AIPH Expo Conference, Flormart Exhibition Hall


AIPH Expo Conference
Flormart Exhibition Hall
Padova, Italy
Tuesday 18 September 2018

There are so many factors to consider when organising an International Horticultural Exhibition.  The AIPH Expo Conference is open to anyone involved in the organisation of a Horticultural Expo or with an interest in the potential for an Expo.  During the morning speakers will address important topics including how an Expo benefits a city, how to make it a commercial success, how to make successful events and experiences for visitors and how to make sure the landscape is maintained to the highest possible standards.

During the afternoon there will be progress reports from upcoming International Horticultural Expos as well as applications for the future.

For further details on the Annual Congress visit

Tuesday 18 September 2018

AIPH Expo Conference, Flormart Exhibition Hall

09:00     Welcome by AIPH President

09:15     Keynote SpeakerMr. Kees van Rooij, Mayor of Meierijstad, the Netherlands and former Mayor of Horst aan de Maas, in the region of Floriade 2012 in Venlo. Mr. van Rooij will speak about why the Floriade was so important for his city and region and how an Expo can be used as part of city development

10:00     Making your Expo a Commercial Success Mr. Vincenzo Grassi, PwC (Italy) will outline techniques to ensure the finances work well at your expo using his experience with Expo 2015 Milan. This includes securing commercial sponsorship and how to make the deals that work for you.

10:30     BREAK

11:00     AIPH support for Expo organisers – Ms. Hanim Dur, Green Cities (Turkey) will present work underway to develop an AIPH Expo archive and database of international Expo contacts.

11:15     Ensuring the Perfect Landscape in your Expo – Mr. John Boon, ARCADIS, (the Netherlands) will outline the steps to be taken to ensure that the planted landscape in your Expo reaches the highest possible standards throughout the Expo

11:45     Questions/discussion

Expo Progress Reports – D – International Horticultural Trade Shows

12:00     Greentech, the Netherlands 2018 (D) and application for 2019

12:15     Flormart, Italy 2018 (D) and application for 2019

12:30     LUNCH

              Expo Progress Reports – A1 – World Horticultural Exhibitions

13:30     Beijing, China 2019 (A1)

13:50     Qatar,2021 (A1)

14:10     Almere, the Netherlands 2022 (A1)

14:30     Lodz, Poland 2024 (A1)

14:50     BREAK

               Expo Progress Reports – B – International Horticultural Exhibitions

15:15     Taichung, Chinese Taipei 2018 (A2/B1)

15:35     Hatay, Turkey 2021 (B)

15:55     Yangzhou, China 2021 (B)

Expo Progress Reports – C – International Horticultural Shows

16:15     Floralies Internationales Nantes, France 2018

Expo Applications

16:35     Kahramanmaras, Turkey 2023 (B)

17:05     Australis, Sydney, Australia 2022/23 (B)

17:30     Conference Close

19:00     Drinks reception

19:30     Dinner

Mr C.H.C. (Kees) van Rooij (November 3rd 1959) has been the mayor of the municipality of Meierijstad since December 6th 2017, a municipality with 80.000 inhabitants. The best of both worlds; that’s Meierijstad in a nutshell. It offers both rural living as well as an international working environment, with leading (multi-)nationals in food, feed and logistics. There is also a thriving market for small and medium-sized businesses.

Until 2003 Mr Van Rooij was the general director of the Limburg Agricultural and Horticultural Association (LLTB). LLTB is the largest interest group for farmers and market gardeners in Limburg, The Netherlands. The association represents all agricultural sectors; arable farming, horticulture (open as well as covered crops), fruit growing, tree cultivation, perennial cultivation, cattle farming, sheep farming, goat farming, pig farming, poultry farming and horse husbandry. Mr Van Rooij was also a board member of the Land Development Company California in the municipality Horst aan de Maas.

Until 2005 he was general secretary of MKB-Limburg, which represents the interests of small and medium-sized enterprises and promotes mutual contacts.


Mr Vincenzo Grassi has over 20 years’ experience in Management Consulting firms and a successful track record leading complex transformation projects, from strategy to execution, and coordinating programmes involving a large number of people and a high level of complexity.

He is an experienced professional with strong leadership qualities and solid professional skills in Strategy, Sales & Marketing, Planning and Controlling, Supply Chain Management, People and Change.  He also boasts extensive experience with Global Mega-Events, working with local organising committees, delivery authorities or as a sponsor in all the relevant phases: candidacy, delivery, legacy with exposure to a broad range of industries: Consumer & Industrial Products, Transportation, Public Sector, Mega Events.

Mr Grassi also has experience of:

•       2009 Partner responsible of the PwC Team, selected by Expo Milano 2015  (the Event Organizing Company) as Official Supplier of strategic, organisational and operational Consulting Services for the following activities:

ü  Support in the Preparation of the “Registration Dossier”

ü  Support in Business Development Activities aimed at involving Partners and Sponsors

ü  Program management of Event Operations.

•       Support to Expo Astana 2017 in the Business Program (implementation of the B2B Platform developed in Expo Milano 2015)

•       Support to the Management of Dubai Expo 2020 in setting Program Management activities in order to promote the coordination of all the institutional stakeholders.

•       Support to Arexpo SpA to define the guidelines of the Masterplan for the development and valorization of ex Expo site

•       Support in the international promotional campaign of Expo Łódź 2022

From October 2005 to December 2017, Mr Van Rooij was mayor of the municipality of Horst aan de Maas. During this period Mr Van Rooij was involved as mayor and host of behalf of Horst aan de Maas at the 2012 Floriade in Venlo. It was the 19th AIPH world horticulture exhibition and the sixth Floriade. The 2012 Floriade was opened by Queen Beatrix of The Netherlands.


John Boon (1969) was born in the horticultural region 50 kilometres north of Amsterdam in The Netherlands. His ancestors have been growing vegetables and flower bulbs for many years. His father, however, chose a more creative career. No wonder that John combined both and became a landscape architect. Since 2005 he has worked at Arcadis, a multinational design and consultancy firm for natural and built assets. He was recently appointed Head of Arcadis Landscape Architecture and Urban Design in The Netherlands.

In 2007 John was asked to become Head of Design for the world horticultural expo Floriade 2012 in Venlo. He helped the organization to evolve the expo into a sustainable customer experience. By doing so, visitors rated the Floriade 2012 8.5 out of 10 points, and CNN named it a worldwide top 10 destination for 2012.

From climate change and rising sea levels to rapid urbanization and pressure on natural resources, our world is becoming a more complex place. John helps clients navigate this complexity by understanding the bigger picture. He works collaboratively with his colleagues and clients to create value through built and natural assets that work in harmony with their surroundings – from the development of green (and healthy) cities in the Middle East and China, to (experience) parks in Turkey and France.