The UK's premier agricultural event, LAMMA, celebrated a significant milestone in its 42-year history by attracting record-breaking visitor numbers and welcoming 95 new exhibitors.
The event, held at Birmingham NEC on January 17 and 18, has firmly established itself as the must-visit exhibition for those interested in agricultural machinery.
Over 40,000 visitors had the opportunity to witness the launch of numerous new products to the UK market.
Massey Ferguson made headlines with the unveiling of its new flagship tractor, the 9S, which was first revealed at Agritechnica at the end of 2023. This marked the tractor's UK debut, with Lindsay Haddon, the marketing manager, highlighting LAMMA's significance due to its high footfall and status as the UK's largest agricultural show.
JCB also made a strong showing with new products, including the Fastrac ICON operating system and the 514-40 telehandler. Dave Timmis, the product and marketing manager, emphasised the importance of showcasing their electric range and hydrogen engine to future farm decision-makers attending the event.
The international presence was significant, with LAMMA hosting the AGM for EURASCO, the European Federation of Agricultural Exhibitions and Show Organisers. This meeting brought together members from across Europe to share insights and discuss best practices.
LAMMA Live featured talks from various industry experts, including Adam Henson, who discussed the importance of technology in modern farming. Panels organised by the FCN and NFU focused on mental health in farming and the role of training in farm safety, respectively.
The event also hosted the UK debut of the Farming Simulator League, adding an esports element to the show. This competition saw teams competing in farming simulation tasks, with the HELM team from Germany emerging as the winners.
Looking ahead, the Fresh Produce Consortium will be hosting FPC FUTURE EXPO, Co-located with LAMMA, on 15 and 16 January 2025. The event will provide the perfect environment for agritech companies to showcase their innovations to a vast audience and promises to be a must-attend for anyone interested in farming innovation and the future of our food and flowers supply.