New Era for Farm Diversification: Discover the Interactive Features Coming to Farm Business Innovation 2026
Taking place on 4-5 November 2026 at the NEC Birmingham, Farm Business Innovation remains the UK's only event dedicated entirely to farm diversification. The event helps farmers and landowners discover viable new income streams, explore innovative business models and gain the confidence to make informed decisions about the future of their land and businesses.
This year, the show is evolving beyond the traditional exhibition format, introducing immersive environments and interactive experiences that encourage greater engagement, creativity and collaboration between visitors and exhibitors.
The Diversification Exchange: Where ideas become action
At the heart of the show will be the new Diversification Exchange, an interactive hub designed to help visitors move from inspiration to implementation.
The Diversification Exchange will provide practical guidance through hands-on sessions, expert-led discussions and exclusive networking opportunities. Whether visitors are just beginning to explore diversification or are actively developing a project, the feature will provide access to the people, advice and contacts needed to move forward with confidence.
One of the key attractions will be the 'Ask the Expert' consultation sessions, offering visitors the opportunity to speak directly with industry specialists about their individual circumstances and diversification ambitions.
Alongside these one-to-one discussions, industry-led roundtables will tackle real-world challenges facing rural businesses, creating opportunities for peer-to-peer learning and knowledge sharing.
The Diversification Exchange will also provide direct access to buyers, decision-makers and specialist suppliers, helping visitors build the relationships needed to bring diversification projects to life.
The Farm Shop: Bringing diversification to life
One of the most exciting additions to Farm Business Innovation 2026 is The Farm Shop, delivered in partnership with Appetite Me.
Designed as a fully immersive, walk-through experience, The Farm Shop will recreate a genuine farm retail environment on the show floor, allowing visitors to experience first-hand what a successful farm shop diversification could look like.
Rather than viewing products in isolation, visitors will see them presented within a realistic retail setting, helping them understand how different elements come together to create a compelling customer experience.
From locally produced food and drink to retail equipment, packaging solutions, branding, point-of-sale technology, interiors and customer experience innovations, The Farm Shop will showcase the many components involved in building a successful farm retail business.
Visitors will be able to see, touch and experience products in context, helping them better understand the practical steps required to launch or grow a direct-to-consumer enterprise.
The feature will also include a growing line-up of innovative food and drink businesses, including confirmed participants such as The Potions Cauldron, Cocoba Chocolate and Rosemullion Distillery, all of whom have built successful brands through diversification and value-added production.
Learn from those who have done it
At the centre of The Farm Shop will be a dedicated programme of Farm Shop Talks, where farmers, entrepreneurs and exhibitors will share their diversification journeys.
These sessions will provide practical insight into the realities of building successful food and drink businesses, covering everything from product development and manufacturing through to branding, marketing and retail growth.
Visitors will hear first-hand accounts of the challenges, opportunities and lessons learned from businesses that have successfully diversified, offering inspiration and actionable advice that can be applied to their own ventures.
By combining real-life case studies with practical supplier solutions, The Farm Shop will act as a central hub for diversification knowledge exchange, helping visitors understand not only what is possible, but how to achieve it.
Creating better conversations
One of the biggest advantages of the new show format is the way it encourages deeper engagement between visitors and exhibitors. When visitors can experience a diversification concept in a realistic environment, ask questions in an informal setting and hear directly from those who have successfully implemented similar projects, conversations naturally become more focused and productive.
For exhibitors, this means engaging with visitors who are actively researching opportunities and looking for practical solutions rather than simply browsing. For visitors, it means gaining valuable insight from suppliers and experts who understand the realities of rural business and diversification. The result is a more collaborative and dynamic event where ideas are shared, partnerships are formed, and opportunities are uncovered.
Join us at the NEC Birmingham on 4-5 November 2026 and discover how to turn land, assets and ideas into sustainable new income streams. Because diversification starts with a conversation, and there has never been a better place to have it.
Registration Opens for the UK’s Agricultural Event of the Year!
LAMMA, CropTec and Low Carbon Agriculture 2027, will return this January! Taking place from 20–21 January at Birmingham’s NEC, will bring together the latest agricultural machinery, technology and equipment with thousands of farmers and agricultural professionals from across the UK and beyond.
SECURE YOUR FREE TICKET TODAY!
Following a record-breaking 2026 edition, LAMMA 2027 is set to once again provide a major meeting point for the agricultural industry, with more than 800 exhibitors expected to showcase the latest innovations, machinery and solutions across the event.
From major global manufacturers including Case IH, Fendt, JCB, Kuhn, Krone, New Holland, Mchale and Merlo, established agricultural brands, to specialist and emerging suppliers, LAMMA provides visitors with the opportunity to see new machinery, compare technologies, meet manufacturers and suppliers face-to-face, and find practical solutions for their businesses, all under one roof.
