UK farm machinery and agri-tech converge in Birmingham for two intensive days at the NEC. Lamma 2027 packs product debuts, thematic zones and live demonstrations aimed at practical evaluation and purchase decisions.
Dates and venue for Lamma 2027
Lamma 2027 runs on 20 and 21 January 2027 at the National Exhibition Centre, Birmingham. Opening hours are 8.00am-6.00pm on the first day and 8.00am-4.30pm on the second, enabling full day agendas for buyers and technical teams.
The NEC location provides direct motorway and rail access and proximity to Birmingham Airport, which simplifies logistics for machinery transport and international visitors.
Exhibitors and sectors on show at Lamma 2027
The event brings together manufacturers and suppliers across farm machinery, crop technology, livestock equipment and agricultural services. The organiser reports that the previous edition hosted over 800 exhibitors, including global brands and specialist manufacturers, distributed across dedicated zones.
Expect a mix of tractors, combines, cultivation implements and precision systems. The co-location with CropTec and the Low Carbon Agriculture show broadens the offering into crop production and sustainable farming solutions.
Programme highlights and key features
Lamma 2027 features dedicated areas such as the Future In Farming Zone, Innovation Live and a Dairy & Beef Hub, alongside an Innovation Trail and seminar programme. An event app supports planning and stand navigation while on-site demonstrations and UK debuts provide hands-on comparison opportunities.
These features are aimed at shortening the evaluation cycle and helping teams make informed purchasing choices during the two-day window.
Practical prospecting advice for exhibitors and buyers
Define clear goals per visit and block time around priority stands. Use the event app to book meetings and target demo slots where possible. For sales teams, prepare concise technical briefs and case studies that highlight operational metrics relevant to UK farms.
Buyers should prioritise questions on uptime, service network and spare parts lead times. When pitching to dealers or distributors, bring margin scenarios and supply chain options tailored to the UK market.
Short, focused conversations around cost per hectare, machine throughput and maintenance cycles tend to produce faster follow-ups than broad feature lists.
Key numbers from the event context
LAMMA 2026 recorded over 45,000 attendees and featured more than 800 exhibitors, figures that illustrate the scale and concentration of solutions present at the show.
Closing note with action link
For teams evaluating machinery purchases or assessing agri-tech partners, structure your visit by zone and lock meetings in advance to make the most of Lamma 2027. Full details on the programme and exhibitor list are available at the official site http://www.lammashow.com where registration and stand information can be found.
Imágenes
