| Event Overview |
| Event Name |
Farm Shop & Deli Show 2027 |
| Event Date |
12–14 April 2027 |
| Event Status |
Upcoming |
| Venue |
National Exhibition Centre (NEC) |
| City |
Birmingham |
| State / Region |
West Midlands |
| Country |
United Kingdom |
| Organizer |
MCA and Lumina Intelligence, with media/brand partners including British Baker, Restaurant, and The Grocer |
| Official Event Website |
Farm Shop & Deli Show official website |
| Event Type |
Trade show / B2B exhibition / specialty food and retail sourcing event |
| Primary Category |
Food & Beverages |
| Secondary Applicable Categories |
Retail, Wholesale, Hospitality, Packing & Packaging, Business Services |
| Audience Reach |
National, with meaningful UK-wide and some international specialty-food participation |
| Estimated Attendance / Expected Footfall |
Attendance figure not publicly confirmed by the organizer for the 2027 edition. Official site promotes 30,000+ visitors across the UK Food & Drink Shows platform and 1,500+ exhibitors across 5 shows, which should be treated as marketing / platform-level evidence rather than a confirmed 2027 event-only count. |
| Attendance Data Reliability |
Medium for platform-level scale; low for current-year event-specific attendance count |
| Main Purpose of Event |
To connect farm shops, delis, speciality retailers, foodservice buyers, wholesalers, distributors, and producers around product sourcing, packaging, equipment, trends, partnerships, and category growth |
| 1. Who Attends: Buyers / Attendees |
| Buyer / Attendee Segment |
Typical Organizations |
Buying Role or Influence |
Relevance to Exhibitors / Suppliers |
| Independent retail buyers | Farm shops, delis, speciality grocers, artisan food retailers | Owner, managing director, buyer, category lead | High-value buyers for specialty food, beverages, packaging, point-of-sale, and store equipment |
| Retail procurement teams | Regional grocery chains, premium food retailers, garden centres with food halls | Procurement manager, buying manager, category manager | Relevant for trade suppliers, branded goods, chilled/frozen, confectionery, and seasonal gifting |
| Wholesalers and distributors | Foodservice wholesalers, speciality distributors, regional cash-and-carry operators | Commercial director, purchasing director, product manager | Strong for route-to-market, new brand launches, and multi-site listing opportunities |
| Importers and exporters | Specialty food importers, international brand agents | Sourcing director, commercial manager, founder | Useful for premium overseas brands, exclusives, and UK market entry |
| Foodservice and hospitality buyers | Hotels, restaurants, pubs, cafés, catering groups | Executive chef, F&B director, procurement manager | Relevant for premium ingredients, bakery, beverages, and menu innovation |
| Producer / brand owners | Specialty food manufacturers, farm-based producers, artisanal brands | Founder, sales director, commercial director | Potential exhibitor-supplier crossover; strong partnership and channel-development relevance |
| Packaging and merchandising decision-makers | Retail brands, food producers, packaging suppliers | Operations manager, packaging manager, brand manager | Relevant for label, shelf-ready packaging, sustainability, and visual merchandising |
| Association and media stakeholders | Industry associations, trade press, sector bodies | Editor, membership lead, partnerships manager | Useful for sponsorship, PR, thought leadership, and market education |
| 2. Event Location and Attendee Geographic Origin |
| Geographic Area |
Likely Attendee Origin |
Buyer Concentration |
Notes |
| Host city: Birmingham | Local and metro-area visitors | Medium | NEC is a major UK trade-show venue with strong accessibility for Midlands buyers |
| West Midlands region | Regional retail, hospitality, and distribution buyers | High | Core catchment for independent food retailers and wholesalers |
| Nearby business hubs | Midlands, North West, South East, London, South West | High | Accessible rail and road links support day-trip attendance from major UK buying hubs |
| National reach | UK-wide buyers, brands, and operators | Very High | Official site frames the event as part of a wider UK Food & Drink Shows platform |
