Showcasing Prairie innovation on the global stage
By Robbie MacLeod
In the heart of Germany, from March 31 to April 4, 2025, Canada took centre stage as the official partner country at Hannover Messe, the world’s premier industrial trade fair. This historic moment marked a defining chapter for Canada’s advanced manufacturing ecosystem, with NGen orchestrating a dynamic delegation of over 230 exhibitors and 290 delegates, including a strong contingent from the Prairie provinces. With more than 127,000 attendees from 150 countries, Hannover Messe 2025 was a global platform where Canadian ingenuity shone brightly, forging new trade relationships, showcasing cutting-edge technologies, and reinforcing Canada’s position as a leader in smart manufacturing, clean energy, and industrial AI.
As the industry-led, non-profit organization behind Canada’s Global Innovation Cluster for Advanced Manufacturing, NGen has been a driving force in elevating Canadian manufacturing capabilities since its inception. At Hannover Messe 2025, NGen coordinated a 5,000-square-metre presence across five pavilions. These pavilions showcased Canada’s strengths in automation, robotics, digital ecosystems, hydrogen technologies, and trade opportunities, with a particular emphasis on artificial intelligence (AI) as a transformative force in manufacturing. For Prairies-based companies, this was a golden opportunity to connect with global decision-makers, explore export markets, and demonstrate their role in shaping a greener, more digital future.
NGen: Leading the Canadian delegation
NGen’s mission to build world-leading advanced manufacturing capabilities for the benefit of Canadians was on full display in Hannover. As the lead organizer of the Canadian delegation, NGen went beyond showcasing technology—it created a platform for collaboration, networking, and international growth.
“Hannover Messe offers an unparalleled opportunity for Canada’s advanced manufacturing sector to show the world what it has to offer, expand into new markets, and strengthen global trade partnerships,” said Jayson Myers, CEO of NGen. “We are proud of this exceptional delegation and committed to delivering results for our exhibitors.”
NGen’s efforts began long before the fair, with a recruitment campaign that secured over 200 industrial technology firms, including many from the Prairies, to exhibit at the event. To ensure participants were prepared, NGen provided coaching sessions facilitated by seasoned industry professionals and the Canadian German Chamber of Industry and Commerce, equipping companies with the tools to maximize their impact. During the fair, NGen coordinated tailored pavilion tours, B2B meetings, and networking events, fostering connections among Canadians and with international partners. These efforts ensured that Prairie companies, alongside their Canadian counterparts, could engage with global leaders like Siemens and Fraunhofer-Gesellschaft, gaining insights into industry trends and forging strategic partnerships.
The Canadian pavilions, organized by NGen, were a testament to Canada’s collaborative spirit. From the symbolic puck drop at the opening ceremonies to the vibrant Canadian Club, NGen created spaces where innovation and culture converged. Prairies-based exhibitors benefited from this infrastructure, gaining visibility among a global audience of over 100,000 business leaders and decision-makers. NGen’s leadership not only amplified Canada’s presence but also positioned Prairie companies as key players in the global manufacturing landscape.
Successes of Canadian and prairies-based companies
Canadian companies made a significant impact at Hannover Messe 2025, showcasing technologies that are redefining industrial processes. A standout success was Maple Advanced Robotics Inc., a Canadian firm that won the prestigious ROBOTICS AWARD 2025 for its pioneering robot-assisted automation and logistics solutions. Selected by a high-calibre jury of robotics experts, Maple’s achievement highlighted Canada’s leadership in intelligent systems, inspiring Prairie innovators to aim for global recognition.
Prairies-based companies were well-represented across the pavilions, demonstrating their expertise in AI, clean energy, and advanced manufacturing. For instance, Calgary-based Greenlight Innovation Corporation, showcased its hydrogen testing and fuel cell technologies, aligning with the fair’s focus on sustainable energy solutions. Their presence in the “Hydrogen + Fuel Cells EUROPE” pavilion, alongside over 300 companies, underscored Alberta’s role in advancing the global energy transition. Similarly, Edmonton’s Tangent Design Engineering Ltd. displayed its innovative engineering solutions, attracting attention from European partners interested in integrating Canadian technologies into their supply chains.
Saskatchewan Polytechnic participated in the Mechatronics Competition, where Canadian and German students collaborated on automation challenges. This initiative not only highlighted Prairie talent but also fostered cross-border partnerships, with Saskatchewan students gaining exposure to global industry standards. Meanwhile, Red Deer Polytechnic’s involvement in the Innovation Hub showcased its research in AI-driven manufacturing processes, positioning Alberta as a hub for digital transformation.
These successes were amplified by NGen’s strategic support, which included spotlight sessions on the Canadian main stage and B2B meetings facilitated by the Canadian German Chamber of Industry and Commerce. Prairie companies reported securing leads with European distributors, exploring joint ventures, and gaining insights into regulatory requirements for market entry. For example, a Manitoba-based startup specializing in battery-less sensors connected with a German multinational seeking sustainable IoT solutions, a direct result of NGen’s matchmaking efforts.
