|
|
 |
hortifair_2005
 |
|
|
|
|
| |
|
Horti Fair 2005
On-Location, Online Trade Show Coverage
|
| |
by Brad Kenney |
 |
| |
Horti Fair Day Five - Alternative Fuel Seminars
I’ve learned over the past week that, like any
mammoth undertaking, Horti Fair must be broken into manageable bites in order to be digested. My main task here was to gather as much information about saving energy as I can, in order to bring some tips and tricks home to the GG readership for our upcoming Energy Series. Therefore, I’ve gone from booth to booth looking for advances in boilers, curtain systems, glazing materials and whatever else might help American growers get through another heating season. This series, starting in January, will be full of information from our staff, industry experts, academics and successful growers in order to get as wide of a perspective as possible. They say that misery loves company, and after speaking to growers from all over the world at HortiFair I can attest that there’s nothing like common concerns to bring people together to find shared solutions.
Educational Seminar Series
Besides doing laps of the trade show floor, today I attended a seminar hosted by Priva today covering three topics: alternative energy sources, new sensing technologies and screen and shading systems. With each topic focused on conservation of either matter or energy, the seminar crowd was an interesting, interested mix of Europeans, Canadians and Americans. You see, we here in the States aren’t the only ones having to work sky-high fuel costs into strained business budgets—the Dutch pay about $4.38 per gallon. Ouch. Imagine how much each tank of gas for just one of your fleet of Hummer H3s costs at that rate and watch your gratitude for our $2/gallon prices grow! I know mine does, even sans the H3s.
 Wilk Van Der Sande, a Dutch engineering company that specializes in the horticultural sector and closed greenhouse systems, presented the first seminar of the day. According to WVDS Export Manager Rob Alleblas, the need for alternative energy sources has been growing worldwide due to increasing energy prices and demand, depletion of fossil fuels and issues of economic and environmental sustainability.
According to the numbers quoted by Alleblas, at present consumption and growth rates the world has 210 years of coal, 42 years of oil and 60 years of natural gas left to extract from the earth. With such harsh numbers to face, it’s no surprise that forward-thinking companies such as WVDS and Priva are marshalling the forces of the worldwide horticultural industry towards changing our ways sooner rather than later.
Alleblas spoke of three alternative energy sources, and described the advantages and disadvantages of each. Solar energy, although discussed as an option, involves a large array, long ROI for low-light areas and extra investment for a backup heating system, making it less feasible than other alternatives. Geothermal energy was the second in sequence, and featured a number of notable advantages once constructed: no source of fuel needed, minimum environmental impact and the possibility of a CO2 source as well as heat. However, geothermal is only available in specific areas, may run out of steam and may release extremely toxic gases (at least one of which is so toxic that Alleblas notes "You smell it once and don’t get the chance to smell it twice"). Installers of geothermal wells also run the risk of drilling in the wrong spot, which considering the considerable capital investment required, could be disastrous. As Jim Rearden of TrueLeaf Technologies says "The reality is that unless you are blessed to have your facility sitting adjacent to a bubbling geothermal hot spring, you need to navigate the current fuel market and create a strategy to do so." For those of us not so blessed, some strategic planning is sage advice indeed...
 Biomass was the third option discussed, and is the source that I have been hearing the most about in the worldwide search for ways around paying arms and legs for fossil fuels. Our Growers of the Year, Lloyd and Candy Traven of Peace Tree Farms, just built a brand-new greenhouse with a furnace system designed to be able to burn waste oil, and I recently read about a Philadelphia-area farmer named Glenn Brendle who advocates used cooking oils from fast-food restaurants as an alternative to ‘paying the piper’. Brendle gets his waste oil for free, saving money and saving a valuable energy source from winding up in the waste stream at the same time. We all know that oil and money go hand in hand, but it’s nice to see that equation benefit the little guy every once in a while.
Brad Kenney, Nov 05, 14:17
|
 |
| |
HortiFair Day Four: the Heart of the Westland Greenhouse:Field Crop::Holland:USA
Anyone who remembers taking standardized tests (or who has helped children prepare for them) will recognize the above analogy format (a is to b as c is to d). Driving through the Dutch Westland, it struck me that Holland’s ultra-concentrated green industry makes American production look like field crops by comparison. We passed mile after mile of gutter-connected greenhouses, open ridge vents flashing in the unexpected fall sunshine, on either side of the highway. Each tour location we visited gave me a firsthand glimpse at just how economical the Dutch have become in terms of space and labor.
