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Why agricultural shows still matter in 2025...

02/05/25

5 minutes read

...and why we’re turning up!

The agricultural calendar is packed with events – from field demos to full-blown rural showcases. But in an age of digital networking, webinars, and rising travel costs, it's easy to question whether showing up in person is still worth it.

At Twig, we believe it is.

Whether it's sharing a bacon roll with a farmer on a foggy showground or soaking in a policy panel at Groundswell, agricultural events offer something no screen can replicate - connection, context and culture.

The value of turning up

Ag events are more than just trade shows – they're spaces where farmers talk freely, trends surface, and ideas take root. They help us understand what matters most to rural communities: not just what’s changing in policy or practice, but how those changes are being felt.

"It’s not about walking around a marquee ticking off stands. It’s about hearing what farmers are really talking about – in the beer tent, at the cattle lines or while they wait for a bacon roll.”

Lauren Chambers

But it’s not always easy to justify attending. The cost of tickets, travel, accommodation and time out of the office add up. For many, childcare, workload or travel time are real barriers – especially for working parents or those based rurally themselves.

At Twig, we approach event attendance deliberately. We plan for it, budget for it, and support each other to make the most of the opportunity. Because when done right, showing up can deepen our understanding, spark new partnerships, and inspire better communication.

2025 events we're attending, and why

Balmoral Show. 14-17 May near Lisburn.
Northern Ireland's national event, with its own identity and policy landscape, as well as a window into cross-border issues. 

Royal Highland Show. 19-22 June near Edinburgh. 
Scotland's flagship show - big on tradition and innovation, and full of policy and supply chain perspectives.

“The Highland and Balmoral are more than just shows – they’re cultural landmarks for farming communities in Scotland and Northern Ireland. Being there gives us a window into the regional priorities, pressures and pride that shape farming identities. It’s a chance to listen, learn, and build trust – not just with farmers, but with the wider policy, supply chain and rural networks that influence how change happens in devolved nations.”
Lauren Chambers

Cereals Event. 11-12 June in Lincolnshire
The UK’s leading arable event, where policy meets practice on cover crops, inputs, tech, and carbon. 

“From rising costs to shifting policy, Cereals is a great opportunity to speak to arable farmers and suppliers to understand what they are currently dealing with. It’s also a good place for spotting tech trends, meeting experts and gathering ideas or contacts for future content.”
Lauren Goringe

RABDF Gold Cup Open Day. 2 July at Harper Adams University
Spotlighting excellence in dairy, The RABDF Gold Cup Open Day offers a lens on what the best-run farms are doing differently. 

“It's about the business behind the cows. You come away understanding what progressive looks like in practice.”
Melanie Gibson

Groundswell. 2-3 July in Hertfordshire
The UK’s leading event for regenerative agriculture, farmer-led and rich in real-world insight. 

“Groundswell’s where people talk openly – about mistakes, about mindset, about meaning. You find the farmers who are not just talking about sustainability but living it. You’re standing in fields with people trialling new systems, challenging the status quo and collaborating across science, policy and practice. The energy, the openness, the quality of thinking – it’s where real relationships and real change starts.”
Philip Gibson

Royal Welsh Show. 21-24 July in Builth Wells
The Royal Welsh Show blends community, culture, and cattle – offering unmatched insight into farming identity and rural life – and a holiday atmosphere with music, shows and socialising! 

“The Royal Welsh Show is a celebration of Welsh farming and rural life – it’s where you get a real sense of farming pride and identity. It’s perfect for connecting with farmers in a relaxed setting, understanding their values, and how sustainability is being embraced on the ground. Plus, it’s a key networking space where you can engage with policymakers, industry leaders and grassroots innovators all in one place.”
Laura Bowyer

UK Dairy Day. 10 September in Telford
The go-to event for dairy producers, vets, and processors, with a strong sustainability and welfare focus. 

“We’re hearing how mental load, milk price and regulation are shaping dairy decisions. Face-to-face, you get the nuance and it’s a focused space for our dairy clients.”
Kendra Hall

The Dairy Show. 1 October at the Bath and West
Regional, down to earth and full of insight. An essential listen-in on how dairy farmers in the South West are responding to change. 

“The South West is a heartland for British dairy, and it comes together during this show. You hear what matters most to local farmers – from slurry storage to robotics – in a setting where they’re comfortable speaking honestly. It’s a goldmine for grounded insight.”
Fiona Carruthers

Why it all matters

In agricultural communications, credibility matters. You can’t build trust if you’re not present. And you can’t design campaigns that resonate unless you understand what motivates the people you're trying to reach.

Attending agricultural events keeps us close to the sectors we serve. It helps us stay current, curious and connected. And – importantly – it reminds us that sustainable change only works when it’s grounded in real conversations with real people.

You can’t change the story of farming from behind a desk. You’ve got to walk the fields, hear the frustration, and feel the hope.

We'll see you there

If you’re attending any of these events and fancy a chat, coffee, or catch-up – we’d love to hear from you. Whether you're a farmer, policymaker, brand or innovator, we're always listening.

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Ready to get started?

Drop us a line – our team can’t wait to talk to you about your next steps with Twig.

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