2024-02-19

IPM Essen 2024 - anniversary edition with a new direction

IPM Essen 2024 - anniversary edition with a new direction
 
Author:
Managing Director Media Concept Group

I am starting this blog post with a very personal look back at 40 years of IPM. In 1983, I travelled to a new trade fair in North Rhine-Westphalia for the first time - today's IPM. The 100 exhibitors of 1983 became over 1400 exhibitors. The number of visitors grew from around 1,500 to almost 60,000 at the beginning of the millennium - 36,000 trade visitors from 46 countries wanted to see this IPM. I would be delighted to take you on my 40th tour of the fair.

First of all, some "disillusionment": The many catering offers at the various locations were particularly striking. While Halls 1 and 2 were fully booked in the last 20 years and every square metre was fiercely contested, there was plenty of space for seating areas, points of sale for Haribo products and food trucks.
This must be attributed to the fact that well-known companies that used to have very large stands at the IPM stayed away from the trade fair; Florensis and Volmary can be mentioned as examples.

Obviously, this did not dampen the energy and enthusiasm of the visitors I spoke to. Both exhibitors and visitors have a positive outlook for spring 2024. In the plant production and retail sectors, the assessment is that all plants with a retail price below 20 euros should "do well".
In einigen Monaten wissen wir mehr und können messen, wie die Neuheiten und Angebote der IPM bei den Verbrauchern angekommen sind. Hier einige Eindrücke von der Messe:

Brands in the perception of the industry and consumers
The attempt to position "plant brands" and thus differentiate them from the "NO-NAME" competition continues. The following images show the brands Endless Summer®, First Editions® and Runaway Bride®. While the first two brands presented a relaunch, the number of garland hydrangea lovers is growing all the time.

Hydrangea brands, from left to right: Runaway Bride®, Endless Summer®, First Editions® 
Hydrangea brands, from left to right: Runaway Bride®, Endless Summer®, First Editions®

Companies operating throughout Europe in the young plant sector
As already mentioned, companies such as Florensis and Volmary have stayed away from the trade fair. Some have kept their presence at the same size as in previous years or have reduced it. Here are a few examples:

Graines Voltz with a focus on "edible products" 
Graines Voltz with a focus on "edible products"
Dümmen Orange mit verkleinertem Stand 
Dümmen Orange mit verkleinertem Stand

Comprehensive advertising campaigns and trend developments
Various PR initiatives in the different product areas were shown. One example is "Pelargonium for Europe" - a campaign that has been running for years and can be seen in the general press work in many European countries.
Landgard presented a trend book, which is intended to show the specialised trade and the horticultural industry as a whole how overarching trends can be put into practice.

Pelargonium for Europe and some examples of trends: Comfort Zone, Advanced Poetry, Desert Retreat (impressions from the BLOOMS IPM stand) 
Pelargonium for Europe and some examples of trends: Comfort Zone, Advanced Poetry, Desert Retreat (impressions from the BLOOMS IPM stand)

Encounters
In addition to innovations, concepts and developments, personal contacts are particularly important at trade fairs. The horticultural world meets in Essen. The following picture shows very well how business partners from Europe and the USA discuss activities and concepts together.

At the Kötterheinrich hydrangea stand from left to right: Robert Wacker (Media Concept Switzerland, CH), Jennifer Dyer (Mastertag, USA) Garry Grüber (Cultivaris, DE), Rick Hughes, Jillian Novosad and Nikki Alford-Magers (Mastertag, USA)
At the Kötterheinrich hydrangea stand from left to right: Robert Wacker (Media Concept Switzerland, CH), Jennifer Dyer (Mastertag, USA) Garry Grüber (Cultivaris, DE), Rick Hughes, Jillian Novosad and Nikki Alford-Magers (Mastertag, USA)

It will certainly be exciting to see where the IPM will develop. Many exhibitors are calling for it to be shortened to three days and at the same time to have fewer "empty spaces". Let us be surprised.

 

Author:
Robert Wacker
Managing Director Media Concept Group
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 all international affairs for the Media Concept Group, he regularly writes articles for this blog..

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