As we move into these summer months, many of our dealer readers will be holding their own open days (see the report from Ibbetts today), as well as attending county shows. We hear from many of you regarding just how important these in-person events are to the business, year in and year out.

As we move through the months ahead, please always keep us at Service Dealer updated with the days your organisation is holding or being a part of - and indeed how you feel they’ve benefited (or otherwise) the business this year.

As well as these local-level events of course, as we progress through the industry’s calendar  the big national shows come round once again. Next week it’s one of the biggest, with Cereals 2026 taking place on Wednesday and Thursday.

In our news story on the event today, one figure from the organisers really caught my eye more than any other. It wasn’t the number of exhibitors, although that is impressive. Nor was it the amount of machinery demonstrations promised. It wasn’t even the fact that visitors will apparently be able to see Jeremy Clarkson's goats wearing virtual fencing collars.

No, what stood out for me was the expected attendance.

Organisers say they are preparing for more than 25,000 visitors across the two-day event at Diddly Squat Farm. That's an impressive number by any measure and one that I’m sure event organisers across the agricultural and turfcare sectors would love to achieve.

Cereals has always been a major event, of course. It has built a strong reputation over many years as a serious technical show, providing exactly what its target audience of farmers is looking to see, with this year being no different.

But with those numbers they are anticipating and the special measures they are putting in place to cope with arrivals and traffic, I do wonder whether there is something a tad more on top of this at play this year? Basically, is there an extra element that we could term the Clarkson effect?

The organisers have certainly embraced the opportunity that using Diddly Squat and having a household name hosting has afforded. Alongside the regular machinery and technical content, visitors can see the Premier League Trophy, attend a Kaleb Cooper Q&A, meet social media farming personalities and indeed see the goats from off the telly!

I’d be interested to know what our readers think of all these extra add-ons. Are they clever and fun ways to get more people through the gates of an important industry show? Or might some consider them an unnecessary distraction from what is supposed to be a serious, business event where professionals go to learn, network, compare products and make purchasing decisions?

I think from the organisers’ point of view anything and everything that can be done to get punters to leave their place of work and spend a day or two at an event, is essential. My guess is the exhibitors would think that too.

Dealers and farmers are busy. If you're asking a professional to take time away from their business, travel for several hours and spend a day at an exhibition, perhaps the traditional offerings are not enough anymore? Maybe visitors increasingly do need more reasons to tempt them to attend, beyond just looking at new machines?

GroundsFest, as another example, appears to have recognised this. Alongside its machinery exhibits and seminar programme, that show has introduced attractions such as lawnmower racing and the after-hours music and social festival designed to give visitors more of an overall experience. We also see it on a grand scale when we visit Equip in Louisville. The OPEI puts on a huge welcome event, there are celebrity talks at the show, and once the halls and demo zones are closed each night there are free entertainment shows around the town, keeping visitors engaged.

So do we think that attractions above and beyond new kit and educational opportunities are going to be vital part of our trade shows from now on? Will it be these extras that, if not fully drive, but certainly give an extra push to attendance figures? Should ag, turf and construction shows all think about leaning into the showbiz a tad more?

Let us know your thoughts in the comments below or drop me a line.

Live machinery demonstrations, autonomous equipment, new product launches and the latest crop technology will be among the key attractions when Cereals 2026 takes place at Jeremy Clarkson's Diddly Squat Farm next week on Wednesday and Thursday, 10-11 June.

Jeremy Clarkson's Diddly Squat farm hosts Cereals next week

Organisers say more than 700 exhibitors and 25,000 visitors are expected at the arable event, which combines technical farming content with a range of high-profile attractions linked to its host venue.

Jeremy Clarkson said hosting Cereals was a chance to do something positive for farming at a difficult time for the sector. He says: “Farmers are facing so many issues at the moment and hosting Cereals was our chance to do something positive for the industry and showcase some practical advice and ideas for food producers.

“We hope to shine a spotlight on farming in the UK and educate people about the challenges farmers face. Cereals is an opportunity for us to come together and find the solutions we all need. We’re really looking forward to welcoming farmers from across the UK.”

Show highlights

Machinery manufacturers will use the event to showcase new products and technology, with highlights including the John Deere 500R Sprayer, Polaris' all-new Ranger 500 utility vehicle and the Isuzu 4x4 Off-Road Driving Experience featuring the latest D-Max models.

The Working Demonstrations area will feature drills, cultivation equipment, land drainage machinery, autonomous machines, handling equipment and off-road transport, while the Syngenta & CropLife Sprays & Sprayers Arena will showcase self-propelled and trailed sprayers, drones and precision application technology.

