Rebrand for the Dairy Event

The Dairy Event and Livestock Show is to be rebranded as Livestock 2012 in a bid to continue to build on the recent success of the exhibition.

The Royal Association of British Dairy Farmers (RABDF) said the annual two-day specialist business-to-business event, staged at The NEC in Birmingham, will be called Livestock Incorporating Dairy Event from next year and will be held during the first week of July from 2013 onwards.

It said the show, which also incorporates the Royal Smithfield Show, will continue to build on the event’s successful format, offering comprehensive technical, business and financial information for the entire UK ruminant sector, and provide a one-stop shop not only for dairy, beef and sheep farmers, but also for pig and poultry producers.
Nick Everington, RABDF chief executive, said: “We have organised and staged the UK’s leading event in the dairy sector for 136 years. Over the past 10 years, the number of UK dairy farmers has fallen by approximately 11,500 to 15,000, yet at the same time exhibitor numbers have increased by 70%, from 280 to 480, and visitor numbers by 42% to over 16,000 as we have widened the event’s appeal to not only beef and sheep farmers, but also to our dairy farmer visitors, almost 60% of whom have additional livestock or arable enterprises.
“In future, there will be no dilution of the dairy content; the milking and genetic zones, foot trimming demonstrations and National All Breeds Show competitive classes will all remain key features.
“However, being realistic, the event has become much more than a dairy show and its present title does not convey its true scope. Consequently, we are rebranding it to appeal to and embrace all livestock farmers – in particular those specialist producers who previously may have been discouraged from visiting because of its strong dairy association.
“Rebranding and rescheduling will enable us to focus on the entire livestock industry and build on the event’s reputation and success.”