With just 15 weeks to go before the annual Agricultural Exhibition opens, plans are already under way to broaden its public appeal.

Specifically, the Department of Agriculture and Fisheries is aiming to attract those who have heretofore given the popular show a miss -- largely because they didn't know about it.

"We know that we have a solid base of people who come every year, including school children and seniors, but we get almost no visitors or overseas personnel from the exempt companies,'' director Mr. John Barnes explains, "so this year we are making a concerted effort to attract them.'' Noting that visitors and exempt company personnel to whom he had handed free tickets last year had reported back that they had had a wonderful time and would be coming again, Mr. Barnes feels that by specifically targeting these markets this year, a more diversified audience will result.

"Unless you grew up with the Ag Show, it would never occur to you to go, so what we are trying to do is reach the market that is out there, and in particular the tourist market,'' he says.

Steps in the pipeline include a web site linked to the Department of Tourism's web site, so that visitors wondering what's going on in Bermuda in April will have all the information they need on the Ag Show.

In addition, the Department is working on having promotional booths on Front Street during the week of the show for the benefit of passers-by, and in particular visitors and office workers.

"All visitors go to Front Street, and they are one and a half miles away from the best bargain in Bermuda. There's free entertainment all day -- you can't even go to the movies for $5 -- so we will be trying to tap into that market,'' the director says. "We also want to reach people out of their offices during the lunchhour. Banks, for example, have over 1000 employees.'' Discussions are also taking place with Tourism regarding the possibility of handing flyers to visitors at the Airport.

"Visitors don't necessarily read posters in hotels because there are so many of them to read,'' Mr. Barnes explains.

The concerted publicity programme will also, he hopes, clear up some popular misconceptions about what the Ag show is.

"A lot of people think it's something to do with cows,'' Mr. Barnes quips.

Taking an overview of the show itself, the Director notes that over time changes have altered the original format -- a phenomenon that has also taken place in similar shows abroad.

"The Ag show has evolved over the years,'' he explains. "Every year there are subtle changes. For example, farmers are not showing much any more. Where we used to get half a dozen farm carts, we get none now. Instead, amateur horticulture is blooming. We are getting more and more home growers, thanks to the influence of plant nurseries and television gardening shows. In fact, for the past few years we have had record entries in everything.

"Woodwork seemed to be very much on the decline, so we asked the schools to submit, but it turns out that, while they still have craftwork, they use different materials today, such as recycled plastics.

"Professional chefs no longer submit entries, so we now use that air-conditioned space for the roses, which means they can be seen on all three days instead of the former two, due to the controlled climate.

"Vegetable critters are another innovation that have proved very popular -- last year we had 700 entries -- and whereas 30 years ago few people grew orchids, today they are a big section. Flower arranging was once the province of a certain few; today, all kinds of children enter this category, so things have changed, and we have changed with the times.'' Indeed, the changes reflect those in society at large. Today, few young folk can identify with farming, animal husbandry or even the culinary arts as a career, preferring instead to pursue careers in business, commerce and other industries.

So, although the three-day event was once a contest of weights and measures in livestock, fowl, fruits, vegetables and baked goods, it now more closely resembles a giant country fair, with entertainment a "must'' in order to attract many of today's spectators.

"It is horticulture rather than agriculture,'' Mr. Barnes explains of the transition.

Work for each year's show starts about now. The 2001 catalogues are already printed and will soon be mailed out; entertainment is being lined up, and a host of other details are being put in train.

"The show is only 15 weeks away -- it opens on April 19 and closes on the 21st -- so if people want to grow something they'd better plant now,'' the Director warns.

Photos by Arthur Bean High Flyers: Bermuda kites (top) are just one of the traditional crafts on show at the Agricultural Exhibition, and their colourful patterns are a tribute to local ingenuity.

Visiting entertainers (above) have become a regular feature at the annual Agricultural Exhibitions, and always prove a high point of the three-day show.

Meanwhile, `Critters'' (right top) created from fresh vegetables and fruits proved one of the most popular categories for children at last year's show Competition is always keen among the horsey set (right) as riders of all ages compete for trophies in a variety of classes.