Roskilde Dyrskue

What Roskilde Dyrskue does

Roskilde Dyrskue is a Danish agricultural association founded in 1882 that organizes Denmark's largest annual livestock fair and outdoor machinery exhibition at Dyrskuepladsen in Roskilde. The core product is a three-day late-May event featuring 1,500+ animals, 450+ programmed events, livestock exhibitions (horses, cattle, rabbits, cats), agricultural machinery displays, tractor pulling, horse shows, and the Spisekammeret food market. The organization serves a horizontally segmented audience: families seeking recreational and educational experiences, farmers and agricultural professionals seeking networking and livestock showcasing, and commercial exhibitors (machinery dealers, food vendors) seeking direct consumer access.

The revenue model is multi-stream and event-driven, combining one-time ticket sales (online via eventbillet.dk and at the gate), exhibitor booth fees, food vendor commercial pitches, corporate sponsorships, and on-site camping fees. Distribution is omnichannel at the top of funnel through website, Facebook, and email, transitioning to direct sales coordination for exhibitors and ticket vendors. The organization has expanded from a single annual event into a year-round portfolio including Store Hestedag (September horse/dog event), Det Sjællandske Efterårsskue (autumn cattle show), and Spis Hos Producenten (producer food experiences), supplemented by a digital Mit Program scheduler and a community Sponsorship Program distributing grants up to 30,000 DKK.

The organization operates with 1-10 employees led by CEO Camilla Dupont, is registered as a Danish association (CVR 66 04 58 11), and reported record attendance of 131,182 visitors in 2026 (up from 120,000+ in 2025). Exhibitor satisfaction stood at 88.8% with 92% planning to return, indicating strong retention across the commercial participant base. There is no disclosed revenue, no funding history, and no technology platform — the underlying infrastructure is a physical showground (Darupvej 17, 4000 Roskilde) plus a small administrative office (Fulbyvej 15, 4180 Sorø).

Name

Roskilde Dyrskue

Legal name

Roskilde Dyrskue

Website

https://roskildedyrskue.dk

Company type

Private

Founded year

1882

Operating status

Operating

Headcount range

1–10 employees

Short description

Roskilde Dyrskue is a Danish agricultural association founded in 1882 that operates Denmark's largest annual livestock fair and outdoor machinery exhibition in Roskilde, serving families, farmers, and commercial exhibitors through ticketed entry, exhibitor fees, sponsorships, and a growing year-round event portfolio.

Ownership category

akta.pro rank

Product category

Agricultural Exhibition Services

NAICS

Support Activities for Animal Production (1152)

SIC

Agricultural Services (700)

akta.pro primary industry

Agriculture, Farming & AgriTech Shows Organizers (THAHABAM)

akta.pro secondary industries

Food, Beverage & Hospitality Trade Shows Organizers (THAHABAI), Livestock Showing, Training & Performance Support Services (Non-veterinary) (AFAEALAM), Farm-to-Table & Agritourism Dining Experiences (Farm Visits, Harvest Meals) (THAJAGAK), Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO)

Keywords

• Agricultural fair
• Livestock exhibition
• Outdoor machinery show
• Animal husbandry event
• Food producer market

Headquarters

HQ city

Sorø

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Ticket sales: Visitors purchase tickets online through eventbillet.dk or at the gate for entry to the three-day event
2. Exhibitor fees: Commercial exhibitors pay for exhibition space to showcase products and services to visitors
3. Food and beverage vendors: Third-party food vendors operate on the showground, paying for commercial pitches
4. Sponsorships: Corporate sponsors support the event in exchange for visibility and brand association
5. Camping fees: On-site camping facilities available for visitors during the event

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Roskilde Dyrskue organizes an annual three-day agricultural show at Dyrskuepladsen in Roskilde, Denmark, featuring livestock judging and exhibitions, outdoor machinery demonstrations, food producer experiences, and family entertainment. The association also operates complementary events such as Store Hestedag (horse day), Det Sjællandske Efterårsskue (Zealand Autumn Show), and Spis Hos Producenten (a local food market concept), supported by exhibitor and sponsorship programs.

