Farm Shop & Deli Show

Name

Farm Shop & Deli Show

Legal name

William Reed Ltd

Website

https://farmshopanddelishow.co.uk

Company type

Private

Founded year

1862

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Trade Exhibitions & Events

NAICS

All Other Specialty Food Retailers (445298)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO)

akta.pro secondary industry

Butcher Shops & Meat Markets (CRAHAHAB)

Keywords

• Trade exhibition services
• Specialty food events
• Retail industry events
• Food and beverage shows
• Exhibition industry

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Exhibitor Stand Fees: Companies pay for exhibition space/stands to showcase their products to trade visitors at the Farm Shop & Deli Show.
2. Visitor Registration: Free trade passes for pre-registered visitors; revenue generated through exhibitor connections when visitors' badges are scanned.
3. Awards Sponsorship: Sponsorship opportunities for Farm Shop & Deli Product Awards and Retailer Awards, offering brand positioning and marketing exposure to the specialist retail sector.
4. Retailer Awards Sponsorship: Championship and sponsorship packages for the Retailer Awards provide brand visibility, marketing campaign exposure, and networking opportunities with UK farm shop and deli community.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The Farm Shop & Deli Show is an annual B2B trade exhibition organized by William Reed as part of the UK Food & Drink Shows at NEC Birmingham. The event connects specialist food retailers (farm shops, delis, and independent specialty stores) with food and drink producers, suppliers, and brands across three days of product showcasing, networking, awards, and competitions. One free trade pass provides access to all five co-located UK Food & Drink Shows.

Product overview

Farm Shop & Deli Show is an annual trade exhibition for the UK specialist food retail sector, organized by William Reed as part of the UK Food & Drink Shows. The event comprises the core exhibition featuring 1500+ exhibitors and 30000+ visitors, complemented by two award programs (Farm Shop & Deli Retailer Awards and Farm Shop & Deli Product Awards), competitive events (Dragons' Pantry, Britain's Best Loaf, Britain's Best Cake), and content platforms (podcast series, video gallery, event gallery).

Differentiator

Problem solved

Functional benefit

Brands

• Farm Shop & Deli Retailer Awards: Awards program supporting and celebrating the UK's independent specialist retail market
• Farm Shop & Deli Product Awards
• Dragons' Pantry
• Britain's Best Loaf
• Britain's Best Cake

Products and services

• Farm Shop & Deli Show (Annual Trade Exhibition) Annual B2B trade exhibition for the UK specialist food retail sector, featuring farm shops, delis, and specialty food retailers sourcing products from 1,500+ exhibitors across the UK Food & Drink Shows. The next show runs 12-14 April 2027 at NEC Birmingham.
• Farm Shop & Deli Retailer Awards Annual awards program recognizing outstanding UK independent specialist retailers across categories including Baker, Butcher, Cheesemonger, Delicatessen, Farm Shop Large, Farm Shop Small, Fishmonger, Food Hall, Greengrocer, Online Business, and Village Store/Local Shop, judged across seven UK regions (Anglia, Midlands, North England, Northern Ireland, Scotland, South England, Wales).
• Farm Shop & Deli Product Awards Annual awards program for standout specialist retail products offering bronze, silver or gold accolades as a trusted mark of excellence for producers in the independent retail sector, with products judged on branding to supply chain.
• Britain's Best Loaf Annual competition celebrating the best in British breadmaking across eight categories, running for 13 years with winners revealed live at the UK Food & Drink Shows.
• Britain's Best Cake Annual competition bringing together professional cake makers across nine categories, with winners crowned at the UK Food & Drink Shows.
• Farm Shop & Deli Stage Podcast Official podcast series featuring curated audio highlights from expert-led sessions, industry leaders, retailers, brand founders, and thought-provoking panels recorded live at the show, distributed on Spotify and Apple Podcasts.
• Video Gallery Video library featuring show highlights, exhibitor success stories, founder spotlights, industry trends, and retailer award videos from the Farm Shop & Deli Show.

Quantifiable outcome

• 30,000+ trade visitors attended the 2026 UK Food & Drink Shows
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered champions, core, supporters, media partners and charity partners.

