Breeding
Traditionally, breeders of bed and balcony plants are using the IPM to show their innovations to growers and retailers. Many novelties were awarded during the fair – here some examples:
Concepts
Innovative genetics meeting the actual zeitgeist are important but a marketing concept is very important as well in order to reach the consumer, address them individually and support their buying decision. The IPM 2017 showed many examples:
Begonia Dreams (Beekenkamp)
The internationally well-known Begonia specialist Beekenkamp presented their new concept «Begonia Dreams». The four product lines ’Waterfalls’, ’Indoor ’, ’Outdoor ’ and ’Perfume’ are summarized in this very attractive concept.
The consumer captures the benefits of the different variety groups in the first place. A wide offer of promotion material supports the retailer at the POS. Labels, posters, ceiling banners and flags as well as CC-trolley posters can be ordered with the plants.
ASB – Greenworld BIO-Eco
ASB Greenworld, an internationally known producer of soils and fertilizer called attention to the new product line BIO-Eco. The packaging of these products has been produced sustainably and is very attractive for the consumer thanks to a natural design. ASB Greenworld starts into the new season with the following products:
- Fertilizer sticks (package unit of 90 in biological)
- Liquid fertilizer (5 liter in a box with dispenser)
- Soil conditioner (45 liter in a bag in recycling foil)
Longterm developments
Messe Essen provided an interesting program. A speech of Sascha Lobo, blogger and strategic consultant was one of the highlights. His message for the horticultural market: «don’t fend off digitalisation – help form it». In this regard there is still a lot to do in the green market.
Outlook 2018
The next IPM will take place from January 23rd, 2018 to January 26th, 2018. The number of foreign visitors will still rise probably. Another interesting prospect is the integration of the «hortivation by IPM Essen» next year in Essen.