Final Report on IPM ESSEN 2014
32nd Edition of the World’s Premier Horticultural Fair
Aroused Enthusiasm with Internationality and a High Visitor Quality
Essen, January 31, 2014
The 32nd International Plant Fair in Essen in 2014 was characterised by another rise in the internationality, more decision takers as well as a greater interest in the Technology section. The world’s premier horticultural fair which was this year opened by Dr. Hans-Peter Friedrich, Federal Minister of Agriculture and Food, not only showed an undiminished high level of ordering activities but, to an increasing extent, was also a platform for maintaining contacts and for networking. 1,554 exhibitors from 45 countries presented to around 57,000 trade visitors from over 100 nations products and services from the entire value added chain: from plants via technology, floristry and equipment right up to the point of sale.
“IPM ESSEN has once again proven that it is the most important fair in the green sector. It reflects the worldwide market and lets market partners come together. This year, it was able to extend its internationality even further as an exclusivity characteristic,” was the summary of Oliver P. Kuhrt, Chairman and CEO of Messe Essen, and Egon Galinnis, Managing Director of Messe Essen.
Around one third of the visitors placed orders directly at the fair and almost half of them stated that contracts would be concluded after the fair. This highlights that the sector is looking into the future positively, as was confirmed by J?rgen Mertz, President of Zentralverband Gartenbau (“Central Horticultural Association”): “We gardeners are looking ahead with optimism. In this respect, IPM ESSEN at the start of the year is regarded as a source of impetus for a good economic year. Because the slump in the market in 2013 will not have any negative influences on the course of 2014 if the weather plays along. On the contrary, I am absolutely convinced that there will be a need for catching up, also with substitute and new planting operations.”
IPM ESSEN 2014 More International Than Ever
The exhibitors praised the internationality and quality of the visitors in particular. At around 40 percent (in 2013: around 30 percent), the proportion of foreign trade visitors has risen substantially. Countries from the Middle East and Asia as well as Australia registered higher numbers of visitors. And it was also possible to raise the quality of the visitors. 75 percent (in 2013: 72 percent) of the visitors are involved in purchasing and procurement in their companies. There was great interest in the enlarged Technology section. Behind the Plant section (76 percent), around 41 percent (in 2013: 36 percent) of the people surveyed specified it as the exhibition section in which they were especially interested.
Important Subjects: Networks and Establishing Contacts
As far as the visitors’ objectives were concerned, maintaining and consolidating business contacts as well as networking were right at the top of the ranking. International associations used the fair for their meetings. The European Tree Nursery Reception which was jointly organised by Bund deutscher Baumschulen (BdB – “Federation of German Tree Nurseries”), the European Nursery-Stock Association (ENA) and Messe Essen gave its premiere. “For the first time, our tree nursery associations are using the outstanding platform of IPM ESSEN in order not only to show our colours as companies but also to demonstrate the closeness of the sector throughout Europe,” Helmut Selders, BdB President, emphasised the increasing significance of IPM ESSEN for exchanging ideas on the level of the international associations.
Showcase for New Products and Innovations
As is tradition, innovative new plant breeds were honoured at IPM ESSEN. In total, 56 plants had taken part in the Innovation Showcase. Seven of them are allowed to bear the title of an “IPM Innovation 2014”. The Pelargonium grandiflorum “pac Bermuda Pink, Regbepi” from Elsner pac from Dresden was distinguished in the “Bedding and Balcony Plants” category and the Erysimum Hybride “Winter Party” from Kientzler from Gensingen in the “Spring-Flowering Plants” category. Moerheim New Plant from the Netherlands won in the “Flowering House Plants” category with the poinsettia called Euphorbia pulcherrima willd. Ex Klotzsch Princettia ? Pearl and Plantipp also from the Netherlands in the “Tub Plants” category with the Dianella revoluta Coolvista ? (Allyn-Citation). The Kalanchoe Interspecific Hybride Queen? from Knud Jepsen from Denmark was chosen in the “Cut Flowers” category and the Betula pendula “Magical Globe” from Kolster from the Netherlands in the “Woody Plants” category. The expert jury honoured the Basil Tree from Global Plant from Israel with a special prize.
