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About this event
Event title: Ag Expo
Date: February 24 - February 26, 2027
Venue: Lethbridge Trade & Convention Centre, Lethbridge, Alberta, Canada
Event Type: Agriculture, Farming Technology, Seed Fair, Livestock, Agricultural Equipment, and Trade Show
Estimated Attendance: Not explicitly stated, but based on the scale of exhibits and the venue, it is expected to attract thousands of attendees including producers, suppliers, marketers, and agricultural professionals from around the world.
1. Who attends (BUYERS / ATTENDEES)
The Ag Expo attracts a diverse group of attendees, primarily from the agricultural sector. Key buyer profiles include:
- Farming and agricultural producers
- Suppliers and distributors of agricultural equipment and technology
- Marketers of crops and livestock
- Representatives from seed companies and livestock producers
- Industry professionals looking for the latest in irrigation systems, farm equipment, livestock supplies, chemicals, and seeds
- Decision-makers from agricultural businesses and organizations
2. Location + Attendee Geographic Origin
Show Location: Lethbridge Trade & Convention Centre, Lethbridge, Alberta, Canada
Attendee Origin: Primarily Western Canada, with international participation from agricultural professionals and companies worldwide. The event's location in the "Premier Food Corridor" of Canada suggests a strong local and national presence, with growing global reach.
3. Audience Reach
Reach Type: National with International Participation
The Ag Expo is recognized as a key event in the Canadian agricultural calendar, attracting attendees and exhibitors from across North America and beyond. Its focus on innovation and the inclusion of the North American Seed Fair enhance its global appeal.
4. Sample Buyer Company Names + Websites
| Priority | Company | Website | Best Title to Target | Why This is a Good Buyer Fit |
|---|---|---|---|---|
| 1 | John Deere | https://www.deere.com/ | Farm Equipment Manager / Procurement Director | Largest manufacturer of agricultural machinery, actively seeking innovative farming equipment and technology. |
| 2 | Bayer CropScience | https://www.bayer.com/en/cropscience.html | Agricultural Chemicals Buyer / Product Manager | Global leader in crop science, interested in chemicals, seeds, and innovative agricultural solutions. |
| 3 | Purina Animal Nutrition | https://www.purina.com/ | Livestock Feed Buyer / Supply Chain Manager | Major livestock nutrition provider, looking for livestock supplies and feed solutions. |
| 4 | AGCO Corporation | https://www.agcocorp.com/ | Farm Equipment Procurement Director | Global manufacturer of agricultural machinery, interested in showcasing and sourcing new equipment and technology. |
| 5 | Canterra Seeds | https://www.canterra.com/ | Seed Procurement Manager / Agricultural Buyer | Leading seed company participating in the North American Seed Fair, seeking pedrigreed seed and innovative crop solutions. |
| 6 | Cargill Agriculture | https://www.cargill.com/ca/en/agriculture.html | Agricultural Commodities Buyer / Supply Chain Director | Global agricultural commodities trader, interested in connecting with producers and marketers of crops and livestock. |
| 7 | Case IH | https://www.caseih.com/ | Farm Machinery Buyer / Operations Manager | Major agricultural equipment manufacturer, looking for opportunities to showcase and discuss new farming technology. |
| 8 | Syngenta Canada | https://www.syngenta.com/ca/en/home.html | Agricultural Inputs Buyer / Product Development Manager | Leading provider of agricultural products and solutions, interested in chemicals, seeds, and innovative farming technologies. |
| 9 | Pioneer Hi-Bred (Corteva Agriscience) | https://www.corteva.com/ | Seed and Biotechnology Buyer / Agricultural Research Director | Global leader in seed and biotechnology, actively participating in seed fairs and seeking innovative agricultural solutions. |
| 10 | New Holland Agriculture | https://www.newholland.com/ | Farm Equipment Procurement Manager / Agricultural Technology Director | Major agricultural machinery manufacturer, interested in showcasing and discussing new farming equipment and technology. |
5. Job Profiles, Industries & Event Type
Best Job Profiles to Target:
- Farm Owner / Operator
- Agricultural Equipment Procurement Manager
- Livestock Production Manager
- Seed and Crop Buyer
- Agricultural Technology and Innovations Director
- Supply Chain and Logistics Manager for Agricultural Products
- Marketing and Sales Managers for Agricultural Products
Best Industries to Target (Based on Apollo Industry List):
- Agriculture
- Farming
- Agricultural Equipment & Supplies
- Livestock & Animal Husbandry
- Seed Production
- Crop Science & Biotechnology
- Agricultural Chemicals
- Farm Technology & Innovations
6. Estimated Attendance
While the exact number is not provided, the Ag Expo is described as a major event in the agricultural calendar, expected to attract thousands of attendees. The inclusion of over 25 classes of Pedigreed Seed and the participation of numerous exhibitors suggest a large-scale event with significant footfall.
