A bright sunny day is drawing in the crowds at Fieldays with exhibitors noting strong turnout on day two after more than 26,000 people attended on day one, Wednesday.

Fieldays Chairman Warwick Roberts says visitors are optimistic, suggesting confident spending.

See video below of Zespri CEO Lain Jager talking about kiwifruit at Fieldays. Pictured: a major exhibition hall at Fieldays.

'The past couple of years have been focused on surviving, the outlook is promising this year, so productive investments and deferred maintenance are likely to be addressed,” says Warwick.

This year, the 1400 site exhibition sold out earlier than previous years as agricultural businesses secured sites earlier to ensure a presence at the nation's largest agribusiness event.

The event's premier sponsor this year is Primary Wool Cooperative.

This is the first time in Fielday's 43 years that a wool enterprise has held this position.

At Fieldays, SunLive and Coast & Country rural editor Sheryl Brown reports this is a reflection of how well the wool industry is doing.

She says the atmosphere is buzzing at the event with people enjoying the best of rural New Zealand life. She says it is a family friendly show with many children there.

At the event is kiwifruit giant Zespri and its CEO Lain Jager is manning the stall, giving him the opportunity to talk directly with growers.

He says there is great excitement among growers for the new varieties launched.

The other main topic he is talking about is the Psa vine bacteria and its impact on a grower's ability to introduce new varieties on their orchards.

He says it may not be the best time for grafting if an orchardist is in a Psa affected area, but provides assurance that there is plenty of time ahead in the next year or two for orchardists to have opportunity with new varieties.