Barry Lupton reviews the annual David Robinson Lecture

The Minister for Agriculture and Food, Brendan Smith’s opening words, “ Plants are the essence of life”, encapsulated the passionate tone of the first Planted World Conference: which was hosted by An Bord Bia on the 21^st of October at the City West Hotel, Dublin. While a few empty seats cried out for those conspicuous by their absence, the conference was well attended with delegates representing a healthy cross section of the industry, from education through to commercial plant production.

Held over two days, the packed conference programme covered a wide variety of themes, from marketing techniques through to sustainable landscapes. While the programme was suitably broad, a shared message of cooperation, communication and long term planning was the common thread that formed an inspired vision for the future of our industry.

Kick starting the proceedings and setting the pace for day one was Diane Relf PhD. An internationally respected researcher and plants person, Diane had flown in especially from Virginia Tech University to address the conference. Her talk, delivered in her unmistakeable Texan drawl, focused on the marketing value of plants and was conveyed with such enthusiasm and zeal that the conference hall took on an almost evangelical air. Between the sound bites and humour of Diane’s talk lay a serious message, a timely reminder of the positive nature of what we sell and the potential opportunities that exist to exploit an increasing demand for lifestyle products that can deliver a sense of well being. Gone are the days of selling plants, we’re in the feel good business!

Following Diane to the podium was Terry O’Regan of BHL Landscape Group. A long-term promoter an activist within the industry, Terry delivered a thought provoking presentation that painted in the minds of delegates, a synopsised composition of landscape and garden, past, present and future. The composition is very much still a work in progress, and all of us in our respected fields are lucky enough to be entrusted with a small piece of canvas. During the short break for coffee, many wide-eyed landscape students were to be heard enthusing on Terry’s inspired presentation and were very much looking forward to getting back to their drawing boards and following his lead.

Bill Wickstead, Director of SQW Ltd addressed the now caffeine fuelled conference with a talk on clustering and collaboration within industry in general. While the talks intellectual content did not have the passion of the previous speakers, the message of success through cooperation was clear.

Casting a beam of light on demands and possibilities of an increasingly globalised future was Tim Jones of Innovaro. Tim’s central message was that the pace of change is increasing and we need effective processes for identification and satisfaction of our customers that can adapt to the new challenges that will face our industry.

Lunch, provided delegates an opportunity to communicate and ask those questions that always occur to one after the Q & A session. Many contacts were made, cards exchanged and serious points discussed over and excellent meal.

Charles Funke, MD of Charles Funke and Associates held to attention a now buzzing and satiated theatre, imparting a message and wisdom that can only come from a career spanning more than half a century. Charles stressed that by exploiting our temperate weather and planning to meet the needs of a changing climate that Ireland can become a leader in international landscape horticulture.

Building upon the themes of the importance of our industry, and the need for long term strategic planning was Yans Hebets of Plant Publicity Holland. “I’d like to invite you to put a date in your diary for 2012 when all of us can meet up at the Floriade and share our experiences and learnings from implementing the Green City philosophy. Wouldn’t it be a wonderful success if green space was regularly on equal footing with building, infrastructure and services, or as we would say in Holland if green became equal to red, blue and grey in the development process? Ireland has some way to go to catch up with our Dutch counterparts with respect to advances in green city philosophy but the sound of pens on paper that filled the hall after his presentation is a hopeful indication that all those present marked the date in their diaries.

The final speaker to address the delegates was respected horticulturalist and TV personality David Domoney. Never before has a speaker displayed such an ability to be the physical embodiment of their presentation. ‘We need to dispel the idea that gardening is back breaking labour and sex things up a bit”. Backed up by an abundance of Orwellian statistics on TV viewing and effects on purchases, David reiterated Diane’s message of how and what we sell. We’ve got to be more Cadbury’s flake and less Triple A Golden Maverick and if we want to appeal to the TV generation.

ON departing I was reminded of the song words I can see clearly now the rain has gone, for the future of our industry, which has seemed somewhat uncertain of late, has once again become clear. But a word of caution for those present and absent, the tree of visions that has been planted by An Bord Bia is a delicate specimen, one that only ten years ago would not have survived. It befalls us all to draw together and support it while it establishes in our ever-changing economic climate, for with a little care it will support us all in years to come. From little acorns, big trees grow.

Hopefully we’ll see you all at next year’s conference.