2018-04-27

Flower Trials 2017 - More visitors than ever

Flower Trials 2017 - More visitors than ever
 
Author:
Managing Director Media Concept Schweiz AG

Last week the decision makers of the green industry came together in the Netherlands and in Germany (North Rhine-Westphalia). The number of visitors has increased significantly! 7’135 experts of our industry wanted to see the Flower Trials 2017. Overall 4.4 % growth was recorded with a significant raise of visitors from Asia.

A lot of “old growers” are still naming this event “European Spring Trials”. This goes back on similar activities that are taking place in the United States annually. Approx. 30 years ago breeding companies in California opened their doors to introduce the latest breeding results to customers. Due to the comparisons amongst the varieties the word-extension of the event “TRIALS” was born. The breeders emphasised on genetic improvements and benefits for the nurseries during the growing process.

I can highly recommend to visit the Flower Trials if you never did it before. Just drive for location to location across the Netherlands and Germany and be impressed by the wide range of possibilities.

In the past the focus was clearly to the broad range of varieties and their characteristics. Nowadays the exhibitors are taking similar efforts in marketing. The breeding companies are closing the gap between the various steps in the value chain. They are raising the right question in the first glance; “what does the end-consumer” want?

Such a development is for me, being a long lasting visitor to the Flower Trials is very exciting. Especially over the last 3 – 6 years more and more exhibitors are showing marketing concept, which are based on major consumer trends. If you missed the “Trials” 2017 you should pencil the day for 2018 – now!

Please see below some moments of the Flower Trials 2017.
 

Author:
Robert Wacker
Managing Director Media Concept Schweiz AG
Robert Wacker has been working in the green industry since 1980. For 20 years, he has been developing marketing and sales concepts for breeders, producers and retailers. As Managing Director of Media Concept Schweiz AG, he regularly writes articles for this blog.