The trade show calendar kicked off for 2026 this week, with LAMMA taking place at the NEC for the agricultural machinery sector.

I suspect many of our ag dealer readers made the trip the Birmingham - so please, if you did, let us know what you thought of the show in the comments below.

I suspect if you did attend, one word that will spring to mind to describe the event will be 'busy'. By all accounts the many halls were absolutely packed. I wasn't there personally (I'm saving myself for BTME in Harrogate next week), but the Service Dealer team were there in numbers, and all remarked on the feel of the show.

Contributor to our magazine and all round industry legend, Keith Christian who (how can one put this delicately?) . . has been around long enough to have attended quite a few of these, told me, "I have never seen the show so busy."

He continued, "The aisles were packed, with every stand crawling with visitors." Keith also remarked just how long it took him to drive into the NEC with traffic hugely built-up on the approaching motorway.

Service Dealer's Duncan Murray-Clarke and Keith Christian with the "retired" David Withers on the Iseki stand

Service Dealer owner, Duncan Murray-Clarke echoed these thoughts, describing the show as "Very busy. Rammed in fact."

Duncan continued, "It was great to see so many major dealers at the NEC this week. Names such as Turneys, Chandlers, Ernest Doe, Gammies and B&B were out in force. It was interesting to see Chandlers for example, selling kit directly off of the Milwaukee stand. I thought this was a fabulous idea."

Chandlers' Paul Davy with Duncan

Our agricultural machinery editor, Martin Rickatson, was of course also in attendance. You can read his initial overview thoughts of the show where he talks about a cautious optimism felt around the halls here - ahead of his in-depth article which will be published in the next issue of the magazine.

Duncan with Kramp's Des Boyd

As to why the show was so busy this week, that's an interesting question? One reason, of course, could have been that CropTec co-located with the main show for the first time (although LAMMA was far the bigger).

However, everyone involved in the sale of farm machinery knows just how tough that sector has been for the past couple of years - and indeed continues to be. Even with this knowledge, I was shocked to hear from the AEA today who describe the levels of tractor registrations for 2025 as being as low as pre-World War Two levels! The Association has promised further analysis of the sector for next week, so we'll look out for that with interest.

But if sales of ag equipment are as sluggish as all dealers know that they are, then why was LAMMA so heaving? Was it simply the weather? Do the current conditions mean that farmers have time on their hands, so why not visit a show? Is it a tradition for some to visit? The right time of year? Or might we dare to imagine that a busy show could be read as evidence of the green shoots of a turning tide? Were all those farming customers at the NEC this week simply for a day out? Or are they making genuine plans for machinery purchases this year?

When we've spoken to our ag machinery dealer readers recently, all will admit just how difficult the market is - but the consensus appears to be that it must turn around at some point. There will come a time, they say, where customers simply cannot do without new machines to run their businesses properly. So is that moment now? Is this week's LAMMA an indication of that? What do you think?

It will be fascinating to see if BTME follows suit next week with a packed show. BIGGA's event for their greenkeeper members always attracts healthy crowds. If the attendees are not there for the machinery exhibits, they most probably make the trip for the wealth of educational opportunities - and if not that, they certainly leave their golf courses for the "networking opportunities" available in Wetherspoons!

We've asked you before if you believe there is a linear connection between well-attended trade shows and bumper dealership sales? It's of course never quite as simple as that, but there must be some link or else why would all your supplying manufacturers spend huge figures on exhibiting? Yes brand-awareness is important, but that must have as its ultimate intention the driving of sales.

So, are you feeling positive as we head into 2026? What do you think, why was LAMMA so busy and is it an indication of improvements to come?

There’s the possibility it may have been an illusion, but what seemed like a cautious general optimism among a sizeable first day crowd this week at LAMMA 2026 gave the farm machinery dealer sector - and the exhibiting manufacturers supplying it - a little hope after another tough year, reports Martin Rickatson.

As with most multi-day exhibitions, the last day was notably quieter, but by the end of the show a number of exhibitors were reporting decent numbers of serious enquiries from stand visitors, despite continued pressure on grain prices and recent price cuts by many milk buyers. Some suggested that, as is usual with LAMMA’s January timing, the looming end of the tax year was having an influence, with the inheritance tax issue having reinforced a desire among some to pay as little tax as possible to the Treasury.

In addition, of course, the latest machine developments in capacity, efficiency, design and technology also encouraged visitors to consider new machines and ideas. High retail prices, though, continue to be among the key barriers to sale facing UK farm machinery dealers in a sector where commodity values have not kept pace and farmers are holding onto kit for longer. Many will be hoping, though, that based on the LAMMA 2026 mood, there is some light at the end of the tunnel, particularly as those travelling from all different directions to the NEC at Birmingham will have seen some decent-looking crops promising a potentially good harvest. That, though, is some time away…   

The CEA (Construction Equipment Association) has welcomed Sharon Mughal as its new commercial manager in January 2026, bringing more than a decade of senior experience across membership organisations and trade associations.

Sharon has held leadership roles at UKWA, the Global Cold Chain Alliance, the Cold Chain Federation, the Recruitment & Employment Confederation, and the British Security Industry Association. Her background spans membership development, retention, sector engagement, business development and partnership programmes that provide practical support to businesses.

At the CEA, Sharon will lead the Association’s commercial activity, supporting membership development, sponsorship, advertising and wider industry partnerships. She says her focus will be on strengthening member value, growing the Association’s community, and ensuring that the CEA continues to offer meaningful services to businesses across the construction equipment supply chain.

