Leading farm machinery brands JCB, Case IH, and Massey Ferguson have all confirmed a return to LAMMA in 2024, rejoining regular exhibitors SAME Deutz-Fahr, Merlo, Krone, Valtra and Fendt at the UK’s largest farm machinery event at the NEC Birmingham on 17-18 January.

Many have also shared that their latest models will make their UK debut at the event, reinforcing LAMMA as the place to be to see the latest in machinery and agri-tech.

Lindsay Haddon, advertising and sales promotion manager at Massey Ferguson, said: “There have been a high number of requests from both customers and dealers for Massey Ferguson to return to LAMMA and as we have some exciting new products to launch, including the UK premiere of our new flagship tractor, this seemed like the perfect opportunity.”

John Smith, JCB agriculture managing director, said: “We’ll be at LAMMA in 2024 with our best-ever range of agricultural machines for productive farming and contracting. It will be an effective showcase for our products, held at the right time of year in a comfortable environment, and we are looking forward to having face-to-face conversations with existing and potential customers as we present an exciting line-up of existing and new machines.”

Regular exhibitors Fendt and Valtra echoed this, explaining why they come back to LAMMA year after year.

Sarah Howarth, marketing manager for Valtra UK & IE, said: “LAMMA 2023 was a great success for us and we are very much looking forward to exhibiting again in 2024. We will be showcasing our full line-up of products and smart farming solutions. The show will provide a great opportunity for customers to get up close and personal with the complete product portfolio and meet with key members of the Valtra team and dealer network.”

Ed Dennett of Fendt added: “We are looking forward to exhibiting once again in 2024. With product launches coming up, LAMMA represents a fantastic opportunity to show off our latest products, offering our customers greater efficiency and reliability, along with technology aimed at increasing farm profitability. We look forward to welcoming current and new customers to our stand in January.”

Following its success last year, the Demo Arena is back and bigger than before, with Merlo, Solis, Krone, Fendt, Valtra, Malone, and more, showing off their kit in action.

Learning and knowledge exchange will also take centre stage. Visitors will have the chance to hear from leading and innovative voices in the LAMMA Live theatre. Agreena’s Thomas Gent will unravel the enigma of carbon farming, with further insight from organisations such as LKAB Minerals and FarmPlan. As before, CPD points will be available for members of BASIS, NRoSO and DairyPro.

Another first for 2024 is Agriconnect TV, which will be broadcasting show highlights live on screens throughout the venue.

Registration for free tickets is now available on the LAMMA website.