The organisers of May's LAMMA exhibition have announced that making its debut at the show this year will be the LAMMA 365 Dealer Zone.

They say the area will showcase " . .some of the country’s most influential and market-leading dealers." In association with BAGMA, the area is designed to give visitors the opportunity to see a wide range of new and used machinery, aftersales promotion and farming technology.

In an official statement, LAMMA said, "Created in recognition of the key role the UK dealer network plays in the agricultural sector, the zone also increases purchase options for visitors looking to buy machinery at the show."

Dealers in the zone will be showcasing machinery from a range of manufacturers including: Fendt, Massey Ferguson and Valtra, John Deere, Zetor, Kawasaki, Honda, Suzuki, New Holland and more to be announced.

Dani Richardson of one of the exhibiting dealers, Cornthwaite Group, said, "As one of the largest John Deere dealers in the UK, we want to spread the word that we have even more to offer. Whether it be new or used agricultural equipment, our range of machinery from premium brands offers something for everyone - farmer, contractor or trader."

Accompanying the display of new and second hand equipment, also newly announced for this year is the LAMMA365 Speaker Zone supported by AEA, BAGMA and the NAAC.

Visitors to this will be able to hear from a number of industry experts on a range of topics including servicing, maintenance, connectivity, financing, farm safety, legislation and the hotly anticipated Red Diesel panel debate.

LAMMA takes place at the Birmingham NEC on Wednesday 4th and Thursday 5th May 2022.