“Perfect, because it’s not perfect” – an interview with Manfred Hoffmann (German Trade Association of Florists)

Michael Hoffmann – Photo: FDF

The master florist from Düsseldorf, Manfred Hoffmann, is a floristic all-rounder. He is employed by the Fachverband Deutscher Floristen (German Trade Association of Florists) as Creative Director and is involved in a wide range of projects: He develops design lines, manages product developments, is involved in the drafting and realisation of trade fair presentations, holds lectures, is the author of various trade publications and takes on an advisory function for many important association issues. In his home town Hoffmann additionally runs two flower shows called “A la Casa del Flore”.

Grey Mint, Romance 3.0 and recycling mix – What can we look forward to in 2018?

Trend observer Aafje Nijman – Photo: bureau-nvh.nl

The Dutch trend observer Aafje Nijman is primarily interested in flowers, plants and gardens. Together with Anet van Haaster, she runs the agency “Nijman + van Haaster”. Taking trend analyses as the starting point, new concepts are developed here for various national and international actors of the green industry. We spoke with Nijman about the trends of the still new year.