Visit EEM Group at the Royal Welsh Winter Fair 2025
- EEM Group
- Nov 23
- 5 min read
EEM Group will be at the Royal Welsh Winter Fair 2025 with our latest soft serve ice cream vending machine, ready for live demos and hands-on walkthroughs. The two day event takes place on 24 and 25 November 2025 at the Royal Welsh Showground in Llanelwedd, Builth Wells, and brings together leading names in agriculture, food and rural retail.
You will find EEM Group in Exhibition Hall 3 on stand 322C. If you are interested in farm diversification, retail vending or adding a new income stream to your dairy farm, farm shop, café or hospitality venue, this is the ideal place to see the technology working in real time.
As a specialist vending machine supplier, EEM can support you with soft serve, fresh milk vending machines, bottle vendors, frozen goods and more, all with modern payment systems that suit busy rural and retail customers.
What makes the new soft serve ice cream vending machine different
Our newest soft serve ice cream vending machine has been designed with both operators and customers in mind. At the Royal Welsh Winter Fair you will be able to see a full working unit, including the following upgrades.
Key features of the new machine
Translucent front for maximum theatre:
Customers can watch the soft serve ice cream being made in front of them. The translucent front creates a real sense of theatre, helps build trust in product quality and makes the machine a natural focal point in any farm shop, food court or visitor attraction.
Improved ice cream maker:
The internal ice cream maker is more efficient and more reliable, which helps you:
Serve more customers during busy periods
Reduce downtime
Simplify cleaning and servicing routines
Improved product dispense accuracy:
Better dispense control means more consistent portions. This helps your margins and gives customers the same experience every time, which is especially important if you are serving premium soft serve, flavoured milk based recipes or limited edition specials.
Enhanced LED lighting and top decorations:
Upgraded LED lighting and illuminated top decorations help the machine stand out in a crowded hall or retail space. Bright, attractive lighting draws the eye, supports impulse purchases and makes the machine look clean, modern and professional, even during darker winter trading hours.
To learn more about our range and technical options, you can also explore the EEM ice cream vending machine range before or after the show.
Why soft serve vending works for farms, shops and hospitality
A soft serve ice cream vending machine can fit into a range of settings, from dairy farms and farm shops to service stations and leisure sites.
Benefits for dairy farms and farm shops
Turn your own milk into a premium soft serve offer
Add value to raw milk and fresh milk sales
Create a reason for visitors to stay longer and spend more
Offer flavoured milk based soft serve options for seasonal promotions
Many farms already use a fresh milk vending machine to sell pasteurised milk direct to customers. Adding soft serve ice cream vending, or a bottle vender machine for flavoured milk and milkshakes, can build on that success and create a stronger farm diversification strategy.
Benefits for retail and hospitality
For retail and hospitality operators, soft serve vending can:
Provide a low labour, high impact dessert option
Extend service hours without needing extra staff
Add a fun, family friendly product to your retail vending mix
Pair neatly with frozen goods, grab and go food offers
With integrated payment systems, customers can pay quickly using contactless, mobile or card payments, which keeps queues moving and makes the machine easy to manage alongside your existing tills or EPOS.
Real world example: £3,500 in one week from a single ice cream vending machine
At Caverswall Creamery, one of our EEM soft serve vending machines generated nearly 1,000 vends in just one week, bringing in over £3,500 in revenue from a single location. That is the power of smart, self serve automation. No staff needed, no extra overheads, just consistent, high margin sales day after day.
Whether you are a farm shop, café, hospitality venue or events organiser, our soft serve vending machines are a proven way to attract customers, keep queues moving and drive reliable revenue throughout the season.
If you would like to see how this could work on your own site, explore our wider EEM farming solutions and then speak to the team at the Royal Welsh Winter Fair for a tailored discussion.
How to get the most from your visit to Royal Welsh Winter Fair 2025
To make your visit to Exhibition Hall 3, stand 322C as useful as possible, it helps to arrive with a few basics in mind.
Quick checklist for your visit
Bring:
Rough idea of your daily or weekly customer numbers
Any current soft serve or dessert offer you run now
Space measurements or photos of where a machine could sit
An idea of your peak trading times across the week
These details help the EEM team talk through the right ice cream vending configuration for you, from production capacity to layout, branding options and payment systems.
Simple steps to planning a soft serve install
If you are new to vending, the process is straightforward:
Discuss your site and goals:
Talk to the team at the show about your farm, shop or venue, and what you want to achieve with soft serve vending.
Choose the right machine setup:
Agree the specification of the soft serve ice cream vending machine, including capacity, layout and any extras such as bottle venders for milkshakes or frozen goods.
Plan power, access and installation:
EEM will talk through power requirements, access routes and where the machine will sit, so installation is as smooth as possible.
Set pricing and payment methods:
Decide on your product pricing and choose the payment systems that fit your customers, such as contactless cards and mobile wallets.
Launch, promote and review:
Once installed, promote the new offer on farm signage, social media and in store. The EEM team can then help you review performance and make adjustments if needed.
Practical details: where to find EEM Group at the Royal Welsh
The Royal Welsh Winter Fair 2025 takes place at the Royal Welsh Showground, Llanelwedd, Builth Wells, on Monday 24 and Tuesday 25 November 2025.
You will find EEM Group in:
Exhibition Hall: 3
Stand: 322C
Drop by at any time during the day to:
See the new soft serve ice cream vending machine in action
Look inside the translucent front and watch the product being made
Ask questions about servicing, reliability and running costs
Talk about fresh milk vending machines, bottle vending and wider farm diversification ideas
If you cannot make the event, you can still learn more about our EEM ice cream solutions, milk vending options and wider farming range at any time, or browse the rest of the EEM blog for ideas.
Ready to talk soft serve vending with EEM?
Whether you run a dairy farm, farm shop, retail site or hospitality venue, a soft serve ice cream vending machine can help you add a high impact, low labour income stream. Seeing the machine working in person at the Royal Welsh Winter Fair is the easiest way to understand how it could fit into your business.
Visit EEM Group in Exhibition Hall 3 on stand 322C, or get in touch with the team to arrange a follow up call or on site discussion.
Speak to the EEM team today about soft serve and milk vending for your site via the EEM contact form.