The highlights of the day for me were Rijnplant's Anthura Express and the Terra Nigra trialing area, where bold and beautiful gerberas (including my personal favorite, Ring of Fire) competed like works of flashy Pop Art for attention.
Curtain City
On the way back to the HortiFair, it had gotten late enough that we could see the lights of Westland greenhouses reflected in the sky. Because Holland is often cloudy, and because of the dense concentration of greenhouses in this area, the light emissions reflect brightly enough off of the undersides of the clouds that, according to our (non-industry, somewhat cranky) Dutch driver, you can read the morning paper at midnight outside on your porch! Although he may have been exaggerating (or just tired!) new laws recently passed by the Dutch government dictate exactly how much light can be emitted from greenhouses, and at what times of day/night. These laws are leading to installation of yet another curtain system, this time ‘blackout curtains’, in already well-covered Dutch greenhouses. Growers now have outside, inside shade, inside thermal and blackout curtains to choose from, which if planned poorly and purchased separately, could conceivably bring the total up to four curtain systems in one greenhouse...
Brad Kenney, Nov 04, 17:21
A Box of Blooms
  Terra Nigra has developed a new packaging system for their gerbera shipments which fulfills both sides (function and form) of any successful marketing equation. The stems are slipped through holes in the box backing (as seen above) then hang down and, after clipping, fit nicely in between front and back when the box is closed for transport (as can be seen in the picture at right). The flower heads are arranged into a nice, rectangular shape and can be seen through the clear plastic cutout on the box front, with the presentation all one color or a mix of colors depending upon what the Terra Nigra marketing department decides, or the customer wants. This type of presentation would work well with traditional holiday color combinations, or even with the "school spirit" color combos that we've been seeing in pansies and mums around the time of the start of college football season.
Brad Kenney, Nov 04, 17:19
|
 |
| |
HortiFair Day Three–Grower Tours
Efficiency Rules in Holland
The Dutch are so efficient in so many ways, whether it be in horticultural production, promotion or business practice. For instance, in talking with Cees Van Vliet of the Dutch Flower Council, I learned that the Dutch RaboBank handles about 80% of Dutch agribusiness. Such extensive consolidation is yet another testament to Dutch efficiency, and allows for a level of partnership and information exchange that is the envy of other European countries. The RaboBank finances both ornamental and vegetable production, and does enough research into horticultural and agricultural markets and decision making processes that their lending department will even go so far as to tell grower/customers what and when to grow and how to grow it. According to Van Vliet, Dutch growers don’t think twice about such a radical reworking of their business plan—it just comes naturally to the Dutch who have lived for so long in the same areas, doing the same things, that they have no space to waste. Also according to Van Vliet, the fact that the RaboBank is so involved with and committed to the Dutch green industry means that they will keep financing growers even during the hardest of times. When such shakeups occur, such continued support often allows Dutch producers that one last breath they need to keep afloat while the international industry sinks to the bottom. With such a fruitful partnership in place, is it any wonder that this little northern country is still on top of the horticultural world?
Brad Kenney, Nov 03, 17:18
Rijnplant Berckenrode Nurseries (aka the Anthura Superhighway)
 Take A Number: The RFID (Radio Frequency Identification Device) system in use at Rijnplant was another eye-opener.. Each plant at Rijnplant is placed, in its pot, into a blue plastic tray containing an RFID chip. From that point on, the exact position and handling of that plant is tracked as it enters into what I can best describe as ‘traffic patterns’. Watching Anthura pots speed down main highways, get shunted into turnoffs, then patiently wait their turn at intersections made me think how ironic it is that we’ve developed better automated systems for plant travel than for people! It was like watching the greenhouse equivalent of ‘safety town’, without any pileups, traffic or road rage tantrums. Rijnplant also uses cameras to sort plants by height, number of stems/blooms etc. all of which enables them to reach a high level of product standardization and tracking. With the largest UV water disinfection–recirculation system, the largest ‘assimilation lighting’ system and the largest air-humidification system in place at their Berckenrode location, Rijnplant has demonstrated a commitment to conservation and progress that would be admirable in any industry.
Brad Kenney, Nov 04, 17:17
|
 |
| |
HortiFair Day Two--Innovation Awards Wrapup!
Energy Savings Series in GG '06
 Today was another very educational (and very long) day at HortiFair. It would be a smart move for an exhibiting company to offer free foot massages to eligible trade show customers–no doubt it would help their sales team by getting footsore buyers to sit at their booth for a whole sales pitch! As is evident from the pile of materials and business cards at right, today was quite productive–I made many useful contacts for the upcoming Energy Savings Series starting in GG's January 2006 issue.
