Seasonal Trade Fair: inspiring start to spring 201611 March 2016
This year, Royal FloraHolland has continued building on the combined Seasonal Trade Fair-Florist Event. The Florist Event (inspirational event for florists) was positioned like a beating heart in the centre of the Naaldwijk trade fair, in the Royal FloraHolland House.
The aim was to make the Florist Event an inspiring place that focusses on the interaction between florists and growers, and we were successful! Together with chain partners like Flower Factor, VBW, VGB, Bloemenbureau Holland, FHKN and Chrysal, a stunning programme was created that lasted two days and was greatly appreciated by the visitors.
Encounters and connections
Its components ranged from a Floral Tweetjam with interviews to demonstrations and a masterclass in shop marketing. There was also considerable interaction at the continuous activities such as 'florist personalities of the future', the campaign wall and the novelties stand.
All of the flowers and plants used in the Florist Event, Tweetjam and demonstrations were sponsored by standholders and growers from the flower square and the novelties stand. This meant that florists were inspired by products that they could see elsewhere in the trade fair at stands and presentations.
Bubbling with energy
Top arranger Pim van den Akker looks back satisfied. "In the Royal FloraHolland House the atmosphere was hugely positive, energetic and bubbling, and lots of photographs were taken. The standholders were proud when their products were used in the demonstrations and the arrangements. There was already greater interaction between the Florist Event and the standholders, but we have even more ideas about building on that basis."
Florist Hugo Daalhuizen from De Eeuwige Lente has five florist shops in North Holland. "My purpose for visiting this trade fair was to find some exclusive plants. I saw so many lovely exclusive plants, for example small Hortensia and unusual succulents. They are in huge demand with our customers. It is a great trade fair, well designed, well run and with unusual products. Next time I'm going to take my staff along!"
Grower and standholder Jaap Evers from Evanty is delighted with the layout of the event. "It definitely brings added value to include the Florist Event in the Royal FloraHolland Seasonal Trade Fair. As growers we are eager to hear the florists' experiences with our product and enjoy telling them about the possibilities our products offer."
Strong media interest
With 3,000 visitors attending, the Seasonal Trade Fair was busy. This year the trade fair basked in intensive media interest; on Wednesday evening the women's magazine Viva printed a report about women in the horticultural sector. Both visitors and growers and a few Royal FloraHolland employees appear in the report.
On Thursday morning, the trade fair hosted a live show of the TV programme Goedemorgen Nederland (meaning Goodmorning Holland), which is watched daily by 1 million viewers. The daily newspaper Het Algemeen Dagblad printed a lovely panorama shot of the Seasonal Trade Fair.
Upcoming Royal FloraHolland trade fairs
This year Royal FloraHolland is organising another three trade fairs:
- Royal FloraHolland Spring Fair on April 13 and 14, 2016 (Aalsmeer)
- Royal FloraHolland Autumn Fair on September 7 and 8, 2016 (Naaldwijk)
- Royal FloraHolland Trade Fair Aalsmeer on November 2 - 4, 2016
Impression of Seasonal Trade Fair 2016
Did you miss the trade fair, but are curious about it?
Fair in photos
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