The story behind the plant was the focus of attention of the “Colour Your life Award” which was organised by Messe Essen and Blumenb?ro Holland (“Holland Flower Office”). Amongst the twelve nominations, the Helleborus from the “King” collection of Special Plant from Zundert in the Netherlands secured the trophy. The second prize went to the Hydrangea macrophylla Black Diamonds of De Jong Plants b.v. from Boskoop in the Netherlands. The bay tree of Gova BV from Nispen also in the Netherlands took third place.
The ornamental plant cultivation company Zierpflanzenbaubetrieb Engels from Pulheim received the “North Rhine-Westphalia Horticultural Prize 2014” for its successful concept with regard to practical climate and environmental protection in horticulture. The “INDEGA IPM Innovation Award 2014” presented by the “Association Representing the Interests of the German Horticultural Industry” went to the “FlowerPack” machine of Leidolt Maschinenbau from Singen. The device takes pots off the conveyor belt with a fork and puts them into transport or cultivation trays.
Top-Quality Floristry in the FDF Event Centre
The unique stage shows in the FDF Arena once again turned out to be veritable crowd-pullers. For the first time, the German master florists J?rgen Herold, Thomas Gr?hb?hl and Stefan G?ttle presented trendy spring floristry and flowery designs for an urban target group. The master florist Manfred Hoffmann and his team showed new ideas and stimuli for designing with house plants. On the occasion of the tenth anniversary of the “International Teachers of Floristry” group, teacher personalities from all over the world gave insights into their views on floral design and showed the cultural diversity of a profession. The exhibition specials and the marketing presentations included the “House Plants Calendar” and the new collection called “just chrys 2013/2014”. Exclusive wedding floristry with the Avalanche rose was a genuine eye-catcher.
The creative competitions at this year’s IPM bore the motto of “Now Growing Together ?”. The IPM Fair Cup 2014 went to Julia Erven, Blumenhaus am Hofgarten in D?sseldorf. She displayed the best “Decorative Potted Plant” as well. Mandy Kassulke from Duo Floral in Essen designed the most beautiful “Bouquet”. Andrea Klostermann from Blumenhaus Ehling in Velen took first place in the “Tub Planting Arrangement” competition category.
“After a difficult year for the sector, IPM ESSEN 2014 has provided positive impetus. The exhibitors in the Floristry section are reporting to us predominantly good business and many interesting expert discussions. The FDF Event Centre was once again the meeting place for the international professional group. Our events and presentations inspired a creative sector. The media interest focused on the latest flowery spring trends. A lot of trainees obtained information from FDF about the wide spectrum of the florist’s occupation,” was the assessment made by Helmuth Prinz, President of Fachverband Deutscher Floristen e. V. – Bundesverband (“Trade Association of German Florists – Federal Association”).
Informative Supporting Programme Was Convincing
The first-class accompanying programme at IPM ESSEN aroused the enthusiasm of the visitors: One new feature was the information event which was entitled “Green Urban Development in Times of Change ? and Tight Budgets” and was staged in cooperation with the foundation called “Die Gr?ne Stadt” (“The Green City”). In his speech during the opening ceremony for IPM, Hans-Peter Friedrich, Federal Minister of Agriculture, had thus also emphasised the great importance of urban greenery for an environment worth living in: “Cities would only remain inhabitable if there were enough greenery. Well-maintained green areas and parks raise the quality of life and increase the values of plots of land and properties.”
The International Horticultural Forum focused on the horticultural and plant industries in Turkey. Experts portrayed the current economic situation and provided information about new market opportunities.
Together with Messe Essen, the “green associations” invited people to the Training Day. With the motto of “I LOVE GREEN – Experience Green Occupations Live”, pupils from Classes 9 and 10 at general schools were provided with comprehensive information about the occupations of gardeners and florists. In addition to this, the first Jobs Exchange for “green careers” offered chances to enter the occupation.
