FOR IMMEDIATE RELEASE:
CDX EMBRACES GROWTH AND PUTS SAFETY FIRST - NEW OPERATING DATES ANNOUNCED
April 17, 2015 (Stratford, Ontario) – After 3 years of exponential growth, the popular Canadian Dairy XPO looks
forward, embracing phase-two of their strategic operating plan. The confirmed and scheduled 2016 XPO dates
will be Wednesday April 6th and Thursday April 7th, 2016, as opposed to the first week of February annually. The
event will then continue to follow the first week of April date sequence going forward. The Stratford Rotary
Complex venue and the commercial dairy production focus will remain unchanged.
In an exclusive interview, Jordon Underhill, GM and Founder of CDX, explained “Phase-one was to take an idea
from paper and make it come to life, against any and all adversity. We needed to build momentum and culture
behind the brand and most importantly justify the value proposition to both attending dairy producers and the
supporting industry.”
It’s reported that only 2 in 10 tradeshows survive past their second year of operation. Now heading into its forth
year of operation, the XPO currently has 350 qualified exhibitors representing 32 countries and an attendance of
15,200 dairy producers from across the Country. This particular event has a unique 45% market share, against all
other generic farm shows operating in Ontario and Canada. “They come for the exclusive dairy content” states
Donna Powell, Marketing Manager for CDX. “We have not and will not waiver from delivering dairy and only
dairy, education and innovation.”
Exponential growth has not come without its hurdles, whether it be exceeded capacities of parking, onsite food,
seating, aisle width and of course extreme cold fronts with accumulating and severe snow loads. The closest call
was seen in 2014, the second year of CDX, when all major road arteries into Stratford were closed for almost 3
days, just one week before the opening day of CDX.
We asked Underhill, why change something that already works? “Our quest is to continuously improve the XPO,
and that starts with customer safety. Phase-two of our strategic plan is to protect the safety of our customers
traveling from across the country and to move the event away from travel risk and ultimately the devastation of
road closures during the week of CDX. The event has been vastly embraced by the Canadian dairy industry and
now it’s our job to protect both our people and our product.”
Underhill also talks about the “eminent need to embrace growth”. It’s reported that there is a significant waiting
list for new exhibiting companies to obtain space at the XPO, with more than 30% of existing exhibiting
companies requesting more exhibit space to display additional product lines and conduct Canadian and North
American product launches. Underhill further commented that there are no plans to move the XPO from the
nucleus of commercial dairy production: Stratford, Ontario. However, April will allow for outdoor exhibit space
growth and the potential construction of a large, onsite pole barn structure. He explains that a permanent
parking lot will be constructed this summer (2015) and meetings will begin with the City of Stratford Mayor, the
local MP and MPP as well as the Ag Ministers to discuss funding options for facility expansion.
Careful and calculated date discussions have been ongoing within the CDX Steering Committee for the last year
and a half. A professional research survey company was hired to analyze data collected from both producers
who attended the 2015 XPO and producers from out of province that have not yet attended CDX. Cropping
dates per province were considered as well as crossover with other industry events; and of course the important
Easter holiday. Ultimately 73% of the current CDX exhibiting companies support the new April dates, with 15%
undecided. 72% of producers currently attending CDX support the new April dates; 86% of producers from out
of province (which have not yet attended CDX, but plan to) support the new April dates.
“We did not expect 100% conclusive survey results, but we needed real data to move forward with phase-two of
the strategic operating plan” states Underhill. “I run cattle myself and I know how busy April gets on the farm.
That said, we are not in the fields the first week of April and I believe producers realise the value in taking a day
off to be educated, see the latest dairy innovations and network with peers. By moving to the first week of April,
we can significantly reduce the risk, increasing the efficiency for everyone traveling to CDX, all the while
increasing the value onsite when they arrive. We ask that the greater dairy industry of Canada continue to rally
around this showcase, custom built for Canadian dairy producers and their families. We ask for your continued
patience and support as we make this final operating transition.”
Interestingly enough, when we researched successful farm shows that take place during traditional busy times
on farm (mid April to mid September), we found 18 total farm shows across North America in operation.
Attendance of these events range from 5000 to 130,000. Clearly farmers are intelligent individuals and if the
value exists, to help improve their operation, they will make the time to attend.
CDX will be positioned as the spring kick-off for the Canadian dairy industry, utilizing their new slogan: “Spring
into Innovation!”
YOUR Canadian Dairy Showcase – Spring into Innovation! For more information, please contact CDX Marketing
Manager Donna Powell 226-381-0282 Ext #4 donna@dairyxpo.ca or visit www.dairyxpo.ca. New dates for the
Canadian Dairy XPO are Wednesday April 6th & Thursday April 7th 2016. Located at the permanent site of the
Stratford Rotary Complex, Stratford Ontario Canada.
Image attached: The jam packed Cow Coliseum erected for CDX