Greenfingers, based in Kenilworth, Warwickshire, is holding cash and carry promotion days on 10-11 September. More than 30 growers from the UK and Europe - including James Coles & Sons and Europlants - are involved.
Managing director Alan Beaumont said: "We're backed by plant suppliers from the UK and Europe. At other shows you have to order minimum quantities but in Holland orders are consolidated and the buyers can order as little as they want. This is a good way for growers to get product to the marketplace."
He added: "We're not trying to detract from other fairs. But the idea of buying British when half the sellers are buying from Europe anyway is strange.
"We're part of the European industry and we can't be parochial. The customer just wants the best plant at the best price."
Local haulier Pettifor will deliver plants sold.