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Floristry Ireland :: Horticulture Trends Latest News, Trends, Courses, Services, Products, Suppliers & Jobs for Floristry Sector in Ireland: Garden Centre, Landscape, Architecture, Nurseries, Arboriculture, Sports Turf, Greenkeepers & Fresh Produce Sectors
You can add any of the days to your diary by clicking the relevant link in the table below.
We look forward to seeing you there.
| Day | Date | Times | Add |
|---|---|---|---|
| Thursday | 02/06/2011 | 10:00 - 18:00 | |
| Friday | 03/06/2011 | 10:00 - 18:00 | |
| Saturday | 04/06/2011 | 10:00 - 18:00 | |
| Sunday | 05/06/2011 | 10:00 - 18:00 | |
| Monday | 06/06/2011 | 10:00 - 18:00 |
You can register your interest in sponsorship using this form or by calling Paul Gallagher in EventHaus on +353 (0)1 846 0020
Garden and Landscape Design Seminar, Saturday 29th January 2011
Inspired: What drives successful design?
Design is borne of many things; Ego, empathy , passion, skill, history, belief, knowledge, vision, bravery, economy and emotion all play their part in stimulating designers to solve problems, satisfy desires and overcome challenges. What drives and constitutes successful design is a somewhat more complex issue. While consensus may be reached on intent, function and aesthetics, the shifting sands of time alter perception, attitude and environment making it an essentially ephemeral agreement; And one which design professionals have debated for eons.
To frame a contemporary vision of what drives successful design, the Garden and Landscape Design Association (GLDA) have enlisted the genius of some of Europe’s most respect design professionals for a day of insight, opinion and debate. Now in its 15th successful year, the GLDA design seminar, which is aptly entitled, Inspired: What drives successful design? Will take place on Saturday 29th of January at the National Botanic Gardens, Glasnevin. The speaker line-up for the eagerly awaited 2011 seminar features multi award-winning design professionals of national and international acclaim, including Tom Stuart-Smith, Róisín Heneghan of Heneghan Peng Architects, Hugh Ryan MGLDA and James Doyle of James Doyle Associates.
As the design calendar event of the year places are already being snapped up. To secure your place at this exciting event you are encouraged to book early. For tickets and further information contact the GLDA office on: 01 2940092, info@glda.ie or via www.glda.ie.
This event is proudly supported by Bord Bia, Ireland’s Food Board.
| "Operation Chip It" News | November 3, 2010 |
Facts about “Operation Chip It”
Different messages about ‘Operation Chip It’ are circulating in the media. Some are correct, but there are also many misunderstandings. The short and simple facts are as follows:
Scan your CC Containers – YOUR Guarantee!Containers without a genuine CC RFID tag are not accepted in the CC Pool System. Therefore, we recommend that you always scan the containers you receive. More information
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John and Linda Stanley, the owners of John Stanley Associates are having a year of awards.
This is the third recognition of their endeavours in the last twelve months. Twelve months ago the couples business was awarded the Small Business Champions Award for Training and Education in Western Australia and John was awarded Small Business Champion Entrepreneur of the Year for Western Australia.
In July the UK horticultural press placed John in the top 100 most influential people in the UK horticultural retail industry; this was for the second year running and he was the only non UK resident in the list.
This latest award is in recognition of the amount of work the couple do outside of Australia helping small businesses to grow and prosper. On the awards presentation night, John and Linda could not be present to accept their award as they are working with retailers in Hungary, Czech and Poland. Their Eastern European work is a combination of conference presentations, consultancy and retail workshops. The couple work in 28 countries on all Continents where businesses exist, they have worked in Czech before, but this is the first time they have worked in Poland and Hungary. Their first trip to Poland has already resulted in four more trips being organised to work with the industry.
You can take a look at their calendar of work on their website www.johnstanley.com.au
The Scotts Miracle-Gro Company (NYSE: SMG), the world's leading marketer of branded consumer lawn and garden products, today announced that Jim Hagedorn has decided to continue to serve as both chairman and chief executive officer. In 2008, Mr. Hagedorn announced his intention to retire as CEO during this fiscal year.
"The success we've seen over the past two years has been exciting, but it really just reinforces how much more opportunity remains for our Company and the lawn and garden category," Hagedorn said. "While I thought I wanted to step aside after I turned 55, I've decided I want to stay engaged in the business and, with the approval of our Board of Directors, intend to do so."