7. Key Focus Areas & Buyer Engagement
Key Focus Areas:
- Latest Agricultural Equipment and Technology
- Farm Innovation and Efficiency
- Seed and Crop Production
- Livestock Supplies and Health
- Irrigation Systems and Water Management
- Chemicals and Fertilizers
- Agricultural Business Networking and Partnerships
Buyer Engagement Angle: Position your offerings as innovative solutions that can enhance agricultural productivity, efficiency, and sustainability. Highlight how your products or services can directly benefit farm operations, livestock management, and crop production. Emphasize the opportunity to connect with key decision-makers in the agricultural sector.
8. Client-Product Fit Note
Please share your client's website to allow us to tailor the buyer list and engagement strategy to their specific products or services. For example:
- If your client sells agricultural machinery, we would focus on Farm Equipment Procurement Managers and Agricultural Technology Directors.
- If your client provides seed or crop solutions, we would target Seed Buyers and Crop Production Managers.
- If your client offers livestock health products, we would focus on Livestock Production Managers and Animal Health Professionals.
9. Final Recommendation
The Ag Expo is a highly relevant event for companies in the agricultural sector, offering a platform to showcase products, network with industry professionals, and stay updated on the latest trends and innovations. With its strong national presence and growing international participation, this event is an excellent opportunity for B2B engagement and sales lead generation. We recommend participating as an exhibitor or attending to connect with potential buyers and partners.
Data sheet
Ag Expo – Event Attendee & Buyer Profile Analysis
Event date: February 24–26, 2027
Location: Lethbridge Trade & Convention Centre / Exhibition Park, Lethbridge, Alberta, Canada
Event status: Upcoming
Research date: June 30, 2026
Event Overview
| Event Name | Ag Expo |
| Event Date | February 24–26, 2027, 9 AM–5 PM daily |
| Event Status | Upcoming |
| Venue | Lethbridge Trade & Convention Centre at Exhibition Park |
| City | Lethbridge |
| State / Region | Alberta |
| Country | Canada |
| Organizer | Excite Lethbridge / Lethbridge & District Agricultural Society |
| Official Event Website | excitelethbridge.ca/events/ag-expo |
| Event Type | Agriculture trade show, seed fair, equipment and technology showcase |
| Primary Category | Agriculture & Forestry |
| Secondary Applicable Categories | Industrial Engineering; Business Services |
| Audience Reach | National primary reach with strong Western Canada concentration and international participation claims on the official event page |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | Confirmed event schedule and venue; attendance not publicly confirmed |
| Main Purpose of Event | To connect producers, suppliers, marketers, seed participants, and ag-technology providers around equipment, crop and livestock inputs, innovation, and commercial relationship building in Southern Alberta’s agri-food corridor. |
About the Event
Ag Expo is an agriculture-focused trade show hosted in Lethbridge, Alberta, positioned around farm equipment, irrigation systems, livestock supplies, chemicals, seeds, and new agricultural technology. The official event page states that producers, suppliers, and marketers from around the world come together in Lethbridge, and it also highlights the North American Seed Fair as a long-running feature of the show.
