22October2019

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HortiTrends is NOW Horticulture Connected

HortiTrends is NOW Horticulture Connected

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In the Future, hortivation Will Take Place During IPM ESSEN

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From 2018, hortivation by IPM ESSEN will be integrated into IPM ESSEN. That was announced by Messe Essen during the most recent edition of the world's leading fair for horticulture.

There, existing exhibitors and new companies which supplement the range on offer at the POS beyond the actual product groups at IPM ESSEN will have the possibility of presenting their products in selling concepts. Messe Essen is thus taking account of the exhibitors' wish to bring POS concepts and products together spatially.

The innovative concept of hortivation has been very well-accepted by the sector. After intensive discussions of the exhibitors, the idea of bringing production and trading closer together and presenting new selling strategies with strong turnovers has been rated as positive without exception. The sector wants a supplementary platform on the subject of POS concepts at the world's leading fair, IPM ESSEN.

"The exhibitors want the spatial proximity to IPM ESSEN. It is not practicable to separate products on the one hand and concepts on the other hand. Therefore, it is only the logically consistent refinement of hortivation to integrate it into IPM ESSEN from 2018 as a separate exhibition area with an informative additional program," explained Oliver P. Kuhrt, CEO of Messe Essen. The planned hortivation by IPM ESSEN in Kalkar in June 2017 is being canceled. Experience has shown that the original thought of offering the sector an additional communication date with hortivation by IPM ESSEN could not be implemented satisfactorily in Kalkar. The infrastructural and time-related framework conditions have certainly been reasons, too.

hortivation by IPM ESSEN took place for the first time in June 2016 on the fair site in Kalkar with around 90 exhibitors and 1,000 visitors.

Preview of 2018

Already during IPM ESSEN 2017 at Messe Essen from January 24 to 27, all the interested people received an initial preview of hortivation by IPM ESSEN 2018. An excerpt from the garden center presentations on the subjects of Urban Gardening and Garden Living was shown in Hall 9. A film explained the fundamental idea of hortivation by IPM ESSEN.

The objective of hortivation by IPM ESSEN is to highlight how societal megatrends and the optimization of the POS can be used in order to raise the sales of green products. IPM ESSEN will receive new stimuli due to hortivation and hortivation will profit from the visitor quality of IPM ESSEN.

Source: hortivation - In the Future, hortivation Will Take Place During IPM ESSEN