Plant exporting masterclass from IPM Essen

HortWeek spoke toa range of industry experts at IPM Essen trade show 2025 on how to export.

Andy Jeanes of Guernsey Clematis says planning, procedure and relationships with customs and shipping agents and phyto inspectors are the keys to successful exporting.

The USA could become an issue. Soiless plants are air freighted to the US but there are concerns about 25% Trump import levies, as there has been for Canada and Mexico.

Commercial Horticulture Association's Susan Fairley says research the target market, establish demand, identify market trend data, plan a strategy, find the right country, identify channels, get staff trained and ready, build relationships, use Department of Business and Trade webinars, be patient, consider costs and make sure you know your IP, customs paperwork, credit check customers and get the right logistics in place. Cenrral Asian countries are places of growth.

Tim Briercliffe of AIPH adds that understanding your target market and how easy it is to reach it are important. Systems such as Floriday can be a way in. The UK has not been strong at exporting as businesses concentrate on the home market. You need something new, special and different. He says potential levies are challenges, while exchange rate problems can be huge. Plant health issues like false codling moth are becoming bigger threats to international trade. Green cities are the areas to look for growth.

David Austin's head of international partner networks Kate Porter said selling licences rather than plants is the rose grower's way forward, post-Brexit. There is US growing base so it is the brand that is exported. Australia is a growing market.

Air-Pot's Suzie and Jamie Single say there is a team of partners around the world, in Europe distributors and otherwise consultants working on commission. Taiwan is a growing market, as is Switzerland and the US. The CHA help Air-Pot with exports, particularly via IPM Essen. The Scottish Government is helpful, she said, while a new Air-Pot 7 product, endorsed by ex-Kew arboretum head Tony Kirkham, has created a wave of publicity for the company.

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