Facts & Figures
VISITORS PROFILE UP TO AND INCLUDING 2009
TYPE OF BUSINESS TRADE VISITORS 2009
Cut flowers under glass 16%
House plants 12%
Vegetable cultivation under glass 14%
Field-grown flowers 7%
Field-grown vegetables 3%
Horticultural technology 14%
Services 10% Garden plants/tree nursery 7%
Wholesale and retail 8%
Combination/various 8%
Education/research 5%
Other 4%
Visitors to the Horti Fair represent the whole of (greenhouse) horticulture and all links in the chain: from breeding to retail.
PRODUCTS THAT INTEREST TRADE VISITORS 2009
Horti Tech
Automation 32%
Lighting 22%
Internal logistics 16%
Greenhouse construction/fittings 33%
Climate control 31%
Water treatment 23%
Crop protection 26%
Machines/equipment 31%
Compost/fertilizers/substrates 25%
Horticultural supplies 35%
Packaging 20%
Horti Grow & Trade
Flowers and plants 42%Pot plants 28%
Cut flowers 33%
Food crop horticulture 27%
Advice/information/services 19%
Sales organizations 23%
Wholesale and retail 23%
Visitors to the Horti Fair have a wide and deep interest in all elements of the exhibition programme.
MOTIVES FOR VISITING 2009
New products/services 65%
Enhanced overview 49%
Contacts with suppliers/colleagues 44%
New suppliers/contacts 40%
Contacts with colleagues 37%
Technical insights/finding solutions 34%
Selection of suppliers 18%
Information about prices/conditions/offers 15%
Visitors come to the Horti Fair to do concrete business, for the complete overview of all developments in (greenhouse) horticulture, and for new products and services.
VISITOR BEHAVIOUR 2009
First visit to Horti Fair 35%
Average duration of visit per day 5,0 hours
Average number of days 1,7
Number of visitors per company 2,3
Number of contacts participants 9
Number of new contacts 3,6
The Horti Fair attracts many new visitors every year, as well as a core group of loyal visitors who stay relatively long at the exhibition and make many new contacts.
VISITOR RATINGS 2006-2009
Found/saw what was sought 92%
Recommends colleagues to attend 89%
Intends to revisit 73%
Finds Horti Fair (very) conveniently arranged 72%
The Horti Fair has been given good to very good ratings in the past four years. Quality, number and home countries of visitors
Almost 60% of the more than 34,000 visitors in 2009 were directly involved in purchasing and 30% of the trade visitors to the Horti Fair came to the exhibition on account of concrete purchasing plans! 48% of the visitors came from the Netherlands, 52% of visitors are international and come from more than 100 countries. The Horti Fair websites attracted in 2009 about 600,000 unique visitors.
PARTICIPANTS PROFILE 2009
EVALUATION OF EXHIBITION QUALITY 2004 – 2009
in general 75% (very) satisfied
number of visitors 60% (very) satisfied
visitors to stand 66% (very) satisfied
quality of visitors 79% (very) satisfied
contact with organizers 78% (very) satisfied
The Horti Fair has enjoyed high ratings for the past six years. Valuable results of taking part The Horti Fair assists participants on an individual basis with specifying exhibition goals and measuring the yield. The potential effectiveness of participation in the Horti Fair is shown by a calculation of the costs of participation per:
exhibition visitor € 0,55
stand visitor € 58
contact € 145
new contact € 256
new customer € 1,220
The feasibility of these results depends strongly on the formulation of the right goals and the joint investments made by the organizers of the event and its participants.
EXHIBITORS’ OBJECTIVES 2009
New customers/associates 90%
Stronger customer contacts 85%
Higher profile 74%
Product introduction 55%
Participation in the platform 62%
Review of customers’ wishes 55%
Sales/contracts/orders 35%
The objectives of exhibitors at the Horti Fair overlap significantly with the motives of the trade visitors.
INTERESTING REACH 2009
The Horti Fair has an independent survey of the exhibition carried out every year by specialized researchers, such as IBT Marktonderzoek and Exporesult. Averages provide no guarantees, but they do give a good indication of the possibilities of reaching existing and new customers:
Average number per exhibitor:
stand visitors 323
contacts 129
new contacts 73
existing contacts 56
existing contacts + orders 22
new customers 15
INTEREST IN VISITOR CATEGORIES 2009
Flower cultivation under glass 56%
Vegetable cultivation under glass 52%
House plants 38%
Flower cultivation in open field 32%
Garden plants/tree nursery 31%
Vegetable cultivation in open field 28%
Wholesale/export 24%Flower bulb cultivation 23%
Retail/large-scale purchasing 22%
Fruit cultivation 21% Parental material 13%
Mushrooms 13%
Services 13%
Technique 13%
Research 13%
Retail trade 12%
Other 11%
Participants are interested in visitors from the entire international horticulture cluster, including technique, supplies, trade and research.
PARTICIPANTS’ HOME COUNTRIES 2009
The 740 participants at the Horti Fair 2009 came from 45 countries and half of them came from the Netherlands. The Horti Fair has around 100 new participants every year. The wide range of countries of origin and the high quality of the group of participants has allowed the Horti Fair to develop into the annual world horticulture platform.
