The publishing house that acquired Farmers Guardian and Dairy Farmer earlier this year is moving into events with the purchase of all rights to LAMMA, the farm machinery, equipment and services event.
The surprise acquisition increases Briefing Media’s agriculture portfolio and builds on the relationship established by Farmers Guardian as the media partner of the annual two-day event, held at the Newark showground.
“The team behind LAMMA has built a superb event which is much admired within the industry,” says Neil Thackray, co-founder and director of Briefing Media. “We wish to build on this outstanding work and to continue to grow LAMMA for the benefit of exhibitors and visitors alike.”
The LAMMA show was started more than 30 years ago as an event to showcase agricultural equipment manufacturers based in Lincolnshire. It expanded beyond that brief and has grown into one of the most popular national events in the agricultural calendar, attracting more than 750 exhibitors and growing attendance.
The formula for its success includes free visitor entry and parking, and its timing in January when things are generally quiet, especially on arable farms. Its comparatively low exhibitor fees encourage many small companies to participate.
Innovations also include a press briefing on the afternoon before the show at which a dozen or more exhibitors present new product information to Guild members and other journalists covering the sector.
“We are acutely aware of the factors which make this event a success,” comments Neil Thackray. “We aim to ensure this continues and to build on its successful format.”
Cliff Preston, who has been pivotal to LAMMA’s development, will continue to work on the show as part of the Briefing Media team.
John Sartain, chairman of LAMMA, acknowledges that the event has relied on a number of dedicated and enthusiastic people: “I believe that Neil Thackray and his fellow directors at Briefing Media fully appreciate the unique nature of the LAMMA show and are committed to protecting and enhancing its ethos in the coming years.”