From a commercial perspective, the event matters because it brings together operational farm buyers, seed and crop stakeholders, livestock-related participants, and agricultural solution providers in one venue. For lead generation and buyer profiling, Ag Expo is most relevant for companies selling farm productivity solutions, crop inputs, equipment, irrigation, ag services, and technologies that improve operational efficiency for producers and agri-businesses across Western Canada.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Farm owners and crop producers | Independent farms, grain operations, mixed farming businesses | Direct buyers of equipment, seed, chemicals, irrigation, and productivity tools | Core revenue audience for ag equipment, inputs, and farm technology vendors |
| Livestock producers | Cattle, forage, mixed livestock, and ranching operations | Purchase animal supplies, feed-related solutions, infrastructure, and operational systems | High-value targets for livestock supplies and handling solutions |
| Seed producers and seed businesses | Pedigreed seed growers, seed labs, seed brands, seed marketers | Evaluate genetics, handling, testing, packaging, and production support services | Important buyer segment for seed technology, testing, logistics, and production services |
| Agricultural equipment buyers | Farm operations, machinery decision-makers, operations managers | Assess machinery purchases, replacement cycles, and equipment upgrades | Critical for heavy equipment, implements, doors, storage, and mechanization suppliers |
| Irrigation and water management buyers | Irrigation districts, farm operators, ag service firms | Influence capex and operating purchases tied to water efficiency | Strong fit for irrigation systems, pumps, precision controls, and field infrastructure |
| Agricultural suppliers and distributors | Regional input distributors, ag retailers, dealer networks | Buy for resale, channel partnerships, and portfolio expansion | Useful for wholesale deals, distribution agreements, and market expansion |
| Marketers of crops and livestock | Commodity marketers, producer groups, agri-food traders | Commercial influencers on market access and value-chain decisions | Relevant for partnerships, service offerings, and supply-chain solutions |
| Agricultural technology evaluators | Precision agriculture teams, farm tech adopters, operations leaders | Evaluate operational efficiency, automation, and data-led tools | Best fit for agtech vendors, software providers, and innovation-led exhibitors |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Lethbridge | Local producers, suppliers, marketers, and agri-business operators | High | Official site positions Lethbridge in the heart of Canada’s Premier Food Corridor. |
| Southern Alberta | Regional farm operations, seed participants, irrigation stakeholders, livestock producers | Very High | Most concentrated buyer base due to proximity and agricultural relevance. |
| Alberta-wide | Province-wide producers, ag dealers, seed and livestock businesses | High | Strong draw expected because of event specialization and Alberta’s agricultural base. |
| Western Canada | Attendees from Saskatchewan, British Columbia, and Manitoba with farming and agri-input interests | Medium to High | Official content references one of the oldest seed fairs in Western Canada. |
| National: Canada | Canadian agriculture suppliers, national brands, and producer organizations | Medium | Venue page states capability to host nation-wide conventions and events. |
| International | Selected international producers, suppliers, and marketers | Medium | Official Ag Expo description says participants come together from around the world. Exact country mix not publicly detailed. |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary classification | Ag Expo serves Canadian agriculture audiences with strong Western Canada concentration and official messaging that supports broader Canadian and international participation. |
| Regional | Secondary strength | Southern Alberta and the wider Prairie agriculture ecosystem are likely the most concentrated buyer pools. |
| Global | Secondary descriptive reach | Official page says producers, suppliers, and marketers come from around the world, but no detailed international attendance data is publicly confirmed. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Stamp Seeds | Seed producer | Official 2026 winners list shows multiple pedigree seed awards, indicating active relevance to the seed-fair audience. | stampseeds.com | Owner, General Manager, Operations Manager, Seed Production Manager | Prior-Year Participation Evidence |
