cross-border regional draw into the U.S. agricultural belt
Estimated Attendance / Expected Footfall	Attendance figure not publicly confirmed by the organizer. Historical reference provided by user indicates 12,000+ industry professionals for a prior description.
Attendance Data Reliability	Historical / prior-year evidence from user-provided reference; current-year confirmation not verified
Main Purpose of Event	To connect farm operators, agribusiness decision-makers, equipment suppliers, agri-tech providers, service partners, and industry stakeholders around machinery sourcing, operational efficiency, sustainability, and agricultural innovation.

About the Event

Agri-Trade Equipment Expo is positioned as a business-focused agricultural equipment and agri-technology event serving producers, farm owners, agribusiness operators, and related supply-chain participants. Based on the information provided, the 2026 edition is scheduled for Westerner Park in Red Deer, Alberta, and appears oriented toward machinery evaluation, supplier discovery, product demonstrations, and farm productivity improvement.

The event matters because agriculture buyers often evaluate high-value equipment, precision farming tools, livestock-management systems, and operational services in concentrated trade-show environments. For lead generation and B2B outreach, this expo is relevant where the goal is to reach owner-operators, procurement influencers, dealer networks, distributors, cooperatives, processors, and public-sector or association stakeholders connected to Western Canadian agriculture. Current-year organizer-published attendee and exhibitor verification was not supplied, so participant analysis below distinguishes likely buyer profiles from historical reference data.

1. Who Attends: Buyers / Attendees

Buyer / Attendee Segment	Typical Organizations	Buying Role or Influence	Relevance to Exhibitors / Suppliers
Farm owners and operators	Independent farms, family farms, mixed crop and livestock operations	Direct equipment purchaser; often final decision-maker for machinery, tools, and service contracts	High-value leads for equipment, technology, parts, financing, and agronomic services
Agribusiness operations leaders	Large farms, integrated producers, ag input companies, feed and grain operators	Budget owner or specification influencer for fleet, infrastructure, and digital systems	Strong fit for enterprise-scale equipment, monitoring, logistics, and maintenance solutions
Procurement and sourcing teams	Food processors, producer groups, agri-cooperatives, input distributors	Vendor evaluation, pricing comparison, supplier qualification	Important for long-cycle contracts and repeat purchasing relationships
Dealers and distributors	Farm equipment dealers, parts distributors, regional wholesale channels	Channel buyer, line-card expansion, territory development	High relevance for manufacturers seeking reseller penetration in Western Canada
Government and agricultural agencies	Provincial agriculture bodies, extension programs, policy units	Program influence, grant awareness, standards, sector engagement	Useful for public-sector visibility, compliance, and funding-linked sales discussions
Food processing and distribution companies	Processors, packers, distributors, grain handlers	Operational buyer; influences farm-to-processing supply requirements	Relevant for automation, handling, cold chain, and traceability solutions
Agri-tech and precision farming leaders	Technology vendors, digital farm platforms, sensor and analytics providers	Partnership, integration, pilot project, and co-selling influence	Relevant for software, telemetry, connectivity, and data-driven farming solutions
Investors and strategic partners	Agri-tech investors, strategic corporate development teams	Partnership and growth capital influence rather than direct purchasing	Useful for innovation partnerships and channel scaling
Consultants, educators, and research institutions	Agricultural consultants, universities, research centers, extension advisors	Technical influencer and recommender	Useful for credibility, product validation, and referral influence

2. Event Location and Attendee Geographic Origin

Geographic Area	Likely Attendee Origin	Buyer Concentration	Notes
Host city	Red Deer	Medium to high	Strong access point for Central Alberta agricultural businesses and nearby rural operators
Host province	Alberta	Very high	Core market for grain, livestock, farm equipment, and agri-services demand
Nearby business hubs	Calgary, Edmonton, Lethbridge, Medicine Hat	High	Likely draw from major Alberta commercial and logistics corridors
Western Canada	Saskatchewan, Manitoba, British Columbia	High	Historical reference provided by user suggests a strong Western Canada audience profile
National reach	Across Canada	Medium to high	Likely for agricultural machinery brands, distributors, and sector organizations
Cross-border regional reach	U.S. Midwest and Northern Plains	Medium	Historical / prior-year reference indicates possible draw from agricultural states such as Iowa, Minnesota, and Illinois; not confirmed for 2026
International reach	Selective global participation	Low to medium	International attendee claims in the provided reference are historical only and not current-year confirmed

3. Audience Reach

Reach Level	Assessment	Explanation
National	Primary classification	The event appears primarily relevant to the Canadian agricultural market, especially Western Canada, while still being broad enough to attract national supplier and buyer interest.
Regional cross-border influence	Secondary description	Historical user-provided notes suggest some U.S. Midwest visibility, but this is not verified for the 2026 edition.

