News & Articles

the giftware association


Registration is now open for Farm Shop & Deli Show at the NEC Birmingham (5-7 July 2021), the showcase for the UK’s best quality local and regional produce, plus the latest in equipment, labelling and packaging solutions from hundreds of outstanding suppliers across three days.

Farm Shop & Deli Show can now boast no fewer than two centrepiece awards schemes, while the event itself will be packed with new launches, fresh industry insights and trend-setting food and drink. Visitors are urged to save the date and register now for a free pass to 2021's most compelling opportunity to source crowd-pleasing products, from both new and established speciality suppliers.

Register today at

In the leadup to the show, here's a glimpse of some of the highlights visitors can expect to see: 

#1.  Britain’s Best Loaf 2021 (Judging 10:30, Announcement 14:30, 5th July 2021)

 What does it take to make award-winning bread? Grab a slice of the action and find out!  Britain’s Best Loaf 2021 is part of the William Reed publication British Baker’s Baking Industry Awards, which have been recognising excellence in the industry for 30 years. Join us as we judge the entries and announce the Winner of Britain's Best Loaf 2021 in a glittering awards presentation.

(Venue: Farm Shop & Deli Show)

#2.  Premiumisation: The inside story (13:50, 5th July 2021)  

With restaurant and holiday spending taking a post pandemic nosedive, consumers are looking to local specialist stores, including farm shops and delis, to provide more premium treats. Convenience Store magazine Editor Aidan Fortune looks at actionable insights into balancing an upscale offer with affordable value and predicts which grocery products will get the premium treatment next.

(Venue: The Retailer Hub)

#3.  The Farm Shop & Deli Retailer Awards (Winners announced 15.00, 5th July 2021)

We take time out to recognise the speciality retailers leading the sector in customer service, innovation and community involvement. The Farm Shop & Deli Retailer Awards, in partnership with The Grocer celebrate the very best in speciality retail.  Food and drink broadcasting legend Nigel Barden will also meet last year’s winner for a live interview and hear how the award has helped them grow. 

(Venue: The Grocer Talking Shop Live)

#4.  The Farm Shop & Deli Meat Product Awards (Judging: 10.30am – 1pm:  Announcement: 2.30pm 6 July 2021)

A brand-new awards scheme showcasing the quality and calibre of meat produce supplied to the farm shop and deli community. The awards celebrate produce reared and produced exclusively in the UK, across five sub-categories, Convenience, Cured 'n Dried, Hot Grill, Pastry 'n Dough and Sausages. Former chief executive of The National Craft Butchers, Roger Kelsey heads up an esteemed panel of judges.

(Venue: Foodex Centre Stage)

#5, Community clicks: get sales from your neighbours online (13:00, 6th July 2021)

When shoppers want the hot local gossip, these days they’re more likely to turn to social media than their real-life neighbours. Find how to develop meaningful online relationships with these potential customers, to help turn your farm shop or deli into a local hub and sell more. Plus, we'll have tips on how to use paid Facebook ads to drive promotions – and feel welcome to ask questions in our drop-in surgery.

(Venue:  The Retailer Hub)

#6.  Into the fire: Dragon's Pantry (10.00, 7th July 2021)

Go in unknown, come out a star! When you’re selling in a new product, your pitch is everything. Learn from our brave suppliers as they go face to face with our fire-breathing industry ‘dragons’ and make their case. It’s a ‘win-win’: success could bring the contestants a listing and coverage in The Grocer, while the audience get invaluable insights into what works well in-store.

(Venue: The Grocer Talking Shop Live)

#7.  Walking in their shoes: what customers really want (12:00, 7th July 2021)

Consumers visiting farm shops and delis are more ready to loosen their purse strings and treat themselves than in the supermarket. Getting your value proposition right needs you to think like a customer! Hosted by producers’ group ‘This is Cumbria’, this interactive session promises live insights into consumers’ needs for speciality food and drink and to show how you can tailor your product offering to reap the rewards.

(Venue: The Grocer Talking Shop Live)

#8.  Making your visit COVID safe: What you need to know

Farm Shop & Deli Show alongside its sister events at The UK Food & Drink Shows have 'Visit Britain' 'We're Good To Go' accreditation. This confirms they meet Government and public health guidance on Covid-19 and have health and safety processes in place for safe July opening. As part of these measures, we will have wider aisles to help social distancing and smart crowd flow, to ensure safe interaction. Hand sanitisation stations will be in easy reach in all halls. We will be following government guidelines on facemasks and all of our theatres will have socially distanced seating. See our website for full details.

#9.  Innovation, Innovation, Innovation!

The Farm Shop & Deli Show floor will be alive with a host of product launches, with exhibitors including Brindisa Spanish Foods, Cawston Press, James White Drinks, Luxe Macarons, Clonakily, Nairns’s Oatcakes Ltd and Paxton & Whitfield. Discover brand new launches and get face to face with new and existing suppliers. To make the most of your visit and plan ahead, go to, and select the 'Innovation' product category to see all the new launches at the show.

#10.  Don’t Take Our Word for it!

Here’s what visitors had to say about the previous event:

“The show has been brilliant. Farm Shop & Deli offers so much inspiration and a chance to do some research. We didn’t get to see the whole show but a highlight has definitely been the different types of gin! We’re looking to expand our farm shop to offer an alcohol range, so it’s been a benefit for us to see so much.”

David Thornhill, Hopley House Farm Shop

“We loved the show last time, which is why we came back. There are also innovations and trends to discuss and lots on show to see. It’s worth coming. There is great sampling and it makes it easy to engage with exhibitors to find out more about the products.”

Joanne Hickin, Park Cakes.

The UK Food & Drink Shows are an opportunity to celebrate the return of our exhibitions across food development, grocery, manufacturing, specialist retail, wholesale and foodservice at the NEC Birmingham, from 5-7 July 2021. Farm Shop & Deli Show will run alongside Food & Drink Expo, Foodex, National Convenience Show, The Ingredients Show and The Forecourt Show.

Now more than ever, you can trust us to bring the whole industry back together and furnish you with the information, insight and connections to navigate the future in the best way possible.

The UK Food Shows are a product of the award-winning team at William Reed.

Go back