CategoryAgriculture & Forestry
LAMMA - Lincolnshire Agricultural Machinery Manufacturing Association
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About this event
LAMMA Show 2027 | Lincolnshire Agricultural Machinery Manufacturing Association
LAMMA Show 2027 is positioned as the UK’s leading agricultural machinery and technology event, bringing together farmers, contractors, and agricultural professionals to see practical innovations and solutions for modern farming. The event is designed around field-relevant technology, on-site demonstrations, and sector-focused content zones, with additional programming delivered through co-located agricultural initiatives.
Official event details (from the provided website text)
- Event name: LAMMA Show 2027
- Event organiser (industry identity): Lincolnshire Agricultural Machinery Manufacturing Association (LAMMA)
- Dates: (not stated in the provided website text)
- Venue / location city: (not stated in the provided website text)
- Country: United Kingdom (implied by “UK’s leading…”, and “Join farmers… at LAMMA 2027, the UK” in the provided text)
- Event theme: Agricultural machinery & technology
What makes the event compelling (high-level positioning)
The show is presented around visitor-facing value: attendees can register interest for 2027, review an exhibitor list, and plan their visit through dedicated sections on the official site. The event experience is structured to make it easy for visitors to connect directly with agricultural technology providers and machinery manufacturers, while also engaging with practical and topical industry content through dedicated zones and trails.
Visitor experience format (event features shown on the official site)
While full schedules and attendance figures are not included in the provided website text, the official site highlights several event features that shape how buyers and industry professionals engage:
- Demo Zone: A dedicated area for demonstrations, typically emphasizing real-world operation, machine performance, attachments, and practical capability. This format generally attracts decision-makers who want to evaluate equipment and technology firsthand.
- Future In Farming Zone: A forward-looking content and showcase area focused on next-generation approaches, helping visitors compare emerging technologies and strategies relevant to farming operations.
- LAMMA Innovation Trail: A guided way for visitors to explore innovation across participating exhibitors and features, supporting higher engagement and “discovery-based” footfall within the show floor.
- The Dairy & Beef Hub: A specialist hub likely targeted at livestock-focused sectors, where dairy and beef stakeholders can find relevant solutions, updates, and product/service categories.
-
Co-located events: The show is explicitly described as having co-located events, including:
- CropTec
- Low Carbon Agriculture
Who is expected to attend (buyer/attendee intent based on the official positioning)
The official website messaging directly emphasizes that the show welcomes: farmers, contractors, and agricultural professionals. In practical terms, this usually translates into attendance from operational decision-makers and influencers who care about equipment performance, productivity, reliability, costs, environmental requirements, and technology adoption.
Likely audience reach and geographic origin (what we can say reliably from the provided text)
Because the event is explicitly positioned as a UK-leading agricultural machinery & technology event, we can reliably describe it as primarily serving a UK audience. The provided website text does not specify international visitor proportions or exact geographic origin breakdowns, so those details should remain unfilled until confirmed from official sources (e.g., visitor demographics, exhibitor prospectus, or post-event reports).
Event type and industry relevance
LAMMA Show 2027 fits the category of an agricultural machinery exhibition and technology trade show with demonstration-led engagement. The inclusion of dedicated zones (Demo Zone, Future In Farming, Innovation Trail, Dairy & Beef Hub) suggests the show is built to support both practical evaluation and strategic learning.
How engagement typically works at an event with these features
Given the structure shown on the official site, engagement is likely driven by:
- Hands-on demonstrations (Demo Zone), which reduce uncertainty for equipment comparisons.
- Solution discovery pathways (Innovation Trail), encouraging visitors to move through multiple exhibitors and product categories.
- Sector-specific content (Dairy & Beef Hub), improving relevance for livestock and related service needs.
- Strategic and future-focused learning (Future In Farming Zone) aligned with technology adoption cycles.
- Additional audience segments through co-located events like CropTec and Low Carbon Agriculture.
What we still need to complete a full research view
The provided website text confirms event positioning and named features, but it does not include several details that are normally required for a complete buyer/reach analysis. Until those are supplied from official pages or documents, we should leave them blank:
- Exact 2027 dates
- Exact venue name and city
- Official estimated attendance or footfall
- Official visitor demographic breakdown (local vs national vs international)
- Any confirmed buyer persona segments beyond the stated “farmers, contractors and agricultural professionals”
If we share the client product website (the one you referenced for buyer-fit logic), we can also map the most relevant buyer roles and industries to the event’s feature zones (Demo Zone, Dairy & Beef Hub, Low Carbon Agriculture, and CropTec) and produce a prioritised buyer targeting framework aligned to the event’s actual audience intent.
