Royal Three Counties show celebrates centenary year

This year marks 100 years of the Royal Three Counties Show. Emily Ashworth speaks to those who work behind the scenes.

If you dig way into the past, you will find that the Royal Three Counties Show has actually been running for more than 200 years, but this year marks the moment that Hereford, Worcestershire and Gloucestershire joined as one to bring the best agricultural show they could to their communities. The show, now held at the Three Counties Showground in Malvern, moved to this particular site, covering 36 hectares (90 acres), in 1958 and was awarded Royal status in 2014 under the patronage of The Princess Royal.

Set at the foot of the Malvern hills, its picture-perfect location gives it the ideal backdrop or, for Jane Edwards, Alice Arnold and Fiona Parker, the most stunning office. Jane has worked at the showground for the last six years and is shows manager, while Fiona is show executive and livestock specialist and has been there for 19 years. Alice joined earlier this year as show lead, but each have been working tirelessly to get this years show up and running after last two turbulent years. Welcoming 90,000 visitors over three days, the show has one of the largest livestock offerings, specifically when it comes to rare breeds. Their equine section is also one of the most highly rated sections, with a high number of entries.

Fiona says: Its a good shop window and helps to promote British farming to the public. We want to make people aware that its important to think about where their food is coming from and how its produced. Many of these rare breeds will not survive unless there is a market for them.

The public are, however, more interested in provenance, especially post pandemic and agricultural shows can be that interface between the industry and the consumer. They also highlight the produce their combining counties can offer.

Fiona, who hails from a mixed farm in Herefordshire, says: There is so much diversity. There are not many places that can produce what we do in three counties, such as orchard crops, asparagus and wheat. The farming industry is fantastic as it adapts quickly to peoples tastes and the changing food trends.

"I think thats something people underestimate about farming. They see it as old fashioned, but its one of the most innovative and adaptable industries.

Throughout the year they put on educational events and welcome more than 3,500 children to the show on the Friday, as part of school trips and group visits. And all three recognise that the next generation is a key focus and should be across the country.

This year, they have developed their own agritech theatre, where visitors can immerse themselves in the forward-thinking, digital savvy world that is now farming.

Alice says: Its not just sitting in a tractor anymore. Theres a whole range of careers that involve a lot of high-tech cutting-edge technology take precision machinery for instance. Our agritech theatre looks at the future of farming and where the industry is going.

It was interesting though, watching the Countrytastic event which we had over Easter. It was great to see how many adults, as well as children, were engrossed in what our ambassador, Adam Henson, was saying during his talk on stage. He had them spinning wool between their fingers and it was an immersive experience. They are then able to converse with their children about it.

Heart

As with many rural shows, the Royal Three Counties Show is a communal experience and always have been. But visitors, exhibitors and volunteers mean as much to the show as the event does to them.

Alice says: It relies so heavily on the wider community and we wouldnt be able to run it without them. Its about involving them and making them feel proud of what theyre part of, including the children. We have the young handlers section and Young Farmers clubs have a presence at the show too, but they then become stewards and help shape the vision for years to come and they come back as judges and join the council.

There has, however, never been so much conversation around agriculture and as an industry it is almost part of the job to showcase British farming standards. Shows, says Alice, can play a vital role in encouraging sensible dialogue in a culture so food obsessed.

Farmers are so keen to educate people about what they do. My first show here was Countrytastic and I was surprised at how enthusiastic farmers are to share their story with the public. Its about choices. If you choose to eat meat, then know where it comes from, how it is raised, look if its got a Red Tractor on it and look if its been produced in a sustainable way.

If you choose not to, then make sure your choices are credible and theyre produced in this country and not shipped in from miles away. If people choose not to drink cows milk, then oat milk is a sustainable choice rather than the other alternatives, so it is just about educating people on their choices rather than dictating.

The success of the Royal Three Counties Show lies in, they all say, the right mix of all aspects the scenic location, the friendly staff and volunteers, the dedicated exhibitors. But this year, their rich history will come to the forefront.

Jane says: Theres so much variety; something different around every corner. So, whatever your age and whatever your background, hopefully everybody leaves knowing something they didnt before. We have the family trail which guides people around the site and looks back over the last 100 years, highlighting the changes over the last century and how farming will change.

The Red Devils parachute team will be doing a show every day and jumping with a centenary flag too. But we have to reiterate the value of volunteers. Were very lucky to get so much support and the exhibitors make the show.

You cant underestimate what a task it is to put on a show of this scale and without those passionate people giving their time and knowledge we couldnt do what we do.