The Hexham-based National Beef Association’s annual Beef Expo showcase has secured the support of TV personality and farmer Adam Henson, who will have a packed itinerary ahead of him when he attends the event as a farming ambassador.
Due to take place for the first time at York Auction Centre on May 21, the expo - a highlight of the UK beef industry calendar - includes the National Spring Spectacular Show, the best in commercial and pedigree cattle and seminars to update farmers on the latest developments in the sector.
Mr Henson will be attending as a Lloyds Bank Agricultural Ambassador, with visitors being given the chance to meet him at the company’s stand during morning and afternoon sessions.
He will also be meeting competitors, judging and presenting prizes at the event’s diverse range of competitions.
Although best known for his appearances on television in a variety of farming-related shows, Mr Henson is himself an active farmer who manages a 650-hectare arable and livestock enterprise in the Cotswolds with business partner Duncan Andrews.
The farm - which at one point lost valuable cattle through bovine TB - includes the Cotswold Farm Park visitor attraction, which was the first of its kind in the country when Mr Henson’s father opened it in 1971.
Expo chairman and partner at York Auction Centre Richard Tasker said: “NBA Beef Expo is the beef industry’s biggest showcase and we are looking forward to introducing Adam to fellow farmers, competitors and visitors to the show.
“There is something for everyone interested in the beef sector and we are also hoping that Adam will come away from the event having learned something new that he can put into practice on his own farm.”
Mr Henson’s visit will begin on May 20, the day before the show, when he attends a dinner at York Racecourse.
The following morning, he will help judge the breed society show stands and present prizes.
Mr Henson will likewise meet the next generation of farmers competing in the Future Farmer Beef Challenge, as well as a group of schoolchildren visiting the event with EBLEX.
Also on the agenda will be involvement in the Leeds City College butchery competition and the Steph Moon cookery demonstration, designed to give visitors fresh ideas on using beef.
In the afternoon, then, Mr Henson will assist the judges and present prizes to the winners of the National Spring Spectacular Show and the Future Beef Farmer Challenge.
Mr Tasker added: “We are delighted to welcome Adam to Beef Expo. Not only does he have a fantastic public profile, but he is a working farmer who understands the challenges facing the industry.
“He is an excellent ambassador for British farming and is a very welcome addition to this year’s event, which is shaping up to be the biggest and best ever.”
Beef Expo 2015 will be focusing on the future of the industry and, in addition to the show classes and competitions, it will be highlighting new equipment and the changing demands of today’s beef sector.
Three seminars will look in-depth at EID benefits, VIA (Video Imaging Analysis), and Remote Cattle Management.
Asda will likewise present a forum entitled Meeting the Changing Lifestyle of Today’s Consumer to help farmers better understand what customers want.
The event will also include a packed trade stand area, around 20 different breeds of pedigree cattle, and light-hearted cookery demonstrations.
Auctioneers, meanwhile, will be given the opportunity to test their skills at cattle handling in the Auctioneers’ Handler Challenge and farm tours will be offered the day before the main show, illustrating Yorkshire beef farming enterprises in action.