Every year, flower growers prepare to attend trade fairs with big expectations—fresh brochures, polished booth designs, and samples of their best varieties. And for good reason. These events offer exposure, connect farms with new clients, and allow everyone to showcase their recent work.
But here’s the hard truth: brand value isn’t built in one week at a trade fair. It’s built into what you do every single day before and after.
Visibility Isn’t a Moment, It’s a Mindset
Many farms still treat visibility like a seasonal activity—something they gear up for when an event is on the calendar. However, in today’s floral market, where buyers, influencers, and clients are constantly online, brand perception is shaped throughout the year.
Your presence needs to extend beyond exhibition halls. If you disappear after a fair, the buzz fades quickly. Visibility is not a moment—it’s a mindset. And it’s the farms that stay active, present, and engaged throughout the year that people remember when it’s time to place an order.
You can also read why Marketing for growers shouldn't be an afterthought but a real necessity, and one you should prioritise.
Trade Fairs Matter—But They’re Not Enough
This isn’t to say trade fairs aren’t valuable. They’re great for networking, industry exposure, and learning. But they’re limited by time and reach. Most buyers are already overwhelmed by the volume of interactions they have at a fair. After a few days, it’s easy to forget who they met unless there’s a follow-up—or better yet, a presence they’ve already seen online or heard about consistently.
If your farm has no brand identity beyond the trade fair table, you’re likely leaving opportunities on the table, too.
Brands Are Built Through Consistency
Strong brands in floriculture—and beyond—don’t rely on one-off events. They are intentional about being seen and heard consistently. This could look like:
- Sharing updates from the farm regularly on platforms like Thursd
- Documenting stories of your people, your values, and your process
- Making your sustainability work visible and relatable
- Sending monthly updates to key clients or partners
These actions aren’t about noise—they’re about trust. And trust is built through repeated, authentic engagement. When clients see you consistently showing up, telling your story, and standing for something, your brand becomes more than just a name. It becomes a partner they believe in.
A Strong Brand Gives You Leverage
One often overlooked truth is that a strong brand can also give your farm leverage. When your story, your vision, and your values are known, you shift from being just another supplier to being a brand with perceived—and real—value. That can influence buyer decisions, loyalty, and even price points.
A well-built brand makes you more resilient to market shifts. If trade shows are cancelled, or buyers skip your booth, your farm remains present in their minds—because you’ve never left their radar.
If you’re a grower reading this and wondering where to begin, the answer is simple—just start. Share one story this month. Send one update to your community. Upload one photo that captures your farm’s spirit.
You don’t need a massive campaign to begin building visibility. What you need is consistency.
And if you’re unsure where to start, I’d love to help—through Thursd, we can work together to shape a brand presence that reflects who you are and positions you for long-term success, far beyond the walls of a trade fair.
Header image by @Exceptional Africalla