Viki Bell, CEO of the CEA, said, “Sharon brings extensive experience and a clear understanding of what businesses need from a modern trade association. She is practical, member-focused and brings a steady hand to an area of work that underpins everything we do. We’re pleased to welcome her at a time when the CEA is continuing to grow its reach and strengthen the support we provide to the sector.”

Sharon Mughal, CEA Commercial Manager, said, “I’m looking forward to joining the CEA and working with members across such an important industry. My priority is to understand their needs, strengthen relationships and help develop services that support their day-to-day work. The CEA has a strong foundation, and I’m pleased to be joining at a time of continued progress.”

The CEA represents manufacturers, component suppliers, service providers, dealers, and resellers across the construction equipment sector.

Dealership Battlefield Machinery has announced a major strategic partnership with Deutz-Fahr, becoming an official dealer that they say will significantly broaden its capacity to serve the region's diverse farming sector, especially in the high-horsepower segment.

Richard Evans and Graham Barnwell

The move is described as a strategic response to evolving customer demand, enabling Battlefield Machinery to offer tractors exceeding 300 horsepower, a key requirement for modern, large-scale farming operations in the area. 

Richard Evans, managing director of Battlefield Machinery, said,“We are proud and delighted to announce we are adding Deutz-Fahr to our current line-up of manufacturers across our trading area. With the average tractor size in our patch now at 180 HP, the huge range of tractors up to 336 Horses gives us the ability to deal with many of our existing and new customers, where we have been short of specification previously.

Battlefield Machinery will offer the full range of the manufactuer's tractors, alongside comprehensive parts, service, and technical support.

Graham Barnwell, UK country manager for Deutz-Fahr, said of Battlefield Machinery, "Their reputation for outstanding customer service, technical expertise, and proactive support is exactly what we look for in a partner. This collaboration significantly strengthens our presence in a key agricultural region  and assures customers of professional support when they invest in our machines."

Battlefield Machinery will be holding an Open Day on 18th February, 3pm-9pm at their depot in Shrewsbury.

According to figures released by the AEA the number of agricultural tractors (over 50hp) registered remained low in December 2025, with just 541 machines recorded during the month, the lowest number for the time of year since 2016.

The Association said that total was more than 30% lower than in the same month of 2024 and was also down by a quarter, compared with the average December figure over the previous five years. They confirmed that is similar to the shortfall, relative to the recent mean, across the year as a whole. 

Agricultural economist at the AEA, Stephen Howarth, explained, "The tractor market remains at a low ebb, due to a lack of confidence in the farming sector, prompted by factors including uncertainty about future agricultural and tax policy, challenging weather conditions, increased costs and weak prices for some commodities, notably arable crops."

December's figures brought the total number of agricultural tractors registered last year to a modest 8,791 machines. That is 14% fewer than during 2024 and is the lowest figure since AEA began monitoring tractor registrations in the 1960s.

"In reality," continued Stephen Howarth, "the number of tractors sold during 2025 was almost certainly at its lowest level since before World War II. This doesn't quite tell the whole story, as modern tractors are much larger (and hence can cover more ground) than those in earlier years. Nevertheless, while there have been similarly challenging periods in the past, for example in the late 1990s/early 2000s, last year was certainly one of the most difficult the industry has experienced."

Fendt has confirmed that John H McNae has expanded its Fendt territory responsibilities to include Dumfries and south to the English border.

John H McNae, based in Mayfield, Tarbolton, has been a Fendt dealer for over 10 years and the manufacturers says in this time has grown the sales of their tractors and implements in south west Scotland to impressive levels.

In a statement, Fendt said, "The dealership’s reputation for service and attention to detail has made it the 'go to' agricultural machinery dealer in the area and first choice for many of the area’s leading farming businesses.

"With a strong sales, parts and service presence across its current territory, and with plans to enhance this to cover the new area, Fendt looks forward to achieving more business together with John H McNae."

This news followed a brief announcement before Christmas that Johnston Tractors of Carlisle, Penrith and Dumfries, had by mutual agreement with AGCO and Fendt, agreed to end their promotion, sale and support of the Fendt brand from its outlets.

It was announced that Johnston Tractors will continue to focus on its promotion of the Valtra brand and that Fendt would divide the previous Johnston Tractors Fendt area between the existing and surrounding Fendt dealers.

Service Dealer's agricultural machinery editor Martin Rickatson recently completed work on his latest book project, a commission from the Agricultural Engineers Association, the trade body for UK agricultural, outdoor power, turf and garden machinery manufacturers and importers, which in 2025 celebrated its 150th anniversary.

Building on the work of the late Robert Trow-Smith, who wrote ‘Power on the Land’ in 1975 to mark the AEA’s centenary, and the late Michael Williams’ book ‘Forward on the Land’, published in 2000, Martin lightly edited these works and added a history from 2000-2025, aided by current and former AEA staff and committee members whose names will be familiar to many in the industry, including Jake Vowles, Geoff Burgess, Duncan Russell and Chris Evans.

He then worked with designer Richard Donald to create, print and deliver the 100-page hardback, ‘Progress on the Land’, which concludes with photos from the AEA 150th anniversary gala dinner, held in November at London’s Science Museum

“Ruth Bailey, Director General and CEO of the AEA, commissioned the book in mid-2024, following kind recommendations from AEA members for whom I’ve previously written books and brochures,” explains Martin.

“After meetings at Samuelson House in Peterborough, home of the AEA, I interviewed a number of past and present staff and members, and discovered some great historic photos, including ones of the Royal Smithfield Show, which many dealers will recall and which was organised by the AEA.  

“It was an honour to be asked to take on the project, and for someone with a keen interest in farm machinery and its history it was really enjoyable to put together.”

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