Royal Norfolk Show’s three ‘key themes’ aim to widen commercial appeal

The Royal Norfolk Show 2017. Picture: Ian Burt

The Royal Norfolk Show 2017. Picture: Ian Burt

The vast commercial potential of the Royal Norfolk Show has been outlined in a bid to attract potential new sponsors and corporate partners to the county’s flagship summer showcase.

Guests were invited to the formal launch of the 156th Royal Norfolk Show at an event hosted by the Sainsbury Centre for Visual Arts at the University of East Anglia.

Event organisers from the Royal Norfolk Agricultural Association introduced the RNAA’s “commercial opportunities” brochure which explains the benefits of engaging with 80,000 potential customers visiting the UK’s largest two-day county show, including retail consumers, industry professionals and business-to-business leaders.

Show director Mark Nicholas revealed the 2018 show’s three key themes – Field to Fork, Wellbeing and Our Coast – which aimed to expand the appeal for visitors, but also offer additional platforms for business engagement.

He said Field to Fork will bind together the agricultural content of the show, which this year includes the Dexter breed national cattle show and ambitions for a new commercial demonstration area for agricultural technologies.

“Agricultural trade and machinery forms an important part of the show’s proposition,” he said. “We don’t underestimate the amount of resources it takes to bring millions of pounds worth of state-of-the-art machinery to the show, and we want to enhance the utility of the show for these traders.”

Mr Nicholas said the Wellbeing theme was expected to appeal to businesses and community organisations engaged in promoting healthy lifestyles, ranging from fitness and sport to wellbeing and hobbies.

And he said the Our Coast theme will bring “a new dimension” to the show by providing a platform for the fishing industry, a chance to discuss the impacts and benefits of renewable energy, and to promote the “explosion in tourism” along Norfolk’s 90 miles of coastline.

“Ultimately the Royal Norfolk Show is a platform, for you and your organisation to come on board and promote, exhibit, demonstrate, explain, show and entertain to our 80,000 visitors,” he said.

Jeremy Robson of Norwich-based accountancy firm M&A Partners, who is the head steward for sponsors at the show, added that it also offered opportunities for brand awareness, entertaining existing customers and “access to a very wide range of potential clients.”

Guests were told the show’s 80,000-strong audience is augmented at other times of year by other RNAA events which attract 4,500 students and job-seekers to the Norfolk Skills and Careers Festival, 5,500 youngsters and families to the Spring Fling, an urban crowd of 6,000 to the Norfolk Harfest at Norwich Cathedral, plus a more business-focused audience of 300 to the RNAA’s annual Agri-Tech Week lecture.

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