Fresh flowers and plants are gaining ever greater importance in the retail trade – whether as seasonal decoration for the home, for a festive table at birthdays, weddings and the like, as an attractive gift to take along as a guest – or, indeed, even as a fresh addition to product displays in the shop window and in the shop interior. The demand is for easy-care and long-lasting products, which give people an appetite for bringing more fresh greenery into the home or giving it as presents. In order to meet this increased demand and, at the same time, generate new growth potential, the floristry industry is on the lookout for new sales channels. With its innovative marketplace, Floradecora, Messe Frankfurt have picked up on these developments and, thanks to the concurrently held Christmasworld, the leading international trade fair for seasonal and festive decoration, access to international and professional buyers from a variety of retail types is guaranteed. “With Floradecora we are seeking to provide fertile ground for greater growth in the face of the structural changes currently taking place in the international floristry industry,” said Eva Olbrich, director of Floradecora and Christmasworld at Messe Frankfurt Exhibition GmbH. 30 exhibitors have already signed up for the second edition of this wholesale fair for fresh flowers, plants, bouquets and ready-to-sell flower arrangements, which is to be held from 26 to 29 January 2018.
They include, for instance, Anthura, Chrysal, Dümmen Orange, FleuraMetz, Goedegebuure Natural Decorations, Heembloemex Deco, LG Flowers and Zentoo. “Moreover, we are delighted to see that, with participants from Denmark, Spain and Ecuador, the show is becoming more international,” stated Eva. After the positive experience of the premiere, the hall layout, which brought together supply and demand in an innovative way, is being adjusted in line with the exact requirements of the sector. Eva commented: “In addition, we are counting on yet more workshops to go with the accompanying programme of lectures. Tweaking the show in this way should bring more sharply into focus the added value for all market participants. Not least because the new ideas at Floradecora are all about creating new business contacts.”