4. Sample Buyer Companies and Websites

Buyer Company / Organization	Buyer Type	Why It Is Relevant	Website	Best Job Titles to Target	Evidence Level
Alberta Grains	Producer organization / industry stakeholder	Relevant to grain producers evaluating farm equipment, innovation, and operational tools	albertagrains.com	Executive Director, Program Manager, Producer Relations Lead	Strong Market Fit, Attendance Not Confirmed
Alberta Beef Producers	Livestock sector organization	Relevant to ranch operations, livestock equipment, handling systems, and pasture management solutions	albertabeef.org	Operations Director, Program Director, Industry Development Lead	Strong Market Fit, Attendance Not Confirmed
UFA Co-operative Ltd.	Co-operative / distributor / retail agribusiness	Key agricultural supply and customer network across Alberta with buying influence in equipment-related categories	ufa.com	Category Manager, Procurement Manager, Director of Merchandising	Strong Market Fit, Attendance Not Confirmed
Nutrien Ag Solutions Canada	Agribusiness / farm input and services provider	Relevant for farm service networks, agri-tech integration, and grower-facing purchasing decisions	nutrienagsolutions.ca	Regional Manager, Procurement Lead, Operations Director	Strong Market Fit, Attendance Not Confirmed
Federated Co-operatives Limited	Wholesale / retail agricultural channel organization	Relevant for channel partnerships, co-op distribution, and agricultural product sourcing	fcl.crs	Category Manager, Sourcing Manager, VP Agriculture	Strong Market Fit, Attendance Not Confirmed
Richardson International	Grain handling / food processing / agribusiness	Relevant for grain supply-chain efficiency, storage, logistics, and farm operations support	richardson.ca	Procurement Manager, Supply Chain Director, Operations Manager	Strong Market Fit, Attendance Not Confirmed
Parrish & Heimbecker	Agribusiness / grain / crop inputs	Relevant to crop production, grain handling, and agricultural operations procurement	pandh.ca	Procurement Lead, Operations Director, Branch Manager	Strong Market Fit, Attendance Not Confirmed
Viterra Canada	Grain marketing / supply chain operator	Relevant for grain movement, storage, handling, and farm-facing operational technologies	viterra.ca	Supply Chain Director, Procurement Manager, Operations Manager	Strong Market Fit, Attendance Not Confirmed
Olds College of Agriculture & Technology	Education / research / innovation institution	Relevant for agri-tech demonstrations, pilot projects, applied research, and precision agriculture collaboration	oldscollege.ca	Director of Innovation, Research Lead, Program Manager	Strong Market Fit, Attendance Not Confirmed
Lethbridge Polytechnic	Education / applied agriculture training	Relevant for farm technology education, workforce skills, and sector partnerships	lethpolytech.ca	Dean, Program Chair, Applied Research Manager	Strong Market Fit, Attendance Not Confirmed
Alberta Ministry of Agriculture and Irrigation	Government / agriculture administration	Relevant for policy engagement, grant programs, sector development, and public initiatives	alberta.ca	Program Manager, Director, Procurement or Policy Lead	Confirmed Government / Procurement Organization
Agriculture and Agri-Food Canada	Federal government / agriculture administration	Relevant for sector programs, innovation initiatives, standards, and public-sector agriculture engagement	agr.gc.ca	Program Director, Innovation Lead, Procurement Officer	Confirmed Government / Procurement Organization

5. Job Profiles, Industries and Event Type

Priority	Job Title / Function	Department	Seniority Level	Why This Role Matters
1	Owner / President / Farm Owner	Executive / Operations	Owner, C-Level	Often the final buyer for farm machinery, digital systems, and service contracts
2	Operations Director	Operations	Director	Influences fleet, productivity, maintenance, and process efficiency decisions
3	Procurement Manager	Procurement	Manager	Screens vendors, compares pricing, and manages supplier selection
4	Strategic Sourcing Manager	Procurement / Supply Chain	Manager	Important for multi-site agribusiness and distributor-level buying
5	Supply Chain Director	Supply Chain	Director	Relevant for grain handling, food processing, movement efficiency, and equipment deployment
6	Category Manager	Merchandising / Procurement	Manager	Key role within co-ops, distributors, and ag retail channels
7	Branch Manager	Operations / Sales	Manager	Often influences local purchasing and product adoption across dealer networks
8	Director of Agronomy / Production Manager	Production / Agronomy	Director, Manager	Technical decision-maker for yield optimization and precision farming tools
9	Program Manager	Government / Research / Innovation	Manager	Relevant for public-sector collaboration, pilot programs, and funding-linked adoption
10	Business Development Director	Business Development / Partnerships	Director	Important for dealer agreements, strategic alliances, and channel expansion