• FieldfarechampionsGTM or Marketing Partner · 1 January 2024Fieldfare champions the Farm Shop & Deli Retailer Awards for three years (starting 2024). Fieldfare is a family-owned business based in Kent that started over 40 years ago, supplying loose premium frozen foods to farm shops, garden centres, and independent stores across the UK.
• The GrocercoreGTM or Marketing PartnerThe Grocer is a media partner for the Farm Shop & Deli Retailer Awards and Product Awards, providing editorial coverage and brand association since The Grocer's founding in 1862. William Reed has been informing and serving the food and drink sector since the launch of The Grocer.
• National Craft ButcherssupportersGTM or Marketing PartnerEvent supporter providing industry backing for the Farm Shop & Deli Show and related awards.
• Guild of Fine FoodsupportersGTM or Marketing PartnerEvent supporter providing industry backing for the Farm Shop & Deli Show and related awards.
• Farm Retail AssociationsupportersGTM or Marketing PartnerEvent supporter providing industry backing for the Farm Shop & Deli Show and related awards.
• Fabulous Farm ShopssupportersGTM or Marketing PartnerEvent supporter providing industry backing for the Farm Shop & Deli Show and related awards.
• Garden Centre AssociationsupportersGTM or Marketing PartnerEvent supporter providing industry backing for the Farm Shop & Deli Show and related awards.
• Craft Bakers AssociationsupportersGTM or Marketing PartnerEvent supporter providing industry backing for the Farm Shop & Deli Show and related awards.
• The British Soft Drinks AssociationsupportersGTM or Marketing PartnerEvent supporter providing industry backing for the Farm Shop & Deli Show and related awards.
• The Giftware AssociationsupportersGTM or Marketing PartnerEvent supporter providing industry backing for the Farm Shop & Deli Show and related awards.
• William ReedcoreOthersWilliam Reed is the organiser of the Farm Shop & Deli Show and its awards programs. The company has been helping businesses succeed since the launch of The Grocer in 1862.
• UK Food & Drink ShowscoreOthersFarm Shop & Deli Show runs alongside Food & Drink Expo, National Convenience Show, Foodex Manufacturing Solutions, and Forecourt Show as part of the UK Food & Drink Shows umbrella. One ticket provides access to all five shows.
• NEC BirminghamcoreOthersVenue provider for the Farm Shop & Deli Show. Located at National Exhibition Centre, Birmingham, West Midlands, B40 1NT. Provides accessibility facilities including lifts, automatic doors, accessible toilets, Changing Places facilities, and mobility equipment hire.
• MCAmedia partnersGTM or Marketing PartnerMedia partner providing editorial coverage for the UK Food & Drink Shows.
• Lumina Intelligencemedia partnersGTM or Marketing PartnerMedia partner providing editorial coverage for the UK Food & Drink Shows.
• British Bakermedia partnersGTM or Marketing PartnerMedia partner providing editorial coverage for the UK Food & Drink Shows.
• Restaurant Magazinemedia partnersGTM or Marketing PartnerMedia partner providing editorial coverage for the UK Food & Drink Shows.
• BoothssupportersGTM or Marketing PartnerBooths is a supporter of the Farm Shop & Deli Product Awards, reviewing award winners with a view to potentially stocking them within their stores.
• Diverse Fine FoodssupportersGTM or Marketing PartnerLong-time supporters of the Farm Shop & Deli Show and Product Awards. As distributors, they use the platform to view and source new, innovative artisan products.
• NotJust!charity partnersOthersCharity partner for the UK Food & Drink Shows.
• Farm Africacharity partnersOthersCharity partner for the UK Food & Drink Shows.
• The Felix Project & FareSharecharity partnersOthersCharity partner for the UK Food & Drink Shows.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Speciality & Fine Food Fair: The UK's leading trade event for the speciality and fine food sector, serving independent retailers, delis, and farm shops. Directly comparable to Farm Shop & Deli Show in target audience (specialist independent food buyers), exhibition format (annual UK trade show), and supplier mix (artisan and premium producers).
• Food Matters Live: UK-based event focused on food innovation, health, and sustainability, attracting food industry professionals and specialty retailers. Comparable in serving UK food industry trade visitors with a content-driven exhibition format and awards programs.
• Natural & Organic Products Europe: UK trade exhibition focused on natural, organic, and sustainable products, attracting independent health food stores and specialist retailers. Comparable in serving specialist food retail buyers in the UK with a similar exhibition format and supplier ecosystem.
• London Produce Show: UK trade event focused on fresh produce, serving independent retailers, farm shops, and foodservice operators. Comparable in serving the UK specialist food retail audience and overlap with farm shops, though more narrowly focused on produce categories.

Broad incumbents

• Anuga: Leading global trade fair for the food industry, covering retail, foodservice, and food technology with strong attendance. Comparable as a major international food trade show serving retail buyers, but at significantly larger scale and broader category scope than Farm Shop & Deli Show.
• Gulfood: World's largest annual food and beverage trade show, held in Dubai. Comparable as a major international food exhibition attracting global exhibitors and buyers, but with regional (Middle East/emerging markets) orientation rather than UK specialist focus.
• SIAL Paris: One of the world's largest food exhibitions, covering general food retail and foodservice globally. Comparable as a major food trade show but operates at a much larger scale with broader audience scope (global retail, foodservice, hospitality) versus Farm Shop & Deli Show's UK specialist retail focus.
• IFE - International Food & Drink Event: Major UK food and drink trade exhibition serving a broad range of food industry buyers including retailers, hospitality, and foodservice. Comparable as a UK trade food show but covers broader segments including large retailers and major brands rather than focusing on specialist independents.
• Fancy Food Show (Specialty Food Association): North America's largest specialty food trade event, connecting buyers and suppliers in the specialty food sector. Comparable focus on specialty and independent retail buyers, but operates at larger scale in a different geography (US) than Farm Shop & Deli Show.

Others

• ProWein: Leading international trade fair for wine and spirits held in Düsseldorf. Adjacent to Farm Shop & Deli Show's beverage and gourmet categories within farm shops and delis, but focused specifically on alcohol trade rather than broader specialist food retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=x2eKyIt6Q0E
• Xx.com/FarmShop_Deli
• Facebookfacebook.com/farmshopanddelishow
• LinkedInlinkedin.com/company/farm-shop-deli-show

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Farm Shop & Deli Show