The combination of product ranges is certainly a speciality of Trade Fair Aalsmeer. The areas of potted plants (bedding and balcony plants, flowering houseplants), garden plants, green plants, cut plants and technical requirements can be found in an enormous range on a comparatively (compared to IPM Essen) small exhibition area (approx. 26,000 m2)
This makes it very easy for visitors from the specialised horticultural trade to gain a quick overview and meet potential suppliers. In addition, this trade fair is also a showcase for new plants and marketing concepts. Here are a few examples:
BLOOMULUS® – the first Hydrangea paniculata for the 14 cm pot
Cloud Hortensia BLOOMULUS® was presented to the general public for the first time at the HBA and van den Berg EST stands. Due to its genetics, this group of varieties in attractive branded pots with labels can be perfectly cultivated in 14 cm pots and is therefore also ideal for balconies and terraces as well as combination plantings.
«Refinement of plants»
A few years ago, there was a trend for large quantities of plants to be ‘varnished’ on the market. At this trade fair, examples of ‘enhancements’ were again on display at many stands, such as coatings with food colouring, the use of organic glitter, ‘snow’ on Picea trees, etc. There seems to be an unbroken demand from the trade, as the following pictures show.
«Everything returns»
The mosaic plant (Fittonia verschaffeltii) is certainly one of the easiest species of houseplant to propagate. Especially in the 1980s, when it was still called Hippoestes, large quantities were sold in the trade. With a modified and attractive range of varieties, the ‘old-timer’ that never really went away is back.
Clever secondary placements for plants and functional transport packaging
Selling plants in food retail outlets is a particularly good sales opportunity for very large production companies. Unfortunately, the right presentation areas are often not available. Sturdy cardboard displays can be perfectly positioned on ¼ or ½ pallets and presented in the checkout area, for example.
Transporting cacti safely home from the garden centre without injuring yourself can be a challenge. The solution shown below is not new, yet it is very functional and attractively presented.
Houseplants – outstanding range in the best quality
As mentioned above, the range on offer at the trade fair was very diverse and the producers are also satisfied with the sales volumes again, after there was probably a ‘small dip’ in this market in 2022.
Overall, Trade Fair Aalsmeer was a success with 600 exhibitors and around 20,000 visitors. It will be very interesting to see how this trade fair concept continues and whether there will be more competition with IPM Essen.
Would you like to find out more about the trade fair and various products? Are you planning your own developments and trade fair participations? The Media Concept Switzerland team looks forward to talking to you.