| Bantry Seeds | Seed producer | Official 2026 seed-fair winners section lists Bantry Seeds as champion pedigree forage winner. | bantryseedfarms.com | Owner, Farm Manager, Seed Operations Manager, Procurement Lead | Prior-Year Participation Evidence |
| 2020 Seed Labs | Agricultural testing / seed services organization | Named on the official page as presenter of the Edwin Kiffiak Memorial Award; relevant seed-industry organization. | 2020seedlabs.ca | President, Lab Director, Business Development Manager, Operations Director | Prior-Year Participation Evidence |
| New-Way Irrigation | Irrigation solutions company | Listed as an official 2026 exhibitor award winner; relevant for irrigation buyer and partner targeting. | newwayirrigation.com | Sales Director, Operations Manager, Procurement Manager, Branch Manager | Prior-Year Participation Evidence |
| Bourgault Industries Ltd. | Agricultural equipment manufacturer | Named as official 2026 top indoor award winner, indicating event relevance and visibility. | bourgault.com | Regional Manager, Dealer Development Manager, Procurement Manager, Product Manager | Prior-Year Participation Evidence |
| Jaylor | Livestock equipment / machinery company | Official 2026 most innovative award winner; relevant to livestock and operational farm buyers. | jaylor.com | Territory Manager, Product Manager, Operations Director, Dealer Principal | Prior-Year Participation Evidence |
| Lethbridge Door Systems | Agricultural / commercial facility systems supplier | Named as official 2026 top new award winner; relevant where farm or ag facility infrastructure is a buying need. | lethbridgedoorsystems.com | Owner, Sales Manager, Project Manager, Operations Manager | Prior-Year Participation Evidence |
| Porter Tanner | Agricultural / industrial supplier | Listed on the official page as a 2026 top outdoor award winner. | portertanner.com | Branch Manager, Procurement Manager, Sales Director, Operations Lead | Prior-Year Participation Evidence |
| Borex | Agricultural / industrial solutions provider | Co-listed on the official page as a 2026 top outdoor award winner. | borex.ca | Owner, Sales Manager, Operations Manager, Procurement Lead | Prior-Year Participation Evidence |
| Seed World | Seed industry media / partner organization | Official page states the North American Seed Fair is powered by Seed World, indicating direct event relevance. | seedworld.com | Partnerships Director, Publisher, Business Development Director, Marketing Director | Prior-Year Participation Evidence |
Prior-year participation evidence. Not a confirmed attendee list for the current edition.
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Owner / Farm Owner | Executive / Operations | Owner | Primary economic buyer in many farm operations. |
| 2 | Operations Manager | Operations | Manager | Influences equipment, workflow, irrigation, and productivity investments. |
| 3 | Procurement Manager | Procurement / Sourcing | Manager | Relevant for larger agri-businesses, distributors, and equipment organizations. |
| 4 | Strategic Sourcing Manager | Procurement / Supply Chain | Manager | Important for input selection, supplier rationalization, and cost control. |
| 5 | General Manager | Executive | Director / VP | Often final decision-maker for regional ag businesses and seed firms. |
| 6 | Seed Production Manager | Production | Manager | High relevance for seed handling, testing, and production solutions. |
| 7 | Agronomy Manager / Crop Manager | Agronomy / Field Operations | Manager | Influences seed, chemical, and field-input decisions. |
| 8 | Product Manager | Product / Commercial | Manager | Relevant for equipment and technology vendors evaluating market demand and partnerships. |
| 9 | Business Development Director | Business Development | Director | Important for channel partnerships, dealer expansion, and distribution deals. |
| 10 | Territory Sales Manager | Sales | Manager | Useful for regional buyer mapping and distributor relationship development. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Farming | Direct alignment with crop and livestock producers attending the event. | Farm operators buying inputs, systems, and equipment. |
| 2 | Agriculture | Broad fit for agriculture-focused businesses, producer groups, and ag services. | General ag supplier and buyer targeting. |