ScottsMiracle-Gro also said that Mark Baker, who was hired as president and chief operating officer two years ago, has departed the Company and the Board of Directors.
"While I will miss the good friends I have made over the past two years, my decision to leave is the right thing for the Company," Baker said. "Jim is a strong and charismatic leader and I continue to share his vision for ScottsMiracle-Gro. I wish him and all 8,000 associates good luck and I am confident in their continued success."
Additionally, Barry Sanders has been named president of the Company, effective immediately.
Sanders joined ScottsMiracle-Gro in 2001, overseeing the implementation of a new enterprise resource planning system as well as the consolidation of the North American Consumer business. He later led the sales force in the U.S. and was then promoted to lead the Company's Global Supply Chain. In 2008, Sanders was selected to lead the U.S. Consumer business and, earlier this year, was named executive vice president of the entire Global Consumer segment.
"I am confident that the leadership team here is as strong as we've ever had," Hagedorn said. "Barry has repeatedly demonstrated his ability to drive profitable growth and has repeatedly set a clear direction for his team, and has been tenacious in driving results.
"I also want to acknowledge the important contributions that Mark Baker made to this Company. As President and COO he helped us implement changes that will benefit us for years to come. And the insights he provided during his seven-year tenure on our Board made our discussions more productive and truly helped to guide the vision and strategy of our Company. I look forward to continuing my 20-year friendship with Mark. He leaves us on good terms and I want to thank him for all he has done," Hagedorn said.
It is with great sadness that we report the recent death of a popular and hardworking horticultural colleague. I asked Jim's colleagues in Teagasc for a few words.
“The death has recently taken place of Jim Kelleher, Teagasc Nursery Stock Specialist advisor. Jim was based at Kildalton for a long number of years both as an advisor and lecturer in horticulture. He started his career in County Wicklow where he served in the early 80’s. During his time at Kildalton Jim was seconded to Avonmore/Glanbia where he headed up the emerging forestry division before returning to Kildalton. Jim made a very significant contribution to horticultural development. In January 2010, despite the onset of his illness, Jim was a key driver of plans for the Nursery sector as outlined in the “Plan for the Development of Horticulture in Teagasc 2010-2013”. Socially Jim was great company – a renowned raconteur and able musician! Jim will be sadly missed by his clients, colleagues and friends in Teagasc and particularly at Kildalton.
All at Teagasc send our sympathies to Jim’s wife Kathleen and family.
"Ar dheis Dé go raibh a anam.”

Jim at the National Plant Fair, Punchestown 2009.
Photo: Koraley Northen

John Whelan
The leap in exports was driven by an aggressive 12.8pc growth in merchandise exports, according to the Exporters Association (IEA) third quarter review.Good growth in merchandise and services exports brought total Irish exports for the third quarter to €40.4bn, marking a 9.3pc increase on last year.
The Association’s chief executive John Whelan said the export effort continues to show Ireland the “way out of the recession”.
The review said that merchandise exporters gained from a broadening out of the growth across most of the main international trading markets. Exchange rate competitiveness and continued buoyancy in global trade also assisted the acceleration in export growth.
Whelan said the euro exchange rate with the dollar in the three months toSeptember was, on average, 10pc lower than it was in 2009. “This helped Irish manufactured goods exports to the US rise by 32pc in value,” continued Whelan. “This reversed the losses in exports to that market over the last two years. This indicates clearly that Irish exports are now competitive into the US, provided the US Treasury does not re-enter the currency market to weaken the dollar.”
Whelan added that the exchange rate with sterling also improved during the quarters, helping exports to the UK rise by 4pc. This was particularly important for the indigenous sector which trades heavily to the UK market, said Whelan.
The agri-food sector increased its export sales by 14pc. Services exports grew 4.9pc, a more modest growth than its aggressive pattern in the first half of the year. The Association expects export sales will continued to be strong for the rest of the year, and therefore has revised its forecast for the year to €158.9bn in total exports.
It added that Irish exports could grow faster next year if the Budget 2011 is supportive of the export sector and does not increase the cost of exporting from Ireland. The IEA Pre-Budget Submission outlines the key routes to export expansion that should be supported in the Budget.
