From September 8 to 10, the annual Flowers Expo took place in Moscow. In the past, the fair attracted many Dutch exhibitors, but since the war in Ukraine, nearly all of them have stayed away. Warja Abrosimova, originally from Moscow, visited family and friends this September and decided to stop by the fair on her own initiative.
© Warja Abrosimova
"The exhibition floor is still full," Warja observed. "But these days it's mainly logistics companies that are making a strong showing. There were also many Chinese producers of flowers and plants. China is trying to capture the Russian market. That poses a challenge in Siberia, but not so much in Moscow itself. