Garden centres are increasingly becoming more than places to buy plants. They are evolving into lifestyle destinations where customers expect food, drink, and gift experiences alongside horticultural expertise. For garden centre professionals looking to expand their offer, the Farm Shop & Deli Show at the NEC Birmingham from 13–15 April is a valuable opportunity to explore what’s next.
Running as part of The UK Food & Drink Shows, the Farm Shop & Deli Show sits alongside Food & Drink Expo, National Convenience Show and Forecourt Show. Together, these four events bring around 1,200 exhibitors under one roof, offering a breadth of products and insights that garden centres can tap into. Visitors can expect new product discovery, live content stages featuring expert speakers and demonstrations, and spotlight areas dedicated to Coffee Shop & Café and Future Food innovations. Mat Rose, Commercial Director, Farm Shop & Deli Show explained, “This year’s show promises something for everyone, with opportunities to taste, learn and connect.”
The event is free to attend, and the Show app helps visitors plan their time with exhibitor directories, product listings, interactive maps and appointment scheduling. “We want to make sure visitors can make the most of their time at the show,” said Antonia Green, Marketing Manager, The UK Food & Drink Shows, “whether that’s finding exhibitors quickly or booking meetings in advance.”
Many of the exhibitors align directly with garden centre retail trends. Cottage Delight will showcase its well-known jams and chutneys, Heathcote & Ivory Ltd brings luxury toiletries and gift sets, Bartleby® Clothing offers stylish apparel often seen in lifestyle areas, Fieldfare presents premium frozen foods sold loose, and Walker’s Shortbread adds heritage treats with strong gifting appeal. “There is always something new to discover, a hidden gem for garden centres and other specialist retailers,” said Mat.
Farm & Deli show content
The seminar programme adds another layer of value. Sessions include an interview with Alistair Maddox of Borough Market on balancing growth with heritage, a discussion with Fortnum & Mason CEO Tom Athron about expanding across the UK, and a conversation with The Happy Pear founders on scaling a food business while staying true to its mission. “These talks highlight strategies for growth, diversification, and customer engagement, topics garden centres can apply directly to their own businesses,” noted Mat.
What garden centres have to say
Several garden centres have already embraced farm shop and deli concepts, transforming small subsections into thriving departments. From bespoke hamper building to knowledgeable staff tastings, these initiatives show how food and drink can enhance customer experience and drive loyalty.
Testimonials from previous visitors underline the value of attending. “The Farm Shop & Deli Show has been probably the busiest and the most vibrant and a great buzz about the place. And I’ve really had a fantastic day, really good. We got an awful lot out of it,” said Mark Bickerdike, Director, Bickerdikes Garden Centre. Steven Minshull, Director, Minshull’s Garden Centre reflected, “Every time I’ve come to the Farm Shop & Deli Show we’ve met suppliers and we still do business with them today.”
Beyond products and sessions, the show is a chance to build relationships. The app allows visitors to schedule meetings in advance, while seating areas and awards ceremonies provide informal networking opportunities. “It’s about connecting retailers and suppliers in ways that spark new ideas and partnerships,” said Antonia.
For garden centre professionals, the Farm Shop & Deli Show is not about chasing trends, it’s about discovering practical ways to enrich the customer experience, diversify product ranges, and strengthen business resilience. With its co-location alongside three other major shows, it offers breadth, depth, and inspiration in one visit.
👉 Find out more and register here: Farm Shop & Deli Show