| International reach | Selected overseas brands, agents, and import/export buyers | Medium | Most likely from Europe and established UK-entry brands; not primarily an international mega-show |
| Trade corridor relevance | Food retail and wholesale corridors across the UK | High | Strong fit for buyers serving regional supply chains and specialty retail networks |
| 4. Sample Buyer Companies and Websites |
| Buyer Company / Organization |
Buyer Type |
Why It Is Relevant |
Website |
Best Job Titles to Target |
Evidence Level |
| Diverse Fine Food Ltd | Specialty food retailer / brand | Quoted on the official site as an attendee testimonial; strong specialty retail fit | diversefinefood.co.uk | Co-Founder, Director, Buyer | Prior-Year Participation Evidence |
| Yolk Farm | Farm shop / destination retailer | Quoted on the official site; relevant for farm shop sourcing and retail growth | yolkfarm.co.uk | Director, Retail Manager, Buyer | Prior-Year Participation Evidence |
| Fieldfare | Specialty frozen / food brand | Quoted on the official site; relevant to specialty retail listings and distribution | fieldfare.co.uk | Managing Director, Commercial Director, National Account Manager | Prior-Year Participation Evidence |
| Farmhouse Biscuits | Food manufacturer / gift food brand | Quoted on the official site; strong gifting, retail, and deli-channel relevance | farmhousebiscuits.co.uk | Managing Director, Sales Director, Product Manager | Prior-Year Participation Evidence |
| Cotswold Fayre | Specialty food wholesaler | Listed in the official 2026 exhibitors section; strong wholesale and retail-distribution fit | cotswoldfayre.co.uk | Buying Director, Commercial Director, Category Manager | Confirmed Sponsor / Exhibitor |
| Holleys Fine Foods | Specialty food wholesaler | Listed in the official 2026 exhibitors section; relevant to independent retail supply | holleysfinefoods.com | Head of Buying, Sales Director, National Accounts | Confirmed Sponsor / Exhibitor |
| Springvale Foods | Food distributor | Listed in the official 2026 exhibitors section; relevant for specialty import and distribution | springvalefoods.co.uk | Commercial Director, Procurement Manager, Brand Manager | Confirmed Sponsor / Exhibitor |
| SUMA Wholefoods | Wholefoods distributor | Listed in the official 2026 exhibitors section; strong natural/specialty channel relevance | suma.coop | Buying Manager, Commercial Manager, Business Development Director | Confirmed Sponsor / Exhibitor |
| Rowcliffe | Specialty cheese distributor | Listed in the official 2026 exhibitors section; relevant for deli, cheese, and premium chilled buyers | rowcliffe.co.uk | Sales Director, Category Buyer, Account Manager | Confirmed Sponsor / Exhibitor |
| Wensleydale Creamery | Food producer / dairy brand | Listed in the official 2026 exhibitors section; relevant for premium retail and gifting channels | wensleydale.co.uk | Commercial Director, Export Manager, Trade Sales Manager | Confirmed Sponsor / Exhibitor |
| Cottage Delight | Specialty food brand | Listed in the official 2026 exhibitors section; relevant for specialty retail, hampers, and gifting | cottagedelight.co.uk | Sales Director, Head of Retail, Marketing Director | Confirmed Sponsor / Exhibitor |
| Froneri | Ice cream and frozen dessert manufacturer | Listed in the official 2026 exhibitors section; relevant to retail and foodservice buyers | froneri.com | National Account Manager, Category Manager, Commercial Director | Confirmed Sponsor / Exhibitor |
| Futura Foods | Specialty cheese importer / distributor | Listed in the official 2026 exhibitors section; strong relevance for deli and premium retail buyers | futurafoods.co.uk | Import Manager, Sales Director, Buying Manager | Confirmed Sponsor / Exhibitor |
| The Grocer | Trade media / industry network | Named in official site partnership and association context; useful for industry intelligence and promotions | thegrocer.co.uk | Editor, Commercial Director, Partnerships Manager | Confirmed Speaker Organization |
| 5. Job Profiles, Industries and Event Type |
| Priority |
Job Title / Function |
Department |
Seniority Level |
Why This Role Matters |
| 1 | Owner / Founder / Managing Director | Executive | Owner / C-level | Common in independent farm shops and delis; final purchasing authority for suppliers and partnerships |