IPM ESSEN 2015 Will Be a Permanent Fixture in the Calendar of Fairs
Even now, 93 percent of the visitors and 96 percent of the exhibitors have already decided that they will participate in IPM ESSEN in 2015 as well. The next edition of the International Plant Fair will take place at Messe Essen on January 27 – 30, 2015.
IPM ESSEN 2014: Figures in Detail
1,554 (in 2013: 1,537) exhibitors from 45 (46) nations, including 62 (61) percent from abroad. Also including the projection for the last day of the fair, around 44,000 registered trade visitors with a foreign proportion of 38.3 percent* came to the fair. Not only international participants but also guests of honour, press representatives, municipal representatives and sponsors came to the extensive supporting programmes on the occasion of IPM ESSEN 2014. The proportion of trade visitors was 96.7 (97.5) percent.
* Survey of visitors on the first to third days
G?l?en Bay, Turkish Ornamental Plants Exporters Union, Turkey:
“The premiere of the Turkish cooperative booth at IPM ESSEN was very successful. Our booth was strongly frequented and the visitors were highly qualified. Anyway, IPM ESSEN is visited by decision takers above all and that is good for our business. Therefore, we can well imagine coming once again in the next few years.”
Frederico Peinheiro Chagas, Director General, VIPLANT, Portugal:
“For the exhibitors on the Portuguese cooperative booth, the IPM appearance was a total success. We have held very good discussions with existing and potential customers. The highly qualified people interested in our plants primarily came not only from Germany, France, the Netherlands and Scandinavia but also from the Czech Republic and Russia. Conclusion: We will be involved in IPM ESSEN 2015 once again.”
Heinz Wigbers, Euro Infrarot Technologie GmbH & Co. KG:
“We are an exhibitor at IPM ESSEN for the first time and, even now, can already say that we will certainly come again. This fair is the ideal advertising platform for our company. With our heated mats, we were able to fill a gap in the range on offer in the field of workplace equipment for florists. Our products have been very well-received.”
Christian G?nther, Export Sales Management, Einheitserdewerke Patzer:
“IPM ESSEN is attracting an ever greater number of visitors from overseas. That is very good for our international business. For example, we have this year acquired new contacts to potential customers from Mexico. The quality of the visitors to the fair was very high all in all. That is important to us too. Therefore, we will definitely take part in the next IPM ESSEN once again.”
Beatrix Hildenbrand, Marketing Management, Kr?ss GlasCon GmbH:
“Anybody wanting to reach international decision takers comes to IPM ESSEN. No event in the sector is more international or can register a comparably high proportion of decision takers. We have had a good response from interested visitors, from the USA and Italy as well. Since the Russian market is also very important to us, we will be involved in Flowers IPM Moscow too.”
Klaus Feike, Marketing Manager for Commercial Customers, Volkswagen AG Nutzfahrzeuge:
“No matter whether Caddy, Transporter or Amarok with a tilting loading area – at IPM Essen, we have presented commercial vehicles which are interesting to the green sector. For us, the world’s premier horticultural fair is an outstanding platform in order to publicise our make in a form specific to the target groups. Because the decision takers congregate precisely here in Essen. This year, we were represented at the fair for the second time, once more in cooperation with Zentralverband Gartenbau (ZVG). Our conclusion: It was a successful time.”
Constanz Dorniak, Marketing Management for Gardens in Germany, EMSA GmbH:
“From the beginning, the frequency on our booth was outstanding. We were able to greet customers from all over the world. A lot of visitors came from Russia, Turkey and the USA. In my opinion, IPM ESSEN has even become a little bit more international. We were able to successfully market our current product portfolio which is characterised by strong colours and functional designs. For 2014, it is true: We are satisfied.”
Matthias Daisenberger, Business Management, Modahum GmbH:
“Many international contacts and good business at the fair – this is how we can summarise IPM ESSEN 2014. We can record acute interest in our heavy-duty sack barrows for heavy plants and pots from almost everywhere in the world. Decision takers from Australia, Hong Kong, Canada, Russia and South Africa have obtained information from us. Correspondingly, IPM ESSEN has been a good fair for us for almost twelve years: Here, we meet our customers in a precise way.”