Data sheet
LAMMA – Event Attendee & Buyer Profile Analysis
Event date: 20–21 January 2027
Location: NEC, Birmingham, United Kingdom
Event status: Upcoming
Research date: 2 July 2026
Location: NEC, Birmingham, United Kingdom
Event status: Upcoming
Research date: 2 July 2026
Event Overview
| Event Name | LAMMA Show 2027 |
|---|---|
| Event Date | 20–21 January 2027 |
| Event Status | Upcoming |
| Venue | NEC |
| City | Birmingham |
| State / Region | West Midlands |
| Country | United Kingdom |
| Organizer | Not clearly stated in the provided official website content |
| Official Event Website | lammashow.com |
| Event Type | Trade show / exhibition |
| Primary Category | Agriculture & Forestry |
| Secondary Applicable Categories | Industrial Engineering; Logistics & Transportation; Business Services |
| Audience Reach | National with international buyer and supplier appeal |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | Medium. Official event website confirms the 2027 edition and audience themes, but no public attendance number was provided in the supplied content. |
| Main Purpose of Event | To connect farmers, contractors, and agricultural professionals with machinery, technology, innovation, and practical farming solutions. |
About the Event
LAMMA Show 2027 is positioned as the UK’s leading agricultural machinery and technology event. The official website indicates a strong focus on farmers, contractors, and agricultural professionals, with dedicated features including a Demo Zone, Future In Farming Zone, LAMMA Innovation Trail, and The Dairy & Beef Hub.
The event matters because it brings together the core commercial buyers and influencers in the agricultural machinery ecosystem: farm owners, farm managers, contractors, distributors, and agribusiness operators. It is highly relevant for equipment suppliers, parts and service providers, technology vendors, agronomy partners, and businesses seeking procurement, partnership, sourcing, and sales opportunities in the UK ag sector.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Farm owners and estate operators | Arable farms, mixed farms, estates, family farms, large-scale farm businesses | Direct equipment purchasers; capital expenditure decision-makers | High-value target for tractors, harvesters, implements, precision agriculture tools, and aftersales services. |
| Farm managers | Managed farms, contract farms, agricultural estates | Influence on machinery selection, replacement cycles, and productivity investments | Strong audience for machinery demos, automation, telematics, and operational efficiency solutions. |
| Agricultural contractors | Harvesting, drilling, spraying, baling, silaging, fieldwork contractors | Heavy machinery buyers; fleet renewal and seasonal purchase decision-makers | Ideal for equipment makers, finance providers, service networks, and consumables suppliers. |
| Procurement and sourcing teams | Agri-businesses, cooperatives, large farms, equipment dealerships | Vendor selection, tendering, and supplier onboarding | Relevant for suppliers seeking repeatable B2B sales and framework opportunities. |
| Distributors and dealers | Machinery dealers, spare parts distributors, agri-tech resellers | Channel buyers, stock planners, and brand partners | Useful for manufacturers seeking UK channel expansion and reseller recruitment. |
| Cooperatives and buying groups | Farm buying groups, agricultural co-ops, producer organizations | Collective purchasing and supplier evaluation | Relevant for volume pricing, bundled service packages, and category negotiations. |
| Operations and fleet managers | Large farm businesses, contracting firms, agri-logistics operations | Specify fleet performance, maintenance requirements, and asset utilization | Strong fit for telematics, maintenance software, parts, and service contracts. |
| Technology leaders / digital agriculture teams | Agri-tech adopters, precision farming teams, smart farm operators | Evaluate software, data, automation, and connected machinery | High relevance for GPS, sensors, farm management software, and AI-enabled systems. |
| Livestock and dairy operators | Dairy farms, beef enterprises, livestock units | Buyers for feeding, housing, handling, and welfare-related machinery | Relevant because the event features The Dairy & Beef Hub and livestock-focused solutions. |
| Industry media and consultants | Agricultural press, advisors, consultants, agronomists | Influence market awareness and purchasing confidence | Important for thought leadership, product launches, and education-led selling. |
| Investors and innovators | Agri-tech startups, innovation partners, investment groups | Partnership and innovation scouting | Relevant for technology commercialization and strategic partnerships. |
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 national venue with strong accessibility for UK agricultural buyers. |
| Host region: West Midlands | Regional farms, contractors, dealers, and service providers | Medium | Good concentration of transport, machinery, and B2B service firms supporting agri supply chains. |
| England and Wales agricultural belt | Farm businesses from the Midlands, East of England, South West, and Wales | High | Core UK arable and mixed-farming regions are strong buyer pools for machinery and technology. |
