Some farmers are making the tough call to steer clear of virtual Fieldays this year.
The expo is a highlight of the Kiwi farming calendar, and last year generated more than $500 million in sales revenue.
It's usually held at Mystery Creek, near Hamilton, but organisers chose to take it online due to Covid-19 - kicking off today.
New Zealand National Fieldays Society CEO Peter Nation says the exciting thing about going online is the global reach, with no limitations caused by closed borders.
"For us, it's about creating those opportunities for New Zealand's economy and primary sector while our borders are closed, so this event should go someway towards helping that."
But Morrinsville Power Farming marketing director Brett Maber told Tim Dower it's just won't be the same.
"It's a nice chance to show off new shiny products, but certainly that customer interaction is something you can't replicate."
He says that they decided to spend their money they'd normally invest into Fieldays elsewhere.