GREENN is an enterprise created by Maaike Koop that offers horticultural companies tailor-made support to help them get the most out of international trade show participation. FCI asks Koop ten questions about the business.
1. You are the daughter of a Dutch gerbera grower. Tell us about your background in horticulture and what it is that makes you tick.
“When growing up, I was pretty convinced I would never seek a career in the horticultural sector. After finishing high school in the Netherlands, I started working at Royal FloraHolland and got to know the sector quite well. What I like most in this industry is its no-nonsense, straight-talking culture. Hard workers are at the backbone of this sector, and usually, there’s a limited marketing budget. So, finding a solution tailored to suit any budget of SME horticultural businesses is a challenging but ultimately satisfying job.”
2. What was the path you took to get to where you are today?
“In my job at Royal FloraHolland, I acted as an intermediary between growers and exporters. This role offered me the perfect opportunity to learn more about the sector, products, and the companies behind them. However, the work itself did not fully match my interests. So, when there was a vacancy in the auction’s trade show department, I switched jobs and became responsible for the organisation of the Naaldwijk and Aalsmeer trade shows.”
3. At that time, you took a Master of Business Administration course in Amsterdam; am I right?
“Yes, and I combined this with my full-time job at Royal FloraHolland. I finished both in 2013, the year I founded GREENN to realise the idea to provide a comprehensive show support package for exhibitors at international trade shows.”
4. Can you describe your job in a nutshell?
“GREENN supports exhibitors at trade shows worldwide, including organising space and stand design and built and flower arrangements. Plus, trade show logistics, accommodation, catering and interpreters if required. Companies can exhibit on an independent stand but can also join the Holland pavilion we run at a number of trade exhibitions.”
5. What do you think is GREENN’s biggest strength?
“There’s no standard package, so we offer tailored support instead. We help customers get the most out of trade show participation. We work with local suppliers, so everything we create is locally and thus sustainably manufactured. What’s more, we aim to provide expert help and advice supporting our customers in the best possible way.”
6. Post-pandemically speaking, the good news is that trade shows are back. The question is, to what degree?
“Companies are definitely willing to participate again in trade shows since this is how to meet with (potential) clients. One can run online meetings, but everyone agrees that face-to-face meetings can actually not be replaced by this. Particularly in Southern Europe, meeting and building relationships with clients in person is very important.”
7. What’s the tendency to reduce booth space, plan further reduction or grow areas?
“In the first post-Covid-19 year, we noticed how companies were waiting to see if trade shows were getting back on track. Today, the major difference is that companies are more selective in choosing where to participate, so quality comes before quantity.”
8. In speaking with trade show exhibitors, some worry show organisers are not doing as much as they can to combat increasing show service costs. If show services are two or three times more expensive, that cuts into what the companies spend on booth space. Do you agree?
“Well, I don’t necessarily think that it will immediately mean that they will decrease booth space, but I do think that companies will weigh every exhibition and decide to participate, for example, in one instead of two exhibitions each year.”
9. What can you show organisers do to offset the increased costs of producing trade shows and to improve the exhibitor’s return on investment?
“Ultimately, the best thing to do is to ensure yourself about the quality and quantity of trade show attendance. In the end, companies are willing to participate if the trade show is interesting enough.”
10. Maaike, an eventful year lies ahead of us.
“2024 promises to be an eventful year indeed, kicking off with the Ruby Jubilee edition of IPM Essen, Myplant & Garden in Milan, Trade Fair Rijswijk, Hortifloroexpo IPM Beijing, GreenTech, Iberflora in Valencia and of course IFTF and Trade Fair Aalsmeer in the Netherlands. At the same time, a work in progress is participation in trade shows in the USA, Vietnam, Kazakhstan, and Dubai, so 2024 will be an interesting year for sure!”
This article was first published in the December 2023 issue of FloraCulture International.
