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A host of leading brands will return to next month’s LAMMA event – rejoining regular exhibitors at the UK’s largest farm machinery event at... Machinery giants showcase latest kit at LAMMA 2024

A host of leading brands will return to next month’s LAMMA event – rejoining regular exhibitors at the UK’s largest farm machinery event at the NEC Birmingham.

Due to take place on 17-18 January, the two-day show will see the return of JCB, Case IH, and Massey Ferguson. They will rejoin regular exhibitors SAME Deutz-Fahr, Merlo, Krone, Valtra and Fendt – and a host of other companies too.

Many of the latest models will make their UK debut at the event, reinforcing LAMMA as the UK destination for the latest in machinery, innovation and agri-technology. They will include Massey Ferguson’s new large frame MF 9S series, which replaces the outgoing MF 8700 S.

The range includes six models with powers from 285hp to 425hp. All feature the innovative Protec-U design, the Dyna-VT transmission and best-in-class visibility from the new cab, while the flagship model has an unladen power-to-weight ratio of 25.4kg/hp.

Massey Ferguson marketing manager Lindsay Haddon said customers had been asking for the company to return to LAMMA. “As we have some exciting new products to launch, including the UK premiere of our new flagship tractor, this seemed like the perfect opportunity.”

Newcomers from JCB include the Fastrac iCON tractor. JCB agriculture managing director John Smith 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.”

Sarah Howarth, marketing manager for Valtra UK and Ireland, said the company was happy to exhibit at the event for year after year.

“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.”

Fendt will have  a selection of its recently launched machines on display, said the company’s Ed Dennett.

“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.”

More to see and do at flagship show

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

“We are delighted to see more big machinery brands returning to LAMMA,” said LAMMA event director Sarah Whittaker-Smith.

“It strengthens LAMMA’s position as the premier machinery event for UK farmers, contractors and the wider industry. We can’t wait to open the doors of the NEC once again to welcome new and returning visitors.”

Learning and knowledge exchange will also take centre stage. Visitors will have the chance to hear some top speakers in the live theatre. They include Agreena’s Thomas Gent, who will unravel the enigma of carbon farming.

Another first for 2024 is Agriconnect TV, which will be broadcasting show highlights live on screens throughout the venue. CPD points will be available for members of BASIS, NRoSO and DairyPro.

For full details and tickets, visit