'Horti Fair successor' to be called GreenTech

After extensive industry consultation, the name for the biennial trade fair for the agricultural chain, focused on product technology for food and ornamental horticulture, has been decided. The definitive title is GreenTech Amsterdam, the international trade fair for Horticulture Technology to be held June 2014.

Over the past two months the horticultural sector has been invited via crowd-sourcing to help decide the name of the exhibition, the working title of which was HortiTech. The long list of suggestions was reduced to a shortlist by a renowned brand agency based on various criteria. A committee of exhibitors and other stakeholders, including AVAG and Fedecom, finally chose the name GreenTech.

“It is the first time that Amsterdam RAI has used crowd-sourcing to choose a title,” says Ids Boersma Managing Director of RAI Exhibitions. “We think it is wonderful that the sector came up with an even better name than our working title.”

The name GreenTech was suggested by Dutch and international parties. Moreover, the title is in line with the full scope of the exhibition programme, and leaves space for the future plans of the organisers.

The exhibition name GreenTech Amsterdam comprises all aspects important to positioning the event. ‘Green’ symbolises growth, crops, agriculture, horticulture, nature and sustainability. ‘Tech’ directly indicates a core element of the exhibition – the product technology that results from innovations and provides opportunities for the long-term future. And Amsterdam reminds us that the event will be held in one of the world’s most dynamic cities, one which is ideally suited for major exhibitions.

The pay-off ‘The international trade fair for Horticulture Technology’ immediately indicates the essence of the exhibition, namely horticulture and technology.

“Over 100 exhibitors have already booked and new partnerships have been formed,” adds Mariska Dreschler, GreenTech Product Manager. “The relationships with existing partners have been strengthened and with the name GreenTech we are building a broad international platform where the Dutch sector can present itself as the forerunner it is.”

The name GreenTech was launched on 22 October. Four VIP parking tickets were awarded among the title contributors and the winners of these tickets have been informed.

The first edition of GreenTech will take place from 10 to 12 June 2014 in Amsterdam RAI.

For more information : www.greentech.nl

Publication date: Tue 22 Oct 2013