LAMMA 2025: dates, visitors and highlights
LAMMA 2025 brought farm machinery to the NEC Birmingham on 15–16 January, with more than 40,000 visitors reported. Key themes and takeaways.
15–16 January 2025, NEC Birmingham, Birmingham, United Kingdom
LAMMA 2025 filled the NEC Birmingham on 15–16 January, bringing British farm machinery and technology to more than 40,000 visitors.
Visitors: more than 40,000
What happened at LAMMA 2025
LAMMA 2025 took place on 15–16 January at NEC Birmingham, organised by Agriconnect. The two-day indoor exhibition is a fixed point in the British calendar for agricultural machinery and farm technology. Polish manufacturer SaMASZ, which exhibited at the show, reported that it attracted more than 40,000 visitors. The show is a natural place to study the British market for farm equipment and the dealers who serve it.
Grassland machinery, cultivation implements and farm handling equipment were central to the 2025 show. Much of the conversation was about how machines are sold in the UK, not only how they are built. The same model can reach a farm with different standard equipment, parts availability or financing, depending on the dealer. Serious visitors compared whole operating systems: tractor, implement, controls, operator skills and repair support. A machine on a stand cannot show its working capacity or durability in the field, so demonstrations on farm remained the natural next step.
The show mattered most to manufacturers, importers, dealers and agricultural contractors. Export managers used it to map distribution channels, while buyers lined up comparable quotations from several suppliers. Talks with prospective partners turned on practical points: the territory a dealer actually covers, how its technicians are trained and who stocks frequently replaced parts. Keeping a basic machine, a premium configuration and a dealer-modified package apart made those comparisons fair. Existing customers and real service examples carried more weight than broad claims about market coverage.
For a Polish company, LAMMA is a useful reference for the UK market and for farms that rely on contractors. The most valuable result of a visit was a shortlist of partners with clearly defined roles, followed by a plan to look closely at their service, spare parts and customer demonstrations. Contacts made at the stand still needed qualifying afterwards. Enthusiasm in a meeting is not an order, and the follow-up work decided whether a lead became business.
Highlights
- Held 15–16 January 2025 at NEC Birmingham, organised by Agriconnect
- More than 40,000 visitors, according to exhibitor SaMASZ
- Grassland, cultivation and farm handling machinery for the UK dealer market
Agricultural events 2025
