GreenTech Amsterdam 2025 reflected a horticulture sector at a tipping point, where technology, collaboration, and both environmental and regulatory pressure meet. In the heart of the Netherlands, the world’s most advanced greenhouse ecosystem, brands showed that innovation today isn’t just about features. It’s about collaboration, simplification, and real-world relevance. From predictive tools to integrated sustainability, the fair revealed how companies are using experience, ecosystem thinking, and smart positioning to cut through a crowded landscape. 

This article explores five marketing patterns that stood out, as strategic shifts in how B2B horticultural brands engage, differentiate, and lead.

Vitafoods Europe 2025 spotlighted a nutraceutical industry in transformation, where supplements are no longer confined to capsules but are becoming part of daily routines through food format, flavor-driven experiences. Key themes included the shift from pills to prototypes, the elevation of science from proof to narrative, and a renewed focus on in-person connection as the heart of brand engagement. The event emphasized credibility, taste, and storytelling as the building blocks of relevance in today’s B2B health landscape.

The healthcare industry is experiencing a fundamental transformation, where technology is no longer just a support function—it is becoming the backbone of healthcare operations, decision-making, and patient care. At HIMSS25, it became clear that AI, interoperability, and cybersecurity are not just industry buzzwords; they are rapidly shaping the future of healthcare. For actionable insights, explore our detailed HIMSS 2025 Marketing Insight Report.

B2B marketing in 2025 is shaped by challenges like economic uncertainty, budget constraints, and the need for authenticity. Success hinges on adaptability, efficiency, and leveraging technology such as AI. Building strong brands, producing proof-driven content, embracing personalization, and utilizing video are key strategies. Social media, experiential marketing, and balancing AI with human creativity offer opportunities to engage audiences and drive growth. For a more in-depth exploration of these trends, you can read the full article.

Fi Europe 2024 highlighted trends shaping the food industry, focusing on taste-driven innovation, functional foods, and cross-sector collaborations. Key themes included transforming technical solutions into sensory experiences, fostering meaningful connections through interactive booths, and combining health benefits with great taste. The event emphasized storytelling, thought leadership, and partnerships as critical for addressing challenges and driving progress in food marketing.

EuroTier 2024 showcased innovations in agritech, animal farming, and sustainability, emphasizing trust-building storytelling, experiential marketing, data-backed sustainability efforts, personalization, and digital engagement. It highlighted the industry's shift towards authentic, immersive, and solution-driven strategies to foster deeper connections and address evolving customer expectations. For actionable insights, explore the detailed EuroTier 2024 whitepaper.