LAMMA is the UK’s largest agricultural trade show, where over 850 exhibitors will host the most extensive array of farm machinery, equipment, and services to be found in one location anywhere in the UK.
Ruth Wills, 22, is a marketing coordinator for WH Bond & Sons, marketing agricultural machinery. She grew up on the family’s (40-hectare) 100-acre sheep farm and in her spare time helps on her boyfriend Jack’s organic dairy farm.
The UK has set a benchmark in the retail and supply chain dynamic, but the rest of the world is catching up. Consumer perceptions on value still rule; to quote one South African retailer: ‘The poor need a bargain, the rich want a bargain’.