Consolidation attracts fresh exhibits to Midlands Machinery Show

Consolidation across UK machinery dealerships has opened up space for a raft of new exhibitors in innovation and technology at the Midlands Machinery Show this year.

While the event, held 8 and 9 November at the Newark Showground, will still have a full complement of big tractor and machinery brands on display, new suppliers offering precision farming kit, environmental solutions, security, tools, low energy lighting, and add-ons to machinery, have snapped up the newly-freed space.

Newark and Nottinghamshire Agricultural Society’s Elizabeth Halsall, who organises the show, says the result is a really diverse range of stands this year, with all indoor space long been sold out and outdoor plots disappearing fast.

“New independent companies seem to be using the Midlands Machinery Show to break into the industry and showcase their products – possibly because the show is known for attracting high quality visitors,” she says.

“Last year’s data shows that 40% of visitors came to the show to research or place an order, and more than half are decision-makers. So they’re coming to do business, and travelling around 100 miles on average to do so – from all over England, but also from as far as Dundee in Scotland and Cork in Ireland.”

Among nearly 30 new entrants to the show this year are: Slanetrac, an engineering company based in Ireland that makes a range of mini-digger attachments in-house; Sencrop, offering precision weather data; and the Forestry Commission.

Despite this influx of fresh blood, there are also some stalwarts who have exhibited at the show since it started eight years ago.

Hannah Setchfield of RC Setchfield, a family-run agricultural engineering business from Grantham, says the equipment they have brought to the show over the years has changed with the challenges in farming.

“Particularly now, farmers need to do more with less, so investing in the right equipment is essential,” she explains.

"Equipment on the stand has got bigger to reflect the additional capacity required, and more multi-functional as farmers need machinery that can operate 24/7, 365 days a year – and perform multiple activities.”  

With the rate of technological advancement over the last decade, guidance systems have become the norm, and the focus on electrical systems is accelerating, says Hannah.

 “But value for money will continue to be a guiding principle in the future, and so customers will continue to need quality multi-functional machines that they can rely on to do the job.

“This is why we got into new markets with Kioti in 2020, as they offer compact tractors as well as mowers, and added Merlo Telehandlers and Deutz-Fahr Tractors to existing franchises and expertise in 2023.

“At the end of the day, farming continues to evolve, and so must we as dealers if we want to survive.”

Richard Flach, of Flach and Le-Roy Crop Drying, says he’s seen the needs and interests of farmers changing as his business returns to the Midlands Machinery Show year after year.    

“For example, I see bulk drying and storage continuing to grow as more and more farmers reduce exposure to risk by maximising their drying and cooling capacity. We have to spot these trends and stay ahead of them,” he says.

“But at the end of the day, we also believe in the show, and ultimately it pays for itself with the contacts we make there. Also, from the top down, the team that run the show are a wonderful bunch to deal with!”

Registration and parking is free but pre-registration is required for the Midlands Machinery Show, which runs 8-9 November at the Newark Showground. NRoSO and BASIS points are also available for attendees. Register your attendance at: midlandsmachineryshow.ticketsrv.co.uk/tickets/visitor.