"It was encouraging to see so many new buyers from the Middle East"

Royal FloraHolland participated in the International Flower Trade Expo (IFTEX) 2025, which was held from 4 to 6 June at the Oshwal Centre in Nairobi, Kenya. As a digital and logistics platform for the floriculture industry, the company seized the opportunity to exchange ideas with industry players, growers, breeders, exporters and buyers from around the world, forge new partnerships and promote sustainability in the floriculture value chain.

Commencing markets
The company's presence at IFTEX demonstrated their commitment to supporting growers and connecting them to international markets through their digital platform Floriday. The Royal FloraHolland stand, which won the platinum award in the supplier category, attracted a lot of attention from visitors. "They wanted to know more about Floriday and how this platform ensures transparency, traceability and efficiency in the sector internationally."

"It was encouraging to see so many new buyers from the Middle East. Africa is growing as a crucial hub in the global floriculture industry. At IFTEX, Royal FloraHolland held several interactive sessions with growers from Kenya and Ethiopia to share insights on market trends, digital trade and meeting the changing expectations of European buyers."

Challenges for the sector
Royal FloraHolland also organised a high-level meeting between the Kenyan State Secretary for Investment, Trade and Industry, industry stakeholders and the company's members. They discussed current issues, such as air freight capacity. The Kenyan government is taking measures to increase freight space and open up the market to more airlines. This is a crucial step for growers and exporters.

The constructive discussions reflected the shared ambition to grow and adapt the sector in a sustainable way. Building bridges between continents, connecting international markets and growers with buyers, investing in the future of the floriculture sector together with the industry: that is Royal FloraHolland's goal in international growth.