Whelan stated that despite the strong overall performance of Ireland exports, it is hard to overstate the difficulties faced by exporters in 2010. He said volatile exchange rates, reduced trade finance for expansion, withdrawal of bank bond guarantees, withdrawal of invoice discounting cover and credit insurance difficulties all are problems which exporters still face.
However, he concluded, “There is clear evidence that exporters can drive their way out of this recession and bring economic growth with it, but it is essential that the upcoming Budget supports export growth and does not increase the cost of doing business in Ireland.”
The UKLA shortlist has been announced and the details on the six finalists are revealed here...
A shortlist of six UK landscapes were announced on 12 October as contenders for the first-ever UK Landscape of the Year soon to be revealed at the Landscape Convention Conference in November…
The six finalists from the transformed heritage coastline in Durham to a bustling city-based network of green spaces in Sheffield, represent the rich variety of work going on the profession today. The shortlist is:
The winning landscape will go on to represent the UK in the European Landscape Award, which takes place in Strasbourg in March 2011.
Commenting on the announcement, Natural Environment Minister, Richard Benyon, said: “Whether you’re in a town or in the countryside there are areas around us that we should rightly be proud of. A good landscape makes us feel part of a community and gives a sense of pride in where we live.”
Helen Phillips, Natural England Chief Executive, was equally emphatic: “All landscapes are important. They form the link between human society and the natural world, and provide vital natural support services – such as food, clean water, climate change regulation, flood prevention and, of course recreation. All six shortlisted landscapes showcase what can be achieved when communities and partners come together to support the landscapes around them.”
Professor Keith Nicholson, a board member of Scottish Natural Heritage says, “We are really pleased to see the Dundee project win the Scottish heat of the award. This project has demonstrated real commitment to sustainable landscape in the local community. Looking after our landscapes is a responsibility shared by everyone. The Dundee project has embraced that responsibility wholeheartedly and we wish it every success in the finals.”
Project profiles: your guide to the UKLA shortlist
Full details of all schemes are available at:uklandscapeaward.org/results
| The Construction Industry Federation (CIF) has called on the Irish Government to make job retention and development a primary goal of its four-year budgetary policy. Speaking at the publication of the federation's pre-Budget submission, the Director-General Tom Parlon said: "The Government’s fiscal consolidation targets for the next 4 years won’t be achieved without economic and employment growth. If this is to be achieved, the Government has to protect productive spending in the Budget. "The Capital Investment Programme is particularly crucial in this regard. Cutting capital investment again will only serve to further depress economic activity and as has been illustrated over the past two years, put more pressure on the Exchequer as a result of further unemployment. Cutting productive investment is a false economy." Mr Parlon continued: "There are a range of measures that the Minister can introduce, at no cost to the Exchequer, to help support the economy. A good example is stamp duty. Persisting with a high transaction tax when there are no transactions makes no sense, either from the economy’s or the Exchequer’s perspective." "Introducing a 0 per cent stamp duty rate may encourage more interest in commercial and residential property transactions and therefore generate additional incomes for the State," he added. |
The show has now seen a fall of 49.5% since its peak in 2003 (source ABC).
Confusingly, and quite worryingly - official Glee media partner - Hort Week, headlined their story 'Glee hails visitor uplift to 13,000'. I might be missing something (perhaps it's an industry code?) but Glee posted 14,617 in 2009 and only 13,050 in 2010 - a fall of just under 11%?
Hort Week will have to explain how it's come to its conclusion because I don't understand it.
Here's the audited* figures from 2003 to date.
2010* 13,050 (unaudited)
2009 14,617
2008 18,119
2007 22,202
2006 24,530
2005 25,157
2004 24,761
2003 25,886
The Hard Landscaping Show 2011, due to have been opened by journalist Matthew Wilson, has been cancelled after organisers failed to sell enough stand space to make the February 2011 event viable.
Event director, Stephen Callaghan, told DIY Week: "Trading conditions in the landscaping industry remain very tough," and went on, "Many of our major exhibitors are struggling to commit and this has been making it difficult for us to achieve our goal of significantly growing the show for 2011."
Callaghan is proposing that the Hard Landscaping Show will return in February 2012 and has intimated that the event may go to bi-annually.
by Phillip Voice.
More coverage:
Hort Week - Hard Landscaping show postponed until 2012 due to 'tough trading conditions'
The Landscaper Magazine - SHOW MOVES TO 2012
The Hard Landscaping Show website.
