RAI Amsterdam, as organiser, expects that the event will be more feasible after the summer period due to the openness to travel and the vaccination programs. The aim is to organise a high-quality blended event which makes it possible to connect with the global horticulture community both physical and digital.
The horticulture industry has an important role in the global health situation and in building a healthier society following the epidemic. Developments in the industry are still following at a rapid pace. The demand for doing business and sharing knowledge is greater than ever. And also the willingness to finally meet again physically. Nevertheless, the timing of June needed to be re-examined because of the uncertain time frame. At the end of September more opportunities to re-engage the horticulture community are expected.
Consulting the industry, the lessons learned in the last year and the expectation that the international travel will not be fully up to speed, resulted in the decision to choose for a blended event: GreenTech Live & Online. Live means physically with as many visitors and exhibitor stands as possible and online means with a digital platform to connect and share knowledge for those who are not able to travel to Amsterdam.
Mariska Dreschler, Director Horticulture – GreenTech:
“We recognize that no digital connection will replace the physical interaction, but having said that, virtual elements are here to stay. The horticulture market is thriving, knowledge sharing and innovations are key to stay on top of the wave. To provide these insights we successfully organised a variety of online events during the pandemic period for our community. Which resulted in reaching new audiences, increasing engagement and thus expanding our global community. Therefore we are very committed to organise an alternative event this year, instead of our full physical show. We are looking forward to the spirit and energy of a blended event with visitors, exhibitors and their solutions this September.”
GreenTech Amsterdam is the global leading horticulture technology show. 50% of the exhibitors are from countries other than the Netherlands. The visitors in 2019 originated from 114 countries. In October 2020 GreenTech organised Live & Online to keep in touch virtually with the international horticulture industry, over 6,300 professionals signed up for this event.
GreenTech Live & Online will be held from Tuesday 28 – Thursday 30 September 2021. GreenTech Amsterdam, in full physical format, from Tuesday 14 – 16 June 2022. The exhibition is a global meeting place for all horticultural technology professionals with the focus on the early stages of the horticultural chain and the current issues growers face.
GreenTech is supported by AVAG, the industry association for the greenhouse technology sector in the Netherlands.