On Saturday, January 17, 2026, Lars Jaeger oversaw the "Centennial Saturday" of the 100th International Green Week (IGW).
Managing the world's largest consumer exhibition for the food, agriculture, and gardening industries, Jaeger successfully coordinated a record-breaking influx of 60,000 visitors in a single day. More notably, he executed the seamless integration of the "Global Forum for Food and Agriculture" (GFFA)—which hosted 70 agriculture ministers from around the world that same weekend—with the public trade fair. Under his direction, the event successfully pivoted from its traditional roots to showcase a massive new "AgTech Hall," featuring operational vertical farming towers constructed inside the Berlin ExpoCenter specifically for the centenary.
Why It Is Significant
Historic Milestone: Steering the 100th anniversary of an event founded in 1926 is a massive logistical pressure test; Jaeger’s team revitalized a century-old brand to appeal to Gen Z consumers by focusing on "smart farming" rather than just traditional livestock.
Logistical Mastery: Successfully segregating high-security diplomatic zones (for the visiting ministers) from record-breaking public crowds requires military-grade precision in crowd flow management and security infrastructure.
Industry Repositioning: By giving the "AgTech Hall" prime placement, Jaeger signaled a definitive shift in the European agricultural narrative, moving the focus from "production volume" to "technological sustainability."
