That was the feeling as hundreds of farmers and farm company staff sweltered under Lawrence's summer micro-climate yesterday for the first day of the two-day biennial Farmarama event on the outskirts of the town.
Held every two years, the Farmarama alternates with the Waimumu Southern Field Days and traditionally attracts farm companies looking to meet one-on-one with farmers.
Convener David Robertson was thrilled with the weather, the turnout, the public res-ponse and the lack of negativity that some might have expec-ted to find as farmers and others battle the economic downturn.
More than 100 sites were sold for the Lawrence Lions Club-organised event, and Mr Robertson expected more than 150 actual companies would be on deck for the two days.
Those spoken to said farmers were using the event to forget about talk of recessions, downturns and spending cutbacks.
Instead, they were keen to see the variety of products on display.
Some sales were done on the day, but most relied on follow-ups after the last tents were packed away.
Mr Robertson said the ninth annual event proved gatherings such as Farmarama worked.
Instead of trying to attract families with sideshows like ferris wheels and food stalls, the event directly targeted farmers.
"This is about farmers talking to farmers," he said.
He also disputed farmers were tucking their wallets shut as the down-turn started to bite.
"That really is a false economy just sitting on your chequebook.
"Farmers can't afford to let production slip.If they keep spending money on productivity then they can take advantage of things when the good times return."
But perhaps the biggest drawcard of events like Farmarama was the chance for farmers to talk about their issues and problems with people in the same situation.
"This is basically a big, big farm discussion group. We have 1000-plus farmers turning out here and it's a quality crowd of farmers. They get together and talk about things. A problem shared is a problem halved."
Gate takings at the Lawrence Gymkhana venue go to the Otago Rescue Helicopter Trust while other community groups will also benefit from money raised, Mr Robertson said.
Farmarama finishes today with a series of agricultural demonstrations from noon before the Lions club holds an auction at 5pm.
A fat lamb competition at 5.30pm is also planned.