Priority	Apollo Industry	Why It Fits the Event	Best Buyer Use Case
1	Agriculture	Core fit for producers, grower groups, and farm operations	Farm equipment, operational tools, agri-services
2	Farming	Direct fit for crop and livestock production businesses	Owner/operator and production management targeting
3	Machinery	Relevant for equipment manufacturers, dealers, and buyers of heavy farm assets	Equipment sales, service, attachments, maintenance
4	Wholesale	Fits dealer networks, parts wholesalers, and agricultural supply distributors	Channel partnerships and territory-based selling
5	Food Production	Relevant for processors and vertically integrated agricultural buyers	Supply chain equipment, handling, traceability
6	Logistics & Supply Chain	Fits grain movement, storage, and distribution stakeholders	Transport, storage, fleet, and handling solutions
7	Industrial Automation	Fits precision ag, smart equipment, and process automation suppliers	Automation upgrades and productivity gains
8	Information Technology & Services	Relevant where agri-tech, telemetry, software, and data tools are in scope	Precision farming platforms and analytics
9	Government Administration	Fits public agencies involved in agriculture programs and procurement	Program engagement, grants, pilot initiatives
10	Research	Relevant for agricultural innovation centers and applied research institutions	Pilot testing, technical validation, sector collaboration
11	Education Management	Fits colleges and training institutions connected to agriculture workforce development	Training partnerships and demonstration programs

6. Estimated Attendance

Metric	Figure	Status	Source / Basis	Notes
Estimated total footfall	12,000+ industry professionals	Historical / prior-year evidence	User-provided reference description	Not confirmed for the 2026 edition
Current-year attendance	Attendance figure not publicly confirmed by the organizer	Unconfirmed	No official organizer source supplied in request	Should be verified against official event website or prospectus before commercial use
Exhibitor count	Not publicly confirmed	Unconfirmed	No official exhibitor list supplied	Current-year exhibitor data unavailable in provided materials
Buyer count	Not publicly confirmed	Unconfirmed	No official buyer program or hosted buyer data supplied	Likely buyer-heavy event given category, but exact count unavailable
Speaker count	Not publicly confirmed	Unconfirmed	Agenda not supplied	Could be added once official program is available
Sponsor count	Not publicly confirmed	Unconfirmed	Sponsor list not supplied	Useful for future buyer-side validation if official sponsor page appears

7. Key Focus Areas and Buyer Engagement

Focus Area	Typical Buyer Need	Buyer Engagement Opportunity	Relevant Supplier Offering
Farm equipment sourcing	Machinery upgrades, replacement cycles, operational reliability	Live demos, spec comparisons, financing discussions	Tractors, implements, handling systems, service plans
Precision agriculture	Yield optimization, data visibility, field efficiency	ROI conversations, pilot projects, software integration	Sensors, software, mapping, telemetry, analytics
Livestock management	Animal handling, feeding efficiency, facility productivity	Consultative selling to ranchers and livestock operators	Handling equipment, monitoring systems, barn and feed solutions
Sustainability and resource efficiency	Lower input costs, compliance, water and fuel efficiency	Position solutions around measurable cost savings and stewardship	Energy-saving systems, soil-health tools, waste reduction solutions
Supply chain and storage	Movement efficiency, grain quality, asset utilization	Operations-led sales discussions with processors and handlers	Storage, handling, transport, packaging and logistics systems
Dealer and channel partnerships	Product line expansion and regional distribution	Recruit resellers, distributors, and co-op networks	Wholesale agreements, dealer programs, training support
Education and innovation	Practical validation, training, and demonstration environments	Partner with colleges, research centers, and extension stakeholders	Training systems, pilot technologies, demonstration partnerships

