Royal FloraHolland was proudly exhibiting at the Expo Flora Astana in Kazakhstan that took place this week, shares Jeroen Boon, Commercial Manager International at Royal FloraHolland. "After attending as a visitor for two years, we decided this year - in consultation with several member growers - to actively participate in the fair. The reason: the market is in motion, and precisely at this stage, we want to actively support our members, both from the Netherlands and Kenya."
© Jeroen BoonJeroen Boon with colleagues from RFH and Warja Abrosimova
The Netherlands and Kenya
He continues: "Together with growers and exporters, we formed a strong collective to promote the Dutch and Kenyan products. The result was impressive: the largest Holland Pavilion and the largest Kenya Pavilion at the fair, which is a visual and substantive statement."
© Jeroen Boon
© Jeroen BoonOn behalf of Royal FloraHolland, Jeroen gave a lecture during the Business Conference, aimed at strengthening the Dutch trade position in the region. In addition, he recorded a podcast with Warja Abrosimova, with the goal of stimulating sustainable and structural business with Kazakhstan. "After all, both growers and exporters benefit from a strong trade base in this emerging area."
Jeroen recording a podcast with Warja.
Platform for growers
"A highlight was the flower show, where two talented Kazakh florists created live arrangements using flowers from our Kenyan growers," says Jeroen. "It was a unique opportunity for the growers to showcase their work—both literally and figuratively taking the stage in front of the audience."
A visit to the local market was another unmissable experience. "Together with a delegation of our growers, we received a warm welcome from importing wholesalers. It was a valuable opportunity to gain deeper insights into the supply chain and strengthen our relationships."
© Jeroen Boon
Jeroen looks back on a successful fair. "It is important to continue representing and performing in this potential market. Let's keep showing what we have to offer. The key lies in collaboration - between Royal FloraHolland, growers, chain partners, and exporters. Especially now that other production areas, like China, are quickly gaining ground here."
He concludes: "One of the visitors shared this striking quote with us: 'This exhibition is truly unique in Central Asia — it operates at a global level. What makes it so special is not only the impressive lineup of international exhibitors but also the vibrant atmosphere: fresh flowers, houseplants, and everything for gardening, all in one place. Everyone can find exactly what they are looking for in Floriday — whether it's products for professional horticulture or just to beautify a garden. I was particularly impressed by the Dutch presence: the chrysanthemums are stunning, and the roses are downright exceptional. And the Kenyan flowers are true masterpieces, with a unique appearance that you rarely find elsewhere.'
In short: a fair to be proud of - and a region that we as a sector will certainly continue to follow."
For more information:
Jeroen Boon
Royal FloraHolland
[email protected]
www.royalfloraholland.com/
