Two leading farming and agronomy shows are returning to the East of England Arena and Events Centre (EEAEC).
LAMMA, the UK’s leading farming machinery, equipment and services show, is a two-day event scheduled to open on 17 January 2018. This will be the 38th outing and the fifth to be staged at EEAEC.
The second event to return to the venue in Peterborough is CropTec, a technical and knowledge exchange event for the arable farming industry. The trade show will open for its fifth consecutive year at the venue on 29-30 November 2017.
Both LAMMA and CropTec are organised by Briefing Media, a publisher of several farming titles including Arable Farming magazine and The Farmers Guardian. The company also owns The British Farming Awards.
Briefing Media selected EEAEC as the best venue for the first CropTec show in 2012 on the basis of its location, facilities and space.
Nichola Bell, Briefing Media’s head of event marketing, explained: “When we launched CropTec five years ago, East of England Arena was chosen partly because of its location – ideally placed to reach the CropTec audience of arable farming and agribusiness professionals – but also because the venue has a great balance of conference and exhibition facilities.
“We’ve grown the show year on year since launch, adding more content and exhibitor opportunities, and the East of England Arena has been able to easily accommodate every stage of the show’s growth.”
Bell told EN that CropTec was launched to fill a gap in the market and that exhibitor and visitor numbers have grown every year. “The inaugural event had 50 exhibitors and today the show features over 170 companies. Visitors numbers are now in the 4,000 range,” she said.
Previously held at Newark Showground, LAMMA has been a feature on the British farming calendar for nearly 40 years. In 2012, the organiser decided to relocate to the EEAEC to take advantage of the space and access available.
“We simply outgrew our existing venue, which is a good problem to have,” commented Bell. “Following our experience with delivering CropTec at the East of England Arena where we felt the team really understood our audience and exhibitors, it was the natural choice for LAMMA’s new venue. As a national show, it’s important that our visitors can get there easily from around the country, and the arena’s proximity to motorways and rail connections is excellent.”
Bell also revealed that when LAMMA started the event had 700 exhibitors and now it comprises 900 companies. She also noted that the two-day event has attracted 40,000 visitors.
Commenting on the news, EEAEC business development manager, Dean Rees, said: “Although these shows are very different in character, we’ve been able to combine our agricultural heritage with recent extensive refurbishments to create the perfect venue for them, both with extensive outdoor exhibition space and modern conferencing facilities.”