Lead Quality Assessment

Factor	Assessment	Explanation
Buyer relevance	High	Agricultural equipment events are typically buyer-relevant because attendees often evaluate capital equipment and operating solutions.
Decision-maker availability	High	Farm owners, operators, and regional managers are likely to attend directly due to the practical nature of the category.
Data collection potential	Medium	Good potential if official exhibitor, sponsor, or attendee partner lists become available; limited from current supplied data alone.
Apollo targeting potential	High	The event maps well to Apollo filters across Agriculture, Farming, Machinery, Wholesale, and Food Production.
Geographic targeting potential	High	Clear Western Canada concentration supports strong geographic segmentation.
Best outreach approach	High	Use value-led outreach focused on productivity, cost savings, uptime, and season-specific ROI.
Overall lead quality	High	Good event fit for B2B agricultural selling, channel development, and buyer profiling, subject to official participant verification.
Best use case	High	Best for account-based outreach, regional dealer recruitment, exhibitor targeting, and buyer persona development.
Limitations / risks	Medium	Current-year organizer, exhibitor, and attendee confirmations were not provided, so list-building claims should be conservative.

Apollo.io Targeting Recommendation

Filter Type	Recommended Filters	Purpose
Apollo industries	Agriculture; Farming; Machinery; Wholesale; Food Production; Logistics & Supply Chain; Industrial Automation; Information Technology & Services; Government Administration; Research; Education Management	Build the core account universe around agricultural buyers, channels, and influencers
Departments	Operations; Procurement; Supply Chain; Engineering; Information Technology; Business Development; Program Management	Surface both budget owners and technical influencers
Seniority	Owner; Partner; C-Level; VP; Director; Head; Manager	Prioritize direct buyers and operational decision-makers
Job titles	Farm Owner, Owner Operator, President, Operations Director, Procurement Manager, Strategic Sourcing Manager, Supply Chain Director, Category Manager, Branch Manager, Production Manager, Director of Agronomy, Program Manager, Business Development Director	Direct role-based outreach for buyer intent and partnership development
Geography	Canada; Alberta; Saskatchewan; Manitoba; British Columbia; optional U.S. Midwest expansion	Match likely attendee origin and event draw pattern
Employee size	1–10; 11–50; 51–200; 201–500; 501–1,000; 1,001–5,000+	Cover farm businesses, regional distributors, co-ops, and enterprise agribusinesses
Keywords	farm equipment, agricultural machinery, grain handling, livestock, precision agriculture, agri-tech, crop production, ranching, ag retail, farm operations, agricultural distribution	Increase targeting precision beyond broad industry labels
Technologies, if relevant	Fleet telemetry, GIS, IoT sensors, farm management software, ERP, equipment monitoring	Useful for agri-tech and digital operations targeting
Revenue range, if relevant	No strict range; segment by SMB farms, mid-market distributors, and enterprise agribusinesses	Supports offer customization by purchasing power
Company type	Private; Cooperative; Public; Government; Nonprofit where sector-relevant	Broadens access to both direct buyers and ecosystem influencers

Suggested Apollo Search Logic: Use combinations such as “(farm OR agricultural OR grain OR livestock OR ranch OR agri-tech) AND (equipment OR machinery OR operations OR procurement OR sourcing OR precision agriculture)” with geography filtered to Alberta first, then expand across Western Canada. For enterprise accounts, prioritize Operations, Procurement, and Supply Chain. For producer and owner-led businesses, prioritize Owner, President, General Manager, and Farm Manager titles.

Client Fit Review Required

Please share the client website or product/service details. I will review the client offering and identify the highest-fit buyer companies, Apollo industries, seniority levels, departments, and job titles from this event.

Sources & Verification Notes

Source	Type	What It Verified	Reliability
User-provided event details	Provided brief	Event name, city, region, country, venue, start date, end date	Medium
User-provided existing description	Historical reference	Prior attendance estimate, historical audience profile, category themes	Medium; not current-year verified
Westerner Park	Venue website	Venue identity and location context	High for venue only
Government of Alberta	Government website	Government agriculture organization relevance for target profiling	High for organization existence
Agriculture and Agri-Food Canada	Government website	Federal agriculture organization relevance for target profiling	High for organization existence

Note: This data sheet is suitable for B2B attendee profiling, exhibitor targeting, buyer persona development, and Apollo.io prospecting setup. It is not a confirmed current-year attendee list. Current-year organizer, exhibitor, sponsor, buyer, and attendance verification should be added before using the report as evidence of attendance.

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