Gulf Agriculture magazine High resolution(1) | Page 30

IPM ESSEN REVIEW
ATTENTION FOCUSED ON SALES CONCEPTS
ORIENTED TO CONSUMERS AND TRENDS
F
rom January 23 to 26,
IPM ESSEN was once
more the top address for
the international green sector.
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 our Scandinavian
neighbour 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
28
GULF AGRICULTURE
speaking on behalf of our
exhibitors and visitors. An
outstandingly positive mood
prevailed in all the halls,"
Oliver P. Kuhrt, CEO of
Messe Essen, was pleased
about the success of the event.
The proportion of foreign
visitors has risen from 36
percent to 38 percent.
Furthermore, 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 set
out on the journey to Essen.
"That is a top-class result. IPM
ESSEN is the global number
one of the green trade fairs,"
continued Kuhrt. 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:
"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
Not only the advancing
digitalisation was the dominant
subject at IPM ESSEN. This
year, it was conspicuous that
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
JANUARY FEBRUARY 2018