An Essex farmer who spent months visiting local clubs and voluntary groups is using this year’s Tendring Show to strengthen links with the wider community.
Matt Swain, president of the 2026 Tendring Show, has travelled across the Tendring Hundred meeting more than 100 organisations ahead of the event, which takes place at Lawford House Park on 11 July.
The initiative forms the centrepiece of this year’s “Our Community, Our Show” theme. It reflects a broader effort by organisers to widen the appeal of one of Essex’s largest agricultural events while retaining its farming roots.
Mr Swain, who advises more than 100 farming families through his agri-business consultancy work, said the project had revealed the scale and diversity of local voluntary activity across the district.
“I’ve lived in Tendring for 45 years, yet I had no idea how the 150,000 of us spend our time,” he said. “It turns out, we do quite a lot – so many clubs, groups and societies, so many revelations, so many cups of tea.”
The Tendring Hundred Farmers Club believes the stronger community focus will help attract new audiences – showcasing the best of agriculture and reinforcing the event’s role within the local rural economy.
Mr Swain said the experience highlighted the importance of social interaction alongside shared interests and activities. “What I’ve truly observed this year is that our need to commune with others is often as important as the activity itself.
“At this year’s show we want to celebrate that, and help visitor s discover a group or club they never knew existed.”
Machinery displays
The show will continue to feature core agricultural attractions including livestock competitions, heavy horses and Farming on the Move machinery displays.
Alongside the farming programme, organisers are expanding family entertainment and skills-based activities. The Family Arena will host strongman displays, Shetland pony racing and dinosaur experiences from Colchester Zoological Society.
A separate Sports for All area will feature rugby, baseball, football, climbing and pickleball delivered through local clubs.
The show’s apprenticeship area has also expanded and will include employers, colleges and military recruiters promoting careers in agriculture, engineering, construction and other industries.
Next generation
Glen Ball, of headline sponsors the Pickering Group, said: “We have a responsibility to the next generation in Tendring. The Apprenticeship Area at the show isn’t about a quick fix for recruitment. It’s about investing in the grassroots of our community.”
Investment in infrastructure has upgraded the showground and surrounding landscape.
Working with Wix Young Farmers, the club has planted more than 2,000 metres of hedgerows to improve biodiversity and enhance the venue environment.
Catherine Parker, chairman of the Tendring Hundred Farmers’ Club, said volunteer support remained central to the event’s success.