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Trade Fairs Holland – November 2024 Overview

November is a pivotal month in the floriculture calendar, marked by two major trade fairs in the Netherlands.  It can be confusing with two Tradefairs at the same time and so close to each other, but the major differences are outlined below:

1. Royal FloraHolland Trade Fair (RFH, Aalsmeer)

  • Focus: Traders and Buyers within the Royal Flora Holland auction system.
  • Highlights:
    • Emphasis on market trends and practical, transactional exchanges.
    • Showcase of flowers and plants aligned with the auction’s offerings.
    • Ideal for regional growers and wholesalers seeking insights and new products within the cooperative framework.
  • For more information

Trade Fair Aalsmeer | Trade Fair Aalsmeer 5-7 november 2024

Royal FloraHolland_Aalsmeer

2. International Floriculture Trade Fair (IFTF, Vijfhuizen)

  • Focus: Global innovation, partnerships, and future trends in floriculture.
  • Highlights:
    • Broad participation from breeders, growers, buyers, and logistics innovators worldwide.
    • Features advanced equipment and logistics solutions alongside flower and plant showcases.
    • Host of the Floriforum, which addresses pressing industry issues like sustainability.

·         For more information

               IFTF 2025 – International Floriculture Trade Fair

Floriforum 2024 Summary

This year’s Floriforum was centered on the theme: Cultivating Sustainability Together – Shaping Tomorrow’s Floriculture. It addressed sustainability challenges in the wake of growing concerns, including the first reported child death linked to pesticides, recognized by the Pesticide Victims Compensation Fund (FIVP).

Key Speakers and Insights:

  1. Jan van Dam (Dutch Flower Group)
    • Advocated for a collective industry approach to sustainability.
  2. Sibbe Krol (Bloom & Wild Group)
    • Emphasized integrating sustainability into operational models.
  3. Yvonne Watzdorf (Flower Council of Holland)
    • Delivered a presentation on Sector Communication and Well-being.
    • Takeaways:
      • Reputation vs. Communication: Reputation builds over time through consistent actions validated by effective communication.
      • Knowledge-driven marketing is key for a unified strategy.
      • The sector thrives by aligning messages with consumer needs and values.
  4. Simon Derrick (Blue Skies) & James MacGregor (Development Economist)
    • Introduced the Fairmiles Initiative, emphasizing the positive global impact of floriculture.
    • Research highlights: Airfreighted fresh produce, including flowers, supports at least 18 million livelihoods in the Global South.

Fairmiles – Flying for Good

Panel Discussions

  • Unified messaging for B2B and B2C communication is crucial to sustain the floriculture market and appeal to future consumers.
  • Sustainability has transitioned from being a trend to a fundamental industry necessity.

Conclusion

Trade fairs and forums underline the importance of innovation, collaboration, and sustainability in shaping the future of floriculture. The Royal Flora Holland Trade Fair offers an auction-focused experience, while the IFTF provides a global platform for innovation.  Proteaceae had limited representation at both events this year. At the RFH Trade Fair, standout exhibits included those by DFG and Freshcap.  At the IFTF, Proteaceae could be found at the Holex and Fresh from Source stands.