Serving the Farming Industry across the Midlands for 35 Years
Event organisers have cancelled this year’s LAMMA event, which had been postponed until May due to ongoing uncertainties surrounding the coronavirus pandemic. ‘Difficult decision’ to cancel this year’s LAMMA event

Event organisers have cancelled this year’s LAMMA event, which had been postponed until May due to ongoing uncertainties surrounding the coronavirus pandemic.

LAMMA show owners AgriBriefing said it made the decision after listening to the concerns of stakeholders. It said the cancellation had to be made after appreciating how much planning and work went into preparing for a major event.

“The decision was not an easy one,” said LAMMA event manager Kate Walsh.

“As always, the safety of our visitors, exhibitors and staff is our top priority. With the lack of clarity around lockdown restrictions, particularly those related to holding trade exhibitions, it became clear an early decision was imperative.

Digital platform

In the meantime, Agribriefing has launched a digital farm machinery platform. It brings together all facets of farm machinery – including a review comparison tool, product reviews, videos, podcasts, webinars and a directory of manufacturers and dealers.

The comparison tool enables users to compare reviewed machinery and technology side by side. Potential buyers can see how specs stack up between comparable machinery, compare pros and cons and view verdicts to help their buying decisions.

Users can compare tractors, loaders, ATVs and 4x4s, harvesting equipment, tillage equipment, application equipment and grassland and forage equipment. Manufacturers on the site include CASE IH, Fendt, John Deere, Keenan, Krone, Kuhn and New Holland.

Agribriefing says the driving force of LAMMA 365 will be superior multi-media content on phone, tablet or desktop, attracting everyone from buyers and sellers to enthusiasts – as well as those who to keep up with the world of farm machinery.

Customised experience

Built with farmers and contractors in mind, the website provides a fully customised experience by allowing users to select and save topics of interest. Users are then notified about the latest news and reviews they most want to know about.

Ms Walsh said next year’s LAMMA event remained scheduled for 11-12 January 2022 at the Birmingham NEC. She added: “With the level of enquiries and pent-up demand we are seeing, I can promise you our best show yet.”