For 50 years, the place for agricultural businesses to be seen is the annual Fieldays event at Mystery Creek near Hamilton.
Geoff Laurent credits Fieldays with helping him grow his business into a multi-million dollar enterprise.
Geoff owns the farming and veterinary equipment company Shoof International with his wife Bev.
Over the years he's invented useful gadgets on the farm and taken them to the agriculture event to find other farmers thought they were handy, too.
Country Life catches up with Geoff and representatives from other companies that have attended the event every one of its 50 years to find out why the second week in June is so firmly etched on their calendars.