Hyve Group, the company behind Glee, launched Glee Gathering this September, a digital forum intended to allow the gardening and pet industry to do business despite Covid-19 travel restrictions.

The event welcomed a worldwide audience to eight hours of exclusive content running over two days, a virtual showroom, product showcase hours, industry awards and a virtual platform for buyers and suppliers to connect, chat and undertake video meetings throughout the week. 

We caught up with Glee Event Director, Matt Mein (pictured above left with GTN's Trevor Pfeiffer) to discuss the first edition of Glee Gathering and what to expect from Glee in 2021. 

How was Glee Gathering? How did buyers and brands react to the new format?  

The feedback has been great. We brought the industry together virtually and it responded well to a new format that was put together in just over two months.  I am really pleased we could create a gathering on the original timeline of when Glee 2020 should have been.  Glee Gathering has been a great learning curve for us all, with the matchmaking platform and two packed days of content, it made for a really engaging two days.

What was your highlight?  

My personal favourite was the Glee New Product Awards. Normally I don’t get the opportunity to see the shortlisted brands present their two-minute pitch to the panel of judges as I am busy onsite at Glee. There were some really good pitches and to have so many companies pitching created a really lively few hours – well done to all that took part.

Will you continue to provide this digital format once physical fairs are up and running again? If yes, what will you change from lessons you’ve learnt this time around?  

This whole situation has really made us think more about the engagement we have with the garden and pet industries and not just have one route to engage. We will look to continue to develop our omnichannel offering, where other webinars or showcases can be created throughout the year.

How are you already preparing for your physical 2021 show? What can we expect from Glee 2021 or is it too early to say? 

We have been making some great inroads and are planning to bring the industry back together in a safe environment. We are looking forward to enabling retailers and brands to come together in a face to face setting, where all the senses can be engaged. Garden retailing has benefited from more of the UK population engaging with gardening since lockdown began and we can really learn from how the industry has adapted and how it has attracted over 1 million new consumers.