What LAMMA does

LAMMA Limited organises and operates LAMMA, the UK's premier agricultural machinery and technology exhibition, held annually at the NEC Birmingham each January. Founded in 1982 as the Lincolnshire Agricultural Machinery Manufacturers Association, the event originated with 50 exhibitors at the Lincolnshire Show Ground, relocated through Newark and Peterborough before settling at the NEC in 2019, and scaled to a record 45,000+ attendees, 800+ exhibitors, and 48,592 sqm of exhibition space in 2026. Since 2021, LAMMA has been owned by Agriconnect, a B2B events and media business serving UK agriculture that also operates Farmers Guardian.

The product portfolio centres on the annual LAMMA Show, augmented by co-located events CropTec (crop production knowledge) and Low Carbon Agriculture (sustainability and renewable energy). Differentiated content zones include the Future In Farming Zone, Demo Zone for live machinery demonstrations, Innovation Trail for breakthrough engineering, and Dairy & Beef Hub for livestock operators. Supporting digital infrastructure comprises a dedicated mobile app for attendee navigation and an exhibitor directory, alongside the LAMMA Innovation Awards and the Young British Farming Awards run in partnership with Kaleb Cooper and Tom Pemberton.

The business model is event-driven with three revenue streams: (1) exhibition stand sales invoiced to manufacturers (transaction fee), with stand pricing on application via the floorplan and exhibitor brochure process; (2) ticket sales after the free-registration window closes, at £5+VAT online and £12+VAT on the door (transaction fee), with students and under-18s admitted free; and (3) sponsorship revenue from zone sponsorships (Future In Farming Zone, Demo Zone, Dairy & Beef Hub, Innovation Trail), theatre naming rights, and partnership packages (advertising). The customer base is dual-sided: farmers and growers form the visitor base, while agricultural machinery manufacturers—global brands such as CNH (Case IH, New Holland) and specialist dairy/agri-tech firms such as LKL Services, KW, Feedlync, NMR, and Frontier Agriculture—comprise the exhibitor base. Distribution operates through direct sales of exhibition space at NEC Birmingham and self-serve online ticket registration.

Name

LAMMA

Legal name

LAMMA Limited

Website

https://lammashow.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

51–100 employees

Short description

LAMMA is the UK's leading agricultural machinery and technology exhibition, held annually at the NEC Birmingham. Owned by Agriconnect, it serves 800+ exhibitors and 45,000+ farmer attendees and is co-located with CropTec and Low Carbon Agriculture shows.

Ownership category

akta.pro rank

Headquarters

HQ city

Preston

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Exhibition Stand Sales: Revenue generated from exhibitors booking exhibition stands to showcase their agricultural machinery, technology and equipment at the NEC Birmingham venue.
2. Ticket Sales: Revenue from paid tickets after the free ticket period ends (£5 + VAT online, £12 + VAT on door). Students and under 18s attend free.
3. Sponsorship: Revenue from sponsors and sponsorship opportunities including zone sponsorships (Future In Farming Zone, Demo Zone, Dairy & Beef Hub, Innovation Trail), theatre naming rights, and partnership packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

LAMMA operates the UK's premier annual agricultural machinery and technology exhibition at the NEC Birmingham, bringing together 800+ manufacturers and 45,000+ farming visitors across two days. The core commercial offering is exhibition stand sales and sponsorship packages sold to agricultural machinery manufacturers and technology providers, complemented by paid visitor ticketing and a co-located showcase spanning crop production (CropTec) and sustainability (Low Carbon Agriculture). The LAMMA mobile app supports attendee navigation, exhibitor discovery, and seminar scheduling on-site.

Product overview

LAMMA is the UK's leading agricultural machinery and technology exhibition event. The core offering is the LAMMA Show, a two-day trade show held at the NEC Birmingham featuring over 800 exhibitors displaying tractors, combines, arable and grassland machinery, and agricultural equipment. The event is enhanced by multiple supporting features including the Demo Zone for live machinery demonstrations, the Future In Farming Zone for innovation and education, the LAMMA Innovation Trail for showcasing breakthrough technologies, and the Dairy & Beef Hub for livestock-focused content. A comprehensive Seminar Programme spans multiple theatres (CropTec Theatre, Low Carbon Agriculture Theatre, and Dairy & Beef Theatre) covering topics from precision farming to renewable energy. LAMMA also co-locates with the CropTec crop production event and the Low Carbon Agriculture Show, creating a comprehensive one-stop-shop for agriculture. Digital offerings include the LAMMA App for attendee navigation. The event also incorporates the LAMMA Innovation Awards and Young British Farming Awards to recognize industry excellence and emerging talent.

