Healthy crowds and a rise in exhibitor numbers and stand space at this week’s event appeared to vindicate show organiser AgriBriefing’s move last year to shift the LAMMA agricultural machinery and services exhibition indoors, with the second show to be held at the NEC in Birmingham supported by strong attendances from both visitors and standholders, despite some notable absentees remaining among the latter.

Many visitors were heard to praise the facilities provided, including good accessibility, parking and food outlets, and the free entry format, requiring attendees to fill in their farm data on a form in exchange for an entry badge, appeared to continue to work well, with many having pre-registered, leading to reasonably short queues at the entrance desks. As with many shows, the strongest crowds appeared to throng the halls in mid-morning, with a notable lull from lunchtime onwards. 

There was a notably strong presence from the likes of AGCO’s Fendt and Valtra brands, SDF, ARGO with its McCormick and Landini products, JCB, Kubota and UK manufacturers such as sprayer and hedge-trimmer makers. The show also garnered strong support from companies seeking UK importers and dealers, including the likes of AS Tractors, which exhibited new lines of Basak premium tractors and Alpler machinery to support its established Armatrac tractor range. However, the continued absence of key multinationals such as John Deere, Claas, Case IH, Massey Ferguson, Kverneland, Amazone and Horsch, based largely on a common argument that stand and staff costs will exceed likely sales rewards from attendance, was heard to be commented on by a number of visitors.  

Next year’s show dates move forward one week to the second full week of January rather than the first, in a move that appears to have been welcomed by the vast majority of exhibitors, following the back-to-work new year rush to get show stands prepared for the show this year and last. LAMMA dates for 2021 have been confirmed as January 12-13.