LAMMA 2024: what happened

What happened at LAMMA 2024

LAMMA 2024 was held on 17–18 January at the NEC Birmingham, organised by Agriconnect. The two-day trade exhibition gathered machinery, farm equipment and services for the British market in a single venue. As an indoor show, its business happens at the stand and in meeting rooms rather than in the field. For visitors from abroad, it offers a compact picture of how British farms buy, finance and maintain their equipment.

Grassland machinery, cultivation implements and handling equipment were the main product groups. A recurring point for buyers was the gap between a machine's underlying design and the package a local dealer builds around it. Standard specification, parts supply and finance terms can all differ for the same model. In practice, the dealer was as much a part of the purchase as the manufacturer, and the operator's skills and repair support counted too.

Manufacturers, importers, dealers and agricultural contractors formed the core audience. For an exporter, LAMMA raises the distribution question directly: which dealer covers which territory, how its technicians are trained and who holds fast-moving wear parts. Contractors, whose machines work across many farms, look hard at uptime and repair support. Examples from existing customers counted for more than a claimed coverage map.

For a Polish manufacturer considering the UK, the 2024 show was a starting point for charting dealers by territory and role. A machine in a hall cannot show how it copes with real field conditions, so on-farm demonstrations were the logical next stage. Interest shown at a stand still needed follow-up, with service and parts arrangements tested, before it could turn into sales.

Highlights

• 17–18 January 2024 at the NEC Birmingham, run by Agriconnect
• Grassland, cultivation and handling machinery for British farms
• Dealer territories, technician training and parts supply in focus

Sources

• ibcos.co.uk
• interpumpfluidsolutions.co.uk