The 2027 edition will also build on the breadth of the 2026 event, launching new show features including the Business Services Trail, highlighting the businesses and organisations providing the services, expertise and support that underpin successful farming businesses. The dedicated trail will help visitors navigate the show and discover relevant suppliers across areas such as finance, professional services, technology, insurance and other business support.
While the new Forestry Hub will bring together businesses, products and expertise from the forestry sector, providing a dedicated destination for visitors interested in woodland management, forestry machinery, equipment and associated services.
One visit, three shows
LAMMA 2027 will once again be co-located with CropTec and the Low Carbon Agriculture Show, creating a major gathering point for the UK agricultural industry. The three events will give visitors access to complementary areas of the industry in one location, from machinery, equipment and technology at LAMMA, to arable innovation and knowledge at CropTec, and sustainable farming, renewable energy and carbon reduction solutions at Low Carbon Agriculture.
LAMMA will host its own programme of expert content through the returning Dairy and Beef Hub, alongside CropTec and the Low Carbon Agriculture Show each hosting their own dedicated theatres. This creates a unique opportunity for visitors to move between the three events and access specialist knowledge across dairy and beef, machinery and technology, arable production, sustainability, energy and carbon reduction.
For farmers and agricultural professionals facing increasing pressure to improve productivity, manage costs and make informed investment decisions, the co-location offers the opportunity to explore a wider range of solutions in a single visit.
The home of agricultural machinery innovation
LAMMA has established itself as a key launchpad for machinery and technology, with manufacturers using the event to showcase UK debuts, new models and the latest developments in agricultural equipment.
A key feature for 2027 will be Innovation Live, replacing the previous Demo Zone and providing visitors with a new way to see agricultural technology and machinery in action.
The live feature will give visitors the opportunity to experience innovation beyond the exhibition stand, bringing products and technology to life and helping farmers understand how the latest developments could work in real-world farming situations.
Alongside the machinery on display, visitors can expect opportunities to see innovation in action, speak directly to manufacturers and specialists, and discover technologies designed to improve efficiency, productivity and sustainability.
The show’s diverse exhibitor base means there is something for every type and size of farming business, from tractors, cultivation and harvesting equipment to livestock technology, precision farming, autonomous machinery and farm technology.
Important information
LAMMA is free if you register before midnight on 4th January 2026. From 5th January: £8 + VAT online, rising to £12 + VAT from the opening day (20th January).
Under 16s, students and press go FREE. Students and press should contact [email protected] to arrange a pass. Under 16s don't need a pass but must be accompanied by a registered adult. Card payments only onsite.
With the agricultural industry navigating continued changes around farm profitability, climate, technology, labour, sustainability and future investment, LAMMA 2027 will bring the industry together to explore the machinery and solutions that can help businesses meet those challenges. SECURE YOUR FREE EARLY BIRD TICKET TODAY!
LAMMA, CropTec & Low Carbon Agriculture 2027 takes place on 20–21 January 2027 at the NEC Birmingham. Registration is now OPEN!
Agriconnect’s LAMMA shortlisted for Best Trade Show at EN Awards 2026
Agriconnect, the leading B2B events and media business serving UK agriculture, has announced that LAMMA - the UK’s leading agricultural trade event has been shortlisted for Best Trade Show (over 10,000sqm) at the Exhibition News (EN) Awards 2026.
The shortlist, revealed yesterday by Exhibition News, recognises outstanding achievement across the UK exhibitions industry. LAMMA’s nomination follows a landmark year for the event, which welcomed more than 45,000 visitors and over 800 exhibitors to the NEC Birmingham in 2026, with 48,592sqm of exhibition space, making it the largest LAMMA in the show’s 44-year history.
Under Agriconnect’s leadership, LAMMA has delivered sustained commercial and audience growth, exceeded expectations despite challenging market conditions, and strengthened its role as the UK’s primary platform for agricultural machinery launches, innovation and industry debate.
Philippa Christer, Event Director for LAMMA at Agriconnect, said:
“Being shortlisted for Best Trade Show at the EN Awards is a fantastic recognition of the scale, ambition and impact of LAMMA. The show has grown into far more than an exhibition, it’s a meeting place for the industry, a launchpad for innovation and a community that reflects the real challenges and opportunities facing farming today.”
Sophie Eke, Chief Marketing Officer at Agriconnect, added:
“This shortlist is a testament to our exhibitors, partners and visitors, and to the teams behind LAMMA who make the show happen. From marketing and editorial to production and operations, by combining deep sector insight with data-led marketing and a focus on audience value, LAMMA continues to set the benchmark for large-scale trade shows and we’re proud to see that recognised by the industry.”
The EN Awards celebrate excellence across the exhibitions sector, recognising events that demonstrate strong commercial performance, innovation, audience engagement and operational excellence. Agriconnect were also shortlisted in two other categories, Best Event Operations Team – LAMMA and Content Programme of the Year for Farm Business Innovation and the Land, Leisure and Tourism Show. Winners will be announced later in 2026.