AmericanHort Renames Annual Convention & Trade Show
Cultivate Replaces OFA Short Course as Name of Event
AmericanHort announces that its annual convention and trade show has been renamed to Cultivate – An AmericanHort Experience. Formerly known as OFA Short Course, Cultivate'14 will continue to offer premier educational and networking experiences, and more than 7 acres of trade show exhibits including technology, new products and services, and new plant varieties. This year also sees an expansion of products and services for retailers, nursery production, and landscaping. Thousands of attendees from more than 20 countries are expected this year.
“The word 'cultivate' reflects what happens at the event. Thousands of people attend each year to cultivate their businesses and professional networks,” said Michael V. Geary, CAE, the President and CEO of AmericanHort. “Updating the brand of the 85-year-old event makes sense for the vision of AmericanHort. Cultivate captures the essence of what the experience is for our attendees.”
While it's true that plant sales can make up about 80% of a retailer's business, it's also true that the other items they offer for sale can give them a huge advantage with their customers. Those items, along with the products they need to support their business operations, can make all the difference in their level of success. To that end, we're excited to introduce our new Retail Terrace.
At an event the size of Cultivate, it's good to have a plan to ensure you don't miss the things that are most important to you. We created the “My Show Planner” online planning tool to help you make the most of your weekend.
“What I see is an amazing amount of great color, more varieties than I could ever imagine, and more innovative ideas than any other show. We have really taken to the Suntory Collection of plants. They are wonderful and provide us with more options than we have had before. I look forward to the show now every year, and we plan to send several of our managers.”
“I NEED to go to see what is new, to connect with other people in the industry, to learn new ways to look at my business, to learn what is happening in the entire horticulture industry. ”
“The Interior vendor showcase is great for us to see products and especially plants grown especially for interiorscapers. Sometimes, we even get to bring them home.”
“Having exposure to new products and marketing programs in July allows us time to add them in our production plan the following spring. This can reduce the time to bring new plants and program to market by a year.”
“The educational sessions help me determine what information is critical to my customer base. The more attendees at a session, the more important it is for me to learn and understand the content.”