Differentiator

Problem solved

Functional benefit

Brands

• Future In Farming Zone: Event feature zone dedicated to supporting the next generation of farmers with conference programme and innovations
• Demo Zone
• Innovation Trail
• Dairy & Beef Hub

Products and services

• LAMMA Show The UK's premier annual agricultural machinery and technology exhibition held over two days at the NEC Birmingham, featuring 800+ exhibitors showcasing tractors, combines, arable and grassland machinery, and agricultural equipment to 45,000+ farming visitors. Sold to manufacturers via exhibition stand bookings and to visitors via tickets.
• LAMMA App Mobile application for LAMMA Show attendees to navigate the venue, access exhibitor information, view floor plans, and manage their event schedule.
• CropTec Co-located crop production knowledge event featuring expert seminars on efficient farming, crop management, and agricultural technology, run in parallel with the LAMMA Show at the NEC Birmingham.
• Low Carbon Agriculture Show Co-located sustainability-focused event covering low-emission technologies, renewable energy solutions, and environmental farming practices, held in parallel with the LAMMA Show at the NEC Birmingham.

Quantifiable outcome

• 45,000+ attendees and 800+ exhibitors at 2026 show
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• CropTeccoreStrategic or Co-development Partner · 1 January 2026CropTec is co-located with LAMMA, bringing crop production knowledge and expertise under one roof alongside agricultural machinery. The partnership expands the show's content offering to include cutting-edge crop production knowledge alongside machinery displays.
• Low Carbon AgriculturecoreStrategic or Co-development Partner · 1 January 2026Low Carbon Agriculture Show is co-located with LAMMA, providing sustainability solutions and environmental content alongside the machinery exhibition. This partnership transformed the event into a comprehensive agricultural showcase.
• Farmers GuardiancoreGTM or Marketing Partner · 1 January 2026Farmers Guardian is a media partner for LAMMA, providing editorial coverage and helping promote the show to the farming community. The show is 'Powered by Farmers Guardian'.
• AgriconnectcoreOthers · 1 January 2021Agriconnect acquired LAMMA and Farmers Guardian from AgriBriefing in 2021. Agriconnect is a B2B events and media business serving UK agriculture and is the parent company behind LAMMA.
• Young British Farming AwardsminorOthersIn partnership with Kaleb Cooper and Tom Pemberton, LAMMA hosts the Young British Farming Awards which celebrate emerging talent and recognise how the next generation is shaping British farming.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Regional players

• SIMA (Paris): SIMA is a Paris-based biennial trade show for agricultural machinery and livestock. It is comparable to LAMMA in product category (agricultural machinery trade fair) but primarily serves the French and broader European market rather than competing directly in the UK.
• EIMA International: EIMA International, held in Bologna, Italy, is a leading European agricultural machinery exhibition. It is comparable to LAMMA in product category and business model, but primarily serves the Italian and Mediterranean markets rather than the UK.
• SIVAL: SIVAL is a French trade show focused on plant production equipment, viticulture, and arboriculture. It is comparable to LAMMA as a European agricultural trade fair, but with a different crop focus and primarily serving the French market.

Broad incumbents

• Agritechnica: Agritechnica, organized by DLG in Hanover, Germany, is the world's leading trade fair for agricultural machinery. It is the global benchmark in the same product category as LAMMA, serving machinery exhibitors and farmer attendees at a much larger international scale.

Direct peers

• Low Carbon Agriculture Show: The Low Carbon Agriculture Show is a UK event focused on low-emission technologies, renewable energy, and sustainable farming. It is co-located with LAMMA and serves a comparable audience of UK farmers and agricultural professionals, making it a directly comparable peer in event format and target market.
• CropTec: CropTec is a UK crop production knowledge event that now co-locates with LAMMA at the NEC Birmingham. It is directly comparable in being a UK-focused agricultural trade event serving farmers, though CropTec emphasizes crop production expertise rather than machinery.
• Royal Highland Show: The Royal Highland Show is Scotland's premier agricultural exhibition featuring livestock, machinery, and rural trade. It is directly comparable to LAMMA as a major UK agricultural trade show, though it has a broader rural lifestyle and livestock focus.
• Cereals Event: The Cereals Event is a major UK arable farming trade show featuring exhibits and demonstrations of crops, machinery, and agronomy. It is a direct peer to LAMMA as a UK-focused agricultural trade event, though it specializes in arable farming whereas LAMMA spans multiple sectors.

Others

• Farmers Guardian: Farmers Guardian is a UK agricultural media brand and LAMMA's media partner ('Powered by Farmers Guardian'). It is thematically related as an adjacent agricultural media property within Agriconnect, providing audience reach and editorial coverage to LAMMA.
• Agriconnect: Agriconnect is the parent company of LAMMA and a B2B events and media business serving UK agriculture. It is thematically related as the corporate parent that owns LAMMA and Farmers Guardian, providing media reach and operational infrastructure to the LAMMA show.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/lammashow
• Facebookfacebook.com/lammashow
• LinkedInlinkedin.com/company/lammashow

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LAMMA