20 to 21 September 2016

Home Garden Conference: Seed Technology meets Consumer Marketing


20 to 21 September 2016


Ludwigsburg, Germany


Fleuroselect is delighted to invite you to its 7th Home Garden Conference that will take place on 20 & 21 September 2016 in the Stuttgart area of Germany.


Hild Samen meets Selecta one

HILD Samen welcomes our delegation to visit its enlarged seed technology facility and trials in Marbach am Neckar. HILD maintains breeding programmes for all major vegetable crops and a large selection of herbs resulting in highly successful varieties for both the amateur and professional market. In addition to breeding, the company also specialises in seed processing and the visit will include a presentation on the latest developments in seed technology.

A horticultural programme in the surroundings of Stuttgart would not be complete without a visit to Selecta one. This family company is world-leader in breeding, producing and marketing vegetatively propagated ornamental plants. Breeding activities include bedding and balcony plants, poinsettias, perennials and cut flowers. Selecta one opens the doors of its Stuttgart facilities, including its impressive trial gardens, and will share its latest marketing success stories.


Industry related presentations include "Trends for the German Garden Market" by Johannes Welsch, IVG and "Priming of seed for the Home Garden Market" by Torsten Nilsson, Nelson Seed Development. The Home Garden Committee will update the delegates on the Plant of the Year Campaign.

David Domoney is a British television gardening personality best known for presenting on ITV’s Love Your Garden Series. He is also a strong advocate of community gardening and champions this through his national community gardening campaign Cultivation Street. David understands the gardening consumer and his presentations encapsulate the reality of retailing in this sector. Always entertaining and packed with clever commercial initiatives, David excels in inspiring the audience.

Nestor Hotel Ludwigsburg

Ludwigsburg is perfectly located between the Hild Samen and Selecta One premises. The Nestor Hotel is located near the city centre and the Ludwigsburg train station. The 179 rooms have recently been renovated, air conditioned and offer a free WIFI connection.

Beautifully integrated in the historic walls of an old military bakery, the Nestor Hotel is the perfect location for a successful conference.

Ludwigsburg is approx. 30 min from Stuttgart and many low-cost airlines now fly to Stuttgart airport from major European cities


Preliminary Programme

Tuesday 20th September 2016

08:00 Early morning networking opportunities
09:45 Coffee
10:15 Welcome & Introduction
Harm Custers – Chair Business Unit Home Gardening
David Arnold - Conference moderator

Session 1: German Garden Centre Trends and Seed Priming
10:30 German Garden Centre Trends
Speaker Johannes Welsch – Director IVG
11:20 Networking Coffee Break
11:50 Priming of seed for the home garden market, Vitalisation!
Speaker: Torsten Nielsen – Nelson Seed Development
12:30 Lunch

Session 2: Visit to Hild Samen
14:00 Bus to Hild Samen
14:30 Visit to vegetable and herb trials and seed processing facilities. Presentations: “seed meets technology” & “how to select varieties for home garden market”.
17:00 Drinks reception offered by Hild
18:00 Bus returns to hotel
19:30 Dinner in Hotel

Wednesday 21st September 2016

Session 3: Visit to Selecta
08:15 Bus to Selecta One
08:45 Visit to Selecta One trial gardens, production facilities and presentation on marketing concepts
10.45 Bus to Hotel

Session 4: Plant of the Year and Keynote Speaker
11:15 Home Garden Association Presentation and Update Plant of the Year
11.45 Keynote Speaker: David Domoney – U.K. Gardening Broadcaster
12.45 Round-up and close
13.00 Lunch and departure


Conference Moderator

David 200px

David Arnold, Owner David Arnold & Associates Ltd., United Kingdom

Presentation: Home Garden Association & Update Plant of the Year
(Together with Harm Custers)

David has worked in FMCG sales & marketing ever since leaving full time education and was Retail Sales & Marketing Director for Suttons Seeds, a post he has held since 1988 until March 2013 when he left the company to establish his own Marketing & Sales Development Services Consultancy, David Arnold & Associates Ltd. based in the beautiful Devon countryside in the south-west of England.

David has a passion for the Garden Industry spanning more than 30 years and he firmly believes that good market knowledge, continuous product and marketing innovation, and excellent customer service are the keys to the continued success for any business.


Subject: German Garden Centre Trends

Johannes Welsch 200px

Speaker: Johannes Welsch, General Manager Industrieverband Garten (IVG), Germany

Presentation: Mega Trends change our way of Gardening

Johannes Welsch is a graduate engineer in horticulture and is an experienced professional horticulturalist. He is the General Manager of the German Garden Industry Association IVG.

With more than 130 members, IVG represents the interests of manufacturers and suppliers for hobby and professional products for the German garden market. IVG focuses on public relations and lobbying. The trade association is a powerful network and has a strong voice in the German horticultural industry.


Subject: Priming of Seed for the Home Garden Market, Vitalisation!

Torsten Nilsson 200px

Speaker: Torsten Nilsson, Managing Director Nelson Seed Development, Sweden

Presentation: Priming of Seed for the Home Garden Market, Vitalisation!

Torsten Nilsson is the majority owner of Nelson Garden Group, the leading seed company for home gardening in Sweden, Norway, Finland and Denmark. For 35 years, he was the managing director of the company.

Currently, Torsten is the managing director of Nelson Seed Development, a company within the group with a unique, patented priming method also suitable for the home garden and organic seed sector.


Subject: Keynote speaker

David Domoney 200px

Speaker: David Domoney, Gardening Broadcaster, United Kingdom

David Domoney is a horticulturist with 30 Royal Horticultural Society Medals and awards under his belt. He is a television gardening personality best known for presenting on ITV’s Love Your Garden Series and ITV’s This Morning programme.

He believes in the positive power of plants and how they can create happiness and health in your life through interaction with the plants and your senses. He is an adventure gardener, bee keeper and scuba diver and encourages you to immerse yourself in nature.

David is a Fellow of the Chartered Institute of Horticulture and Governor of The London Colleges of Horticulture Capel Manor. He is also a strong advocate of community gardening and champions this through his national community gardening campaign Cultivation Street, which helps to bring Britain’s communities back to life through people, plants and pride.

David organises The Ideal Young Gardeners of the Year competition, now in its sixth year, in conjunction with the Prince’s Foundation for Building Community. David is also the Garden Ambassador for national charity THRIVE, which helps people living with disability through gardening activities.