 Clock In, Clock Out
One interesting conversation I had today was with Yariv Erez, a former grower from Israel who is now the CEO of the American division of Azram, a greenhouse structures design/build/service company. He maintains that American growers should form a cooperative auction in the United States, because it puts pricing power in the hands of the growers and not the buyers. According to Yariv, "He who controls the information controls the marketplace." The Aalsmeer auction, for example, was formed by a cooperative of growers who were continually being manipulated by shrewd buyers employing a 'divide and conquer' style of bargaining.
As a sales system, the Dutch auction is a long ways away from pay-by-scan—at a clock, each grower is guaranteed that their product will sell, with the price determined by quality and consistency. Whether you agree with him or not, it’s still an interesting idea for the American green industry to consider, especially with so many growers finding themselves at the mercy of buyers and rising costs. Cut flower growers tried to begin an auction in Orlando a while back, but while the initial idea was a good one, the lack of cohesion amongst the growers and the poor choice of location doomed it to failure. However unlikely it is to happen, growers taking back control of pricing in this way could answer the ‘who will absorb the fuel price increase?’ question being asked so often these days.
Brad Kenney, Nov 02, 17:18
HortiFair Innovation Awards Winners, 2005
Awards Presentation and Press ConferenceThe Dutch Minister of Agriculture, Nature Management and Fisheries, Mr. C.P. Veerman, officially opened the HortiFair this morning with an address entitled "The Power of Innovation", and presented the HortiFair Innovation awards to competition winners. First prize in the Technology and Services category went to the P.L.J. Bom Groep, and deservedly so. Their greenhouse, called the Sunergiekas, features a well-balanced climate control system with no outside air vents and, even more remarkably, a new glass product which has been treated to allow in more available light (see chart below) than either corrugated poly or regular glass (both 90%) or even single layer polyethylene film (at most 91% light transmission).
 Although the purchase price is comparatively high, such a dramatic increase (6-8%) in light transmission rate is a great leap forward, especially for northern growers contending with low light seasons. Imagine an ultra-high efficiency heating system with ultra-high light transmission and ultra-hi-tech environmental controls and you can see why the Bom Groep and its Sunergiekas won top prize.
Second place went to the Floating Greenhouse, a joint project from Dutch construction consortium Kas van Van der Arend/Tebarint B.V. Holland is, like New Orleans is/was, permanently under sea level and in danger of flooding at any moment. Luckily for the Dutch they don't live in Hurricane Alley, but just as luckily for the USA only part of our country is in danger of being washed away if and when the levee breaks. In order to combat the rising insurance costs of building greenhouses in endangered land, as well as to get dual use out of waterways and lakes in the interior of Holland, the Dutch have been building residential and commercial properties (such as this greenhouse) on barge-like floating supports. If a catastrophic flood happens, the property could rise with the floodwaters and thus escape destruction. Kind of sounds like a 21st century ark, doesn't it? I guess it's ironic that an award for forward thinking was given to an idea with such resonance in the past…
The third place award was presented to Terra International B.V. for their fully automated pot plant wrapping machine. In the green products category, first prize was awarded to Hortis Holland BV for the Allamanda chathartica 'Caramel Blush'. Second prize went to Dekker Chrysanten BV for its chrysanthemum ‘Madiba Lindi White’, and third prize went to Vitro Plus for its Microsorum musifolium 'Crocodyllus', which was my favorite due to the unusual leathery texture of its large leaves.
Brad Kenney, Nov 02, 17:14
HortiFair Growing Concepts Gallery 2005
 MTV Presents HortiFair
I was on the trade show floor at HortiFair early this morning and I thought that I saw a big, white sign saying ‘Pimp Your Shop’ and another saying ‘Pimp Your Flower’. I looked away, shook my head, rubbed my eyes and looked back only to find that both signs were still hanging there. Such peculiar signage was somewhat of a disturbing sight so early in the morning (even without counting the wall of spinning, sparkling disco balls and the blinding white décor). This display's title was inspired by the popular MTV show ‘Pimp My Ride’, in which old cars are made over to look like new. In discussing this display with my hosts, I was told that European youth culture is very much attuned to participating in floriculture as a lifestyle choice, and sees floriculture as a valuable and respected art form. Therefore, such admittedly unusual youth-oriented target marketing is actually sensible business practice to European producers. Hearing different nationalities all talk so comfortably about the future of the European horticulture industry was enlightening to say the least. While I won't say you should ‘pimp your shop’, American marketers and grower-retailers should actively think of ways to reach that young audience and stake a claim to part of their discretionary income in the decades to come.
