‘The FlowerTrials’ greatest advantage is that breeders and propagators of potted and bedding plants can show a significant part of their assortment and innovations; they are less limited by floor space than they are at a trade show. That’s what makes FlowerTrials an interesting event for growers. Actually, for them, it’s a must.’ These are the words of Ms Gill Corless, the new President of FlowerTrials.
FlowerTrials is not just a party for individual propagators and breeders of potted and bedding plants, but has now turned into a festive week for the entire sector. That’s how Gill Corless described the event: ‘It’s a real showstopper. No single participant has ever dropped out, or only if they have merged with another company.’ The 13th edition of the FlowerTrials is scheduled for week 24 this year.
Not a Dutch event
Although most companies present themselves in the regions Aalsmeer and Westland, Gill Corless does not think of FlowerTrials as a Dutch event. ‘FlowerTrials is an excellent stage for Dutch companies, but it’s not exclusively Dutch. Of the 52 companies that show their assortment and innovations, four come from Israel, two from Japan, two from Denmark, two from France, two from Britain, one from Belgium, and one from the USA. Another six German companies will present themselves just over the border in the German region of Rheinland Westfalen.’
Ms Corless had read Mr Franz Hanka’s appeal to other companies in the Lower Rhine region to start participating at FlowerTrials in our recent international newsletter Hortipoint. The new president shares the opinion ’the more, the merrier’, but stressed that companies can only participate if they propagate potted and bedding plants from cuttings or seed. ‘FlowerTrials is not an extensive convention where every Tom, Dick, and Harry can show their assortment,’ said Ms Corless.
Growers are the main target group
Growers are FlowerTrials’ main target group: in 2015, 40% of the visitors were registered as a grower or propagator. According to Ms Corless, this is a pleasing result, but is still just a small representation of all growers in the Netherlands and Germany. Almost half of the visitors come from abroad (so not from the Netherlands or Germany), including growers and growers’ associations. Young-plant companies, seed distributors, and traders visit FlowerTrials in significant numbers. Nevertheless, it remains an event for growers. ‘Many entrepreneurs are already taking a peek over the fence, but not all of them are, while growers are increasingly being pandered to,’ Ms Corless explained.
Evening opening hours cancelled
She refers to a small change in the opening times. Late-night opening on Thursday did not attract enough extra growers last year: less than 1%. The locations stay open until 18.00 every day except on Friday, when they close at 16.00. ‘I don’t know whether that makes any difference. It could be that Friday is still the day that growers prefer to visit FlowerTrials,’ said Ms Corless. She is open to suggestions to attract more growers.
‘FlowerTrials is well-known amongst growers; that isn’t the problem. Perhaps they should be encouraged to look beyond their regular suppliers. It could be the place where they find that one variety that will be enthusiastically received by their target group. When participants are planning their presentations, they are increasingly taking different segments into consideration. Not only segmentation in location, assortment, or stock, but also segmentation of sales channels,’ Ms Corless concluded.
