Farm Progress

Tackling Italy's largest farm show

Commentary: From mealtimes to tricky hotel room keys, here are a few Euro travel tips picked up during a recent trip to EIMA International.

Jill Loehr, Associate Editor, Prairie Farmer

November 22, 2016

5 Min Read

Farm Progress Show. Commodity Classic. Regional farm shows. Chances are, if you farm, you’ve been to a farm show. So when you hear “Italian farm show,” you get a certain mental image and ideas on what you might expect.

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And on one hand, you’d be right, if you picture a gigantic show site with glass buildings filled with new tractors, planters, sprayers, combines and the latest innovations in technology. Farmers and company representatives discussing the features and benefits of the latest models. Kids happily bouncing from one booth to the next, looking for the coolest giveaway. And food — oh, the food. Why buy a slice of pizza when you can walk away with the whole box? Hey, it’s Italy.

On the other hand, you see things you would never see in the United States, let alone the heartland: fully stocked bars and booths built with fully equipped office spaces — glass doors, desks, printers and all. Instead of Johnny Popper-churned old-fashioned ice cream, there’s gelato of every flavor imaginable.

And you need all those carbs and sugar to make it through the day. EIMA International starts at 8 a.m. and ends at 7 p.m. It’s a long, long day. Further observation: It has to be even longer for the women sporting spike heels all day.

Here are a few travel tips I picked up from my experience at EIMA International 2016, in case you ever find yourself at an Italian farm show:

1. “Italian time.” Sure, the trade show started at 8 a.m., and press conferences kicked off at 8:30 a.m., but we learned to be flexible. A team of media representatives from the United States, Slovakia, Peru, Iran, Egypt, Pakistan and more was at the mercy of our bus driver. That meant departure time could be 8:30 a.m., 8:45 a.m. or even 9 a.m.

The first press conference for Case IH started at 8:30 a.m. — the same time our bus was supposed to leave the hotel. Our Italian trade rep assured us this was no problem; we were in Italy and nothing started on time. Long story short, we missed the press conference. And we learned a valuable lesson for the rest of the week: Italian time is more of a ballpark figure than a hard-and-fast rule.

2. Hotel basics. Thankfully, I made fast friends with fellow international media representatives. We bonded over trying to figure out the chip-reader keys that required some extra finessing. And my new friend from Slovakia showed me how to use my key to keep the lights on. Yes, in Italy, you put your room key into a slot in the wall. Otherwise, lights out, friend.

Tackling Italy’s largest farm show

WHO TURNED OUT THE LIGHT? Put your room key in the slot or it’s lights out!

Tackling Italy’s largest farm show

THAT’S DIFFERENT: And then there was the toilet. No handle to jiggle here.

3. Maps and signs, oh my. At the beginning of our EIMA journey, our Italian trade rep handed us a map along with a company guide. Each building had signage and arrows pointing to the location of other halls. However, the maps and signs didn’t always paint the clearest of pictures. And our press release guide listed hall names, not numbers. It was like trying to read a treasure map with a broken decoder ring. We learned how to ask, “Dove si trova sala 36?” or “Where is Hall 36?” in a hurry.

Tackling Italy’s largest farm show

SIGNS, SIGNS EVERYWHERE IS SIGNS: Fourteen sectors in about 24 buildings. My poor map was so crinkled by the end of day two.

4. Bring elastic pants. Let me break down Italian meals: You have the appetizer, a spicy selection of thin-cut meats and cheeses so smooth they melt in your mouth. Then you have the first course, usually pasta of some sort — tortellini, ravioli, spaghetti, etc. You’re not done yet! You have the second course coming. That could be grilled or boiled vegetables or a salad. Or, it could be meat — pork or beef — and potatoes. And you can’t forget dessert: fruit salad, bread pudding, custard, pie or even a biscuit. Finally, if you really want to end your meal the Italian way, a cappuccino or espresso to “help with digestion.”

If you are lactose-intolerant or sensitive to gluten, I bid you good luck.  

Tackling Italy’s largest farm show

FIRST COURSE: This bowl of ragu pasta was served after a bruschetta appetizer.

Tackling Italy’s largest farm show

SECOND COURSE: There was barely any room for the organic pork and farm-raised potatoes.

5. The dinner bell. Most Americans eat lunch around noon and dinner (or supper, depending on your terminology) at 6 p.m. In Italy, dinnertime is around 8:30 p.m., if not later. I’m pretty sure we Americans threw our Italian hosts for a loop by even suggesting eating dinner at 6:30 p.m.

Our first night in Italy, as we approached the restaurant at around 8 p.m., I asked our host if the restaurant was about to close. It was completely empty. All we could see were beautiful glass walls, white tablecloths and a wait staff dressed in black. He assured me we were early, not late.

And sure enough, as we closed in on the 10 o’clock hour, tables filled up.

6. Roll with the punches. That’s the best lesson you can learn. Enjoy new foods and mealtimes, make new friends, don’t be afraid to ask for help, learn a few key Italian phrases and, above all, divertiti! Have fun!

About the Author(s)

Jill Loehr

Associate Editor, Prairie Farmer, Loehr

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