Visitors will also be able to see advances in robotics and digital farming, including Syngenta's 'Robodog' field monitoring technology and demonstrations of virtual livestock fencing using the Diddly Squat goats fitted with Nofence collars.

Elsewhere, the event will feature the Diddly Squat Farm Trials, offering side-by-side comparisons of different crop management strategies, and the NIAB Soil Hole, allowing visitors to examine the Cotswold soil profile beneath the farm.

The show's celebrity connections will also be on display. Clarkson's goats will feature in the new Livestock Zone, while fellow Clarkson's Farm star Kaleb Cooper will appear in the Young Farmers Programme. Visitors can also view the Premier League Trophy and test their football skills against former England goalkeeper Chris Kirkland.

Alongside the technical and machinery exhibits, Cereals 2026 will host a packed programme of seminars covering farm business resilience, regenerative agriculture, technology, succession planning and policy.

With organisers expecting more than 25,000 visitors across the two days, attendees are being encouraged to plan their visit in advance. Traffic management measures will be in place around the site, with visitors asked to select a preferred arrival date and time when registering. A dedicated Cereals Bus service will also operate from locations around the UK, offering priority access on arrival and helping to ease congestion around the event.

Service Dealer will be in attendance with a show report for dealers to feature in an upcoming edition of the magazine.

Arthur Ibbett Ltd, the Cambridgeshire-based groundcare , agricultural and specialist machinery dealership, this week celebrated its 175th anniversary with a well-attended open day at its Great Paxton premises, which included its first display of products from its recently-signed McCormick tractor franchise.

Best known for its specialism in Mercedes-Benz Unimog all-terrain utility vehicles and implement carriers, Ibbetts had a full set Unimog models on display, plus a dedicated off-road demonstration area. Staff from ARGO Tractors were on hand to talk visitors through a line-up of McCormick tractors, while prominent groundcare suppliers supporting the event included AriensCo, with a display of products from both Ariens and ASMotor.

Staff on hand to talk visitors through the full offering from the dealership included Tim Ibbett, managing director, and Louise Danbury-Peters, Star of the Dealership winner at the 2025 Service Dealer Awards and Ibbetts’ horticultural sales manager.

A full report will appear in an upcoming issue of Service Dealer magazine.

Thurlow Nunn Standen (TNS), alongside the wider Thurlow Nunn Group, has announced it raised £308,000 for Dementia UK, more than doubling the £150,000 target it set at the start of 2025 as part of its 150th anniversary celebrations.

Chairman James Thurlow presenting the £308,000 cheque to Sarah Child and Caroline Scates of Dementia UK

The company say final total marks an extraordinary achievement for themselves and reflects the generosity and commitment of colleagues, customers, suppliers, friends and family across the region.

TNS is part of the Thurlow Nunn Group, which traces its roots to 1875, when George Thurlow, the great-great-grandfather of current chairman James Thurlow, founded the business in Stowmarket, Suffolk. Family-owned for six generations, the Group has grown to operate from 20 sites, including 13 Thurlow Nunn car dealerships across East Anglia, Bedfordshire, Buckinghamshire and Northamptonshire.

Today, TNS agricultural machinery dealers operate from five branches in Suffolk, Norfolk and Cambridgeshire. As a mainline AGCO dealer, TNS holds franchises for Fendt, Massey Ferguson and Valtra tractors, alongside a wide range of complementary brands including Manitou, Kubota, Amazone, Claydon Drills and Major Equipment.

The 150th anniversary year was dedicated to the memory of former Chairman John Thurlow, a well-known figure in the East Anglian farming community, who passed away from dementia in June 2024. The fundraising campaign brought together teams from across the business and wider Thurlow Nunn Group through a programme of events, including bake sales, river rows, site open events, charity dinners, raffles, race nights, skydives, half marathons, bike rides, walks and the family Christmas ball.

TNS team took on the hills of Hunstanton at the Soap Box Derby and together raised over £10,000 for Dementia UK, September 2025

James Thurlow, chairman of the Thurlow Nunn Group, said, “I am delighted to announce that, after a year and a half of fundraising, we presented a cheque for £308,000 to Dementia UK. We cannot thank our colleagues, friends, family, suppliers and customers enough for the way they have pulled together behind this wonderful charity. This achievement belongs to every single person who contributed. Not in my wildest dreams did I imagine we would so far exceed our £150,000 target, yet everyone involved proved what can be achieved through passion, generosity and determination.

"This money will make a genuine difference to people’s lives, helping to support the development of Dementia UK’s specialist nursing function, the Admiral Nurses, throughout East Anglia.”

