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 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."
On 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 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/