With this year’s theme ‘Heart for Green’, GrootGroenPlus draws attention to the passion, dedication and social importance of the tree nursery industry. According to Frans van Wanrooij, chair of the theme committee, it’s a call to not just grow plants, but to stand for green with heart and conviction. ‘We don’t just grow trees,’ he says. ‘We grow a liveable future.’

Van Wanrooij observes that the connection between people and nature is under pressure – making it more relevant than ever. ‘Society has become increasingly detached from nature. People live, work and travel in urban surroundings. That’s why it’s essential for us as an industry to show what green can do: provide cooling, retain water, enhance biodiversity and improve wellbeing.’

He points to municipalities and designers that are now integrating greenery into urban planning. ‘Take cities like Eindhoven or Rotterdam, where greening has become part of long-term policy. But to make that happen, growers need to keep innovating: cultivating species that can withstand drought and heat, and developing systems that use water and labour more efficiently.’

Innovation, he says, is the silent driving force of the sector. ‘From the outside, people see trees – but behind them lies a world of knowledge and technology. Sensors, precision cultivation, biological pest control, water management systems. It’s time we share that story more broadly – not out of pride, but out of genuine confidence in our contribution.’

The theme ‘Heart for Green’ is therefore meant to connect the sector. ‘It’s not only about love for our craft,’ Van Wanrooij explains, ‘but also about responsibility. For our surroundings, our people and our clients. Anyone who works in green, works for wellbeing – for both humans and nature.’

At GrootGroenPlus, this message will resonate through the stands, presentations and conversations across the fairgrounds. ‘What makes this event so special is the shared energy and craftsmanship in our industry,’ Van Wanrooij concludes. ‘If we can show that to the world, we’ll not only grow trees – we’ll grow respect for our profession.’