Dutch trade fair boasts a myriad trees, shrubs and exceptional ranges
The town of Zundert rests in the south of The Netherlands on the Belgian border, in the heart of one of the most important Dutch tree nursery regions, writes Anke Bührmann.
Sound reason then for it to host the GrootGroenPlus trade fair – held from 1 to 3 October this year, heralding the fall season.
The fair has developed into an international industry meeting place. Unlike its early days, its focus is no longer primarily on large trees and shrubs. Characterful multi-stemmed trees and other large container trees gave the three large show halls a distinct nursery feel.
Exhibitors though presented a wide range of plants in various sizes and for different uses, as well as tech, gardening supplies and the services of research institutions and horticultural associations.
Yearly expansion
GrootGroenPlus 2025 was the fair’s 35th outing – interesting those who work with hardy plants, targeting nurseries growing young plants or finished products, and appealing to garden architects, landscape planners, housing associations, project developers and parks departments.
The fair covers the entire product range tree nurseries offer. Businesses with novelties, unusual plants or innovative products also take part, to make GrootGroenPlus also a treasure trove for visitors looking for more unconventional products.
Rising numbers of exhibitors over the years however led to GrootGroenPlus switching venue. Three years ago, it moved to the grounds of the Treeport Business Center in Rijsbergen, near the Belgium border.
The location offers enough space to set up three large exhibition halls covering around 10,000 m2 for almost 300 exhibitors. Hall layout was unusual and designed in a way to ensure visitors passed every stand.
A special colour-coding system was also in force. Each hall was assigned a colour to guide visitors via red, grey and blue routes. The restaurant and event area served as a link between the three halls and the site for announcing show winners.
International meeting place
The region around Zundert is one of the main tree nursery areas in The Netherlands, where many exhibitors are based. But GrootGroenPlus also attracts suppliers from abroad to give it an international focus.
The fair attracted visitors and exhibitors from Germany, Italy, Switzerland and France, with 37% of visitors based abroad.
I was struck by how many young entrepreneurs were among both exhibitors and visitors. In conversations, it became clear time and again how closely the industry is connected far beyond national borders – perhaps one of the reasons for the warm, almost family-like atmosphere I felt on many of the stands.
New product competition
The GreenGrandPrix is all about evaluating new varieties of perennials and woody plants that are particularly interesting or significant in terms of their use and cultivation. Each plant that was presented enriched or improved the range in its own way.
Winning entries receive a gold, silver, or bronze medal depending on their rating. This year’s winners honoured with a gold medal, were: Osmanthus heterophyllus ‘PNOS01’ (PERFUME PARTY®), Phillyrea angustifolia ‘Grand Prix’®, and Spiraea japonica ‘JW1’ (RICK STAR®). More information about the results: https://www.grootgroenplus.nl/green-grand-prix-2025-en
A heart for green
This year’s theme was Heart for Green – referring both to the industry and its passion for plants and our green environment. Two big hearts, made of plants, reflected the theme and were often used as backgrounds for photos of visitors.
The fair supports exhibitors in various ways to increase their visibility and make the most of their participation. The A4-format exhibition catalogue was similar to a reference book, with around 130 pages. Around 70 pages provided information about the trade fair and the exhibitors. This was supplemented by an editorial section introducing Dutch nurseries and suppliers.
The organisers also offered members of the international press a tour of the fair, during which various companies had the opportunity to introduce themselves.
GrootGroenPlus was also active in showing that working with plants can be exciting and that greenery is important: 182 children aged eight to twelve visited the fair to learn more about trees and nurseries in a child-friendly way.
Wide and deep ranges
GrootGroenPlus traditionally focuses on plants, which were presented bare-rooted, in containers, or as balled goods. This year, 67% of the exhibitors came from the plant sector, and 33% were suppliers.
The spectrum of exhibitors ranged from young plant companies and suppliers of forest, hedge and climbing plants to nurseries that grow large solitary trees, avenue trees and topiary types. Specialists such as bamboo and rhododendron experts, perennial and grass producers and fruit tree suppliers, including little-known species and new varieties, also showcased their ranges.
Even well-known trees and shrubs could surprise visitors, as Gerrit Luiten demonstrated: His exhibition stand resembled an orchard with large, gnarled apple and pear trees. His company, Old Fruit Trees, specialises in selling fruit trees that are several decades old and come from abandoned orchards, for example.
Export formalities now often routine
Brexit has made exporting to England too costly for some companies. However, many of the exhibitors at GrootGroenPlus have now adapted to the legal requirements and organised their operational processes and co-operation with authorities accordingly.
Huverba, for example, known for its extensive range of plants, is actually exporting more to England because the necessary workflow has become routine, whereas the new regulations are too costly for other companies. The same applies to the Ruud van den Berk tree nursery, which specialises in topiary trees and mainly supplies the Greater London area.
Exciting presentations on current topics
New this year was the range of presentations on sustainability, the circular economy within the green industry and the value of the services plants provide to people were topics presented on the last day.
Trees and shrubs hold a value that should be expressed in figures, as Marco Lassini, Climate Solution Lead EU Continental at the consulting firm Stantec, explained in his presentation.
A holistic approach and quantification of the services provided by nature could therefore contribute to social, economic, ecological, and environmental benefits for society.
In discussions with exhibitors, it became clear GrootGroenPlus offers advantages of size, product range and focus, and that participation is again firmly planned for next year. The focus on the tree nursery industry means visitors specifically target the event.
The fair also offers smaller or younger companies and specialist businesses an opportunity to raise profile and become better known. For visitors, that means they can also discover companies with innovative products or special ranges.
Exhibitors also highlighted the timing at the beginning of the fall season and the location of the trade fair as positive factors. The atmosphere was positive on all three days and the first companies have already registered for next year.
GrootGroenPlus 2026 will take place from 30 September to 2 October.
Further information: https://www.grootgroenplus.nl/en/home
Copyright for all pictures: GrootGroenPlus