A warm reception in Europe
Hannover Messe 2025 underscored the open and welcoming business environment in Europe, particularly Germany, for Canadian companies. Germany’s strong industrial base, commitment to innovation, and emphasis on sustainability make it an ideal partner for Canadian firms looking to expand.
German Chancellor Olaf Scholz, speaking at the opening ceremonies, praised Canada as “technologically advanced, rich in vital resources, and deeply committed to democratic values and free trade,” signalling a shared vision for collaboration. This sentiment was echoed by international attendees, who expressed enthusiasm for stronger Canada-Europe trade ties.
For Prairies-based companies, Germany’s business environment offers unique opportunities. The country’s leadership in industrial decarbonization complements the Prairies’ strengths in clean energy and hydrogen technologies. The German-Canadian Renewable Dialogue, held on March 31, explored transatlantic cooperation in clean energy, with Prairie firms like Greenlight Innovation engaging in discussions about hydrogen supply chains. The Canada-Germany Hydrogen Alliance, highlighted at the event, supports initiatives that align with Alberta’s and Saskatchewan’s ambitions to become global hydrogen exporters.
Germany’s robust infrastructure, skilled workforce, and access to European markets make it an attractive destination for Canadian investment. The Investment, Trade & Strategic Partnerships pavilion, featuring economic development agencies from across Canada, emphasized the Prairies’ competitive advantages, such as Alberta’s innovation hubs and Manitoba’s logistics networks. European investors showed keen interest in Prairie firms, with several delegates reporting inquiries about establishing facilities in Germany or forming R&D partnerships. NGen’s coordination of B2B meetings ensured that Prairie companies could navigate this environment effectively, leveraging Canada’s reputation as a stable and reliable trade partner.
The fair also highlighted Europe’s regulatory openness to Canadian technologies. For instance, Prairie startups in AI and digital twinning found that their solutions aligned with EU standards for Industry 4.0, facilitating market entry. The Canadian German Chamber of Industry and Commerce played a critical role in guiding these firms through certification processes, further easing their expansion into Europe.
Prairie participation and national collaboration
The Prairie provinces were integral to Canada’s success at Hannover Messe 2025, contributing exhibitors, delegates, and innovative solutions that resonated globally. Companies like Greenlight Innovation, Tangent Design Engineering, and research institutions like Red Deer Polytechnic and Saskatchewan Polytechnic exemplified the region’s strengths in clean energy, automation, and digital transformation. Their participation was not just about showcasing technology but also about building national and international partnerships that will drive long-term growth.
Saskatchewan Premier Scott Moe’s participation at Hannover Messe 2025 was a cornerstone of Canada’s presence as the official partner country, amplifying the Prairie province’s role in global advanced manufacturing and trade diversification. Leading a delegation organized by the Saskatchewan Trade & Export Partnership (STEP), Moe delivered a keynote address that underscored Saskatchewan’s commitment to innovation, sustainability, and expanding export markets.
“Hannover Messe is a tremendous opportunity for Saskatchewan to connect with new potential investors in technology, sustainability, and advanced manufacturing,” Moe stated, emphasizing the need to diversify markets amid trade uncertainties with the United States and China.
His engagement included high-level meetings with European business leaders and policymakers, spotlighting Prairie companies like Hydraulitechs, a Saskatoon-based manufacturer of hydraulic equipment, which sought strategic partnerships in Europe, Australia, South America, and Africa. Moe’s presence reinforced Saskatchewan’s leadership in fostering resilient supply chains and positioned the province—and region—as a hub for industrial innovation on the global stage.
Looking ahead: A legacy of impact
Hannover Messe 2025 was more than a trade show—it was a catalyst for Canada’s advanced manufacturing sector, with Prairie-based companies at the forefront. Over 1,000 Canadians, including a significant Prairie contingent, left Hannover with new connections, market insights, and a renewed commitment to innovation. The fair’s focus on industrial AI, clean energy, and global collaboration aligned perfectly with the Prairies’ strengths, positioning the region as a key player in Canada’s market diversification strategy.
For Prairie manufacturers, the open business environment in Germany and Europe presents a wealth of opportunities. From hydrogen partnerships to AI-driven manufacturing solutions, the connections forged at Hannover Messe 2025 will drive export growth, attract investment, and create jobs across Alberta, Saskatchewan, and Manitoba. NGen’s ongoing support, through funding, workforce development, and international engagement, will ensure that these opportunities translate into lasting impact.
As we reflect on Canada’s unforgettable showcase in Hannover, one thing is clear: when Canada shows up, we show up in a big way and prove that Canadian innovation knows no bounds. Here’s to building on this momentum and shaping a smarter, greener, and more connected future.
Robbie MacLeod is Director of Strategic Communications with NGen, the industry-led, non-profit organization leading Canada’s Global Innovation Cluster for Advanced Manufacturing, one of five national networks supported by Canada’s ambitious Global Innovation Clusters Initiative.