"The industry wants to experience innovation"

Dear Claudia Maurer, you have been Director of spoga+gafa since the end of last year. What motivated you to take on this task?

I lived in the USA for 15 years and wanted to return to Europe for personal reasons and definitely wanted to stay in the trade fair sector because I find it great fun. spoga+gafa particularly appealed to me because it unites all of the garden lifestyle themes. The different segments of the garden and BBQ industry are interlinked here. We want to further optimise this concept. I also like the theme in terms of its contents because I enjoy spending time outdoors in my private life - in the USA I had a small balcony where I was able to grow herbs and flowers.

What are the industry's expectations in the trade fair?

In my discussions with the garden industry I have observed that spoga+gafa is very popular. The industry wants to experience innovation up close and this is where we excel with a great deal of added value. We cover the entire spectrum of new garden and BBQ products, enable a professional exchange as well as networking and offer manifold inspirations. Remaining innovative and interesting for the industry is a challenge for the future.

What is new in term of content at this year's edition of spoga+gafa?

As the central meeting point for current trends and new products from the garden and BBQ world, we will provide the industry with a compact overview of the innovations – for instance on the newly designed Boulevard of Trends & Ideas. We are also presenting fresh ideas on the trusted POS Green Solution Islands which will depict all four seasons for the first time. As such, they offer the trade inspiration for the whole year. The IVG Garden Boulevard in Hall 6 is also new, which enables member companies of the Garden Industry Association the opportunity to participate at the trade fair on a small scale.

Which role does this year's top theme "Design Gardens" play at the trade fair?

The current top theme focuses on the aesthetic and innovative design of modern garden worlds, terraces and balconies: Design unites ideas, function and form. At the same time design reflects cultural influences and values, survives short-lived trends and shows how sustainability and efficiency can be combined. These aspects will be portrayed in the new products of the garden and BBQ industry in manifold ways and will also play an important role in the event programme with keynotes and Guided Tours on the top theme and on current design trends.

Can you tell us more about the event programme?

When it comes down to market-relevant themes like sustainability or sales strategies, the exhibitors and visitors enjoy being informed and inspired by experts at the trade fair. Hence, the lecture programme of spoga+gafa 2025 is presenting a new concept and will be spread around the fair at different locations – each with individual thematic focuses. Furthermore, daily Guided Tours offer targeted insights into innovations and new products, among others with the well-known BBQ blogger, Camillo "Don Caruso" Tomanek. The special BBQ for every Wallet zone is also compact and manageable. Here around 30 different BBQ will be presented in five price categories.

What are your own demands in a garden?

My dream garden comprises of fruit trees, vegetable and herb patches as well as a large area with an outdoor kitchen so I can cater for my friends – because I love cooking, baking and barbecuing. After living in a big city in the USA, I grew to appreciate indoor gardening, which also enables self-provision in urban areas and thus opens up new perspectives for a green future. In my new home in Cologne I have found the happy medium, with a balcony that offers enough space for a BBQ, green plants as well as a vegetable and herb patch.