Amsterdam RAI launched a new international trade exhibition in the field of horticulture technology on Tuesday 10 June 2014, with nearly 300 exhibitors from 24 countries coming together to showcase their finest products to the public. This marks the successful addition of another international title to Amsterdam RAI’s portfolio.
As the managing director of RAI Exhibitions, Ids Boersma is responsible for Amsterdam RAI’s own exhibitions. “In addition to our well-known public exhibitions, the RAI operates five international exhibitions of our own – Aquatech [water technology], Intertraffic [traffic technology], ISSA Interclean [professional cleaning], METS & SYP [marine equipment] and ReMaTec [remanufacturing],” he explains. “Some of them are relatively unknown to the general public and yet they are all world leaders in their industry. The launch of a new international exhibition for Amsterdam RAI is a rare event, which is what makes the start of GreenTech so special to us.”
New platform for horticultural technology
GreenTech was shaped over the past year by brainstorming sessions with the private sector. This meant that the event could count on a large number of exhibitors who were committed to attend from day one. “To ensure that a concept is good requires an understanding of the developments in the sector well in advance,” Boersma explains. “The RAI Exhibitions teams are always actively learning about current topics in close consultation with the market participants. For instance, the three supporting themes of GreenTech – Water, Energy and Biobased – are each of major significance to the world of horticulture, today and tomorrow.”
Working in a meaningful economy
Another crucial consideration was ensuring that the format of the exhibition would reflect the way people do business in the year 2014. “We are, of course, now part of the ‘experience economy’, and this is an explicit part of the approach of all the RAI facilities,” Boersma says. “More important, however, is the ‘meaningful economy’ – i.e., connecting people in a relevant way. It is up to Amsterdam RAI and our exhibitors to bring the right people together, in the right environment and with the right content. If we do this well, we ensure that an exhibition visit is useful and thereby make the exhibition medium invaluable.”
Pride
“Amsterdam RAI is exceptionally proud of this new international title, in the same way that the Netherlands can be of its role in the international world of horticulture,” Boersma continues. “We look forward to building this event up to an international leader like our other titles over the coming years.”
About GreenTech
GreenTech Amsterdam is an international trade exhibition focused on the agricultural chain. Its emphasis is on production technology for food horticulture and floriculture, while also being an international meeting place for professionals in the industry. For more information, see www.greentech.nl.