As a landscaping and gardening industry analyst, I've been appalled in recent years at the way the landscaping and horticulture industry has largely ignored the end user when organising trade events.
The emphasis has always seemed to have been on the product or services supplier's relationship with the ultimate buyer, and the practitioner - the guys and girls who use machinery and products, day in and day out - too often referred to as 'tyre kickers', are all but forgotten in the development and sales process.
It's time that practitioners' experience knowledge is fed back into development and fine tuning of equipment and machinery because they are the ones who get to know, warts and all, how a piece of equipment feels and responds handles or how a product works, during the course of their work.
The day has arrived whereby the practitioner, rightly, is becoming recognised as the driver of the landscape and garden industry - their opinion, views and advice should be ignored at peril.
Managers have had their time and not made a difference: how can someone who sits at a desk all day possibly know what machine to buy when they are not out in the fields and dealing with conditions underfoot? It's all well and good acting as a middleman and feeding information back to developers but as always, something will always get lost in translation.
Machinery, equipment, product developers and manufacturers should have the opportunity to talk directly with the practitioner: The Landscape Juice Network was the first ever landscape and horticulture professional trade network to bring together everyone from the landscaping and garden world and now we are close to launch of our brand new industry Trade Show called Creating Landscapes.
I guess it's a case, proverbially at least, of putting my money where my mouth is.
If you are a product, equipment, machinery or plant supplier, why not come over and participate in landscaping and gardening's specialist industry event?
I'm delighted to welcome Stephen Ingram to the Landscape Juice Network as part of the Creating Landscapes' team.
Stephen is an independent exhibition and event organiser having previously worked within the event market and have organised the likes of The Royal Smithfield Show, The CLA Game Fair, The National Amateur Gardening Show and The Royal Bath & West of England Show.
For further details, you can email Stephen directly at stephen@hale-events.com Keep an eye out for the official launch.
To frame a contemporary vision of what drives successful design, the Garden and Landscape Design Association (GLDA) have enlisted the genius of some of Europe’s most respect design professionals for a day of insight, opinion and debate.
As the design calendar event of the year places are already being snapped up. To secure your place at this exciting event you are encouraged to book early. For tickets and further information contact the GLDA office on: 01 2940092, info@glda.ie or via www.glda.ie.
This event is proudly supported by Bord Bia, Ireland’s Food Board.
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The hedge in your back garden may hold crucial information for scientists assessing the country's biodiversity as the latest 'citizen science' survey by the Open Air Laboratories Project (OPAL) gets under way.
The OPAL team is inviting members of the public to collect as much information as possible about the hedges in back gardens, parks and open spaces all over the country, particularly in urban locations.
'We know quite a lot about hedges in the countryside and how important they are, but how much biodiversity do they contain in cities?' said Jonathan Silvertown, head of the OPAL Biodiversity Observatory. 'They might be even more important in urban areas where natural habitats are more scarce.'
Hedges are already known to support a wide range of life, but the survey hopes to find out which hedges best support insects and small mammals. Participants select a three-metre stretch of hedge and record information about the appearance of the hedge, how many flowers, fruits and nuts it contains, which insects they find there and other evidence of animals using the hedge, such as holes and burrows.
Once results arrive, they are placed on an online map and the survey team rates each hedge according to its importance for wildlife, building up a picture of the state of hedgerows around the country.
The biodiversity survey is the fifth in a series of surveys carried out under the five-year OPAL project, set up in 2007 with a grant from the Big Lottery Fund. Other projects already under way that you can join in with include:
The National Biodiversity Data Centre has produced a knowledge gaps document 2020 Vision - Improving Ireland’s biodiversity knowledge base as one output from the recent Biodiversity Knowledge Quest event hosted by the Centre. The document provides a brief summary of the biodiversity knowledge gaps workshops and proposes a list of the key knowledge gaps that could be filled over the next 10 years. This document is a consultation document.
