INFORMATION - hortivation

I N F O R M AT I O N
Kalkar, August 27, 2015
hortivation by IPM ESSEN Will Extend the Portfolio of Messe Essen
Trade Fair Will Show New Marketing Concepts for the Green Sector
The world's leading fair IPM ESSEN has developed a new concept which is unique
in the market: hortivation by IPM ESSEN. The innovative trade fair format will show
how 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. hortivation by IPM ESSEN will go to the starting line for the first time at Messe
Kalkar in June 2016 - in the immediate vicinity of the producing horticultural
businesses.
Star chefs, fashion designers and modern urban gardeners are trailblazers when it is
a question of establishing trends. hortivation by IPM ESSEN will look beyond the
boundaries of the green sector and will rethink sales promotion. "hortivation will
have the aim of 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. The
partners of the new fair are Landesverband Gartenbau Rheinland e. V. ("Rhineland
State Horticultural Association"), Landesverband Gartenbau Westfalen-Lippe e. V.
("Westphalia-Lippe State Horticultural Association") as well as BGI - Verband des
Deutschen Blumen- Groß- und Importhandels e. V. ("Association of the German
Flower Wholesale and Import Trade").
Trend Show, Showroom, Workshop and Ideas Pool at the Same Time
hortivation by IPM ESSEN will supply garden centres, retail businesses, discount
retailers, DIY stores, the retail food trade and producing horticulture with fresh
ideas and selling concepts extending across different ranges for the point of sale. In
various adventure worlds, creative minds will impart new fields of action outside
the sector to the specialised and system trade in order to market green products
closer to the desires of the consumers in the future. These may be regionally
cultivated herbs which should not be missing from the next purchase of a barbecue
MESSE ESSEN GmbH
Messehaus West Norbertstraße
Postfach 10 01 65
45001 Essen I Germany
Presse-Kontakt I Press Contact
Luise Halfmann
Fon + 49.(0)201. 72 44-898
[email protected]
Presse-Assistenz I Press Assistance
Claudia Brügger
Fon + 49.(0)201. 72 44-244
Fax + 49.(0)201. 72 44-249
[email protected]
Presse-Fotoservice I
Press Photo Service
Rainer Schimm
Fon + 49.(0)201. 72 44-247
[email protected]
www.messe-essen.de
Veröffentlichung kostenfrei –
Beleg erbeten
Publication free of charge –
Copy requested
I N F O R M AT I O N
grill or spotted balcony plants which harmonise 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.
In the Speakers' Corner, keynote lectures, best-practice examples and workshops
(from professionals for professionals) will illustrate how the trends can be linked
with green products in a concrete way. The fair will thus promote the innovation
along the entire value added chain in horticulture.
The exhibitors will include, in particular, not only producers of finished goods such
as flowering pot plants, green plants, vegetables, nursery plants, bushes and shrubs,
palm trees and cut flowers, the wholesale flower trade, plant breeders and
manufacturers of horticultural technology and garden equipment such as outdoor
furniture, grills, devices and tools but also service providers for shop construction
and IT solutions.
Strong Venue
In a central location in the middle of Europe's largest interconnected horticultural
production area (in Kalkar in the Lower Rhine region), hortivation by IPM ESSEN
will give its premiere on June 13 to 15, 2016 parallel to Flower Trials®. The visitors
from home and abroad will thus receive an additional top-class networking
platform.
Further informationen at: www.hortivation.de