Some trade fairs exist to sell; others exist to think. VIV Europe belongs to the second category — and has also achieved the first, in abundance. But its origins, nearly a century ago, in a modest pavilion in Utrecht, tell the story of an industry that learned to see itself with global ambition from a corner of the Netherlands. We reconstruct the story nobody has told you, and one that explains why all the decision-makers in poultry will be making their pilgrimage to Utrecht this June.