| 3 | Machinery | Fits farm equipment, implements, and machinery vendors and buyers. | Equipment procurement and dealer relationships. |
| 4 | Mechanical or Industrial Engineering | Relevant where engineered ag systems and equipment are involved. | Technical buyers evaluating performance and system upgrades. |
| 5 | Industrial Automation | Useful for precision agriculture, irrigation control, and operational efficiency tools. | Automation and smart-farm solution outreach. |
| 6 | Chemicals | Official event description includes chemicals among featured product areas. | Crop input buyers and supplier partnerships. |
| 7 | Food Production | Fits downstream agri-food operators linked to the regional food corridor. | Value-chain and production efficiency targeting. |
| 8 | Environmental Services | Relevant for water efficiency, sustainability, and farm-environment solutions. | Irrigation efficiency and environmental compliance outreach. |
| 9 | Wholesale | Useful for distributors and reseller channels in agricultural supplies. | Regional distribution and dealer expansion. |
| 10 | Business Supplies & Equipment | Relevant for operational suppliers serving farms and ag enterprises. | Infrastructure, storage, facility, and equipment-related targeting. |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Attendance figure not publicly confirmed by the organizer. | Confirmed as unavailable | Official event page reviewed | No current attendance number stated in the supplied official content. |
| Exhibitor count | Not publicly confirmed in supplied source text | Unconfirmed | Official page references exhibitor list, map, and directory | Current-year exhibitor count not visible in provided source text. |
| Buyer count | Not publicly confirmed | Unconfirmed | Official page reviewed | No buyer registration figures published in supplied content. |
| Speaker count | Not publicly confirmed | Unconfirmed | Official page reviewed | No conference speaker program disclosed in supplied source text. |
| Sponsor count | Not publicly confirmed | Unconfirmed | Official page references sponsors and partners | Exact sponsor number not stated in the supplied content. |
| Historical participation evidence | Multiple named 2026 exhibitors and award winners | Historical / prior-year evidence | Official 2026 winners and exhibitor references | Supports relevance and continuity, but not a numeric attendance estimate. |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Farm equipment | Improve field productivity and replace aging machinery | Live demos, dealer meetings, financing and upgrade discussions | Equipment, implements, maintenance services, leasing support |
| Irrigation systems | Water efficiency, reliability, and yield optimization | Consultative selling to irrigation-heavy operations in Southern Alberta | Irrigation equipment, controls, pumps, monitoring solutions |
| Seeds and seed services | Seed quality, pedigree performance, testing, and production support | Relationship building with seed growers and seed-industry participants | Seed genetics, testing, treatment, packaging, storage |
| Livestock supplies | Improve feeding, handling, and livestock operation efficiency | Engage ranchers and livestock producers with ROI-focused messaging | Feed systems, mixers, handling equipment, infrastructure |
| Chemicals and crop inputs | Crop protection, yield performance, and input planning | Target agronomy influencers and purchasing decision-makers | Crop chemicals, nutrient solutions, advisory services |
| Agricultural technology | Operational efficiency, modernization, and decision support | Position technology as practical ROI for farm and seed operations | Precision agriculture, software, monitoring, automation tools |
| Business partnerships and channel development | Access new suppliers, dealers, and commercial partners | Distributor and reseller conversations with Western Canada relevance | Wholesale programs, dealership models, co-marketing partnerships |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | High | Event directly aligns with producers, seed businesses, equipment users, and ag operations buyers. |
| Decision-maker availability | High | Farm owners, operators, and regional business leaders are likely to attend given the practical trade-show format. |
| Data collection potential | Medium | Official source confirms exhibitor resources exist, but attendee count and formal buyer lists are not publicly confirmed. |
| Apollo targeting potential | High | Agriculture, farming, machinery, seed, irrigation, and regional ag suppliers can be targeted effectively by industry and title. |
