Messe Essen’s bridal show provides interesting test ground for IPM Essen

Some of the first trade shows scheduled to take place in the ornamental horticulture industry include the iconic IPM Essen show on January 26-29, 2021 in Essen, Germany. Now that event organiser Messe Essen witnessed how everything went smoothly during its ‘first trade show under a new normal’, European Bridal Week held from 4-6 July 2020, it is adamant the IPM Essen show will go ahead on its planned date.

During what was the IPM Essen Advisory Board’s first meeting after the outbreak of the coronavirus pandemic, members agreed that face-to-face meetings cannot be replaced by digital communication. Their joint statement reads, “The crisis has made it clearer than ever how important exchange within the green industry is in order to stay up to date and to drive the business forward. The next IPM ESSEN from 26th to 29th January 2021 at Messe Essen offers all this. In addition to an extensive range of exhibits in the fields of plants, technology, floristry and garden features, a top-class supporting programme with trend shows, workshops, forums and competitions will accompany the world’s leading fair for horticulture. The prerequisites for a safe and orderly course of events in times of the Covid 19 pandemic are right: European Bridal Week was the first trade fair in Germany after the contact ban and proved an interesting test ground. Messe Essen has proved that trade events with appropriate hygiene requirements can function successfully.”

According to Messe Essen among growers, traders, retailers, florists, horticultural suppliers and all other stakeholders from within the industry there is an elevated demand for reliable information on markets, new products and services in this time of uncertainty.

However, next to the coronavirus there are other pressing issues the industry is facing such as climate change, labour shortages and the demand for a more sustainable sector.  “The corona pandemic has a global impact on the green industry. The market has to sort itself out again. Fortunately, horticultural products such as fruit and vegetable plants, but also bedding and balcony plants are more popular than ever. Many other aspects, such as environmentally friendly packaging solutions and energy-efficient production, are still topical in horticulture. IPM ESSEN is therefore all the more important. The show is the driving force behind the sector and offers the ideal platform for the exchange of new ideas and research findings. An international gathering also gives the support and cooperation that our industry needs right now,” says Eva Kähler-Theuerkauf, Chairwoman of the Advisory Board and President of the North Rhine-Westphalia State Horticultural Association. She says she is looking forward to the next edition of the world’s leading fair for the horticultural sector.

When organising trade fairs, Messe Essen is guided by the current infection protection ordinance of the state of North Rhine-Westphalia. To date, it provides, among other things, for a clearly defined maximum permissible density of persons on the show floor, the wearing of a mouth-and-nose protection, the registration of all fair participants, the exclusive sale of online tickets, generous aisles as well as a maximum of hygiene measures. Conversations in a seated position and at a distance at the exhibition stand are permitted without a mask. Under these conditions, the first fair in Germany after the Corona compulsory break, the European Bridal Week, an international trade fair for bridal and evening fashion, was successfully held at Messe Essen at the beginning of July. It is regarded as best practice for subsequent fairs and congresses in Essen and beyond.

Oliver P. Kuhrt, Managing Director of Messe Essen: “The health and well-being of our guests is our top priority. The hygiene concept is well thought-out and tested. European Bridal Week has shown that trade fairs with appropriate measures work perfectly. The thoroughly positive feedback makes us look confidently towards IPM ESSEN 2021”.

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