Agrii Romania, one of the leaders in the local agribusiness market, ushered in a new chapter of success by organizing the third edition of the annual Biosfera event, created in collaboration with the Experiential & Events division of MullenLowe Romania. Held on January 28, 2026, in Bucharest, the event brought together approximately 500 guests — farmers, plant protection specialists and strategic partners — under the umbrella concept: “Every root has a story. Where ideas come to life and the future takes root”.
The third edition of Biosfera confirmed the continuity of a powerful concept, already established as a landmark in the Romanian agricultural calendar and constantly validated by the community that Agrii has built around it. In an industry undergoing constant transformation, Agrii sent a powerful message about progress that starts with living connections: the bond between people, land, and nature, supported by mutual trust and care.
Practical education and interactivity: What’s new in the 2026 edition
The major difference between this edition and previous years was the emphasis on practical and applied experience. In addition to the conference sessions, participants had access to four separate workshops, supported by Agrii’s partners, dedicated to the main crop segments: Fruit trees; Grapevines; Field crops; Vegetables.
This approach transformed the event into a knowledge hub, giving plant protection specialists and farmers direct access to technical demonstrations and concrete solutions to current challenges. The experience was complemented by a specially designed podcast area, where the stories behind the crops were broadcast live, facilitating the exchange of ideas in a modern and accessible format.
The event took place in two separate locations in Bucharest, starting with the conference and workshops in the first part of the day and continuing with a social gala in the evening, thus strengthening the community of professionals that Agrii builds year after year.
With its expertise in developing impactful formats and coordinating complex events, MullenLowe Romania’s Experiential & Events division helped consolidate Biosfera as a business platform where ideas, technology, and relationships between professionals come together to generate real progress and long-term collaborations.
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Teams involved:
MullenLowe Romania Team: Roxana-Elena Ștefan (Head of Client Relations Experiential Division), Andrei Bașa (Head of Events), Ciprian Dumitru (Activation Manager), Dragoș Voina (BTL Manager), Alex Demeter (3D Graphic Designer), Alexandru Ranete (Graphic Designer), Rareș Boghiu (Art Director), Vali Ionescu (Art Director), Andreea Golban (Senior Copywriter)
Agrii Romania Team: Marinela Neacșu (Marketing Director), Felicia Amzărescu (Marketing Manager), Cristina Santini (PR Specialist)
About MullenLowe Romania
With 33 years of experience in Romania, MullenLowe is an integrated marketing and communications agency that aims to maintain its entrepreneurial creativity and dynamic spirit. The agency positions itself as a challenger to the traditional way of operating in the creative process and adopts a working model based on integration and a holistic perspective on communication.
In Romania, the agency is part of the Lowe Group, one of the most important communication groups on the market, alongside Golin (public relations agency), Initiative (media), and Medic One (communication in the medical and pharmaceutical sector).
MullenLowe Romania is part of Omnicom Advertising, the world’s largest creative network, made up of iconic agencies working with enviable clients across all business categories.
For more information, visit romania.mullenlowe.com, the Mullen Facebook page or the MullenLowe Romania LinkedIn page.
About Agrii Romania
Agrii Romania is one of the most important players in the agribusiness market. As a provider of agronomic services, high-performance technologies, and technical advice, Agrii combines excellence and innovation with the latest research to provide farmers with answers to today’s agricultural challenges.
Agrii leverages the professionalism of qualified agronomists to provide unparalleled expertise and support for sustainable and profitable farming systems.
Agrii’s values are what we stand for and what motivate us every day to achieve our goals, building a community of professionals in which we cultivate the future together as people, design the future through continuous innovation, build added value for partnerships, and do so with integrity.
Agrii Romania is part of the Irish group Origin Enterprises PLC, which was founded in 1890 (IAWS- Irish Agricultural Wholesale Society), and has its roots in the transfer of agronomic knowledge and advising farmers to support agricultural production. Origin’s strategy is to provide high-performance agronomic solutions at the farm level. The Irish group Origin Enterprises PLC operates in five countries: Ireland, the United Kingdom, Brazil, and in Europe: Poland and Romania.
With a turnover of €2.3 billion, over 2,700 employees, 99 distribution points, and over 48,000 customers, Origin Enterprises PLC stands out as a major leader in the international agribusiness market.
