Attending Interzum in Cologne was certainly the highlight of a busy spring. Overall, the event was encouraging. From the small, polite and economical land of Germany, I was able to see North America’s composite panel and decorative surface industry from a new point of view. Although intellectually I understand the idea of a global market place, actually leaving the United States helped provide a better perspective of both the geographic isolation of North America and how our large consumer market relates to the world market.

Pre-show I did as much preparation as time would allow. I researched local customs and business practices. Instead of the comfy yoga clothes I usually wear when I am alone at my computer I packed more formal attire and several (don’t ask how many) pairs of nice shoes. I even did my best to learn basic German pleasantries and doubled my German vocabulary to nearly a dozen words! And since Koelnmesse is the fourth largest conference venue in the world, I carefully planned my days at Interzum to make sure I called on as many companies that do business in North America as possible.

At Interzum I attended press conferences and visited many, many booths. In fact, I hauled an entire suitcase full of press kits back to the states. Thank goodness for the exhibitors with espresso bars in their stands. As I listened to people talk about their evolving products and technologies, the overall message was optimistic. Companies that serve markets throughout the world are reporting a definitive recovery in smaller markets. Businesses that have weathered the economic storm are not only sustaining, but they are growing. While there may be some aspect of “one man gathers what another man spills” to this optimism, there is no doubt that the market is moving forward.

That is not to deny that hard times are still affecting our industry. Even while in Germany I learned of layoff’s happening in the United States. Although everyone I met was very polite and respectful, there was an underlying sense that North America is something of an economic problem child. Be that as it may, there is no denying the tremendous buying power of the North American market. Those of us who live in North America are not the only ones anxiously awaiting the definitive restoration of our economic health. There is opportunity in this.

My last night in Cologne I dutifully drank the local beer (ein Kolsch Bitte) as I cruised down the river Rhine. I thought about how markets are something like boats. The small ones turn around more quickly than the big ones. It takes boats of every size to keep products moving throughout the world, and everyone is better off when they stay afloat.

Prost!

Suzanne VanGilder • Editorial Director • suzannevangilder@sbcglobal.net