The Royal Association of British Dairy Farmers is hoping to attract new visitors, exhibitors and attractions to the Dairy Event  by rebranding the show.

This year’s show, to be renamed as the Dairy Event and Livestock show, will see a number of added activities and exhibitors dedicated to beef, sheep and commercial goat breeders.

Exhibits will also be targeted towards commercial native breeds.

Nick Everington, RABDF chief executive, said the decision to rebrand the event, which included designing a new logo, was driven by research that found the majority of visitors managed more than just dairy enterprises.

Widen appeal

About 40% of people who attended shows in previous years farmed beef cattle, 28% sheep and 13% sucklers, as well as a growing number of commercial goat farmers.

However it is also hoped the extra events will widen the show’s appeal and help recoup some of the money lost by cancelling last year’s show.

“The RABDF will be posting a six-figure loss when we announce our results in the coming months,” he said. “We are taking that on the chin and we will take the loss from our reserves.”

Working together

“We had been planning to re-launch the event since 2006, so it would have happened regardless of what happened last year.

“But what it showed up was the need for people in the industry to work together and the need for more joined up thinking.

“By including more sectors in the event, we hope we will go some way in achieving that.”