Europe's largest agricultural show began in Warwickshire yesterday with organisers promising the event had returned to its farming roots.
The Royal Show at Stoneleigh Park near Warwick has attracted record numbers of entries for livestock and equestrian competitions, with native breeds making a comeback.
The farming and rural sector's premier showcase, it is expected to attract an estimated 160,000 visitors.
Guests scheduled to attend include Agriculture Secretary Margaret Beckett and Defra Minister Lord Bach as well as Mariann Fischer Boel, the EU Commissioner for Agriculture and Rural Development who was at the opening yesterday.
Dominique Loral, managing director of organisers Haymarket Land Events, said the four-day show was no longer inviting "Joe Public" but instead wanted farmers and their families to attend to celebrate and reflect on their industry.
In recent years the show had attempted to attract wider audiences to new lifestyle and craft features but this year, organisers said they wanted to return to focusing on agriculture and machinery in celebration of the UK's farming industry and its agricultural roots.
New features include a conferencing centre, with debates held on each of the four days and a large international centre, focusing on trade between countries.
Yesterday international and global trade was the key issue at the show, with a keynote address from Ms Fischer Boel.
Today, keynote speakers, including representatives from McDonald's and the Red Meat Industry Forum will discuss food, and the changing needs of the British consumer.
Tomorrow the theme will be the environment, with a keynote address from Government adviser Sir Don Curry and Baroness Young, chief executive of the Environment Agency.
"Agriculture is currently going through its biggest culture change and rural communities facing their biggest challenges since the Second World War, so showcasing new ideas has never been more important," said Ms Loral.
"We should use the Royal Show as a platform to show the world that Britain is a leader in agriculture, agribusiness and innovation. It genuinely is, and that's why I'm so keen to celebrate it.
"We are not inviting Joe Public to the event, we are not stopping them from coming but all our marketing spend and everything we have done this year has been very much targeted at the farming sector.
"We are not stopping the community coming and if people rural interests have a right to come and have a look around but everything we have done has been done with the rural communities and farming in mind."
Ms Loral said the international presence had generated £4 million of business in previous years.