| Geographic targeting potential | Very High | Clear concentration in Lethbridge, Southern Alberta, Alberta, and Western Canada agricultural corridors. |
| Best outreach approach | High | Use operational ROI messaging, regional proof points, equipment productivity language, and seed / irrigation relevance. |
| Overall lead quality | High | Strong fit for ag suppliers targeting practical buyers; best when campaigns focus on Western Canada producers and agri-businesses. |
| Best use case | B2B lead generation | Useful for exhibitor targeting, ag buyer profiling, reseller outreach, and regional farm-operator prospecting. |
| Limitations / risks | Medium | Publicly available source material does not confirm attendee totals or a current-year buyer roster. Event is suitable for B2B attendee list building, but current-year list verification would require direct organizer or official directory access. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Farming; Agriculture; Machinery; Mechanical or Industrial Engineering; Industrial Automation; Chemicals; Food Production; Environmental Services; Wholesale; Business Supplies & Equipment | Capture direct farm buyers, ag input businesses, equipment suppliers, and channel partners. |
| Departments | Operations, Procurement, Supply Chain, Agriculture, Production, Business Development, Sales, Engineering | Focus on operational and commercial functions tied to purchase decisions. |
| Seniority | Owner, Partner, CXO, VP, Director, Head, Manager | Prioritize final buyers and strong influencers. |
| Job titles | Farm Owner, Owner, General Manager, Operations Manager, Procurement Manager, Strategic Sourcing Manager, Seed Production Manager, Agronomy Manager, Product Manager, Territory Sales Manager, Business Development Director | Align outreach with real operational and purchasing authority. |
| Geography | Canada; Alberta; Lethbridge; Southern Alberta; Saskatchewan; Manitoba; British Columbia | Concentrate on Western Canadian agriculture corridors most relevant to Ag Expo. |
| Employee size | 1–10; 11–50; 51–200; 201–500; 501–1,000 | Covers independent producers through mid-sized regional agri-businesses and manufacturers. |
| Keywords | seed, irrigation, farm equipment, agriculture, agtech, crop production, livestock, pedigree seed, grain, forage, farm operations | Increase event-context relevance in account and contact discovery. |
| Technologies, if relevant | Precision agriculture, irrigation controls, farm management software, automation systems | Useful when client solutions align with digital or smart-farm offerings. |
| Revenue range, if relevant | No strict filter; test segmented lists across small producer accounts and mid-market agri-businesses | Revenue visibility may be inconsistent for farm entities, so title and industry filters often perform better. |
| Company type | Private companies, family-owned businesses, regional distributors, manufacturers, cooperatives where available | Matches the likely structure of the event’s buying audience. |
Suggested Apollo Search Logic: ("farm owner" OR "operations manager" OR "procurement manager" OR "seed production manager" OR "agronomy manager") AND (agriculture OR farming OR seed OR irrigation OR "farm equipment" OR livestock) AND (Alberta OR Lethbridge OR Saskatchewan OR Manitoba OR British Columbia OR Canada).
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 |
|---|---|---|---|
| Excite Lethbridge – Ag Expo official event page | Official event website | Confirmed 2027 dates, daily hours, event positioning, product focus areas, North American Seed Fair reference, and named 2026 winners / exhibitors | High |
| Excite Lethbridge – home page | Official organizer / venue page | Verified organizer context, Lethbridge Trade & Convention Centre naming, national event-hosting language, and Southern Alberta positioning | High |
| Official page footer information | Official contact / location details | Verified address at 101 Exhibition Way South, Lethbridge, AB and Exhibition Park location context | High |
| Supplied official website content excerpt | Primary-source user-provided extract | Cross-checked event title, city, venue wording, date sequence, and official claims used in this report | High |
🎯 Selling to this event's audience? Get a free tailored buyer list
Tell us your work email and our AI instantly builds a buyer list matched to Ag Expo — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
🔒 Get my buyer details Free · ~20 seconds