LAMMA 2026

Franks & Co attended LAMMA 2026 at the NEC, Birmingham. The event highlighted AI’s growing role in agriculture and reinforced the importance of protecting brands and intellectual property against online misuse.

On 15 January 2026, representatives from Franks & Co attended LAMMA 2026, the UK’s premier agricultural machinery and technology exhibition, held at the NEC in Birmingham.

Dr Robert Franks and Mrs Iryna Vasyliv were delighted to attend the event and engage with a diverse range of professionals working across the agricultural sector. The exhibition highlighted the significant role that modern technology now plays in agriculture. In particular, it was striking to see how widely computers and artificial intelligence is being integrated across multiple aspects of the industry, from production and efficiency through to data-driven decision-making.

A notable highlight of the event was the strong sense of national pride demonstrated by many exhibitors. Numerous businesses—especially smaller manufacturers—prominently displayed the Union Jack as part of their branding, emphasising their status as UK-based producers. The “Made in Britain” collective trade mark was clearly visible across the exhibition stands. While the “Made in Sheffield” collective trade mark was not spotted on this occasion, we are sure that there are Made in Sheffield goods in the exhibition due to the scale and breadth of the exhibition. This mark holds particular significance for Franks & Co, who managed the prosecution to registration of the Certification mark.

An important takeaway from discussions at LAMMA 2026 was the realisation that some well-established businesses have not yet taken a sufficiently strategic approach to managing their intellectual property (IP). During conversations with exhibitors, it became apparent that issues such as brand imitation and online fraud are ongoing risks to businesses. Online platforms preferentially side with the trade mark, design rights or patent owner in deciding whether to block a website or an online advert. Enforcing rights and addressing infringement on the internet is considerably easier if the original brand is protected by a registered trade mark.

Strong brand protection and a well-managed IP portfolio are key foundations for sustainable commercial success. Franks & Co remains committed to helping businesses understand, protect, and enforce their intellectual property rights and will continue to engage with industry participants to highlight the importance of proactive IP strategy.