Interpreting at Expoagro

In March 2019, I was hired as an interpreter for the representatives of the Canadian machinery manufacturer BRON at the agribusiness show Expoagro. BRON manufactures and sells heavy equipment and their offer for the local market mainly involved drainage plows. The assignment included liaison interpreting at the fair stand during four exhibition days in San Nicolás, and the translation of brochures into Argentine Spanish.

BRON’s drainage plows install farm drainage tile at around one-meter depth with variable grading, allowing excess water in the crops root zone to flow to a natural water outlet, preventing decay and leading to a 30% yield increase. The add-on drainage plow consists of a backplate that is attached to a tractor, a blade that cuts the ground and a chute through which the tile is buried. The system had not been introduced to Argentine farms so the term had no existent local translation.

Terminological aspects

Finding an equivalent for my client’s product posed a first major challenge before the show. After many hours of research and with the assistance of the local association of farm machinery manufacturers, I offered one translationfor the device for the brochures. As I dug deeper into the matter on the exhibition days, however, I decided to go for a new term.

The terminology areas covered by the talks at the stand included Geology and Forestry; Foreign Trade, Logistics and Funding; Engineering, and Technical, among others. All in all, quite a stimulating variety of topics to put anyone’s interpreting skills to the test.

A stunning and challenging interpreting setting

With a unique infrastructure, Expoagro is the biggest agribusiness show in Argentina, gathering over 150,000 annual visitors and more than 500 exhibitors. Speaking Spanish at their Expoagro stands is a must for foreign exhibitors: 99.9% of the exchanges were aided by interpretation at BRON’s stand this year. The most valid proof of success at communication is that BRON’s machinery raised great interest among local producers, on the one hand, and that the Canadian company publicly valued the services provided on the other: mission accomplished for this language professional who completely enjoyed the experience.