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From motorised suitcases to dog massagers: the wackiest gadgets at this year’s IFA
by Stefanie Lechthaler
Mingling with hunters and fishers at Monatura
4.4.2023
Translation: Jessica Johnson-Ferguson
Pictures: Patrick Bardelli
14,000 people recently attended the Monatura in Bern. With the rebranding of the fair that used to be called «Fischen Jagen Schiessen» (fishing hunting shooting), the organisers have also introduced a new (outdoor) concept to the trade show that focusses on nature and adventure. I took a look on the opening day.
I’ve got to admit, Fishing Hunting Shooting doesn’t sound very sexy. And not just to my ears, it seems. That’s why the organisers of the fair came up with a new concept and a new name to go with it: Monatura. In addition to hunters and fishers, the fair now aims to attract more people who are interested in all things nature and outdoors.
According to the people behind Monatura, around 14,000 visitors attended the fair and its 140 exhibitors in Bern. I was one of them.
Monatura – like visiting a strange planet
Whenever someone mentioned hunting, I used to think of seasoned men driving Volvo station wagons to the edge of a cornfield, climbing onto their raised hide, shooting a deer, lifting it into their Volvos and driving home again. But ever since I was allowed to join a group of big game hunters in the Calanca valley of Grisons, I know better.
In any case, I’m definitely not the target group of this fair. However, I would say I’m one of those people who are interested in nature and the outdoor lifestyle.
What strikes me, besides the countless people dressed in green loden, are the countless hunting trophies and stuffed animals on display at many booths. They always give me an uneasy feeling in my belly accompanied by images of big game hunters and their prey in my mind’s eye.
My unease is further fuelled by the sight of all the rifles being showcased. It’s not the rifles per se I’m struggling with; after all, they’re to be expected at a hunting fair. What I find worrying is passing people holding rifles at the ready every couple of metres. In the mandatory Swiss military service, I was taught that you only pick up a weapon when you’re ready to pull the trigger.
Sure, the weapons here are often dummies, and the ones that are real aren’t loaded. But the uneasy feeling persists. I just don’t like someone pointing a weapon at me. Even if that weapon is just a wooden shaft with a sighting telescope.
The importance of sharing knowledge
According to the organisers of Monatura, the fair also raised awareness about biodiversity and brought across its importance in a fun way.
My verdict: more diversity please
The road from Fishing Hunting Shooting to a diverse outdoor and adventure fair is long. As a visitor of the first ever Monatura, I would’ve appreciated a broader spectrum of topics. Less hunting and fishing and more outdoor lifestyle with all its facets would’ve been nice. However, as a non-hunter and non-fisherman, I’m not part of the fair’s core target audience. I do realise that.
But still. For my taste at least, the number of rifles and fishing rods on display at the two exhibition halls could’ve been reduced a tad. And instead, made space for exhibitors from other sectors. Other than Garmin, I couldn’t spot any of the classic outdoor brands on the opening day. Why not jump on the bike packing trend, for example?
Getting on your bike and spending a few self-sufficient days outdoors equipped with the right products and watching animals. After all, there’s no obligation to shoot them or drag them out of the water.
Maybe it’s a topic that will be picked up at next year’s edition of the fair. The date for the second Monatura has already been set: from 27 to 30 March 2025, the Swiss outdoor and adventure fair will open its doors to the public at Bernexpo in its usual biannual rhythm.
Get out of your bubble and open up to some new experiences. Is Alpine wrestling old-fashioned, baseball boring and boxing more show than sport? Every now and then, I try to get to the bottom of questions like these. You can see what I’ve previously written about below:
Header image: Patrick Bardelli
Patrick Bardelli
Senior Editor
Patrick.Bardelli@digitecgalaxus.chFrom radio journalist to product tester and storyteller, jogger to gravel bike novice and fitness enthusiast with barbells and dumbbells. I'm excited to see where the journey'll take me next.
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