International Horti Fair takes over Fresh Rotterdam

The Horti Fair is expanding its activities by taking over the Fresh Rotterdam trade show (formerly AGF Totaal). In addition to the takeover, the two organizations will be collaborating on organizing the 2011 edition. This important step is the Horti Fair's response to the need in Dutch Food Crop Horticulture that demands a single transparent exhibition programme. Participants in Fresh Rotterdam will be crossing over from a national to an international playing field. Cutting edge developments in the field of greenhouse and cultivation technology and plant breeding, plus fresh products and processing technique will be on show in the first week of November 2011.

Aalsmeer, 7 February 2011 – The Horti Fair is taking over Fresh Rotterdam and the exhibition titles InnoFresh and FreshTec and charting a new course. From 1 to 4 November 2011 inclusive, an event will be taking place under the flag of the Horti Fair where not only the very latest developments in greenhouse and cultivation technology will be on view, but also the development of fresh products and the underlying technique. The Horti Fair and Ahoy are cooperating closely on organizing the event and the existing Ahoy AGF sales team will continue to be in close contact with the existing exhibitors.

Willem Baljeu, managing director of Frugi Venta and chair of the Fresh Rotterdam advisory committee, is delighted with this important decision. “The bundling of the two exhibitions sends a strong signal that counters fragmentation. The AGF fresh fruit and vegetable exhibitors will be getting an excellent national fresh produce trade show with international stature.”

Underexposed themes

Gone are the days when producers of fruit and vegetables concentrated only on the technique that enables the produce to be grown as well and as healthily as possible. Innovation relating to the products themselves and the marketing and sales of these have become at least as important, as has cooperation between producers and the next links in the chain. The exhibition organizers picked up these signals quite some time ago and started working on an effective response.

Repositioning

The change of direction is no accident. The Horti Fair has been plagued by the global crisis and the emergence of other trade fairs in the past two years, while an international presentation is needed more than ever. The further expansion of international activities is of particular importance for Dutch horticulture. Exhibition director Frans Peter Dechering is taking a new step forward with the Horti Fair: “Dutch horticulture fulfils an important role in devising and applying solutions for global challenges like famine, drought and the availability of energy. This role is also naturally expressed in the production and supply of outstanding fresh produce, from cut flowers and pot plants to vegetables and fruit. We have the in-house knowledge to make a contribution. A strong sector to be proud of.”

Trade fairs

The Horti Fair is the international trade fair for food crop horticulture and floriculture that takes place in Amsterdam every year. It is the most complete of horticultural trade fairs in the fields of breeding, genetics and greenhouse technology, with a strong focus on producers and entrepreneurs.

Fresh Rotterdam is an event comprising the trade fairs InnoFresh, for innovative fresh produce, and FreshTec, for fresh produce technology, that takes place in Ahoy Rotterdam.