The Yorkshire Agricultural Society has rebranded, along with businesses the charity owns, to further promote its work.

The charity has updated and aligned its logos and is combining two of its venues, the Pavilions of Harrogate and the Yorkshire Event Centre, under one brand: The Great Yorkshire Events Centre.

The venues, which have been renamed The Pavilions and The Halls, and are both at the charity’s Great Yorkshire Showground, which has 340 acres of green spaces for outdoor events.

As part of the rebrand, the society is also refurbishing Fodder, its shop and cafe, which will be unveiled in March.

“This will allow Fodder to create a space that really puts farmers and producers front and centre as it can stock more Yorkshire suppliers than ever before, offer tasting tables to allow customers to try before they buy, and create a more contemporary feel around the shop and café,” the charity said.

The charity, which also owns Harrogate Caravan Park, said all profits from its commercial businesses funded its charitable work.

Allister Nixon, chief executive of the Yorkshire Agricultural Society, said: “We are very proud to unveil the new branding, bringing the family of businesses across the Showground closer together. 

“Fodder’s refurbishment reflects our commitment to take the retail business to the next level and support even more local farmers and producers.

“We want to really promote the Yorkshire Agricultural Society, which is at the heart of the family of businesses, so that customers and clients know that all profits go to helping farmers and promoting the industry.”

The charity declined to reveal the cost of the rebrand but a spokesperson said: “We were conscious that there was a lack of awareness of the great work the Yorkshire Agricultural Society carries out year-round as a registered charity. 

“All the profits from our businesses on the Great Yorkshire Showground are invested in supporting the professional development and wellbeing of farmers, to educate new generations about where their food comes from, and to promote innovation within the industry.

“To raise the profile of this work, we made it a marketing priority to create a synergy between all of our brands which connects them back to the charity. 

“This investment is from our internal marketing budget to better promote the Yorkshire Agricultural Society and connect the venues back to the charity.”