Hot on the heels of the postponement of Agritechnica next spring, New Holland has announced its withdrawal from LAMMA, due to be held at the NEC in Birmingham next January.

The company believes that increased concern over the number of new cases of Covid-19 and a desire to protect both its staff and the general public from infection, it should not attend this year's event.

Pat Smith, business director for New Holland UK and ROI, said in a statement:

"LAMMA is an excellent event, and its organisers have done a very good job in difficult circumstances to plan a show for 2022. Given the way things continue to rapidly evolve, though, we owe it to our employees, those planning to attend the show, and others involved in the event, to make this decision now."

In the autumn Hew Holland had reaffirmed its commitment to Agritechnica, but now that show is cancelled and with the decision not to attend LAMMA, the company would appear to be adapting its marketing strategy for 2022.

The company went on to note:

It would not be alone in looking long and hard at these large events. In a recent interview with Agriland, Rolf Allmendinger of Kverneland suggested that the problems that the big shows have experienced recently have brought into question the value of attending them in preference to field demonstrations.

As I have previously noted, the expense and time taken up in preparing for, and attending, large shows is phenomenal, and the uncertainty of the last year will not have encouraged thoughts of continuing with them regardless.

It would not be beyond the bounds of possibility that companies alight upon the present situation as an excuse to seek alternative, and perhaps more effective ways, of spending their marketing budget.

However, there is still a great deal to be gained from being present at a gathering which attracts huge numbers of potential customers and New Holland also expressed its desire to return to LAMMA in the future.