South of England Agricultural Society

What South of England Agricultural Society does

The South of England Agricultural Society (SEAS) is a registered charity (Charity Number: 227033) founded in 1967 that operates the 150-acre South of England Showground in Ardingly, West Sussex. The society's core activity is running four seasonal shows — Spring Live!, the South of England Show, the Autumn Show & Horse Trials, and the Winter Fair — which together attract approximately 108,000+ visitors annually across the South East of England (Berkshire, East Sussex, Hampshire & Isle of Wight, Kent, Surrey, West Sussex).

The society generates revenue through five streams: ticket sales for the four seasonal shows, annual memberships providing multi-show access and preferential parking, trade exhibitor booth fees, year-round venue hire via the South of England Event Centre for third-party events, and donations supporting agricultural education. Beyond events, the society operates educational programmes (Countryside Learning, school visits, Loan-a-Lamb, grants for land-based colleges and skills), professional development offerings (annual Farming Conference, bi-annual Farming Technical Forums), and livestock competitions featuring over 450 classes. The society is supported by royal patronage from HRH The Duchess of Edinburgh and maintains strategic partnerships with agricultural bodies including the NFU, CLA, Plumpton College, and British Eventing.

The organisation operates without proprietary technology systems, relying instead on standard ticketing and exhibitor booking platforms. Its competitive position is built on 55+ years of heritage, purpose-built physical infrastructure, and deep institutional relationships within the regional agricultural community rather than on technology differentiation. The society's 2026 President is Charlie Burgoyne, a multi-generation farmer who also chairs the Sainsbury's Dairy Development Group representing 150 farmers nationwide.

Name

South of England Agricultural Society

Legal name

South of England Agricultural Society

Website

https://seas.org.uk

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

The South of England Agricultural Society is a registered charity operating four annual agricultural shows at a 150-acre showground in Ardingly, West Sussex, serving general public visitors, farming professionals, trade exhibitors, and school-age children across six South East England counties.

Ownership category

akta.pro rank

Product category

Agricultural Shows & Countryside Education

akta.pro primary industry

Agriculture, Farming & AgriTech Shows Organizers (THAHABAM)

akta.pro secondary industries

Industry-Specific B2B Trade Show Organizers (THAHABAB), Consumer & Public Shows (B2C) Organizers (THAHABAC)

Keywords

• Agricultural shows
• Countryside education
• Event venue hire
• Livestock competitions
• Rural charity events

Headquarters

HQ city

Haywards Heath

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Event Ticket Sales: The society generates primary revenue through ticket sales for four seasonal shows: Spring Live!, South of England Show, Autumn Show & Horse Trials, and Winter Fair. Ticket pricing varies by event with advance discounts available.
2. Membership Subscriptions: Annual membership provides access to members' areas including parking, entry to all four seasonal shows, and supports agricultural education and countryside learning.
3. Trade Exhibitor Fees: Trade exhibitors book stands at the shows with pricing starting from £132.60 plus VAT for Spring Live! (2 days), £345 plus VAT for South of England Show (3 days), with various indoor and outdoor options available.
4. Venue Hire: The South of England Event Centre generates revenue through hiring out the showground facilities for concerts, sales, shows and other third-party events.
5. Donations: The society accepts donations to support agricultural education and countryside learning, with a designated Education Fund.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

The South of England Agricultural Society is a registered charity (No. 227033) that organizes four seasonal agricultural shows — Spring Live!, the South of England Show, the Autumn Show & Horse Trials, and the Winter Fair — at its 150-acre showground in Ardingly, West Sussex. It sells show tickets and annual memberships to the general public, books trade exhibitor stands across its shows, hires out the South of England Event Centre to third-party organizers, and delivers countryside learning and professional development programs for children and land-based industry participants.

Product overview

The South of England Agricultural Society operates as a charity organizing four seasonal agricultural shows at its 150-acre Ardingly Showground: Spring Live! (spring family event), the South of England Show (premier three-day agricultural exhibition), the Autumn Show & Horse Trials (featuring international horse trials), and the Winter Fair (Christmas shopping event). The Society also provides venue hire through the South of England Event Centre, offers annual Membership with show access and privileged parking, and delivers educational programs including Countryside Learning (school visits, Loan-a-Lamb, Jim Green Challenge) and Professional Development (grants for land-based colleges and qualifications). The Society also hosts the annual Farming Conference and bi-annual Farming Technical Forums for agricultural professionals.

Differentiator

Problem solved

Functional benefit

Brands

• Spring Live!: Spring event featuring live entertainment, animal encounters, shopping and family activities
• South of England Show
• Autumn Show & Horse Trials
• Winter Fair

Products and services

• Spring Live! A two-day spring family event with live entertainment, animal encounters, shopping stalls, food hall, fairground rides, workshops and farm animal activities. Targeted at families and the general public.
• South of England Show The premier three-day agricultural show featuring livestock competitions, international showjumping and equestrian events, country sports, heritage displays, live entertainment and extensive food and shopping. The region's largest agricultural event.
• Autumn Show & Horse Trials A two-day event featuring the South of England International Horse Trials (affiliated with British Eventing), countryside sports, dog activities, animal encounters, honey show, horticulture competitions and harvest celebrations.
• Winter Fair A festive two-day Christmas shopping event featuring artisan products, gifts, food and drink, festive workshops, Santa's Grotto, ice skating and live entertainment. Targeted at families seeking seasonal outings.
• South of England Farming Conference An annual conference convening landowners, agriculturalists and industry representatives to discuss pressing agricultural issues through expert panels and audience participation.
• South of England Event Centre (Venue Hire) Hiring of the 150-acre showground and its buildings (Queen's Jubilee building, Norfolk Pavilion, Robins Building and outdoor spaces) at Ardingly, West Sussex for concerts, sales, shows and other third-party events.
• Membership Annual membership granting free entry to all four seasonal shows and access to Members' parking and members' areas, while supporting agricultural education and countryside learning.
• Countryside Learning Educational programs for children including school visits, the Jim Green Challenge, Loan-a-Lamb scheme, children's competitions, home education days and partner events that teach food production and countryside stewardship.
• Professional Development Grants and awards for people involved in agriculture, horticulture and land-based industries, including grants for land-based colleges and skills qualifications.