Interested parties are invited to make written submissions on the content of the document to info@biodiversityireland.ie. Submissions should be received by Friday 29 October 2010. Feedback is particularly sought on two questions; 1. Would filling of the key knowledge gaps listed in Table 1 make a significant contribution to expanding our knowledge base over the next 10 years? 2. Are there any gaps or errors in the tables presented in Appendix I? The document can be downloaded from http://www.biodiversityireland.ie/wp-content/uploads/Knowledge-Gaps-Document-_for-consultation_.pdf
The Minister reaffirmed his belief that a vibrant Agri-Food Industry is a key part of the Smart Economy and will play a key role in leading our country to better economic times. The Minister said "the importance of research and innovation was emphasised in the Food Harvest 2020 Report as a prerequisite to achieving the growth targets for the agrifood sector. In response to the Report I am therefore delighted to launch these very significant research initaitives".
Over the course of the Spending Review period, the Department for Environment, Food and Rural Affairs will reduce resource spending by 29% and capital spending by 34%. The Department’s Administration budget will be reduced by 33%.
Departmental Expenditure Limit (DEL)
| £ billion | |||||
| 2010-11 | 2011-12 | 2012-13 | 2013-14 | 2014-15 | |
| Resource DEL | 2.3 | 2.2 | 2.1 | 2.0 | 1.8 |
| Capital DEL | 0.6 | 0.4 | 0.4 | 0.4 | 0.4 |
| TOTAL DEL | 2.9 | 2.6 | 2.5 | 2.3 | 2.2 |
In this table Resource DEL excludes depreciation
Defra will reprioritise its spending, focusing tax payer’s money on British farming and food production; enhancing the environment and biodiversity; and supporting a green economy resilient to climate change.
The Department will manage its reductions by:
Maximising the use of matched European funding for the Rural Development Programme for England, enabling a £66m reduction in domestic contributions. This will allow environmental stewardship schemes to remain open to all farmers. Defra will prioritise schemes that will be most beneficial to the environment, increasing the Higher Level Stewardship Scheme by 80%.
Reducing waste and bureaucracy:
Making efficiencies
In addition to the above, the Department will be adopting the following idea, suggested through the Spending Challenge process:
Environment Secretary Caroline Spelman said:
“Our strategic aim is to deliver on the Prime Minister’s pledge that the Coalition will be the greenest Government ever, whilst playing our part in tackling the economic deficit that we have inherited.
“This settlement reflects the need to make significant savings alongside meeting the priorities we have set and maintaining important frontline services in respect of flood defences, environmental protection and animal health monitoring.”
Compost Quality Assurance Scheme Tender
Source: rx3
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Rx3 published a request for tenders for a compost quality assurance scheme on 6th October 2010 on the e–tenders website. The closing date for the procurement process is 16th November 2010.
This proposal is being developed in accordance with the recommendations in the Market Development Programme for Waste Resources 2007 - 2011, which is sponsored by the Department of the Environment, Heritage and Local Government.
Further information and documentation relating to this notice is available on the eTenders Web Site athttp://www.etenders.gov.ie/search/show/search_view.aspx?ID=OCT175257
Amsterdam, 15 October 2010 – The International Horti Fair is strengthening its position as an innovation platform and its focus on internationally-oriented horticultural businesses. With this in mind, the International HortiWeek was announced during the Horti Fair, which was held this year in the Amsterdam RAI Exhibition and Convention Centre from 12 to 15 October. Horti Fair 2010 was a successful, high calibre trade exhibition which put great emphasis on innovation, knowledge exchange and actually doing business.
Satisfied participants
Although the 2010 fair was compacter than previous editions as it had 530 exhibitors from 36 countries, it was just as complete as in other years. For four whole days the Horti Fair House of Technology & Innovation was the centre of debates and interviews with key players in the horticultural industry. According to the jury members, the quality of the products on display in the House of Quality ranged from good to very good. A Horti Fair pavilion such as Career Plaza clearly meets a need as it brought more than 1,200 students and school pupils into contact with the horticultural industry.
The exhibitors were very satisfied with the quality of the visitors. Patrick Lek of Lek/Habo Groep BV commented, ‘We’re certainly not dissatisfied: the mood has been positive and we have been visited by many people with investment plans, which is, after all, where it all starts. As a business, you have to be here. And despite all the focus on abroad, we are certainly not forgetting our Dutch visitors.’ Roy O’Mahony of CleanGrow, which was shortlisted for the Horti Fair Innovation Award and ended in fourth place, said, ‘We have achieved maximum exposure here and met very interested and well-informed visitors from all over the world and many key players. An amazing week!’
