Introduced in 2014 to help bring plants back to the centre of Glee, the Green Heart brought together some of the biggest and most respected UK growers to showcase 2015 plant ranges. Incredibly well received the area has undergone some exciting changes ahead of the 2015 show.
Originally designed as a showcase of UK growers, the Green Heart has been expanded to now incorporate international growers. Over 60 growers are expected to use the area to launch 2016 ranges and latest varieties, as well as participate in a new programme of activity, designed to encourage further engagement with plants from all sectors of the garden retail industry.
Led by The Garden Works’ independent garden centre consultant, Kevin Waters, the Green Heart will benefit from an interactive and live element in 2015.
Throughout the show Kevin will lead a number of guided tours around the Green Heart to demonstrate how cross merchandising can highlight a continual year-round association with the plant offer. In total 12 exciting promotional displays will be created to showcase how plants can take centre stage every month of the year, each developed with three key criteria in mind – inspire action by giving ideas; making buying easy; and ensure subsequent success for the customer.
Utilising plants from Green Heart exhibitors, plus products from the wider show, these promotional displays undoubtedly inspire garden retailers and help them to think of new ways to link departments and sales across the store.
Talking about his new role at Glee, Kevin Waters said: “I am very pleased to be part of the ongoing development of Glee’s Green Heart, and really hope that people will take advantage of the opportunity to get up close and personal with plants at the show.
“The objective of the promotions we’ll be creating is to highlight the importance of plants, not only to our garden centres but also to the lives of our customers. We’ll be creating displays which appeal to all the senses and make gardening accessible to all, pulling material from all sectors of our centres including the gift area and even the restaurant. The aim is to show that plants are not restricted to ‘that cold bit outside where non-planty-types don’t venture!’”
Themes already confirmed to feature in Kevin’s Green Heart displays and interactive content will include Summer Thrillers, Spillers and Fillers, HTA Plant of the Month, and Fragrance in the Garden.
i2i’s Matthew Mein, Glee event director said: “We’re so pleased to be able to confirm Kevin’s involvement with the Green Heart. His passion, knowledge and experience of the garden centre market is second to none and without doubt his enthusiasm for building a bright future for garden retailers will shine through in his content. I am excited to see what he has on offer!”
The Green Heart will once again be housed within the glass-roofed Atrium area directly outside the entrances to Glee’s new home with NEC halls 17 – 20 and incorporating Glee’s registration desks. Considered to be the biggest greenhouse within the UK, it is within this space that growers and nurseries can create displays of everything from herbs and bedding plants, to trees, shrubs, alpines and even houseplants. Each will also be given an identical ‘plot’ – which will feature benches and signage, kindly provided by Woodlodge.
Key names already confirmed for the Green Heart in 2015 include Darby Nursery, Whartons Nurseries, Morley Nurseries, New Leaf Plants, Channel Island Plants, Chamberlain Nurseries, Chapel Cottage Plants, Javado, Addenda, Northumberland Nurseries, Anglo Aquatic, Tamata, Gedney Bulb Company, Kilworth Conifers, Topbuxus and Laurica.
To keep up-to-date on all the latest news log onto www.gleebirmingham.com. For details on exhibiting at Glee, call 0203 033 2160.