About Farm Shop & Deli Show
For producers who want their products in the UK's independent food shops, the Farm Shop & Deli Show is a dedicated trade event. Organised by William Reed and held at the NEC Birmingham, it focuses on independent speciality food retail and champions quality local produce.
Exhibitors include artisan and regional food and drink producers, speciality wholesalers, and suppliers of equipment, labelling, packaging and retail solutions for independent shops. Visitors are owners and buyers from farm shops, delis, garden centres, independent grocers and food halls. It is a trade-only event, and many visitors are owner-operators who can make buying decisions on the spot.
The show is part of The UK Food & Drink Shows, a group of five co-located events that also includes Food & Drink Expo, the National Convenience Show, the Forecourt Show and Foodex Manufacturing Solutions. A single free pass covers all five, so visitors can move between them and buyers from neighbouring channels may also find their way to a farm shop and deli supplier.
Independent retailers are a loyal, quality-focused channel, and a place on their shelves can build steady long-term business. Live experiences and product launches add to the reasons buyers attend. These buyers often want to meet the person behind the product, so stands that tell a clear story about provenance and ingredients, with tasting at the centre, tend to work well. Stand Between can match producers and suppliers with builders who know the NEC.
Next edition
Farm Shop & Deli Show 2027: what to expect
The 2027 Farm Shop & Deli Show runs from 12 to 14 April 2027 at the NEC Birmingham, open 10am to 5pm on the Monday and Tuesday and 10am to 4pm on the Wednesday. Across the five co-located shows, William Reed is targeting more than 30,000 visitors and over 1,500 exhibitors in 2027.
Under-18s are not admitted, which keeps the audience focused on trade buyers. Show products as they would sit on a deli shelf, with wholesale pricing, case sizes and minimum orders easy to find, and have an efficient way to take orders or capture details, since many owner-operators decide on the day.