SoilTribes Connects with citizens at AGRARIA 2026 in Romania

Soil health took centre stage at AGRARIA 2026, where approximately 2,300 people visited the dedicated SoilTribes stand to explore the importance of healthy soils and their connection to agriculture, rural communities, and everyday life.

From 23 to 26 April 2026, AgroTransilvania Cluster (ATC) represented SoilTribes at the AGRARIA Agricultural Fair, held at Tetarom III Industrial Park in Jucu, Cluj County, Romania. Organized by DLG InterMarketing, the 29th edition of the fair welcomed more than 23,000 visitors from across the agricultural sector and the wider public.

Through informative materials, direct conversations, and an interactive game, the SoilTribes stand created an accessible space where visitors could learn, ask questions, and reflect on the role soil plays in food production, rural development, environmental resilience, and human well-being.

At AGRARIA 2026, the SoilTribes stand reached a professionally relevant and diverse audience. Visitors included professional farmers and farm managers, agri-business and cooperative representatives, rural entrepreneurs, students and educators from agricultural colleges and universities, as well as members of the general public.

These conversations helped place soil health within the daily realities of agriculture and rural development. Rather than presenting soil as an isolated environmental topic, the activity highlighted its close relationship with farming practices, food systems, local economies, education, and community well-being.

One of the stand’s central engagement tools was an interactive Wheel of Fortune game. The activity invited visitors to participate in a simple and engaging format while discovering soil-related information.

By combining printed materials with direct dialogue and playful participation, the stand made soil communication more approachable. Visitors were not only provided with information but were encouraged to actively engage with the subject.

This approach reflects SoilTribes’ wider commitment to translating soil knowledge into formats that are accessible, participatory, and relevant to different audiences.

The AGRARIA 2026 stand strengthened the visibility of SoilTribes and the EU Mission “A Soil Deal for Europe” within one of Romania’s most significant agricultural events.

More importantly, it helped move soil communication closer to the people whose knowledge, choices, and practices are closely connected to the land.