International Horti Week 2011
Next year, the Horti Fair will be held from Tuesday 1 to Friday 4 November 2011. This will be during the first edition of the International HortiWeek, the week during which both the Horti Fair and the FloraHolland Trade Fair are held in association with one another. Joint promotion, carefully coordinated exhibition concepts and shuttle services will be elements of the cooperation between them. Other hot items will be the linking of the home market and internationalisation.
New director of the Horti Fair
There are other changes as well, because Frans-Peter Dechering will be the new director of the Horti Fair from 1 January. He will succeed Wim van der Loo, who is retiring. Dechering has long international experience of horticulture. He has built up a large network of contacts in both the vegetable and floriculture sectors and among suppliers to Dutch and foreign horticulture firms. ‘The horticultural industry is changing and the Horti Fair is changing with it,’ comments Dechering. ‘Cooperating with the participants to ensure that the Horti Fair fulfils a proper commercial function and at the same time strengthening horticulture nationally and internationally will be a real challenge and involve a lot of hard work.’ Besides the fresh blood for the executive board and this summer’s appointment of the new chairman, Ewald van Vliet, the establishment of the exhibition committee and the introduction of the International HortiWeek, the Horti Fair has taken major steps towards strengthening its position as a leading national and international horticultural showcase for the coming years.
Visitors from over 70 countries
The daily Breakfast Briefings held before the fair opened pulled in more visitors and participants than last year. The Horti Fair itself attracted 23,256 trade visitors from over 70 countries. Almost 80% of the visitors to the Horti Fair 2010 took or were involved in decisions on the purchase of products and services exhibited at the fair. 35% of the visitors actually made a purchase or requested a quotation during the fair. The prospects for next year are good: no fewer than three quarters of the visitors stated that they planned to return in 2011.
Horti Fair Innovation Award
The Horti Fair Innovation Award 2010 was won by Berg Product BV for its BergBand conveyor belt system, which was praised in the jury report for ‘the power of its simplicity, the wide range of applications in horticulture both in the Netherlands and abroad, and the relatively low capital outlay’. Second place went to Frans van Zaal for its Van Zaal Container Submerger System, and third place to Bercomex for its Furora universal grading and bunching machine. For the first time in the history of the award, numbers 4 and 5 were also named. These were CleanGrow for its ‘multi-ion meter’ and the consortium represented by Klimrek for its ‘vertical crop protection’. As international trade jury chairman Gijs Kok noted, ‘This shows just how closely the top shortlisted firms are matched in terms of innovative capacity.’ Bas Lagerwerf of Berg Product was pleased with the award and satisfied with the quality of the visitors to his stand. He commented, ‘Dealers from all over the world come together here. After all, to see innovation you have to come to the Horti Fair!’
Best Participant Award
The Best Participant Award went to Bercomex for what the jury described as ‘the innovative strength shown throughout its exhibition presentation and the power of its communication both before and during the Horti Fair’. The award is presented each year to the exhibitor making the best use of Horti Fair as a communication instrument. Roland Kroese, managing director of Bercomex, says, ‘The Horti Fair is very important for our business. Not only as an opportunity to display innovations but also as a way of strengthening our dealer network and meeting customers who come from all over and whom we would not otherwise meet.’
Interpolis Quality Cup, plant stands and Csizik Trophy
This year the Interpolis Quality Cup was awarded to the firm of Fa. G.J.A. van Santen of Honselersdijk for its Hydrangea macrophylla Pimpernel Classic. The prizes for the best stands in the plant categories were assigned by the Permanent Judging Committee (VKC) to Floricultura (9.7), Anthura (9.5) and Floriade (9.3). The Csizik Trophy for the most attractive flower arrangement at a stand was won by Zuidkoop Natural Projects.
Prospects for Horti Fair 2011 already good
Interest in the Horti Fair 2011, which will be held under the umbrella of the International HortiWeek, is already good. ‘Contracts have already been signed and over 80 options for stand space have already been taken,’ says Wim van der Loo, the departing director. ‘In all my years as director of Horti Fair I have never before experienced anything like this. The exhibition concept of the Horti Fair 2011 in Amsterdam RAI, the cooperation with FloraHolland, the Technical Trials and other horticultural initiatives geared to the International HortiWeek in the first week of November 2011 are clearly proving popular in the industry.’