Photo Report: Hardware meets fresh at new trade fair Floradecora

The first edition of the new trade fair Floradecora has come to an end. With this trade fair, that was held concurrent with Christmasworld, a link has been made between hardware and fresh and offered over 60 participating ornamental companies the opportunity to enter new businesses and directly do business. But did it succeed?

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The opinions are divided. However, everyone sees the potential of this concept. "Hardware and fresh produce are increasingly often combined and used in many stores, from clothing to furniture stores. With this trade fair, we can finally link these two", says one of the exhibitors.

Different audience
Floradecora differs not only in layout, but also in the audience that it attracts. Not only florists and garden centers found their way to the trade fair, but also buyers from department stores, wedding planners and designers. However, according to some exhibitors, preferred this latter group to be bigger. "I expected some buyers from more and the larger department stores", says an orchid grower who presented its products at the fair. "But it is a step in the right direction that these two businesses finally meet", says another exhibitor. And another audience means another approach from the exhibitors. "People often do not know us. Then, we more often need to approach them and show them what we have to offer. And this is probably something we need to work on."

Sales concept
At Christmasworld buyers often directly make orders and the same was possible at Floradecora. Both fairs have a so-called sales concept. However, receiving direct orders was often not the case, but the first steps have been made; linking hardware and fresh produce and reaching out to a new target group.

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