Arno Zerhusen, Sales Manager, P?ppelmann GmbH:
“We have been an exhibitor since the very beginning and, in the meantime, orient our marketing activities to IPM ESSEN in a targeted way. There, we meet the people whom we would like to meet. Moreover, we learn about the newest trends. Amongst other products, P?ppelmann supplies plant pots, cultivation systems and trays to 70 countries on Earth. Therefore, the internationality of this leading global fair is particularly important to us. Short and sweet: As expected, IPM ESSEN went very well in 2014.”
J?rg Zwahlen, President, Birchmeier Str?htechnik AG:
“IPM ESSEN offered a first-class backdrop in order to present our products. We were able to explain selected innovations, and even a world premiere, to a wide trade public. IPM ESSEN made it possible for us to inform users about improved technologies. We will be happy to be involved once again in the coming year.”
Paolo Gorini, Managing Director, Gorini piante, Italy:
“We are a family business with a lot of devotion to detail. For us, special wishes are just as much a matter of course as direct lines to our customers. For this reason, fairs like IPM ESSEN are particularly important. Here, we have met a lot of contacts whom we have only known from the telephone until now. In 2014, we were present as an exhibitor for the third time and have enlarged our booth. With success: We were able to portray the diversity of our product range in a perfect way and are very satisfied.”
Marco Menichini, Sales Manager, Sandro Bruschi, Italy:
“With 25 percent of the turnover, the German market is interesting to us as an Italian company. For this reason, we are glad that this leading global fair takes place in Essen and is nevertheless exceptionally international. For more than 20 years, we have been represented at IPM ESSEN as an exhibitor. As the assessment for 2014, we can say: We had a good frequency on the booth and will come again.”
Dipl-Ing. Andreas Richter, Marketing Manager for Garden Centres, Bruns-Pflanzen-Export GmbH & Co. KG:
“We have been involved since the start and were once more able to make outstanding use of the 32nd IPM ESSEN too for maintaining contacts. This fair reflects the international market and, for us, is the world’s premier fair in the sector. This year, we had a particularly large number of customers from abroad on our booth. In our view, the internationality has increased.”
Peter Willenborg, Commercial Representative, MEGA Ceramics:
“After a twelve-year break, we are once again involved in IPM ESSEN with our own booth and are positively surprised: In particular, our new products were very popular. We had the feeling that, after a relatively poor year, the customers are now willing to invest. Participating in the fair was the right step at the right time. Our order books are full.”
Armin Rehberg, Chairman of the Management Board, Landgard EG:
“For years, our booth at the IPM fair in Essen has been established as a communication and information platform for customers, producer businesses and the public in the sector. In the future as well, Landgard will use this important forum in order to present itself to the sector as a service provider with value added. Therefore, we are pleased about IPM ESSEN’s great appeal to the international trade public. For all the participants in the value added chain, the external effect of IPM ESSEN is an excellent image medium and ambassador in order to portray the versatility and efficiency of horticulture in a positive form.”
Margrate Yang, Secretary General, Taiwan Floriculture Exports Association:
“Our appearance at IPM ESSEN 2014 was a success. One advantage of the fair is the high proportion of international exhibitors and visitors with whom we were able to establish a wide variety of contacts. Moreover, our position in Hall 1 was outstanding. In the coming year, we may even want to enlarge our booth there. Our numerous visitors were interested, above all, in the Phalaenopsis orchid genus in a mini size including accessories.”
Jos van Lint, Director, Proba, the Netherlands:
“IPM ESSEN is a veritable barometer of the sector: And as it has gone in 2014, we are facing a good business year. The Dutch cooperative booth with 65 companies was well-frequented and the visitors were enthusiasitc about investments. Package solutions from one source were particularly popular. The internationality of IPM ESSEN which was already high in any case has risen even further – above all, towards Asia as well as towards Central and South America. Important markets for us. Therefore, we will come to Essen once again in 2015 too.”