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13-15 June 2016 in Kalkar, Germany:

hortivation: all about concepts and experience

Not just selling a plant, but creating an experience. According to different market specialists, this is the future. For this reason IPM Essen introduced a new trade fair: hortivation. It will be held in Kalkar, Germany, parallel to the Flower Trials.

Marketing concepts
The hortivation will show new and innovative marketing and selling concepts. According to the organizers, horticulture can profit from societal trends such as communication, fashion and lifestyle and can implement them in all-encompassing solutions for the point of sale. New sales promotions for the green sector will be presented at the fair. Also Dümmen Orange will present one of their concepts, namely My Grace. "But it can also encompass regionally cultivated herbs which should not be missing from the next purchase of a barbecue grill. Or spotted balcony plants which harmonize perfectly with the garden apron in a polka dot design or the vegetable bed on the roof of a high-rise building where salad is planted for the company's own canteen." At the fair, garden centres, retail business, discount retailers, DIY stores, the retail food trade and producing horticulture will be supplied with fresh ideas and selling concepts, extending across different ranges for the point of sale.

200 exhibitors
This conceptual fair perhaps sounds a bit vague, but the organizers expect to attract around 200 exhibitors. The exhibitors can include growers, breeders, manufacturers of horticultural technology and garden equipment like outdoor furniture and grills. "We will impart new fields of action outside the sector to specialized and system trade in order to market green products closer to the desires of the consumers in the future. So, the combination of greens with outdoor products can be of high importance to increase the sales."

Bringing the sector closer together
The aim of the hortivation is bringing gardeners, traders and consumers closer together. It will present how the green sector can learn from the trends such as communication, fashion, cuisine and lifestyle and can exploit the currents directly for itself. hortivation in the early summer will be an additional range of information on offer with the focus on marketing and thus an ideal supplement to IPM ESSEN at the beginning of the year, explained Oliver P. Kuhrt, CEO of Messe Essen GmbH. For this reason, lectures and workshops will be organized how the trends can be linked with green products in a concrete way. "The fair will thus promote innovation along the entire value added chain in horticulture."

The hortivation will take place from 13 - 15 June 2016.

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