Attention focused on sales concepts oriented to consumers and trends
From January 23 to 26, IPM Essen was once more the top address for the international green sector, according to a press release. At Messe Essen, 1,564 exhibitors from 45 countries presented new products, strong sales concepts and innovative technology along the entire value added chain to the expert world. In this respect, the world's leading fair for horticulture was able to chalk up an increase in visitors from abroad and more decision takers. The highlights included the visit of Her Royal Highness Princess Benedikte of Denmark within the framework of the partner country presentation of the Scandinavian neighbor as well as the appearance of the fashion designer Michael Michalsky on the Landgard booth.
"We are more than satisfied with the course of the fair and, in this respect, are also speaking on behalf of our exhibitors and visitors. An outstandingly positive mood prevailed in all the halls," said Oliver P. Kuhrt, CEO of Messe Essen.
The proportion of foreign visitors has risen from 36 percent to 38 percent. In addition, 71 percent of the guests at the fair have purchasing and procurement powers in their companies - with an increase of around two percent, an even better result than in the previous year. In total, over 54,000 visitors attended Essen.
"That is a top-class result. IPM Essen is the global number one of the green trade fairs," Kuhrt said. The ordering activities were on a constantly high level in 2018: One third ordered goods for the coming season directly at the fair.
Eva Kähler-Theuerkauf, president of the North Rhine-Westphalia State Horticultural Association and chairwoman of the Specialist Advisory Board for IPM, was also impressed, and said: "If the horticultural year goes as positively as IPM Essen 2018, we will be very happy. The green sector is heading for new shores: The plant is no longer understood as a solitaire but instead much more as part of a modern living world."
Focus on sales concepts
The advancing digitization was not the only dominant subject at IPM Essen. This year, the exhibitors decorated their booths in a lavish form. The presentation followed clear POS concepts. The pure display of individual products was pushed into the background. One pioneering highlight here was the Trend Show in Hall 13, which was implemented at IPM Essen for the first time by the creative hands of the green stylist and trend watcher Romeo Sommers. Under the mottos of "Family Garden", "The New Gardener" and "Eat Your Greens", hortivation showed new trends and POS ideas with which garden centers will be able to address their customers successfully in the future. These also included a concept that caters for the customers' increased wishes for individualization: Moreover, the popular items at the moment include easy-care house plants such as succulents, which give the consumers a lot of pleasure but require little work, air-cleaning green plants, systems for the simple and space-saving cultivation of vegetables, sustainably grown products and combinations of toys and mini plants, which are intended to introduce children to environmental subjects in a playful way.
"On the last four days, it has become very clear that the consumers are setting the pace," said Romeo Sommers, green stylist. "Together with the trade, producers must cater for the needs and lifestyles of our customers, surprise them and tread new paths in order to market green goods successfully. We have started precisely there and have given the garden center operators helpful recommendations for action to take home with them. I am enthusiastic about the first-class way in which this offer was taken up." In addition, guided tours as well as first-rate lectures in the Speakers' Corner were offered on all the days of the fair.
Princess Benedikte enchanted the guests at the fair
Denmark was the partner country of IPM Essen in 2018. On the first day of the fair, H.R.H. Princess Benedikte spread royal glamour around the fair site in Essen. Within the framework of the opening ceremony, the sister of the Danish Queen Margrethe II delivered a welcoming address and unveiled the new Danish rose breed called "Ocean of Roses".
Fashion and plants: a trendy duo
On Thursday, the Berlin fashion designer Michael Michalsky ensured a full house on the Landgard fair booth at the start of the Flower Fashion Contest. Ten young fashion creators from the Fashion Design Institute in Düsseldorf presented for the first time at IPM Essen flowery fashion creations with that they competed against each other under the knowledgeable eyes of the star designer. The conclusion about the event: Flowers and plants constitute an absolute fashion trend and address an urban and young public.
IPM ESSEN was the venue for numerous competitions and marks of distinction
For the eleventh time, plant innovations were distinguished at IPM Essen. In total, 62 breeds put themselves forward as candidates for the "IPM Innovation 2018" prize. The Salvia x hybrida 'Mysty' by Florensis from Weeze was distinguished in the "Bedding and Balcony Plant" category. The Kalanchoe Interspecific Hybrid Queen ElseFlowers 'Dean' by Knud Jepsen from Denmark received the "IPM Innovation 2018" mark of distinction in the "Flowering House Plant" category. Another innovation by Knud Jepsen, i.e. the Kalanchoe Interspecific Hybrid.
Queen CutFlowers 'Smiling Yellow Meadow', won in the "Cut Flowers" category. In the "Woody Plants" category, the Expert Commission decided in favour of the Ilex x meserveae 'Monnieves' by Helmers from Westerstede. In the "Shrubs" category, the jury chose the Bergenia cordifolia Hybride 'Snow Crystal' by Kientzler from Gensingen. The Pericallis x Hybride Senetti white by MNP Flowers from the Netherlands won the race in the "Spring Flowering Plant" category. This year, the Hydrangea macorphylla 'Saxtabbar' by the Hydrangea Breeders Association from the Netherlands emerged as the special prize winner for product innovations.
Small sleeve - great effect. This is how the jury's decision in favor of the stacking sleeve for CC carts from Uwe Dominik for the INDEGA IPM Innovation Award 2018 can be summarized briefly and concisely. The sleeve for which a patent application has been made connects stacked CC carts with each other safely so that they can no longer fall down.
Multifaceted and informative supporting program
The supporting program at IPM Essen 2018 was also just as varied as the fair itself. Experts from all over the world used the possibilities of obtaining information and further education and establishing new contacts. With a large number of events, the world's leading fair for horticulture offered value added that the visitors were happy to exploit.
Together with sports scientist and health expert Dr. Ingo Froböse, television and star chef Björn Freitag was a guest at the future congress entitled "Horticulture and Landscaping Outlooks". Under the title of "Health as a Success Factor", the North Rhine-Westphalia Association for Horticulture, Landscaping and Sports Field Construction had invited visitors to this meeting.
The International Horticulture Forum also concentrated on Denmark as the partner country. "Germany & Denmark - Let's Go Green Together. Green Cities Improve the Quality of Life“ was the title under which experts passed on their knowledge - including Stig Aagaard, senior advisor for Climate, Energy and Environment at the Danish Embassy in Berlin.
A first-rate information event with which IPM Essen 2018, in cooperation with the Federation of German Nurseries (BdB) and THE GREEN CITY foundation, once more offered a first-rate information event for nursery gardeners, landscape gardeners and decision takers from local authorities concentrated on the biological diversity in the private and public green areas of local authorities.
Set date in the calendar of fairs
The next IPM Essen will take place at Messe Essen from Jan. 22-25, 2019. 95 percent of the surveyed visitors recommended the fair and 92 percent already knew now that they wanted to come again next year. And 95 percent of the exhibitors intended to participate in the next world's leading fair for horticulture.
IPM Essen 2018: figures in detail
There were 1,564 (in 2017: 1,577) exhibitors from 45 (45) nations and 63 (63) percent of these came from abroad. Also including the forecast for the last day of the fair, 40,000 registered trade visitors came to the fair (according to the Society for Voluntary Control of Fair and Exhibition Statistics - FKM). The comprehensive supporting programs were visited not only by international participants but also, among others, by guests of honor, press representatives and influencers, representatives from local authorities and sponsors. The proportion of trade visitors was 97 (98) percent.