GrootGroenPlus Trade Fair 2024 report

From 2 - 4 October 2024, the 34th edition of the GrootGroenPlus trade fair took place. The fair featured three routes, 1.4 kilometers of walking paths, and 280 participants, with an increase in total square meters of trade fair space. "Despite the larger area, the waiting list was longer than ever, though further expansion was not possible this year. Group participation from various regions and collaborations based on shared innovations contributed to an even more diverse pool of participants. The outdoor trade fair area continued its steady growth as well."

International flavor
This year's fair saw participation from no less than seven different countries, with 32% of participants being suppliers, including cultivation advice, substrates, pots, and technology. The education square also made a return. The remaining 68% of participants were green participants, offering a well-balanced and comprehensive range of products—from plug plants to standard trees, fruit trees, perennials, shrubs, hedging material, aquatic plants, and much more. Initial results have already been calculated, with further details to be specified in the coming weeks.

Increased international attendance
32% of this year's visitors came from abroad, representing 34 different countries, including Switzerland, Austria, France, Bulgaria, Romania, the Czech Republic, Hungary, Italy, England, Ireland, and Spain. There was a notable increase in visitors from Germany, Poland, and Scandinavian countries. The increase in visitors from Germany and Poland was a direct result of the rise in participants from those countries.

Increase in visitors and social media impact
According to the GrootGroen Plus organization, the total number of visitors increased by 3.6%. However, the distribution of visitors across the days was different than in previous years: 44% attended on Wednesday, 35% on Thursday, and 21% on Friday. "Wednesday was so busy that for the first time in 10 years, the spare parking lots were put into use. Friday allowed participants to visit colleagues' stands, which led to additional orders for suppliers.Social media played a crucial role before and during the event. The powerful use of online platforms attracted many new visitors and participants, and social media interactions exploded throughout the fair."

Visitor types and buyer
8% of visitors were traders, and 5% represented independent garden centers, a growth compared to 2023. This success can be attributed in part to the focus on buyers, achieved through organized tours and targeted marketing. Additionally, 20% of visitors had never attended GrootGroenPlus before, and 41% registered for a ticket through an advertisement. Notably, 57% of the visitors were owners of the companies that attended the fair.

Highlights and awards
During the GreenGrandPrix, 28 plants were evaluated, resulting in 10 classifications: 4x A, 4x B, and 2x C, equivalent to gold, silver, and bronze. The plants were displayed in the central restaurant, with pedestals and certificates also placed in the respective stands. Expectations are that the GreenGrandPrix will expand further in the coming years. Additionally, the stand awards were presented to the following winners:

• Zunderts Groen Imago Prijs (ZGIP): Boomkwekerij Dictus-Hereijgers
• Jac. Lodders Award: Roelands Boomkwekerijen BV
• Jan van Dongen Award: Treeport BCT Partners BV ROOTZ

International tours and press
This year, 54 people participated in the internal and external tours, including international press representatives from countries such as Poland, Italy, Germany, the Czech Republic, Lithuania, Belgium, Latvia, Finland, France, England, Romania, and Hungary, as well as buyers from Poland, Lithuania, Greece, Bulgaria, Hungary, Jordan, and Sweden. "Several deals have already been closed as a result of these tours, which were so positively received that they will be continued in 2025."

Looking ahead
The digital trade fair continues until November via Varb, where participants showcase their current assortment through the trade fair's app and website. Comprehensive participant profiles will remain available, and more images and videos will be shared through the website and social media platforms. This allows visitors to continue experiencing the fair's atmosphere even after its conclusion.