The Royal Association of British Dairy Farmers has been awarded one of the most prestigious accolades within the exhibition industry for its live robotic milking and feeding demonstration with 40 cows, featured at Livestock Event 2014, at The NEC, Birmingham.
Competing against major consumer events including the Ideal Home Show, Ecobuild, the Wedding Show and the Clothes Show, RABDF won the ‘Best Feature Area’ at the Exhibition News (EN) annual awards staged in London on 10 April, which are aimed at recognising outstanding achievement across the exhibition industry.
Exhibition News managing editor, Jamie Wallis said: “RABDF’s entry was very different to all the others and a really great example of a feature area built with absolute relevance to the event and audience to which it caters. It was a tremendous demonstration using live animals to show how the system really worked and this was rewarded with outstanding commercial results from the show, which is the reason it was there.”
Livestock Event director, Matt Knight commented: “The EN awards are the pinnacle of the exhibition industry and we are thrilled to receive this award, not only to recognise the success of the world’s first combined robotic milking and feeding demonstration at an event but for the entire livestock sector. To my knowledge, an agricultural show has never won an EN award, which makes this extra special.
“This award really is testament to the whole event team working on the Livestock Event; it would not have been possible without their endless passion, energy and hard work. Lely has clearly played their part fantastically and working with their proactive team has been a pleasure.
“In fact the feature proved to be the most popular among Livestock Event’s visitors that its exhibitor, Lely will be returning with the same demonstration with 40 dairy cows but extending the robotic feeding to include beef as well as dairy at the 2015 event, to be staged at The NEC on 8 and 9 July.”
Lely’s Tomás Cooney said: “We are delighted to see that the great team effort between Lely and the RABDF has been acknowledged. Organising such an event was challenging for Lely but being the pioneers of robotic milking with over 20 years of experience worldwide enabled us to deliver a very interesting exhibit where farmers could experience at first hand the efficiencies automation can bring to their farm. Planning for the 2015 is at an advanced stage and no doubt there will now be even more people interested in attending.”