As a Marcom Manager at Hazera, I oversee marketing and communication activities across the Benelux region. From content and campaigns to PR and event organization, every week brings new challenges and opportunities. This particular week revolves around one of the larger events in our calendar: the Agro Expo in Roeselare, West Flanders (Belgium). Here’s a behind‑the‑scenes look at my workweek.
Monday – Setting the stage
We’re pleasantly ahead of schedule with our Agro Expo preparations. Normally, we’d finalize the last details with the sales team today, but since they’re in Poland for a training, we already did that last week and our meeting is cancelled today. The extra breathing room allows me to refine the packing list and review logistics.
Meanwhile, another event is approaching: the Cauliflower–Broccoli Contact Day in Mijnsheerenland (the Netherlands). For both events—and for one in February—I ordered new roll‑up banners to complete our assortment for a number of crops. I unpack them, check the prints, and everything looks spot on.
And there’s more to review: we also received our newly printed, more eco‑friendly leaflets. The team and I are very happy with the quality.
The rest of the day involves updates to the Dutch website, exploring new AI tools, and briefing our advertising agency together with a colleague for another important event later this year: the International Open Days in September.
Tuesday – Content, coordination & creativity
The stand builder starts setting up the booth today. Since the location is more than two hours away, I’m not on-site to supervise, but with our longstanding partnership, I know the job is in good hands.
My own schedule is filled with other communications work. I finalize an article with our customer, TOP The Onion Group, and send it for approval. I update the website and the social media calendar, and we hold our weekly marcom meeting to review all ongoing activities.
Towards the end of the day, I prepare the items I’ll need to take to Roeselare later in the week. It’s quite a lot, despite having already sent several items with colleagues, so I ask a retired colleague whether I may drop off additional materials on Thursday. She happily supports us at events—and we’re very grateful for her help.
I end the day on a creative note: stamping our vegetable display crates with the Hazera logo.
And even better news: the stand builder sends photos. The booth is already fully built!
Thursday – Final preparations in full swing
After a day off on Wednesday, today is all about wrapping up the final details.
In the morning, I pick up the rental coffee machine and, together with a colleague, load several boxes of goodie bags. I deliver them to my retired colleague and once my car is empty again, it’s time to load the rest of the equipment. It takes some puzzling, but everything fits perfectly. And there’s even space left for my suitcase.
Before finishing the day, I run through the packing list once more, check the event script, and note the last action items for Friday. I also prepare the necessary materials for colleagues attending the Cauliflower–Broccoli Contact Day so they’re fully set for their event as well.
Friday – On the road
In the morning, I collect fresh flower arrangements and clear out my inbox. With the out‑of‑office message switched on, I head to Roeselare, where I meet my colleague.
When we arrive, the high tables and chairs are already in place, so we start setting up the booth right away. It turns out that our table skirts don’t fit perfectly. Fortunately, with some creative thinking—and the tyraps we brought along—my colleague finds a neat solution.
The water connection isn’t yet operational, so some checks have to wait. After the drink delivery arrives, we store everything securely and lock the stand. My colleague heads home, and I drive to the hotel where I’ll stay until Monday.
Saturday – Opening day
It’s the first official day of the event, something we’ve been preparing for months. We arrive early to vacuum, clean, and set everything up. The water issue is resolved just in time.
My responsibilities throughout the day include creating content, helping colleagues during busy moments behind the bar, and welcoming visitors. Together, we keep close track of stock levels and arrange extra orders when needed.
Unfortunately, we need to send a colleague home due to illness. These things happen, and we reorganize internally while keeping her updated.
Our Commercial Manager BNL visits the event today, and together we tour the exhibition hall to gather inspiration and see how others present their stands. I jot down several ideas and improvements for future editions.
Later in the afternoon, the Flemish Minister of Agriculture, Jo Brouns, also visits our stand, something that both visitors and our team highly appreciate.
Sunday – A Busy and lively day
The second day is traditionally the busiest, and that certainly proves true. Before the doors officially open, we already welcome visitors who attended a breakfast session at the event. Thankfully, we were well prepared.
The booth is lively and crowded throughout the day. I take plenty of photos and videos and ensure everything behind the scenes runs smoothly. Despite one missing team member, we manage the day seamlessly.
Monday – Final day & teardown
We expect another strong turnout for the final day. We arrive early once again, and before the event opens, I take a quick walk around the exhibition hall for some last inspiration. Colleagues at the office are eager to hear how things are going, so I keep them updated through Teams.
Around midday, I begin working on the after movie and start drafting this article. I remain available for the team, but everything is running smoothly.
After closing time at 19:00, we begin dismantling. We return unused drinks to the catering service and load the cars.
Before we drive home, we reflect on a successful and inspiring event. It was my first time attending the Agro Expo, and I learned a great deal—both in the run-up and during the event itself.
Next week, we’ll schedule a team evaluation. But for now: time to head home!
