The trade fair format aims to show how horticulture can profit from communication, fashion and lifestyle and can implement them in point of sale materials. Hortivation by IPM ESSEN will lunch at Messe Kalkar on 13-15 June 2016 alongside flower trials in central Germany.
Messe Essen chief executive Oliver Kuhrt said: "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."
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").
Themes such as Trend Show, Showroom, Workshop and Ideas Pool aim to supply garden centres, retail businesses, discount retailers, DIY stores, the retail food trade and producing horticulture with ideas and selling concepts extending across different ranges for the point of sale.
These may be "regionally cultivated herbs which should not be missing from the next purchase of a barbecue 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".
The exhibitors will include 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.