In the past four years, participants have come from:
Australia, Austria, Belgium, Brazil, Canada, Chile, China, Colombia, Czech Republic, Denmark, Ecuador, Egypt, Estonia, Ethiopia, Finland, France, Germany, Great Britain, Greece, India, Indonesia, Ireland, Israel, Italy, Japan, Jordan, Kenya, Liechtenstein, Lithuania, Malaysia, Mexico, the Netherlands, the Netherlands Antilles, New Zealand, Nigeria, Norway, Panama, Peru, Poland, Portugal, Russia, Saudi Arabia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Taiwan, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, the United States, Zimbabwe.
EXIHITION PROFILE 2009
EXHIBITION LAYOUT SINCE 2009 THE HORTI FAIR HAS BEEN DIVIDED INTO TWO MAIN SEGMENTS:
Horti Tech with participants who offer products/services in the categories of automation, lighting, crop protection, materials handling, greenhouse construction and fitting out, climate control (incl. cooling), machines/equipment, compost/fertilizers/substrates, water treatment, horticultural supplies (incl. crop protection) and packaging;
Horti Grow & Trade
with participants from the categories of advice/external communications/services, (parental material for the cultivation of) flowers and plants, cut flowers, pot plants and garden plants, food crop horticulture, sales organizations (incl. retail) and national entries.
Basic principles for the exhibition layout are the interest and perception of the visiting (greenhouse) horticulture professionals. The clear categories and the inventive lay-out guarantee the best results for participants and visitors alike.
HORTI FAIR: THE INTRODUCTION PLATFORM
The Horti Fair is the leading platform for the introduction of new products and services in horticulture. All new products registered in time are judged for the Horti Fair Innovation Award by an international jury of experts, which announces the nominations at the beginning of September. The ultimate winner is announced by the jury on the first day of the exhibition. The winner of this prestigious prize receives a media package worth € 5,000 from the Horti Fair and Reed Business. All new products and services are presented at www.hortifair.nl and on new products routes at the exhibition, where they can be recognized by the special Horti Fair New logo. Innovation is also the key element during the trade press and new products preview organized by the Horti Fair at the end of August. Winners Horti Fair Innovation Award:
2009: Horti Tech: Hortiquip Staking Machine from Hortiquip B.V. Horti Grow & Trade: Garvinea® Perennial Gerbera from Florist De Kwakel
2008: Be Aware Get Better from Retail Inspiration
2007: Enzicur from Koppert Biological Systems
THE HORTI FAIR STANDS FOR QUALITY
The Horti Fair considers quality to be of paramount importance. The House of Quality is the greatest of product judging events for flowers and plants, with more than 1,000 entries from all over the world in 2009 and Vof L.J. Leerdam from Woubrugge as the winner of the Interpolis Quality Cup. The winner of the Csizik Cup for the most beautiful stand arrangement went to Zuidkoop for the Anthura stand. The Horti Fair offers exhibition training and makes exhibition results concretely quantifiable by means of the annual visitor, participant and profitability surveys. Participants can make use of many of the opportunities presented by the Horti Fair in their communications (invitations for example, and internet, press programme, exhibition catalogues, floorplans and routes, the innovation programme, meetings, special pavilions, promotional material and the exhibition theme). The participant who takes optimum advantage of the Horti Fair as a communications platform in the opinion of the expert jury, receives the Best Participant Award during the exhibition. The prize consists of a trophy, a certificate, a media package worth € 1,000 for the Horti Fair and various mentions in (press) communications.
Winners:
2009: KUBO Horticultural projects in Monster 2008: BVB Substrates in De Lier 2007: Priva in De Lier
HORTI FAIR HOUSES & PAVILIONS
Special pavilions offer visitors a fast overview of developments in horticulture and provide participants with additional options for presenting their businesses: national pavilions, the House of Technology & Innovation, Horti Fair Stage, AVAG Market, Breeders’ Market, House of Quality, House of Software and the Career Plaza. Horticulture sector organizations annually organize pavilions for their members.
Horti Fair stimulates exchange of knowledge
In addition to innovation and quality, the exchange of knowledge is a spearhead for the Horti Fair. In this way, the exhibition contributes to the international positioning of horticulture as an innovative and sustainable branch of industry. Breakfast Briefings (in partnershiop with Syntens), the exhibition theme of “earning sustainably”, the press programme and gatherings at the exhibition are components of the exchange of knowledge facilitated by the Horti Fair.
THE HORTI FAIR IS FROM, FOR AND BY HORTICULTURE
The Horti Fair is firmly embedded in horticulture. The team of organizers works closely with committees whose members are based in horticulture and these ties will be strengthened in 2010 by an exhibitors’ and visitors’ council. Board, executive and management have their roots in horticulture and in organizing international trade shows and so the Horti Fair is from, for and by horticulture, including trade, technique and supplies.
The Horti Fair rents the exhibition complex of the Amsterdam RAI – close to the market and the Dutch centres of horticultural trade, production and knowledge. It is also near Amsterdam Airport Schiphol and easily reached via the Dutch motorway network, train and metro, with the shuttles between the Horti Fair and the horticultural areas in the Netherlands as an extra service.
