THREE COUNTIES AGRICULTURAL SOCIETY

Name

THREE COUNTIES AGRICULTURAL SOCIETY

Legal name

Three Counties Agricultural Society

Website

https://threecountiesagriculturalsociety.co.uk

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Agricultural Event Management

NAICS

Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Organizations (8600)

akta.pro primary industry

Agriculture, Farming & AgriTech Shows Organizers (THAHABAM)

akta.pro secondary industry

Fairgrounds & Expo Parks (THAHAAAH)

Keywords

• Agricultural event management
• Showground venue hire
• Charity fundraising events
• Rural community events
• Agricultural shows

Headquarters

HQ city

Malvern

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Event Ticket Sales: Revenue generated from ticket sales for the four main shows: Royal Three Counties Show, RHS Malvern Spring Festival, Malvern Autumn Show, and CountryTastic. Also includes tickets for third-party venue hire events.
2. Membership Subscriptions: Annual membership program offering unlimited free days out to selected events, discounted ticket prices, and exclusive member area access. Priced at £80 per year or £25 per year for under 25s.
3. Venue Hire: The showground is hired out to third parties for exhibitions, conferences, animal shows, trade fairs, and leisure events. Hosts 70+ external hire events annually generating significant venue hire revenue.
4. Grants and Donations: Charitable funding received from various grant programs including Farming in Protected Landscapes, Coronation Living Heritage Fund, Visit Worcestershire Accessible Tourism Programme, UK Government/Malvern Hills District Council for campsite improvements, and Hereford Corn Exchange Trust for school programs.
5. Donations and Fundraising: Community fundraising initiatives including the Buy a Brick campaign for Stockman's Café rebuild (minimum £100 donation per brick).
6. Trade Stands and Exhibitor Fees: Revenue from trade stand bookings and exhibitor participation fees at the various shows.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Three Counties Agricultural Society is a registered charity that stages fundraising agricultural shows at its 90-acre showground in Malvern, Worcestershire. It operates four main annual shows (Royal Three Counties Show, RHS Malvern Spring Festival, Malvern Autumn Show, and CountryTastic), hosts more than 70 external venue hire events each year, runs an annual membership program, and delivers educational and conservation programs.

Product overview

Three Counties Agricultural Society operates a portfolio of agricultural and horticultural events at its 90-acre showground in Malvern, Worcestershire. The core offering consists of four major annual shows: Royal Three Counties Show (flagship 3-day agricultural show running over 100 years), RHS Malvern Spring Festival (RHS partnership gardening festival), Malvern Autumn Show (harvest celebration with giant vegetables), and CountryTastic (family farming event). Supporting services include venue hire for exhibitions and conferences, Stockman's Café (200-seat redeveloped facility), and membership program. The Society also conducts charitable activities including education initiatives (Careers Fair, Pathways Day Service), conservation of the National Collection of Perry Pears and Traditional Apple Orchard, and technology infrastructure (Sensor Project with LoRa WAN monitoring). The venue welcomes over 1 million visitors annually across its 70+ annual events.

Differentiator

Problem solved

Functional benefit

Brands

• RHS Malvern Spring Festival: A partnership with the Royal Horticultural Society, held annually at Three Counties Showground, showcasing gardens, displays, and expert talks.
• Royal Three Counties Show
• Malvern Autumn Show
• CountryTastic
• Stockman's Café

Products and services

• Royal Three Counties Show Flagship three-day agricultural show running for over 100 years, featuring livestock competitions, equine showing, forestry, rural skills demonstrations, food producers, and agricultural exhibitions. Winner of UK Rural Event of the Year 2024 from the NOEA. Targeted at farmers, stockmen, equestrians, farriers, rural professionals, and the general public.
• RHS Malvern Spring Festival Four-day gardening festival held in partnership with the Royal Horticultural Society, showcasing RHS-judged show gardens, floral displays, expert talks, and celebrity gardeners. Drawn 90,000 visitors in 2026. Targeted at gardening enthusiasts and horticulturalists.
• Malvern Autumn Show UK's biggest annual harvest season celebration featuring the CANNA UK National Giant Vegetables Championships with Guinness World Records titles, RHS Flower Show, Great Malvern Cake Off, and family entertainment. Targeted at harvest and food enthusiasts.
• CountryTastic Family-focused agricultural event featuring farm animals, hands-on farming experiences, equestrian displays, and countryside activities. Targeted at families with children.
• Three Counties Championship Dog Show Major canine competition event held at the showground featuring various breed shows and competitions. Targeted at dog breeders, owners, and enthusiasts.
• Venue Hire The 90-acre showground with over 10,000sqm of purpose-built indoor space (four exhibition halls, conference centre, 240 horse stables) hired to third parties for exhibitions, conferences, trade fairs, auctions, animal shows, and leisure events. Hosts 70+ external hire events annually.
• Three Counties Membership Annual membership program priced at £80 per year (£25 for under 25s) offering unlimited free admission to selected events, discounted ticket prices for family and friends, and exclusive members area access.
• Three Counties Careers Fair A free careers fair event inspiring young people towards career paths in agriculture and rural industries. The 2026 fair attracted over 1,400 young people. Targeted at schools and young adults.
• Pathways Day Service Educational service hosting young adults with learning disabilities at the showground for skill development and engagement. Targeted at young adults with learning disabilities.

