Messe Essen is supporting a comprehensive market study conducted by
Zentralverband Gartenbau e.V. (ZVG-"Central Horticultural Association"). Jürgen Mertz, President of ZVG, and Oliver P. Kuhrt, CEO of Messe Essen GmbH, announced the strategic partnership on the occasion of the preliminary press conference about IPM ESSEN 2015.
"We must notice that the consumer does not appreciate our products and services as much as they deserve," Mertz emphasized in his statement.
For this purpose, ZVG has formed a working group which is dealing with the strategic and content-related formulation of a package of measures. "Within the framework of a representative market study, we want to clarify how the consumers perceive horticulture with its products and services," continued Mertz.
The results should illustrate the status quo and highlight perspectives. Only when there is an improvement in the knowledge about the consumers' attitudes it will be possible to develop targeted marketing activities and to achieve the greatest possible benefits from the financial resources to be deployed.
"For Messe Essen, it is a matter of course that it is supporting ZVG's planned market study. With the results of the analysis, we can stage IPM ESSEN in a way even more tailored to the sector. Thus, it will strengthen its significance as the most important platform of international horticulture," according to Oliver P. Kuhrt.