Selling not just a product, but a complete solution

(Nov. 4, 2002) Hydro intends to market itself as a supplier of complete solutions for the horticultural industry at the major horticulture exhibition in Amsterdam. "We want to show that we dont just sell individual products, but complete nutrition programs and expertise," says Terje Knutsen, leader of Hydro Agri Specialities

'HORTI FAIR': The Amsterdam fair is an important arena for attracting the interest of customers and other players in the market, says Terje Knutsen, leader of Hydro Agri Specialities. (Photo: Kåre Foss)

When the international "Horti fair" opens in Amsterdam on 6 November, Hydro will be represented at a stand shaped as a Viking ship. Three units are involved in the Hydro stand – Agri Specialities, Agri Specialities Benelux and SQM (Sociedad Quimica y Minera de Chile), the Chilean fertilizer producer with which Hydro has set up international collaboration.

The horticultural fair in Amsterdam was originally a domestic exhibition for the Dutch market, but has grown to become an international fair with participants from all over the world. Visitors will find everything of interest to this industry – from plant nutrition to automatic watering systems, and from greenhouse construction to heavy machinery. Not forgetting specialized seminars and a range of activities such as flower arranging and the art of making good compost.

And visitors are expected. It is estimated that around 55,000 people from 50 countries will visit this year’s exhibition, which has several hundred participants and exhibitors from around 40 countries.

"The Amsterdam fair has become a meeting point for people in the industry and customers from all over the world," says Terje Knutsen. He explains that Hydro wants not only to promote itself as a world-wide supplier of plant nutrition, but also highlight the complete solutions that the company can offer plant growers.

"In addition to our products, we offer agronomic expertise. We don’t just sell individual products, but plant nutrition programs for high value produce, such as grapes and other fruit and vegetables. Growers shall have the opportunity to get advice on plant nutrition for their crops to improve the quality and increase harvests.

Hydro Agri Specialities, which is one of the six strategic main areas in Hydro Agri, has an annual turnover of around USD 500 million. Speciality products have traditionally had a strong position in the US and Europe, and in recent years this area has grown considerably in Asia and Latin America.