| 2 | Buyer / Category Manager | Buying / Merchandising | Manager / Senior Manager | Owns assortment, listings, margins, and supplier onboarding |
| 3 | Commercial Director / Sales Director | Commercial | Director | Leads channel growth, distribution, and brand expansion decisions |
| 4 | Procurement Manager / Purchasing Manager | Procurement | Manager | Evaluates supplier pricing, terms, quality, and continuity of supply |
| 5 | Operations Director / Operations Manager | Operations | Manager / Director | Influences store execution, supply continuity, and logistics requirements |
| 6 | Supply Chain Director / Logistics Manager | Supply Chain | Director / Manager | Important for availability, replenishment, warehousing, and distribution partners |
| 7 | Head of Food / Head Chef / F&B Director | Foodservice / Hospitality | Head / Director | Relevant for premium ingredients, bakery, deli, and beverage sourcing |
| 8 | Brand Manager / Product Manager | Marketing / Product | Manager | Drives new product launches, range strategy, and packaging decisions |
| Priority |
Apollo Industry |
Why It Fits the Event |
Best Buyer Use Case |
| 1 | Food & Beverages | Core sector for producers, brands, and specialty retail buyers | Retail listing, wholesale expansion, product launches |
| 2 | Retail | Farm shops, delis, specialty grocers, and premium retail chains | Category buying, merchandising, store supply |
| 3 | Wholesale | Distributor and cash-and-carry participation is highly relevant | Trade channel development and bulk supply |
| 4 | Consumer Goods | Packaged food, snacks, beverages, and gifting products | Brand owner and distributor outreach |
| 5 | Import & Export | International sourcing and UK market entry opportunities | Import agents, overseas brands, trade representation |
| 6 | Logistics & Supply Chain | Distribution, warehousing, and replenishment needs are central | Supply continuity and route-to-market services |
| 7 | Hospitality | Foodservice buyers attend for premium ingredients and menu inspiration | Chef-driven procurement and hospitality sourcing |
| 8 | Packaging & Containers | The show explicitly references equipment, labelling, and packaging | Shelf-ready, sustainable, and branded packaging |
| 9 | Business Supplies & Equipment | Retail equipment, displays, fixtures, and operational supplies | Store fit-out, display, and operational procurement |
| 10 | Facilities Services | Relevant for venue-side, storage, refrigeration, and site operations vendors | Facility and operational support sourcing |
| 6. Estimated Attendance |
| Metric |
Figure |
Status |
Source / Basis |
Notes |
| Estimated total footfall | Not publicly confirmed for 2027 | Confirmed unavailable | Organizer website does not publish a 2027 event-only attendance count in the provided text | Use with caution in list-sales or forecast models |
| Platform-level visitor claim | 30,000+ visitors | Marketing claim | Official website platform messaging for the UK Food & Drink Shows | Not a standalone 2027 Farm Shop & Deli Show attendance confirmation |
| Platform-level exhibitor claim | 1,500+ exhibitors | Marketing claim | Official website platform messaging for the UK Food & Drink Shows | Represents the broader multi-show platform, not only this show |
| Exhibitor count, 2026 official listings | Dozens listed publicly | Confirmed prior-year evidence | Official 2026 exhibitors section on event website | Useful for prospecting and category mapping |
| Speaker count | Not publicly confirmed in provided text | Unavailable | Official website references speakers but no count supplied in provided content | No verified current-year figure available |
| 7. Key Focus Areas and Buyer Engagement |
| Focus Area |
Typical Buyer Need |
Buyer Engagement Opportunity |
Relevant Supplier Offering |
| Specialty retail sourcing | Unique products and dependable supply | Sampling, buyer meetings, listing discussions | Food and drink brands, distributors, importers |
| Packaging and labelling | Shelf appeal, compliance, sustainability | Demonstrate design, print, and compliance advantages | Packaging, label printing, artwork, compliance tools |
| Equipment and store operations | Efficiency, merchandising, and display quality | Show product demos and ROI | Retail equipment, fixtures, refrigeration, POS hardware |
| Product innovation | New lines and trend-led ranges | Launch meetings with buyers and distributors | Innovative food, beverage, and gifting products |
