AFEC EXHIBITS AT IFEX, OCTOBER 2006-

 

The first stage of a two year marketing plan that concentrates on the Japanese market begins with AFEC exhibiting at the prestigious Trade Expo, IFEX, Tokyo, Japan, October 19th to 31st

 Japan remains the largest importer of Australian Flowers, a title it has held tightly since early days of the industry.  In 1991 FECA invested its future in Japan through an aggressive promotional plan that committed to a series of exhibitions and showcasing.  Local florists would accompany FECA members on biennial tours that strove to introduce our flowers and foliages within Japanese design. As a result of these whirlwind tours, Australian exporters established long term customer bases that have continued to develop.

 Credit must be given to the influence of Australian floral designers who, in those early trading days, created an endearing long-term impression. The promotional pilgrimages were put on hold in order to concentrate on expanding markets, including that of North America, yet export sales to Japan remained steady.

 It is now six years since AFEC’s last formal promotion within Japan and their return is celebrated with all the vigour of a homecoming.  A lot happens in six years in the global world of trading. FECA has grown up, stretching into the title of AFEC, honouring the importance of Australian Flowers as an integral first impression.  Expectations have expanded, both in product quality and promotion.  AFEC brings to IFEX its finest, selecting Richard Go as our floral Director.

 The theme selected for IFEX exhibition is Floral Gems, a promotion used in North America to an outstanding success. Austrade, ever supportive of AFEC’s goals, has hired stand space next to AFEC, the two areas merging together, without walls, to create a grand impression under the theme “Australian Flowers” A Japanese designer has also been employed to ensure Australian product can be exhibited to its grandest versatility.  The area is not just an exhibition but also a continuing display of movement and design, with further demonstrations held in the auditorium to an audience of paying buyers.

 IFEX is the first stage of the two-year Marketing plan that AFEC has been working on with Austrade since early year. An industry mission will follow IFEX in November 2006, bringing Japanese designer, and editor of floral design magazine, to Australia with her team of journalist and photographer.  The aim of their visit is not to see the Australian floral industry, but the Australian flower environment. Capturing our flowers and foliages in their natural environment will be shown in a series of three editions over the next year. The perfect behind the scenes in which to show off sophisticated display.

Sponsorship of the AFEC stand is thanks to Regional Development, Victoria, who is also assisting six growers to be at IFEX. Furthermore, through Regional Victoria, the second edition of the brochure, Floral Gems, has been made possible. Translated into Japanese, the booklet will be distributed at IFEX and already design colleges have requested an additional 5,000 copies.   

www.ifex.jp