The Cereals Show, 2017

Agriculture & Horticulture Development Board

Identity pitched and won a two-year contract to produce the stand, on behalf of the Agriculture & Horticulture Development Board (AHDB) for The Cereals Show 2017 and 2018, which this year was held in Boothby Graffoe in Lincolnshire.

The Cereals Show is the leading event for the arable industry, with over 24,000 farmers, agronomists and industry professionals converging on the site for the latest information and technical advice in all areas of the arable farming industry.

The Client

AHDB is a levy board funded by farmers and growers. It undertakes research and development in the industry and manages farm-level knowledge transfer, that individual farm businesses would not be able to afford for themselves. AHDB plays a vital role in improving the farming industry in efficiency and competitiveness and provides essential market information for the: pork, beef, lamb, dairy, potatoes and horticulture sectors, as well as the cereals and oilseeds sectors in the UK.

The Stand

AHDB’s stand space for the show was a rather impressive 105m x 80m, with a total of 8,400 square metres. Entering the stand through two giant branded inflatable archways, the site required a large amount of external signage as well as interior marquee fitout.

Around the Stand

Crop Plots

The majority of the stand area was occupied by individual crop plots, some of which were planted up to a year in advance in order to be ready for the show. Wheat, Barley, Oats and Oilseed Rape all featured prominently throughout the site, and each needed its own individual signage to suit. Made from a white timber post and double sided foamex information boards, these were all different and required careful management of layouts and boards, to ensure continuity throughout the site and that the information was correct for each plot.

The Stand Requirements

The main focal point of the stand was the central 50m x 16m marquee which featured a central clearspan roof separating two ends of the white marquee. Inside the marquees, Identity created eight separate exhibitor spaces, five taken by AHDB themselves, and three others taken by AHDB stakeholders: Red Tractor, Maltsters Association of Great Britain and the National Association of British and Irish Flour Millers.

Over 250 Metal Stakes

Over 250 metal stakes and posts were installed into the ground to support all of the outside signage elements of white posts and main area signage. The majority of these signs installed by hand or with the help of a petrol post wacker.

The Build

Mother nature was against us during the build process with 50 mph winds and torrential rain, which hindered the timings of the build slightly. But, this was an immensely enjoyable project to work on given the need for such meticulous planning and layouts for the growing crop areas.

We look forward to working with AHDB and hearing their plans for Cambridgeshire next year. Watch this space!

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