On Wednesday 2 October, trade fair GrootGroenPlus will open its doors. For many companies, organisations, governments, and institutions in and around the tree cultivation industry, it’s an event to look forward to. For three days, participants and visitors from all over the world come together to showcase, view, and, most importantly, discuss products. This leads to many connections and transactions.

Every year we ask ourselves the same questions: what are we going to do, where are we going to do it, who are we doing this for, why are we doing it, and how are we going to achieve the best result? Our approach is clear now: learn from past editions and keep innovating. One way we innovate is through the themes. 

This year, we want to pay special attention to everything that deserves to be in the picture. We also reflected on labels like 'novelty'. Can a product still get that label if it has been on the market for more than a year? Or does it depend on other factors? The label of 'novelty' automatically brings something in the picture. We asked our participants this question, as well as what they wanted to put in the picture. Expert and diverse juries will take this into consideration on the first day of the trade fair. The juries will decide which participants, with their stand and plants, are most in line with the trade fair’s theme and know how to best put themselves in the picture. 

Of course, we do this for the participants, giving them multiple opportunities to showcase the best of their assortment, but also for the visitors, so they can see the most interesting products from the green industry in three days. Moreover, we know by now that this has a year-round effect; the trade fair is just one part of the platform that GrootGroenPlus has evolved into.

Why did we go for a visual approach? Because we believe it’s important that not only the products of our green partners, but also their stories, are seen. In an attractive way, which might even be very unconventional. It reminds me of the 2016 edition of Floraliën. There, I saw enormous photos of Ghent azaleas, with tough men on motorcycles and tattoos. Not an obvious combination, but a smart one. The image told a story, stuck with visitors, and resulted in a successful campaign. That requires some thought, but we believe that if you take the time to think about the story you want to tell, it deserves to be in the picture. 

We will gladly put it in the spotlight and pay attention to it, and visitors will too. And we all know: where attention goes, energy flows. We wish this growth to all our colleagues in the industry. On behalf of trade fair GrootGroenPlus, I wish you all a very successful three-day event. And through our year-round platform, the photos taken will prove the success of the fair. 

Best regards, 

David Bömer