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International Plant Fair breaks new ground with long-term partnership

Delighted about the newly sealed partnership between IPM ESSEN and HortEx Vietnam (from left to right): Oliver P. Kuhrt, Kuno Jacobs, Nguyen Ba Vinh, and Thomas Kufen. (Image source: Messe Essen)

The upcoming edition of HortEx Vietnam is preparing to kick off from 13-15 March 2024 at the SECC Saigon Exhibition & Convention Centre in Ho Chi Minh City, Vietnam

IPM ESSEN will exclusively manage the acquisition of exhibitors from the DACH region and other nations with high relevance in the global horticultural market, such as Italy and Ecuador. In addition, a Memorandum of Understanding (MoU) states that the parties are aiming for a long-term partnership beyond 2026. The contract was signed as part of a business delegation trip on the occasion of the Metalex metalworking trade fair, which was also attended by the Chairman of the Supervisory Board of Messe Essen, Thomas Kufen.

"We are very pleased that we have succeeded in taking a further step towards the internationalisation of the worlds leading trade fair for horticulture," said CEO of Messe Essen, Oliver P. Kuhrt, at the signing of the cooperation agreement. "With this cooperation, we are demonstrating our presence in a rapidly growing market and enabling companies from Germany, Austria and Switzerland in particular to establish new contacts and business relationships." 

Numerous opportunities are opening up for the horticultural industry in Vietnam, with the market showing an average annual growth rate of 8% and the export rate having doubled in the last five years. 

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