The fundraising campaign officially concluded on Wednesday, 27 May at the Suffolk Show, where TNS presented the final cheque to Caroline Scates, director of Nursing Services for Dementia UK, and Sarah Child, community fundraising manager of Dementia UK, in front of suppliers, contributors, colleagues and members of the Thurlow family.

Kress UK say they have strengthened their commercial team with the appointment of Alex Thorneycroft Taylor as business development manager, bringing with him more than two decades of experience in precision technology, customer support, and business development.

Alex's career began in 1999 working with GPS technology during its early adoption within the agricultural sector. Since then, he has built extensive experience across multiple industries, developing a strong understanding of how technology can help businesses improve efficiency, productivity, and sustainability.

More recently, Alex worked within the John Deere dealership network before joining PGX Trimble, a supplier of precision GPS technology. In that role, he focused heavily on sports turf applications, working with Premier League clubs including Liverpool, Bournemouth and Southampton to implement retrofit steering and guidance solutions.

In his new position with Kress UK, Alex will be responsible for supporting and developing the company's dealer network across the South East, while helping to drive new business opportunities and showcase the manufacturer's growing portfolio of autonomous and battery-powered technologies.

"My biggest attraction to Kress was the drive and ambition behind the business," said Alex. 

"The company is constantly looking ahead, investing in sustainable technology and autonomous solutions, while maintaining a very close relationship with both its dealers and customers.

"There's a genuine desire to stay one step ahead and continually improve, and that really appealed to me."

Kress say Alex's day-to-day role will involve working closely with dealers and end users, supporting demonstrations, installations and customer engagement activities, while helping customers understand how their technology can address some of the key challenges facing the industry.

"What excites me most is the opportunity to build on the fantastic work already being done with our dealer network," he said. "Battery-powered technology and autonomous equipment are creating huge opportunities for customers to reduce carbon emissions, improve efficiency and address ongoing labour challenges.

"We want to continue showcasing what's possible and help organisations understand how these technologies can support their long-term goals."

STIHL GB has launched the ‘STIHL 100 Fan Award’ competition as part of its global centenary celebrations.

The exclusive Instagram competition, which closes on 26th June, turns the spotlight on the brand’s loyal fans and invites enthusiasts to compete for the title of ‘STIHL’s biggest fan’, with big prizes to be won. 
 
To enter, participants must share a photo or video on their Instagram page showcasing their passion for the brand. Entries must tag @stihlgb and use the hashtag #biggestSTIHLfan to be in with a chance of winning.

The company says entries can feature anything from vintage tools, creative projects and restoration works, to tattoos or stories that demonstrate a passion for the world’s best-selling petrol chainsaw brand.

Once the competition deadline has passed, a panel of judges will review entries based on creativity, skill, and passion, with one winner and five runners-up to be announced in early July. 
 
The winner will receive a limited centennial edition MS 500i, the brand’s flagship high-performance petrol chainsaw. Runners up will each receive a merchandise bundle worth at least £100 RRP.

The winning entry will also progress to a worldwide competition, where three global winners will receive an all expenses paid trip to STIHL’s HQ in Germany, which includes attendance at the 2026 STIHL TIMBERSPORTS World Championship. 
 
The 2026 competition is part of a range of initiatives taking place across the manufacturer's global network to mark 100 years.

Case IH has been recognised on the international design stage, with the new Puma series tractor earning a Red Dot Product Design Award.

Judged by an independent jury of international design experts, the Red Dot Product Design Award is presented only to products that excel in aesthetic appeal, functionality and innovation. The award recognises how the new Puma series tractor delivers practical, operator-driven design.
 
Unveiled at Agritechnica 2025, the new Puma series tractor combines Case IH family styling with what the manufacturer describes as significantly enhanced cab environment designed to support long working days. Improvements include easier access, revised interior styling, increased storage and upgraded in-cab displays, all developed to enhance operator comfort, and everyday ease of use. Externally, a redesigned hood and lighting package improve forward visibility, while new LED fender tail-lights integrate safety with a distinctive visual signature.
 
What particularly caught the eye of the Red Dot judges was how these features are unified by the latest evolution of Case IH family styling. The new Puma tractor mirrors the clear design language introduced across the Case IH tractor portfolio, with consistent hood architecture and lighting signatures developed by the in-house Case IH industrial design team based at the CNH Design Centre in Oak Brook, Illinois, USA.
 
“Design at Case IH always starts with the operator and the job the machine has to do,” says Eric Jacobsthal, CNH, Industrial Design Operations Manager. 
 
“The new Puma tractor shows how strong, confident design can also make a real difference in comfort, visibility and ease of use. This Red Dot award is a great recognition of how our design and engineering teams continue to work together to deliver tractors that customers are proud to own and enjoy operating every day.”

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