Say What With Flowers?
I came to understand, after a coffee or two, that what I was seeing was not a traditional trade show 'booth' but the Dutch Flower Council's Growing Concepts Gallery, where young designers (both floricultural and otherwise) are allowed free rein to express new ideas using the tools of floriculture. The display of bouquets (pictured at right) was another interesting early-morning brain teaser. Each bouquet was designed to increase the number of sentiments (i.e. anger, boredom, even banality was a choice!) you could ‘say with flowers', and parodied the well-known FTD marketing campaign in a playful yet insightful manner.
Brad Kenney, Nov 02, 17:03
|
 |
| |
HortiFair 2005 Day One - Arrival & Networking
HortiFair: Not For Shrinking Violets
I’ve only just arrived in Holland for HortiFair, the Amsterdam-based, world- renowned horticultural trade show, and already my head is spinning like a globe. My European colleagues only had short plane flights and/or car rides to get here, and seem in fine form. Me, I had to endure an ‘incredible journey’ of sorts, arriving at Schipol Airport at the same time as Russian President Vladimir Putin and facing the traffic deadlock of a head-of-state red carpet arrival and motorcade kickoff. Just as this cleared up, there was a bomb threat/terrorist scare on the public transportation system, which led to me sharing a long, expensive and terrifying cab ride to my hotel outside the city. I can’t even say that the cab driver ‘took us for a ride’, because he had just broken his Ramadan fast and was driving like a starving lunatic, back and forth over the traffic-packed highway, on and off the shoulder and median strip, trying to get to his mother’s house for dinner! Never have I wished more for a granola bar to give to my fellow man. If I wasn’t so tired at the time I might actually have been scared to death, so in that sense at least I was lucky. Regardless, I can’t complain too much, firstly since I’ve already gotten it out of the way and secondly because the HortiFair trade show is by all accounts an absolutely spectacular and stunning visual spectacle, as well as an extremely informative experience and unparalleled networking opportunity.
 The Flower Council of Holland's press dinner was an entertaining experience, in which the Dutch attendees went ‘table hopping’ in order to familiarize international journalists with a wide spectrum of Holland-based hosts. As one of the few Americans, I quickly got used to my country being ‘trashed’ (haha) and getting peppered with questions concerning US foreign policy–questions which I (hopefully) artfully dodged. In between all this trashtalking, bobbing and weaving, I got to talk to some very interesting people, most notably from the MPS, a certification agency based in Holland who grade floriculture producers based on fair labor and environmentally sustainable business practices. Also important to MPS is the traceability of the plant material, which involves trying to certify everyone up and down the production channel from the breeder to the dealer. The idea that sustainability equals profitability is a growing one in the growing industry, especially in an American marketplace where ‘eco-friendly’ products can be sold at a premium to the luxury consumer–one need look no further than Anna Ball’s interest in organic floriculture to validate this trend. As of today, MPS is still an Europe-based initiative, but their "Fair Flowers Fair Plants" program is up and running with large government subsidies and has already made significant inroads with greenhouse growers in Canada. Can the U.S. be far behind? Check out www.my-mps.com for more information.
Brad Kenney, Nov 01, 17:03
Where Have All The Flowers Gone?
One of the most interesting and informative handouts I received at the Amsterdam-based HortiFair concerned the worldwide trade in cut flowers. Because it was produced by Dutch agricultural heavyweight Rabo Bank, the Flower Council of Holland's booklet was heavily biased towards highlighting aspects of the Dutch commercial horticultural trade. However, as you can see, one section of the global economy can no longer be spotlighted without shedding some incidental light on the entire network. Also, the Rabo Bank is known for its thoroughness when it comes to research and development of markets, which is one of the reasons that this financial concern supports more than 80% of Dutch agricultural business. Visit www.flowercouncil.org for more information.
Brad Kenney, Nov 14, 10:01
More on HortiFair
 Why does one flower sell, while another shrinks? What makes one color wildly popular, while another sits by itself, lonely on the shelf? The answer is one of those imponderables, like "Why is your favorite color red?" There are no good answers. Here we see one of our hosts asking such a question, in this case "Why do the spider gerberas not sell as well as the regulars?" No one could give a good answer. Marketing affects purchasing, sure, and trends start and gain momentum through successful marketing, but at some point the question of why one person prefers one plant over another becomes moot.
Brad Kenney, Nov 12, 12:21
|
|
by Brad Kenney
contact: bpkenney@meistermedia.com
© 2006 Meister Media Worldwide
Stories may not be reproduced without permission
|
|
|
|
