Invest in Gloucestershire Showcases Agri-tech Strengths at LAMMA 2026

As the UK’s largest agricultural machinery and technology event, LAMMA has long been a barometer for innovation and growth in the sector.

As the UK’s largest agricultural machinery and technology event, LAMMA has long been a barometer for innovation and growth in the sector.

First launched in 1982 as the Lincolnshire Agricultural Machinery & Manufacturers Association, the show has evolved dramatically over four decades. Now hosted at the NEC Birmingham, this year’s event on 13 - 14 January welcomed more than 40,000 visitors from across the globe and featured over 800 exhibitors, from major brands such as JCB and Massey Ferguson to next-generation Agri-tech start-ups and scale-ups pushing the boundaries of on-farm innovation.

For Invest in Gloucestershire, Agri-tech remains a priority growth sector and a core strand of our work leading the Gloucestershire Agri-tech Partnership (GATP). LAMMA provided a prime opportunity to engage with industry leaders, strengthen relationships with local innovation partners, and attract high-value investment into the county.

A highlight of the show was meeting with our Gloucestershire partners, including Farm491 at the Royal Agricultural University and Hartpury University & College’s Digital Innovation Farm. Hartpury held a prominent presence in the exhibition hall, led by Industry Engagement Manager, Neave Anderson, showcasing their specialist facilities and applied research capabilities that make Gloucestershire a stand-out location for Agri-tech innovation and testing.

The Office for Investment facilitated a valuable introduction to a US Agri-tech company specialising in AI-enabled laser technology for advanced weed control, a pioneering system designed to reduce reliance on chemical spraying, boost sustainability, and improve precision in high-value crop environments. The firm is currently expanding its UK operations and seeking a suitable demonstration site to showcase the technology to UK growers.

Recognising the strategic fit, the Invest in Gloucestershire team arranged an onsite meeting at LAMMA, bringing together the company’s leadership team with experts from Hartpury University & College and Farm491. This collaborative discussion explored the potential for a demonstration facility within Gloucestershire’s established Agri-tech ecosystem.

LAMMA once again highlighted the scale of innovation transforming agriculture and reinforced Gloucestershire’s role as a thriving hub for enterprise, collaboration, and technological growth in the sector.