The event, to be held on 28 October, will discuss where the supply chain is headed, addressing the economic, retailing, breeding and growing future and how it will affect bedding.
HTA marketing director Andrew Maxted will present specially commissioned research on the future of bedding which is currently being carried out by IPSOS/MORI.
Maxted said: "The conference will help delegates understand better their sector and more importantly look at consumer trends and understand what the consumer is looking for in future. It is an opportunity to be part of the debate about how we respond to that demand and ensure that we do respond to it."
The ongoing research is based on consumer responses to newly included bedding questions in the regular HTA omnibus survey.
These will inform focus group discussions to be held later this year, the results of which will be presented at the event.
Maxted added: "We need collectively to have a better understanding of what consumers are looking for in bedding plants and even going back to look at what plants consumers perceive to be bedding and how they use them. It should give us some insight as to how best as an industry we can develop those products for the future."
The event line up so far includes talks from HSBC on global economic trends, the Future Foundation on the consumer of the future, Cultivaris' Garry Greuber on future breeding programmes and Webbs managing director Boyd Douglas Davies on future opportunities for the retailer.
There will also be talks on future opportunities for growers, logistics and lean supply and HTA director of business development Tim Briercliffe will discuss the challenges of the future and chair a panel debate.
HDC chairman Neil Bragg and Farplants sales manager Nick Richards will introduce the event.
Bedding Focus 2010, Challenging the Future, 28 October, Ball Collgrave.
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