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March 21-23, Malmö

Sweden: New start Nordic Flower Expo

The Nordic Flower Expo which will be held from 21 to 23 March 2017 in Malmö, Sweden, has recently been taken over by The Floral Agency ( As a result the event will be set up in the same way as done in Poland; in close cooperation with local parties. The platform will have broad support and more reach by doing so. Next to that, an extended side program with floral demonstrations will be organised as well as relevant seminars. The Floral Agency is also responsible for the realization of the Flower Expo Poland, which was successfully introduced in the first week of September.

Consumer and economy
In 2015 the B2B platform has been realised for the first time. The evaluation of the participants and recent polling in the sector, shows there is solid interest in the Nordic market and thus in a second edition of the Nordic Flower Expo. It concerns a stable market with high GDP, low unemployment and high incomes compared to other EU countries. The northern region counts more than 30 million inhabitants. The predicted growth of for example, the Swedish economy is 2.9% in 2016 and the economical expectations in the entire region are rather positive (source: Finanieel Dagblad). In Sweden the demand for flowers increased with 9.8% in 2015 and in the first half of 2016 this figure is 6,1%. In the past five years, exports from the Netherlands grew by more than 40%.

Vistiors of high quality during first edition
At the first edition 140 companies from over 10 countries participated and the expo counted 2,500 visitors most of them professionals. With the presence of a number of leading Scandinavian retailers, the quality of the visitors was high. The fair is a B2B platform for growers and exporters of flowers and plants who want to enter the Scandinavian market and meet up with existing or get new contacts. Garden centers, buyers of retail chains, importers, wholesalers and florists are the main target group for this tradeshow.

Demonstrations and seminars
By choosing a new direction The Floral Agency will pay more attention to activities such as floral demonstrations and seminars. By inspiring florists special attention is paid to this important target group that in the end is an important intermediary between trader and consumer. By approaching this specific group the number of visitors will increase. During the seminar program, practical knowledge in the field of trade will be shared as well as consumer insights and their preferences regarding flowers and plants.

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