
For years, LAMMA has been the place to flex. The UK's biggest agricultural machinery show has always been a bit of a p****** contest, where the size of your combine, the width of your drill, or the length of your boom sprayer determined your bragging rights for the year.
Farmers and contractors would stroll through the halls with crossed arms and raised eyebrows, muttering about horsepower and headland turns.
But something shifted at LAMMA 2025. The spirit of the show is growing up, and it’s not just about who has the biggest kit anymore.
Yes, the wow-factor was still there, just read Farmers Guardian, Farmers Weekly or scroll through the reels... Kuhn brought their AERO 32.1 fertiliser applicator and GMD 3515 mower for the livestock producers. Case IH showcased their monster AF10 Combine with a grain tank that could swallow small villages. And let’s not forget Fendt’s 600 Vario, the all-rounder that had tech geeks drooling over its torque stats. The scale and spectacle of the machinery hasn’t gone anywhere—but the conversations happening around it have.
It's less about the kit and more about the people working with it.
This year, the NEC Birmingham felt less like a showroom and more like an industry think tank. Farmers weren’t just there to ogle the shiny stuff; they were asking smarter questions:
“Will this pay off in five years or sink me in debt?”
“Does this machine help me hit my sustainability targets?”
“What are other farmers seeing with this tech in the field?”
If you looked for it, there was more focus on careers, sharing ideas, education, and experience than ever before. The agri-celebs—Ollie, Rebecca, Kaleb, Tom and more, and the ever-popular Clarkson-effect—undoubtedly helped draw the crowds, but they weren’t the only reason people flocked to the NEC. Farmers were there to talk, learn, and grow.
Whether it was the career-focused sessions inspiring the next generation, workshops sharing tips for tackling carbon sequestration, or candid coffee-break chats about how tough last season was, there was a palpable sense of collaboration in the air. Farmers are becoming more open about sharing the good, the bad, and the ugly of farming life, both professionally and personally.
And it’s working.
The AgriConnect team reported record-breaking attendance for the second year running, proving that this new direction—part education, part collaboration—is hitting the mark. The industry is beginning to embrace cooperation over competition, unity over individualism.
Brands are catching on too. JCB wasn’t just pitching their TM280 Compact Loader as a powerhouse but as a tailored solution to meet real farm needs. Te Pari’s award-winning Revolution Injection Gun wasn’t about flash but making livestock management smarter and easier.
Even the NFU leaned into this spirit, addressing inheritance tax changes and pushing for a united voice in advocacy. The packed-out sessions on soil health, carbon capture, and market challenges showed that farmers are ready to engage deeply with the big issues shaping their future.
Of course, LAMMA hasn’t lost all its youthful swagger. There was still plenty of tyre-kicking and the occasional muttered “have you seen the size of that sprayer?” But this year, it felt like the audience—and the event—was ready for something a bit dare we say, cerebral?
The teenager who just wanted to show off the biggest, baddest toys is still there, but they’ve started asking bigger questions about what matters and how to grow together. And honestly? That might be the most exciting evolution yet.
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