Key sponsors renew their committment to the Cereals event

Two of the Cereals event’s key partners have renewed their agreements with organiser Haymarket Exhibitions, firmly cementing its future as the UK’s leading technical event for the arable sector.

HSBC Bank will continue as principal sponsor of Cereals for the next three years and head of agriculture Allan Wilkinson said he was proud to continue the close association with the event. HSBC became the principal sponsor nine years ago.

“Cereals has grown in stature over the past decade to become the UK’s pre-eminent agricultural show,” he said. “Our continuing sponsorship reflects our commitment to the sector and our determination to help farmers take advantage of the long-term opportunities we know exist.”

A decade after Sprays and Sprayers’ incorporation into the Cereals event, Syngenta has agreed a further five-year term. Syngenta’s campaign manager Mark Britton said the move would build on Sprays and Sprayers’ long-term success.

Event director Jon Day said: “We are delighted that both HSBC and Syngenta are continuing their long-term association with Cereals. It offers farmers a unique opportunity to gather the latest technical and business advice through live demonstrations such as the Syngenta Sprays and Sprayers Arena and a wide range of individual crop plots.”

Exhibitors were already drawing up plans for what promised to be another hugely successful show, to be held at Boothby Graffoe, Lincolnshire, on 12 and 13 June 2013, he said. “We currently have 417 exhibitors booked for Cereals 2013, 84% of 2012’s total, which is slightly ahead of this time last year.”

Machinery manufacturers will be there in force. “Case IH has long been an enthusiastic supporter of Cereals, and is delighted to be involved again in 2013,” said Charles Blessley, Case IH’s marketing manager, UK and ROI.

“Cereals attracts progressive large-scale farmers and operators, so it provides the ideal venue to showcase our range of technically advanced machinery. Since last year’s event we have introduced a number of exciting new products which will be on display at Cereals 2013.”

Richard Spencer, marketing manager at New Holland, said: “Cereals provides the ideal platform for discussions with existing and prospective customers.

“The event attracts the key decision makers in the arable sector, many of whom will be looking to reinvest in their machinery portfolio. Cereals offers a great opportunity for visitors to talk through the options and our technical staff look forward to showing what we can offer.”

John Deere’s marketing manager Gordon Day added: “Cereals has always been a good event for us. It’s a key opportunity to meet arable customers and to showcase a full range of machinery for this market.”

Bill Clark, commercial director at NIAB TAG, said Cereals was a major event on the calendar. “We consider it a superb opportunity to meet people from across the UK as well as overseas. Cereals 2012 was one of our best events ever.

“We believe it works because our stand is NIAB TAG in a snapshot; the latest independent advice and research covering everything a visitor to Cereals is looking for. This year we’ve added an Achieving Yield Potential exhibit for discussion with growers; eight winter wheat plots that showcase the components and restrictions to yield, quality and agronomy.”

About 26,000 visitors and 490 exhibitors are expected to attend Cereals 2013.

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For further information go to the Cereals event website or Farmers Weekly’s dedicated Cereals 2013 webpage.

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