Groundcare continues to evolve at the 66th Annual Doe Show
Dealer events rarely stand still. Those that endure tend to do so because they adapt, reflecting both the businesses behind them and the industries they serve.
Now in its 66th year, the Doe Show is a clear example of that evolution, with groundcare continuing to play an increasingly prominent role within one of the UK’s longest-running dealer-led events.
Held at Ernest Doe’s Ulting headquarters in Essex and running across three days in early February, the Doe Show brings together more than 150 suppliers, working demonstrations and a broad cross-section of Ernest Doe’s customer base from across its extensive dealer area.
By operating its own show, Ernest Doe has been able to respond directly to changes within the industry. Andy Turbin, Groundcare Sales Manager at Ernest Doe, has seen that development first-hand and describes the event as a reflection of how the business itself has grown.
“The Doe Show has evolved over many years from something that was originally for the local farming community,” Andy explains. “We can adapt the show to suit our needs, and as the groundcare department has grown, we've taken more and more space.
“We have established our Groundcare Zone, and there are more and more manufacturers supporting us, so the area is getting stronger every year. We like to show the latest technology, and we’ve done that this year with the electric machinery on display.”
That ability to scale and adapt is central to the show’s appeal. Alongside the agricultural and construction machinery on display, groundcare continues to expand its footprint, both in terms of space and relevance, as Ernest Doe responds to the needs of a growing customer base.
For manufacturers, the Doe Show offers a rare opportunity to engage directly with customers in a dealer-led environment. Thomas Verweij, Sales at GKB, highlighted the importance of that relationship.
“I think it’s quite important to work together at events like this,” Thomas explains. “For us, it’s about showing our brand while also supporting the dealer. As a manufacturer, we know all the ins and outs of the machines, so being able to speak directly with people about them and do that alongside the team from Ernest Doe is really valuable.”
A significant factor in engaging potential customers is the scale of the event, which first-time visitors are often surprised by. James Boyle of Amazone Ltd, exhibiting for the second year, believes it goes well beyond what many expect from a dealer show.
“It's not until you come to the Doe Show that you actually realise how much of an event it is, rather than just an open day.
“This is the 66th Doe Show, and they do such a fantastic job of organising it and putting the three days together. You can do anything from buying tools and clothing out of the shop to getting in and around the machines you potentially want to buy.
“It's big enough to be a national show, really.”
As dealer-led events become less common, their value is increasingly clear. Ben Rumsey, Regional Sales Manager at Ransomes Jacobsen, sees the Doe Show as an important fixture for the industry.
“For dealers to put on events like this is becoming few and far between, and with the footfall that they have, you can see how important it is to the community and everyone that comes down. There aren’t many places where you can walk around this many different manufacturers and see all the equipment in one place.
Looking ahead, Andy believes the show’s continued growth and early-season timing make it an important marker for the year to come.
“I think it'll go from strength to strength. You can see by the numbers we've got here today that it's really well attended.
“It’s probably attended better than some of the trade shows that we go to, and these are all Ernest Doe customers. For manufacturers and for us, it's a really important event. It's at the start of the year and gives us a bit of a barometer for the rest of the year.”