New Holland Trade Center Debuts at World Dairy Expo

New 26,000-square-foot indoor space brings room for 130 exhibitors.

The biggest new commercial space that World Dairy Expo has seen since 1995 debuts today on the show’s grounds at the Alliant Energy Center in Madison, Wis.

The 26,000-square-foot New Holland Trade Center, named after its sponsor, is hard to miss. It’s the giant white tent on the Outdoor Mall. With space for 130 exhibits, it’s a boon for World Dairy Expo, which always has a waiting list for exhibitors, said Mark Clarke, the show’s general manager.

World Dairy Expo exhibitors arrive at the New Holland Trade Center Monday at the Alliant Energy Center in Madison, Wis.

“The extra space allows us to get more technology and management tools out there in front of our customers,” Clarke said.

For Michael Pawlak of Zurex Pharmagra, the ability to exhibit in the New Holland Trade Center is good news.

“Our new exhibit space is double what we’ve ever done at Expo,” said Pawlak, who was helping set up the Zurex exhibit inside the huge white tent Monday. Zurex specializes in providing sustainable hygiene solutions for the dairy industry.

“Before, we were out in a corner of the Outdoor Mall all by ourselves," said Pawlak. "This is so much better.”

Also one of the first-ever exhibitors in the New Holland Trade Center is Terrui International Co., based in Shanghai, China. This year marks the eighth time Terrui has exhibited at Expo. The Chinese company manufacturers cow waterers, electrical fencing, farm fans and veterinary accessories. It’s looking for distributors in the U.S., Canada and Europe.

“Our exhibit is three times bigger than before,” said Monica HeDan, project manager for Terrui, as she helped co-workers set up Terrui’s exhibit in the new indoor space.

Mary Reitzeman (left), Gregg Whitley and Sarah Whitley of La Belle Colostrom says their space in the New Holland Trade Center gives them better exposure at World Dairy Expo.

Gregg Whitley, marketing director for La Belle Colostrum, also is pleased to get exhibit space in the New Holland Trade Center. “It will give us better exposure and better flow of traffic,” Whitley said.

Now one of World Dairy Expo’s Five-Star sponsors, New Holland develops and produces equipment that helps dairy producers put up high quality hay and forage.