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered minor and core.

• Weald & Downland MuseumminorStrategic or Co-development PartnerThe Weald & Downland Museum brings their collection of over 50 historic buildings and demonstrates traditional trades, crafts, and stories of rural life in the South East at the South of England Show.
• Hackney Horse SocietyminorStrategic or Co-development PartnerThe Hackney Horse Society promotes the breed at the South of England Show. Hackney Horses are listed as 'critical' on the Rare Breeds Survival Trust List.
• British EventingcoreOthersThe South of England International Horse Trials is affiliated with British Eventing, attracting leading riders in FEI International CCI 3* and CCI2* classes alongside British Eventing national classes.
• Plumpton CollegecoreStrategic or Co-development PartnerPrincipal sponsor of the Living Land Theatre at the South of England Show, focusing on farming, land management and environmental issues in the region.
• Virgin MoneycoreStrategic or Co-development PartnerPrincipal sponsor of the Living Land Theatre, supporting education and careers in the agricultural sector.
• Long Man BreweryminorChannel Partner/ Reseller/ DistributorHosts the popular Farmers' Marquee at the South of England Show, serving as a hub for informal networking and discussion.
• Country Land and Business Association (CLA)coreStrategic or Co-development PartnerCLA marquee hosts breakfast events, drinks reception and Rural Excellence awards. The CLA represents landowners, farmers and rural businesses.
• NFU (National Farmers Union)coreStrategic or Co-development PartnerNFU co-sponsors the Stockman's Marquee breakfast and supports livestock exhibitor events. NFU Discovery Barn provides interactive activities for children.
• SavillsminorStrategic or Co-development PartnerSponsor of the Farming Technical Forum discussion on 'Smarter Decisions, Stronger Margins'.
• S & WcoreStrategic or Co-development PartnerMain Ring sponsor for the South of England Show's main Ardingly Ring.
• Subaru UKcoreStrategic or Co-development PartnerSponsor of the Balcombe Ring for showjumping events at the South of England Show.
• Mid Sussex TimberminorStrategic or Co-development PartnerSponsor of the Discover the Countryside area and Inter Hunt Relay Competition.
• East Sussex Farmer's Benevolent FundminorOthersCurrent Charity of the Year for the South of England Agricultural Society, supporting farmers in East Sussex.
• Coole BevisminorStrategic or Co-development PartnerSponsor of the Grape & Grain Walk featuring local vineyards and microbreweries.
• Mid Sussex District CouncilminorStrategic or Co-development PartnerSponsor of the Made in Sussex area showcasing local food and non-food producers.
• Tully's FarmminorStrategic or Co-development PartnerSponsor of vintage farm machinery displays at the South of England Show.
• Haynes GroupminorStrategic or Co-development PartnerSponsor of vintage farm machinery displays at the South of England Show.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Three Counties Agricultural Society: Runs the Royal Three Counties Show and Malvern Autumn Show in Worcestershire. Directly comparable as a regional agricultural society charity running multi-event showground programmes with livestock, food, and family entertainment components.
• Royal Cornwall Agricultural Association: Runs the Royal Cornwall Show at the Royal Cornwall Showground. Directly comparable as a long-established regional agricultural charity running flagship livestock, equestrian, and trade events with year-round showground utilisation.
• East of England Agricultural Society: Operates the East of England Showground hosting the East of England Show and other events. Directly comparable as a regional agricultural charity running multi-event programmes with livestock and countryside education focus.
• Royal Bath & West of England Society: Runs the Royal Bath & West Show and other countryside events at the Bath & West Showground. Directly comparable as a long-established UK agricultural charity focused on livestock, farming education, and family country shows.
• Royal Agricultural Society of England (RASE): The Royal Agricultural Society of England is a directly comparable charity running major UK agricultural shows and farming awards; structurally identical to SEAS as a long-established agricultural society focused on education, livestock, and countryside learning.
• Royal Welsh Agricultural Society: RWAS runs the Royal Welsh Show and three other events at its purpose-built showground in Builth Wells. Directly comparable as a Welsh charity running flagship agricultural shows with livestock, equestrian, and trade exhibitor activities.
• Royal Ulster Agricultural Society (RUAS): Operates the Balmoral Show, Northern Ireland's largest agricultural event, at the Eikon Exhibition Centre. Directly comparable as a charity running flagship agricultural shows with livestock, equestrian, trade, and family entertainment.
• Royal Highland & Agricultural Society of Scotland (RHASS): RHASS operates the Royal Highland Show, one of the UK's premier agricultural shows. Directly comparable as a charitable agricultural society running a flagship annual show with livestock, equestrian, and trade exhibitor components on a dedicated showground.

Regional players

• Kent County Agricultural Society: Runs the Kent County Show, an agricultural show in Kent — directly overlapping SEAS's six-county Southeast England catchment. Comparable as a regional agricultural society charity with livestock, equestrian, and trade exhibitor focus.
• Surrey County Agricultural Society: Operates the Surrey County Show in Guildford, within SEAS's geographic reach. Comparable as a regional agricultural charity with similar livestock, equestrian, and family country show programming, serving an overlapping catchment.

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/southengshows

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 South of England Agricultural Society