Month: January 2013

East of England Showground chosen as the new home for UK’s leading farming event

East of England Showground chosen as the new home for UK’s leading farming event

LAMMA, the UK’s leading farm machinery, equipment and services show, is moving to the East of England Showground in 2014.

Owners of the prestigious event that attracts over 40,000 farmers and suppliers from across Europe say they have taken the decision to move the annual event to Peterborough because the venue provides extra space and improved access.

The Lamma event is a major coup for the Showground which has been working with the owners for many months to secure the move to Peterborough.

“This represents the first of several announcements for the Showground over the coming months, all of which will reinforce our standing as the regional home of farming, rural life and education,” explained Jeremy Staples, Chief Executive of the East of England Agricultural Showground.

“We are delighted to be hosting the main equipment and services show in the farming calendar and are justly proud of our facilities here and the fact that this will provide the perfect opportunity to show them off to such an important audience.

“Beyond this, the impact this event will bring to the Peterborough area is potentially immense. Over 40,000 new visitors will come to the city and experience what Peterborough has to offer – demand for the hospitality sector in particular will rocket which is excellent news.”

Event director for Lamma, Cliff Preston, confirmed: “The new location is ideal as it will both allow for the growth of the show and will also help us to overcome many challenges, specifically by making access easier for both exhibitors and visitors.”

The Lamma event will take place in January 2014, moving from its previous home at the Newark and Nottinghamshire Showground.

The East of England Agricultural Society has undergone a 12-month strategic review to ensure it focuses its attention on its key objectives – promoting farming and the wider aspects of rural life through events, education and charitable activities.

A new website, reflecting this, will go live in the coming weeks. This will be followed by an exciting educational initiative that is looking to involve schoolchildren from across the region.