The Royal Agricultural Society of England (RASE) has revealed major plans to build on the Royal Show’s existing features and roles at its press conference on August 7.

The society aims to develop the show’s business content and make it a ‘must-attend’ event for farmers and those engaged at different levels in the food chain.

Professor John Moverley, RASE chief executive, said at the press conference that his trustees, council, members and management team were all guardians of the Royal Show and had a duty to steer it in the right direction for today’s farming and a wider audience. “The emphasis in the future will be on content and working with and listening to those in the sector and rural areas to further develop the Royal as the major national event for farming, food and the countryside,” he said.

Recent widespread consultation with RASE members, exhibitors and show visitors had enabled the society to take account of a wide range of views which, Moverley said, would greatly support and influence the content of the show at its Stoneleigh site.

RASE director of shows and technical events, Simon Frere-Cook said consultation and additional market research data showed that 66 per cent of this year’s attendees had previously visited the show and 59 per cent said they would visit again.

“Our focus will be to encourage the loyal visitor base to stay loyal and to attract farmers and related businesses that may not have attended the show recently,” said Frere-Cook. “We will also target the growing number of rural and urban dwellers that have a growing interest in how their food is produced and seek a stronger association with the rural environment they so enjoy.”

Moverley said that the society had made the decision to merge the best elements of the planned 2008 Countryside & Food Fair into the Royal Show and would be making plans to stage a new food and drink event in the autumn next year. The 2008 Royal Show will also be part of the year of food and farming and the task of reconnecting the consumer with food production.

Next year’s Royal Show will take place from Thursday to Sunday, July 3-6. The days of the show have been changed to include a weekend, which the society hopes will attract more farmers and those engaged in the rural economy, as well as higher numbers of rurally-connected and urban dwellers with an interest in food, farming and rural matters.

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