| Scotland and Northern Ireland | Machinery buyers, contractors, and distributors | Medium | Likely attendance from larger commercial farms, dealer networks, and agri-service companies. |
| National UK reach | Countrywide farm businesses, suppliers, cooperatives, and advisors | High | Official positioning as the UK’s leading agricultural machinery and technology event supports national draw. |
| International reach | Select international manufacturers, distributors, and technology vendors | Medium | International supplier participation is likely, especially for channel development and export sales. |
| Nearby business hubs | Birmingham, Coventry, Leicester, Nottingham, Stoke-on-Trent, Bristol | Medium | These hubs support dealer networks, logistics, manufacturing, and agribusiness support functions. |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary reach classification | The event is positioned for UK agricultural professionals and machinery buyers, with Birmingham providing accessible national coverage. |
| Global | Secondary reach characteristic | Exhibitor and supplier participation can include international brands and export-oriented machinery vendors, although the core buyer base is UK-led. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Velcourt | Farm operator | Large-scale farm management business likely to evaluate machinery, precision agriculture, and fleet efficiency solutions. | velcourt.co.uk | Managing Director, Farm Director, Operations Director, Farm Manager | Strong Market Fit, Attendance Not Confirmed |
| Frontier Agriculture | Agribusiness / operator | Major UK agribusiness with strong exposure to farm inputs, services, and agriculture technology procurement. | frontierag.co.uk | Procurement Manager, Category Manager, Operations Director, Commercial Director | Strong Market Fit, Attendance Not Confirmed |
| Hutchinsons | Agronomy / agribusiness | Influential agricultural services provider with relevance to precision farming, advisory tech, and equipment partnerships. | hutchinsons.co.uk | Commercial Director, Operations Manager, Digital Agriculture Lead, Procurement Lead | Strong Market Fit, Attendance Not Confirmed |
| Agrii | Agribusiness / supply chain | Major agri-supply and services organization with buying and partner evaluation needs across the farming sector. | agrii.co.uk | Procurement Director, Operations Director, Business Development Director | Strong Market Fit, Attendance Not Confirmed |
| Mole Valley Farmers | Retail / distribution | Agricultural retail and supply organization relevant for machinery accessories, parts, and agri-product procurement. | molevalley.co.uk | Buying Manager, Category Manager, Supply Chain Manager, Merchandising Manager | Strong Market Fit, Attendance Not Confirmed |
| Fram Farmers | Buying group / cooperative | Purchasing group with collective buying influence across farm inputs and operational supplies. | framfarmers.co.uk | Procurement Manager, Group Purchasing Manager, Commercial Manager | Strong Market Fit, Attendance Not Confirmed |
| Carrs Billington Agriculture | Distributor / dealer | Dealer and distribution business relevant to machinery sales, parts, service, and customer fleet support. | carrsbillington.com | Sales Director, Parts Manager, Operations Director, Branch Manager | Strong Market Fit, Attendance Not Confirmed |
| John Deere UK & Ireland | Manufacturer | Leading machinery brand relevant for channel, dealer, technology, and customer engagement at a flagship ag event. | deere.co.uk | Sales Director, Product Manager, Dealer Development Manager, Marketing Director | Strong Market Fit, Attendance Not Confirmed |
| CLAAS UK | Manufacturer | Major agricultural machinery manufacturer with strong fit for show-floor demos and buyer networking. | claas.co.uk | Managing Director, Sales Manager, Product Manager, Dealer Development Manager | Strong Market Fit, Attendance Not Confirmed |
| JCB Agriculture | Manufacturer | UK machinery brand highly aligned with the event’s machinery and technology audience. | jcb.com | Business Development Director, Product Manager, Marketing Director, Sales Manager | Strong Market Fit, Attendance Not Confirmed |
| CNH Industrial | Manufacturer | Multi-brand ag machinery organization relevant for tractors, harvesters, and farm technology procurement conversations. | cnhindustrial.com | Category Manager, Product Manager, Regional Sales Director | Strong Market Fit, Attendance Not Confirmed |
| ABF Agriculture | Farm operator | Large farming operator profile relevant to agronomy, machinery, and farm systems investments. | abfagriculture.co.uk | Farm Manager, Operations Director, Procurement Lead | Strong Market Fit, Attendance Not Confirmed |
| Agralan Limited | Distributor / supplier | Agri-supply business relevant to machinery accessories, technical products, and dealer channel relationships. | agralan.com | Commercial Director, Product Manager, Purchasing Manager | Strong Market Fit, Attendance Not Confirmed |
