Agricultural Society

Three Counties is a charity. It’s charitable objectives are to promote Agriculture, Horticulture, Arboriculture, Apiculture, Rural Skills and Crafts and Conservation for the Public Benefit.

Today we fulfil our objectives through staging our popular fundraising shows at our 90-acre showground, centrally located on the borders of the three counties it serves: Worcestershire, Herefordshire and Gloucestershire. We undertake various additional educational activities, including putting on a free Careers Fair, hosting Pathways Day Service for young adults with learning disabilities, sponsoring a Nuffield Scholar and administering two educational bursary schemes.

Together, our four main shows attract a footfall in excess of 250,000 and have far-reaching influence, bringing together industry leaders, experts and visitors from all parts of the UK. It is difficult to overestimate the impact of our flagship event, the three day Royal Three Counties Show, which has been running for over 100 years. It is a highlight in the rural calendar for generations of local people and a unique showcase to a much wider audience for farmers, stockmen, equestrians, farriers, forestry and rural professionals, local artisans, food producers and all kinds of businesses. We also host RHS Malvern Spring Festival (a partnership with the Royal Horticultural Society), Malvern Autumn Show and CountryTastic, all of which have a strong educational focus.

Since the COVID pandemic we have sought to diversify our income streams in line with many other charities through investing in our facilities and boosting our income from venue hire. The local economy benefits enormously from the 70+ external hire events the Showground hosts annually as a premier business venue. The Agricultural Society hires out the showground to third parties for exhibitions, conferences, animal shows, trade fairs and leisure events such as flea fairs, auctions and vehicle enthusiasts’ jamborees. Over a million visitors a year come through the gates of the showground and it makes an annual contribution to the local economy.