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Photo impression Hortitec 2017:

Brazil: Despite crisis, opportunities for growth

The Brazilian horticulture industry is affected by the country's crisis, but the opportunities for growth seem to be huge. These chances are recognized by many in the industry and this was visible in the interest for one of Brazil's largest horticultural trade shows; Hortitec. "Even though the crisis, the show was visited by a similar number of people like last year", says Paco van der Louw of Asista, a local agent of several horticultural companies in Brazil.

Jelle Posthumus of United Selections and Paco van der Louw of Asista.

Van der Louw supplies the Brazilian growers with products from, among others, UFO Supplies, Selecta one, Bremkens Orchids, Könst Alstroemeria, and United Selections. Jelle Posthumus, CEO of United Selections was also visiting the show and together with van der Louw, they give us an insight into the Brazilian ornamental industry and in particular, the roses.

Struggle due to crisis
According to van der Louw, growers are becoming more professional. "They have more knowledge about the varieties and are looking for specific varieties that fit their climate and sales area." However, many growers are having a hard time at the moment. "Many cut rose and alstroemeria growers, for example, are struggling. This is mainly due to the current (financial) crisis in the country. The market is under pressure, which affects growers", explains Jelle Posthumus.

Booth of Asista with United Selections roses.

At the same time, van der Louw and Posthumus see huge sales opportunities in this country. "It is a country with many inhabitants. We expect that, if they increase their investments combined with a better financial situation of their business, growth is certainly possible", says Posthumus. "And in the near future, more cut flowers will be sold via retail chains, which brings new growth opportunities too", adds van der Louw.

Roses of United Selections. Adalonia on display on the picture in the middle and New Orleans, Salimia and Red Lion on display on the picture on the right.

When talking specifically about roses, Posthumus notices that growers are looking for an innovative assortment. "Our new varieties for the Brazilian market like Jumilia, for example, are doing very well. Besides that, we have high hopes for the varieties Red Lion, New Orleans, Galileo and Adalonia."

Florissant of UFO Supplies on display at the booth of Asista.

Last week, from June 21 to 23, the Hortitec 2017 was held in Holambra SP, Brazil. It is a major trade show in Brazil for Horticultural products. Over 420 exhibitors came from every angle of the Horticulture business to Holambra SP. Like starter material for vegetables, pot plants, flowers and also greenhouse builders, irrigation and so on. The organization is still counting the exact numbers, but they expect this 24th edition to have welcomed a similar number of visitors like last year, which was 30,168 persons. Also van der Louw assumes that the number of visitors is the same as last year. "Even though the crisis, the show was visited well and we are pleased with the outcome of the exhibition", says van der Louw.

On Social Media the exhibition was a hot topic. Several exhibitors and visitors posted pictures. Below we made a compilation of the pictures posted on Twitter and Facebook.

(Source photo: Twitter page

(Source photo: Twitter page altairzotti‏)

(Source photo: Twitter page Sion)

(Source photo: Twitter page Codema SDF)

(Source photo: Facebook page Hanna Instruments Mexico)

(Source photo: Twitter page FELCO)

(Source photo: Twitter page ecoculturebioscience‏)

(Source photo: Facebook page: Barbara Jeuken)

Also this year, the Hortitec organization took photos of the show:

Click the link below to see more photos taken by the show's organization at

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