Germany: hortivation to discuss social trends in horticulture

How can the horticultural sector benefit from social trends? That is the central question addressed intensively at hortivation by IPM Essen. This new trade fair focuses on point-of-sale concepts and thinking outside the box. The event defines itself as a source of inspiration, match-maker and platform actively involved in shaping the process of innovation in the horticultural sector. The BGI workshop presentations play a major role, covering the topics “Garden Living” and “Urban Gardening”.

Speakers’ Corner
Alongside the exhibits, there is a plan to set up a “Speakers’ Corner” with special presentations for the trade at which exhibiting companies can present their innovative sales concepts. This forum should also spark discussions and promote an exchange of ideas amongst everyone involved. Slots can also be filled by experts who are not exhibiting.

BGI workshops enter round two in March
hortivation reveals how social trends can be used for sales promotion. A milestone along this route were the workshops initiated by the Association of German Flower Wholesalers and Retailers e.V. (BGI) on the topics of “Garden Living” and “Urban Gardening”. In mid-January growers, producers and wholesalers in the horticultural industry, as well as experts from outside the sector such as trend forecasters, communication designers and furnishing professionals from Germany and the Netherlands came together at the Euregio Forum in Kleve to work out new sales promotion channels: away from production for an unknown market, towards a customer-focused perspective and discussions with consumers. As a first step, certain topics with distinctive content were defined: cooperation, product development, communications, marketing, motivation, presentation at POS, events and promotions. The second stage was to assign working parties to these areas – by the time of the second workshop they had further developed their thoughts digitally in a blog. The second round of workshops will take place in March this year – in Duisburg this time. The results, and what has been learnt from this process, will be made available in a separate presentation area at hortivation. The presentation is also intended as an invitation to other growers, producers and wholesalers from Germany and the Netherlands to participate in continuing this process after the exhibition has come to a close. hortivation is not the end point, but “work in progress”.

Trade fair participation in various product areas
At the network meeting of pot plant wholesalers in the BGI, nine wholesalers agreed to make presentations jointly at hortivation under the umbrella of the BGI. The aim is to present themselves to retailers as a highly diverse creative community. The companies involved are Diderk Heinje Pflanzenhandelsges. mbH & Co. KG, EPS GmbH, GASA Germany GmbH, Gebr. Cox GmbH, Hans Heinrich Hain GmbH, Johannes Halfmann Topfpflanzengroßhandel, Mediflora Lehrhuber GmbH, mvb plants worldwide and Südblume Vertriebs GmbH.

Numerous other companies have also agreed to take part in hortivation: these include, for instance the Einheitserde Werksverband in the area of soil, peat and substrates, and Florensis Deutschland GmbH in the area of flowering pot plants, vegetables and herbs. Living accessories and flower tubs will be exhibited by Kolibri GmbH and Pöppelmann GmbH & Co. Kg, for instance. PPS Schimmel will show garden furniture. PLUG-PLANT Software GmbH will exhibit software for the sector. Tree nurseries exhibiting will include Pleines tree nursery.

All-inclusive offer
hortivation at the Kalkar Exhibition Centre is located in the heart of one of the most important horticultural regions of Europe. Directly adjacent to the exhibition hall there are numerous places to stay, and there is a wide range of bars and restaurants on the site. Exhibitors and visitors can book an all-inclusive package at hortivation for 69 euros/night. This includes a visit to the trade fair, hotel accommodation and meals. And the Flower Trials are taking place in parallel to hortivation.

For more information:
hortivation
+49 (0)201-7244-226
email: [email protected]
www.hortivation.de