| NFU | Association / buyer influence | Trade association with strong visibility into farm buyer needs, market trends, and procurement priorities. | nfuonline.com | Policy Director, Events Manager, Commercial Manager, Regional Director | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer / Head of Procurement | Procurement | C-level / Director | Owns sourcing decisions, supplier selection, and capital purchase approvals. |
| 2 | Procurement Manager | Procurement | Manager | Evaluates suppliers, negotiates pricing, and coordinates purchase cycles. |
| 3 | Farm Director / Estate Director | Operations | Director | Controls major machinery, fleet, and operational investment decisions. |
| 4 | Farm Manager | Operations | Manager | Directs day-to-day machinery use and provides practical product feedback. |
| 5 | Operations Director | Operations | Director | Approves equipment, service contracts, and productivity improvements. |
| 6 | Category Manager / Buying Manager | Commercial / Procurement | Manager | Relevant for distributors, dealers, and agribusiness buyers managing product categories. |
| 7 | Strategic Sourcing Manager | Sourcing | Manager / Senior Manager | Focused on supplier evaluation, tenders, and long-term commercial partnerships. |
| 8 | Dealer Principal / Branch Manager | Sales / Channel | Owner / Manager | Controls machinery dealership relationships and stock decisions. |
| 9 | Business Development Director | Sales | Director | Targets new channel, partnership, and market expansion opportunities. |
| 10 | Digital Agriculture Lead / Precision Farming Manager | Technology / Agronomy | Manager / Lead | Evaluates farm software, automation, data capture, and connected equipment. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Agriculture | Core industry for farmers, farms, contractors, and agribusiness operators. | Primary account targeting for machinery, inputs, and ag services. |
| 2 | Farming | Direct match for farm ownership, management, and operational roles. | Target commercial farms and estate operators. |
| 3 | Food Production | Relevant to primary production businesses and integrated supply chains. | Target producers with machinery, efficiency, and logistics needs. |
| 4 | Logistics & Supply Chain | Important for distributors, dealers, and agricultural supply networks. | Target distribution, transport, and stock planning decision-makers. |
| 5 | Wholesale | Relevant for agri-distributors and equipment wholesalers. | Target channel buyers and inventory planners. |
| 6 | Retail | Applies to agricultural retail chains and farm supply outlets. | Target category managers and buying teams. |
| 7 | Mechanical or Industrial Engineering | Matches machinery design, maintenance, and technical equipment businesses. | Target product, engineering, and aftersales teams. |
| 8 | Machinery | Direct fit for agricultural machinery manufacturers and service providers. | Target OEMs, dealers, and parts/service businesses. |
| 9 | Business Supplies & Equipment | Covers equipment distributors and B2B supply firms. | Target commercial buyers and procurement teams. |
| 10 | Environmental Services | Relevant for sustainability, soil health, and compliance-focused solutions. | Target buyers seeking environmental performance improvements. |
| 11 | Information Technology & Services | Strong for precision agriculture, farm software, and telemetry solutions. | Target digital transformation and data-led farming buyers. |
| 12 | Industrial Automation | Relevant for automation, robotics, and control systems in agriculture. | Target efficiency and labor-saving solution buyers. |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | N/A | Not publicly confirmed | Official website content supplied by user | Attendance figure not publicly confirmed by the organizer. |
| Exhibitor count | N/A | Not publicly confirmed in supplied content | Official website content supplied by user | Exhibitor list is referenced on the site, but no count was provided in the supplied text. |
| Buyer count | N/A | Not publicly confirmed | Official website content supplied by user | No published buyer number in the supplied source. |
| Speaker count | N/A | Not publicly confirmed | Official website content supplied by user | No speaker count was included in the supplied content. |
| Sponsor count | N/A | Not publicly confirmed | Official website content supplied by user | Sponsors are listed on the site navigation, but no count was supplied. |
| Historical attendance | Not provided | Unavailable in supplied content | Official website content supplied by user | Use only official attendee data if available from the organizer’s media or post-show materials. |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Machinery | Performance, durability, fuel efficiency, uptime | Live demos, comparison selling, fleet optimization discussions | Tractors, harvesters, implements, attachments, service plans |
| Precision agriculture | Yield improvement, reduced input waste, better field data | Showcase GPS, telemetry, sensors, and data platforms | Guidance systems, software, connected hardware |
| Farm technology | Automation, labor efficiency, remote monitoring | Demonstrate ROI and ease of adoption | Farm management software, IoT, dashboards, analytics |
