LAMMA 2027

LAMMA describes itself as the UK's leading show for agricultural machinery, equipment and technology. Held each January at the NEC in Birmingham, it is run by LAMMA Ltd, hosted by Farmers Guardian and managed by Agriconnect, and it has become a fixture at the start of the farming year.

Exhibitors include manufacturers and dealers of tractors, combines, arable and grassland machinery, together with suppliers of farm technology, services and tools. Machinery launches and UK debuts are a regular feature, which gives the show a strong news element for the farming press. LAMMA runs with two co-located events, CropTec and the Low Carbon Agriculture Show, which extend its coverage into crop production and sustainable farming.

The audience is made up of farmers, contractors, farm managers, dealers and other agricultural professionals from across the UK. Many attend with investment decisions for the coming season in mind, which is what makes the timing valuable for exhibitors.

Machinery stands at LAMMA work differently from most indoor shows. Farmers like to climb into cabs and look closely at equipment, so generous space around machines and safe access steps or platforms matter. Large exhibits also bring logistics questions about delivery routes, floor loading and timing that can dictate a stand's layout. For technology and service providers, a screen for demonstrations and a seating area for longer conversations work well. Durable flooring and finishes make sense given heavy footfall in midwinter.