The most successful LAMMA ever is how organisers are describing the mammoth machinery event that took place at the East of England showground in Peterborough on 18 and 19 January.
The first national agricultural show since the Brexit vote revealed an air of cautious optimism among exhibitors and visitors alike, despite the current and future uncertainty created by the UK’s decision to leave the EU.
Organsiers say improved commodity prices, the one clear short-term benefit from the Brexit decision, undoubtedly helped raise the mood among the 40,000-plus visitors to the event.
Almost 900 exhibitors hosted the most extensive array of farm machinery and equipment to be found in one location anywhere in the UK.
Many of those exhibitors commented not just on the numbers of people visiting their stands, but the quality of the conversation they were having with them, resulting in plenty of sales and strong leads across the showground.
Elisabeth Mork-Eidem, group head of events for Briefing Media said: “We were delighted by the success of LAMMA 2017. Once again we hosted more than 40,000 visitors at the UK’s leading agricultural machinery exhibition.
“They were able to see a number of new launches at the show and our sponsors and exhibitors have fed back that they were impressed both by the number of visitors, and also by the positive nature of the conversations held.
“After a couple of difficult years in the market, there were many instances of this, with real business being done at the show.”
Putting on such a large event, much of it outside, was a significant operational challenge, said Mrs Mork-Eidem. “Again, all feedback has been very positive regarding the show itself and the traffic management.
“We launched a show app for the first time and the more than 4,000 attendees who downloaded this app were able to benefit from a number of features that facilitated their time at the show.
“LAMMA remains a major show in the agricultural media calendar and, as we already turn our head to LAMMA 2018, we continue to work hard to ensure that it meets the needs of all of its exhibitors and visitors.”
Read Martin Rickatson's report on the show in the next issue of Service Dealer.