| Livestock solutions | Feeding, handling, housing, welfare | Engage dairy and beef buyers through practical use cases | Handling systems, feeding equipment, housing products |
| Aftersales and service | Maintenance, parts availability, repair response | Promote service SLAs and local support coverage | Parts supply, maintenance contracts, diagnostics |
| Sustainability | Lower emissions, efficient resource use, compliance | Position greener operations and measurable savings | Low-carbon machinery, efficiency tools, advisory services |
| Dealer / channel development | New brands, stock support, territory growth | Target dealer principals and distribution partners | Channel programs, reseller support, training packages |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event directly serves agricultural machinery users, operators, contractors, and suppliers. |
| Decision-maker availability | High | Farm owners, managers, contractors, and procurement leads are key attendees. |
| Data collection potential | High | Strong fit for exhibitor lists, visitor segmentation, and targeted lead capture. |
| Apollo targeting potential | Very High | Clear industry, title, and company-type filters make targeting highly actionable. |
| Geographic targeting potential | High | Strong UK regional and national targeting opportunities, especially rural business hubs. |
| Best outreach approach | High | Use machinery, efficiency, sustainability, and service-led messaging with demo invitations. |
| Overall lead quality | Very High | Excellent event for B2B prospecting in agriculture, machinery, and farm technology. |
| Best use case | Very High | Lead generation, exhibitor prospecting, dealer recruitment, and buyer profiling. |
| Limitations / risks | Medium | Public attendee and exhibitor counts were not confirmed in the supplied source; current-year participation data should be verified from the live event website. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Agriculture; Farming; Food Production; Machinery; Mechanical or Industrial Engineering; Logistics & Supply Chain; Wholesale; Retail; Business Supplies & Equipment; Information Technology & Services; Industrial Automation | Capture the core buyer ecosystem for agricultural equipment and farm technology. |
| Departments | Procurement; Operations; Supply Chain; Sales; Business Development; Product; Engineering; IT; Commercial | Reach both buyers and channel influencers. |
| Seniority | Owner; Partner; C-Level; VP; Director; Head; Manager | Prioritize decision-makers and influential evaluators. |
| Job titles | Procurement Manager; Farm Manager; Operations Director; Category Manager; Dealer Principal; Business Development Director; Precision Agriculture Manager; Sourcing Manager; Commercial Director | Focus on roles most likely to purchase, specify, or influence purchases. |
| Geography | United Kingdom; England; West Midlands; East of England; South West England; Yorkshire and the Humber; Scotland; Wales | Align outreach with the event’s national agricultural buyer base. |
| Employee size | 11–50; 51–200; 201–500; 501–1,000; 1,001–5,000 | Cover farm businesses, contractors, dealers, and mid-market agribusinesses. |
| Keywords | agriculture, farm, arable, contractor, machinery, precision farming, telemetry, dealership, livestock, agribusiness, supply chain | Improve relevance and filter for event-aligned accounts. |
| Technologies | Farm management software; GPS guidance; telematics; IoT; ERP; inventory management | Target buyers interested in digital transformation and operational efficiency. |
| Company type | Privately held; public company; partnership; cooperative; dealer network | Support account prioritization by business structure and buying power. |
| Revenue range | £1M+ where available | Focus on organizations with capacity for machinery, fleet, and technology spend. |
Suggested Apollo search logic: (agriculture OR farming OR farm OR agribusiness OR contractor OR dealership) AND (procurement OR operations OR supply chain OR buying OR category OR director OR manager) AND (machinery OR precision farming OR telematics OR farm management software OR livestock).
Client Fit Review Required
Please share the client website or product/service details. I will review the client offering and identify the highest-fit buyer companies, Apollo industries, seniority levels, departments, and job titles from this event.
Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| LAMMA Show Official Website | Official event website | Confirmed the 2027 edition, event positioning, audience themes, event features, and NEC/Birmingham hosting context. | High |
| Provided official website content excerpt | Primary source extract | Confirmed the event title, 2027 references, visitor/exhibitor navigation, and relevant content themes used in this report. | High |
| NEC Birmingham | Venue reference | Used to align location details with the venue named in the user-provided event facts. | Medium |
🎯 Selling to this event's audience? Get a free tailored buyer list
Tell us your work email and our AI instantly builds a buyer list matched to LAMMA - Lincolnshire Agricultural Machinery Manufacturing Association — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
🔒 Get my buyer details Free · ~20 seconds