Green Week Opens

Agribusiness -- the term for agriculture and the food industry, together with their suppliers and the sectors they in turn supply -- is Germany's fourth largest branch of industry. Its turnover amounted to some 553 billion euros ($691.7 billion) in 2006, providing employment for some 4.3 million people and making Germany the world's fourth largest exporter and second largest importer of agricultural produce.

The International Green Week in Berlin --the world's largest consumer show for agriculture, food and horticulture which runs from January 19-28 -- therefore draws a strong attendance made up of exhibitors from 56 countries, trade visitors and consumers.

But it's not all business. On arrival at the Green Week show, city-dwellers are transported to a countryside of blooming plants and flowers while still in the confines of Germany's wintry capital. And with the world's most diverse range of foods and beverages on site, the Green Week is also a gourmet's delight.

For 10 days, it extends an invitation to explore delicacies from 56 countries. Reindeer meat is making its first appearance this year while Latvia is presenting quail's eggs. Consumers can wash the international cuisine down with everything from Australian beer to whiskey from Brandenburg.

Food quality and organic processes

While the global menu on hand would make any mouth water, visitors are expected to investigate the healthy as well as tasty options. Consumers today are mostly concerned about their diet, the safety and quality of food, and product diversity, according to Jürgen Fröhling. The director of the German Association of Sustainable Agriculture says transparency is important after recent food scandals.

"I believe how quality control is being carried out is very important in getting the confidence in the production process from the stable to the shelf of the supermarket," Fröhling said.

Great interest, therefore, is expected in the organic processes and companies on show in Berlin. In Germany, the demand for organic food has outgrown supplies. Imports fill the gap as farmers need a three year transition period to change to organic production methods.

EU export and import emphasis

Coming as it does in the infancy of Germany's six month EU-presidency, the world's largest agricultural show focuses on the European Union. Only Portugal, Malta and Sweden are not represented at the show. The EU has become the world's leading exporter of agricultural produce, now valued at nearly 60 billion euros.

However, as a consequence of economic liberalization, it has also become the world's largest importer. And so, the Green Week is an important marketing instrument for countries of Central and Eastern Europe.

For the expected 100,000 trade visitors, some 250 exhibits not only focus on agricultural policy and reducing bureaucracy, they also pick up on debates about the health of livestock, the future of disease control -- and also a very different task to occupy farmers.

Farmers' role in energy efficiency

In addition to producing food and caring for the countryside, German farmers are firmly established as commercial energy producers. They are already the sector leaders in producing bio-energy and renewable raw materials.

"We want Europe to lead the way in climate protection, energy efficiency and in the development of new products," said German Chancellor Angela Merkel. "Renewable bio-energy will help us to discover new products which we can then export."

Germany's agriculture business is a confident one. The country's National Association of the German Food Industry estimates last year's turnover at 138.6 billion euros. As a result of economic growth in eastern Europe as well as increased prosperity in populous Asian countries, the association predicts the world demand for food will increase even further.