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Fruit, vegetable and herb days at the IPM ESSEN 2019 on the 24th and 25th of January

Young, urban target groups in the limelight

Above all, young, urban - and usually also affluent - buyers want healthy, sustainable and regional products. This new generation of customers is placing increasing demands on the industry. But how should producers and retailers best serve this increasingly important target group? Answers to this will be given by experts at IPM ESSEN at the Fruit, Vegetable and Herbal Days on 24 and 25 January 2019 in the Speakers' Corner of the IPM Discovery Center.

New consumer behavior
Younger customer generations are quite different. For example, they no longer buy their plants in an ordinary nursery but order and inform themselves via the Internet and social media channels. These customer groups are lost to the classic retail horticulture and garden centers. How can these consumers be regained? What must horticultural production and green retailing do to be noticed? On how many and what kind of new media should a horticultural business be active? Which products can lure in the younger generations?

In their presentations, the speakers have an eye on the prospects of production as well as that of trade and consumers. They explain the special aspects that make it worthwhile to switch production. In addition, they make it clear what this means for the processes and marketing of a company. This often involves a rethink for entrepreneurs and employees.

Gastronomy as a customer magnet in the garden center
The fruit, vegetable and herbal days will take place in the IPM Discovery Center, the POS experience world at the IPM ESSEN. On Thursday and Friday from 10 am to 3 pm, experts will pass on their knowledge in Hall 8A. Carsten Markus, Brand Manager Green Experience at Sagaflor, explains how the appropriate catering concepts complement the sales area of garden centers. Markus Kobelt, Managing Director of fruit and berry nursery Lubera, speaks of the optimal use of new media for a tree nursery. There will be a total of ten lectures on the program of the fruit, vegetable and herb days, organized by Haymarket Media.

All interested IPM visitors who would like to get suggestions from successful practitioners are cordially invited. Tangible examples will be given, showing which concepts and ideas can work and where any possible limits would be.

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