| Wholesale and distribution | New accounts and channel expansion | Distributor partnerships and route-to-market pitches | Commercial brokerage, logistics, sales agencies |
| Sustainability | Lower waste and better sourcing transparency | Show case studies and sustainable claims | Eco-packaging, traceability, responsible sourcing tools |
| Lead Quality Assessment |
| Factor |
Assessment |
Explanation |
| Buyer relevance | Very High | The show is centered on specialty retail, buying, and product sourcing. |
| Decision-maker availability | High | Owner-operators, buyers, and commercial leaders are the natural audience. |
| Data collection potential | Medium | Official current-year attendee lists are not publicly provided in the supplied text. |
| Apollo targeting potential | Very High | Clear industries, buyer roles, and account types are easy to map in Apollo. |
| Geographic targeting potential | High | Strong UK regional and national targeting around retail and food hubs. |
| Best outreach approach | Consultative / category-led | Lead with assortment growth, margin improvement, packaging, and distribution value. |
| Overall lead quality | Very High | One of the stronger UK events for specialty food and retail buyer prospecting. |
| Best use case | Attendee list building and buyer acquisition | Well suited to lead generation, exhibitor prospecting, and supplier outreach. |
| Limitations / risks | Attendance count not confirmed | Avoid treating marketing-scale figures as event-specific verified attendance. |
| Apollo.io Targeting Recommendation |
| Filter Type |
Recommended Filters |
Purpose |
| Apollo industries | Food & Beverages, Retail, Wholesale, Consumer Goods, Import & Export, Logistics & Supply Chain, Hospitality, Packaging & Containers, Business Supplies & Equipment | Align accounts with specialty retail, distribution, and food buying activity |
| Departments | Purchasing, Procurement, Buying, Commercial, Sales, Operations, Supply Chain, Merchandising, Product | Surface decision-makers and influencers |
| Seniority | Owner, Partner, CXO, VP, Director, Head, Manager | Prioritize authority and buying power |
| Job titles | Buyer, Category Manager, Purchasing Manager, Procurement Manager, Commercial Director, Operations Director, Supply Chain Director, Managing Director, Founder, Owner, Retail Manager, Merchandising Director | Target the most likely commercial attendees |
| Geography | United Kingdom; prioritize West Midlands, London, South East, North West, South West, Scotland, Wales | Focus on reachable buyer hubs and regional retail networks |
| Employee size | 1–10, 11–50, 51–200, 201–500, 501–1,000 | Covers independents, growing chains, distributors, and mid-market suppliers |
| Keywords | farm shop, deli, specialty food, artisan food, gourmet, wholefoods, wholesale, distribution, local produce, packaging, label, foodservice, chilled, frozen | Improve precision around show-relevant accounts |
| Company type | Private companies, family businesses, independent retailers, wholesalers, distributors, food manufacturers | Matches the commercial profile of attendees |
| Revenue range | Best used selectively; prioritize smaller-to-mid market operators for independents and larger ranges for wholesalers | Support account scoring where revenue data is available |
| Sources & Verification Notes |
| Source |
Type |
What It Verified |
Reliability |
| Farm Shop & Deli Show official website |
Official organizer / event website |
Event name, 2027 status, dates, venue, city, country, co-located show positioning, visitor/exhibitor marketing claims, sponsor/supporter context, 2026 exhibitor listings |
High |
| NEC venue website |
Venue website |
Venue identification and location validation for Birmingham, West Midlands |
High |
| Official 2026 exhibitor listings on event website |
Official exhibitor / directory content |
Prior-year participation evidence for shortlisted companies and market-category mapping |
High |
| Official testimonials and show copy on event website |
Organizer-published attendee quotes |
Participant type, buying relevance, and event positioning |
High |
| Event supporter / association references on event website |
Association / partner references |
Industry ecosystem context and audience relevance |
Medium-High |