Quantifiable outcome

• 250,000+ visitors through four main shows
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability1 record

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Royal Horticultural Society (RHS)coreStrategic or Co-development PartnerPartnership with RHS to host RHS Malvern Spring Festival at Three Counties Showground. This is a flagship annual event and represents the official start of the RHS Flower Show season.
• NOEAminorOthersThree Counties won UK Rural Event of the Year 2024 and was finalist in 2025 through NOEA awards program recognizing excellence in outdoor events.
• River Severn Partnership Advanced Wireless Innovation RegionminorGTM or Marketing PartnerSupported the Sensor Project with funding from Department for Science, Innovation and Technology for weather station and sensor suite using LoRa WAN technology.
• DEFRAcoreStrategic or Co-development PartnerDepartment for Environment, Food & Rural Affairs partnered with Three Counties to unveil the co-designed Bovine TB strategy for England at Royal Three Counties Show's Future of Farming Theatre.
• Willans LLPminorOthersLegal partnership with Willans LLP solicitors for ongoing legal support to the agricultural society.
• Farmers GuardiancoreGTM or Marketing PartnerSponsors the Future of Farming Theatre at Royal Three Counties Show, a key platform for agricultural policy discussions.
• Virgin MoneycoreGTM or Marketing PartnerCo-sponsor of Future of Farming Theatre alongside Farmers Guardian.
• WestonscoreGTM or Marketing PartnerMalvern Autumn Show is held in association with Westons, a cider manufacturer. Westons Cider Garden is a featured attraction.
• Severn Valley CateringcoreStrategic or Co-development PartnerHas operated Stockman's Café, Food for Thought café, and outdoor units at the showground for over 15 years. Made substantial donation to café rebuild project.
• CampervinminorGTM or Marketing PartnerMobile bar specialists and partner to showground for over 5 years. Contributed substantially to Stockman's Café project. Provides fleet of converted vehicles and build-up bars.
• DA BowdlerminorOthersElectrical contractor for Three Counties Showground. Made generous contribution to Stockman's Café redevelopment project.
• AccessAbleminorGTM or Marketing PartnerMatch funding secured for AccessAble to produce in-depth guide to showground facilities for visitors with accessibility needs.

Scale indicators11 records

Expansion highlights5 records

Direct peers

• Kent County Agricultural Society: Organises the Kent County Show and operates the Kent Showground. Directly comparable UK county agricultural society with show and venue hire at a single site.
• Yorkshire Agricultural Society: Operates the Great Yorkshire Show and the Yorkshire Event Centre. Closely comparable UK county agricultural charity with a flagship multi-day livestock/agricultural show and significant on-site venue hire business at a single showground.
• Royal Welsh Agricultural Society: Runs the Royal Welsh Show and operates the Royal Welsh Showground as a year-round venue. Closely matched UK agricultural society charity with flagship show and significant venue hire operations.
• South of England Agricultural Society: Runs the South of England Show and manages the South of England Showground. Comparable UK agricultural charity combining flagship show with year-round venue hire and educational programmes.
• Royal Highland & Agricultural Society of Scotland (RHASS): Runs the Royal Highland Show, Scotland's flagship agricultural event. Operates the Royal Highland Centre as a venue and is structurally the closest analogue to Three Counties—a charity running a major annual agricultural show plus year-round venue hire at a single showground.
• Royal Cornwall Agricultural Association: Operates the Royal Cornwall Show and the Royal Cornwall Events Centre. Same UK county-show society charity structure with annual flagship show plus venue hire.
• Royal Norfolk Agricultural Association (RNAA): Organises the Royal Norfolk Show, a major regional agricultural event. Comparable regional agricultural society model with showground operations and educational mission.
• Royal Bath and West of England Society: Runs the Royal Bath and West Show and operates the Bath & West Showground as a venue. Directly comparable charity structure, annual flagship agricultural show, and diversified venue hire model.

Broad incumbents

• Royal Horticultural Society (RHS): Strategic partner of Three Counties for RHS Malvern Spring Festival, but much larger UK-wide horticultural charity. RHS operates multiple flagship flower shows and gardens; relevant as the co-organiser and as a brand-equity benchmark for horticultural events.

Regional players

• Ardingly Showground (South of England Event Centre): Independent showground venue in Sussex hosting agricultural and non-agricultural events. Comparable single-site outdoor venue operator, although not run by a charitable agricultural society.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/three-counties-agricultural-society

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 THREE COUNTIES AGRICULTURAL SOCIETY