Product overview

Roskilde Dyrskue operates as a single unified event product—the annual three-day agricultural and livestock exhibition held at Dyrskuepladsen in Roskilde, Denmark. The core product is the main exhibition featuring livestock shows, agricultural machinery displays, competitions, and food experiences. This is supplemented by year-round satellite events including Store Hestedag (horse and dog event), Det Sjællandske Efterårsskue (autumn cattle show), and Spis Hos Producenten (food producer experiences). Additional modules include the digital Mit Program planner for visitors and an annual Sponsorship Program for community grants.

Differentiator

Problem solved

Functional benefit

Brands

• Spisekammeret: Food market area within the fair featuring fresh produce, local specialities and food stalls
• Store Hestedag
• Det Sjællandske Efterårsskue

Products and services

• Roskilde Dyrskue (Annual Agricultural & Livestock Exhibition) The flagship three-day annual agricultural show held at Dyrskuepladsen in Roskilde, Denmark, featuring livestock judging, outdoor machinery exhibitions, food producer experiences, and family entertainment for general visitors.
• Store Hestedag (Horse Day) A dedicated horse-focused event associated with Roskilde Dyrskue, showcasing horses and equestrian activities for visitors interested in horse breeding and husbandry.

Named customers4 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

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Landsskuet i Herning: Landsskuet is a major Danish livestock and agricultural show held in Herning. It overlaps with Roskilde Dyrskue on livestock exhibitions, cattle judging, machinery demonstrations and family programming, making it a key domestic competing fair for exhibitors and visitors.
• Det Sønderjyske Dyrskue: A regional Danish agricultural livestock and machinery fair in Southern Jutland. It runs the same dyrskue format as Roskilde Dyrskue — livestock exhibitions, machinery displays, and family activities — competing for the same Danish exhibitor and visitor audience on a regional basis.
• Agromek: Agromek is Denmark's largest international agricultural machinery and livestock trade fair held in Herning, making it the closest domestic direct peer to Roskilde Dyrskue. Both target Danish farmers and the agricultural machinery exhibitor base with annual trade-show experiences.

Broad incumbents

• DLG (Deutsche Landwirtschafts-Gesellschaft): DLG organizes EuroTier, Agritechnica and other major international agricultural exhibitions. While not a direct single-fair competitor to Roskilde Dyrskue, it is the dominant European agricultural trade-show organizer and shapes the competitive context for machinery and livestock exhibitors serving events like Roskilde Dyrskue.
• Tullamore Show & FBD National Livestock Show: Ireland's largest one-day agricultural show featuring livestock competitions, machinery exhibitions, and country lifestyle attractions. A useful European peer for benchmarking attendance scale, livestock programming, and exhibitor monetization.
• The Royal Highland Show: Run by the Royal Highland and Agricultural Society of Scotland, this is the UK's premier agricultural fair with livestock judging, machinery exhibitions and food experiences. It is a broader-incumbent analog to Roskilde Dyrskue at a larger scale, demonstrating the international template Roskilde Dyrskue operates within.
• Elmia (Elmia AB): Swedish venue and exhibition organizer running Elmia Agricultural Fair (Lantbruk) and other agricultural events. Comparable to Roskilde Dyrskue in hosting Scandinavian livestock and machinery exhibitions, though at a broader venue-operator scale.
• Great Yorkshire Show: An annual agricultural fair run by the Yorkshire Agricultural Society featuring livestock, machinery, food and rural crafts. It is a strong international comparator for Roskilde Dyrskue's combination of livestock exhibitions, family entertainment and food experiences.
• Royal Welsh Show: A flagship Welsh agricultural show featuring livestock, machinery, forestry and food halls. Comparable in scope and heritage to Roskilde Dyrskue, with similar multi-day format, livestock judging, and family-focused programming.

Others

• MCH (Messecenter Herning): MCH operates MCH Arena, Jyske Bank Boxen, and Herning Congress Center as well as major agricultural and trade fairs including Agromek and Landsskuet. As the dominant Danish exhibition venue operator and event host, it is an enabling peer and indirect competitor for major Danish agricultural exhibitions.

Market position

Weaknesses4 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RoskildeDyrskue
• LinkedInlinkedin.com/company/roskildedyrskue

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Roskilde Dyrskue