Midlands Machinery Show finds farmers still wanting clarity: Farmers need more confidence in the industry before they can plan their next business investments.
That was the sentiment of exhibitors at the new-look Midlands Machinery Show which took place at Newark Showground last week.
Midlands Machinery Show finds farmers still wanting clarity
Redesigned into a one-day format, thousands arrived at a chilly – but dry – show to talk to suppliers, gain CPD points, and socialise with their peers.
With budget day on the horizon and still no government announcements over the future of environmental schemes, exhibitors networked with land and business owners who are tentative about major investments.
NFU President sets out the challenge
One of the draws to this week’s show was the NFU’s Midlands Environment Conference.
Tom Bradshaw, NFU President, opened by stressing how high the stakes have become for farm businesses trying to navigate environmental policy. He pointed to recent public attention on the human impact of current inheritance tax rules and said the union is doing everything possible to turn that scrutiny into political pressure.
He warned that Defra’s environmental schemes remain in a state of flux, with SFI and Countryside Stewardship decisions creating clear winners and losers at a time when farmers need certainty. He called for transparency around the remaining ELMS budget and a clear plan for how farmers will be prioritised as more than 10,000 agreements expire in 2026.
Tom said environmental delivery will only succeed if farmers have confidence to invest in productivity, which is why the NFU continues to push for a workable SFI offer, rollover support where needed, and long-term clarity on the shape of future schemes.
Sentiment felt on the stands
Sharmans Agricultural, which took first prize in the Best Agricultural Trade Stand class, brought a broad range of machines to the show, including a Krone BiG Pack baler, Amazone Pantera self-propelled sprayer, and JCB telehandler.
Group Marketing Director Sally-Ann Hazard said the show is on the “home patch” for the Sharmans’ Grantham depot and was an opportunity to meet customers with the next 12 months in mind.
“The stand was built to give customers a proper look at the machines they are considering for the year ahead, and a chance to talk through plans for the coming season,” she said.
“Footfall was stronger than expected and conversations were upbeat. We understand why people are cautious but engaged, and the show offered a rare moment where the industry felt forward-looking again.”
David Musson Fencing took the best allied trade stand with a display that showed why the business has become a fixture at the Midlands Machinery Show.
The company’s Kerry Smith, who oversees purchasing, said agriculture remains a core market alongside equestrian, domestic and commercial work, and that the past year has seen strong demand for their products, underpinned by capital grants for fencing.
Kerry said the show is one of the best opportunities they have to see both long-standing customers and new faces.
“Footfall was good and the conversations were productive, with visitors willing to spend time talking through projects in a way that is impossible when they come to collect products from the yard or going to a job,” she said. “The overall mood feels more upbeat than expected and offered a welcome sign that confidence is still there beneath the uncertainty.”
Investing in efficiencies
Alan Parry, a software development manager with farm compliance app MeritAgCheck, said the challenge facing farming was driving investment in efficiencies.
“We used the show to give demonstrations of how our app can cut down on bureaucracy and paperwork, which always results in unnecessary costs for farm businesses,” he said.
“When profitability is under pressure you look at where you can shed costs, and adopting technology is one of the routes to achieving that.”
Similarly, first-time exhibitor Fireward, used its show presence to demonstrate how proven fire-suppression technology could prevent losses caused by machinery fires, particularly to balers and combines.
Marketing Manager Ben Robinson said: “Our systems have been used in construction and other major plant equipment for years but we’re now seeing how it can cut insurance costs and also the cost of losing farm equipment to fire damage.”
The Midlands Machinery Show has run for more than a decade and is organised by the Newark & Nottinghamshire Agricultural Society.
Events and Development Manager, Elizabeth Halsall, said: “We all know the challenges facing the industry, and that goes for the show’s visitors and exhibitors alike. But there was positivity to be found at the show, and a strong turnout is testament to the resilience of the sector and the need for events such as this to bring people together.”
The 2026 Midlands Machinery Show will be held on Wednesday 18 November.
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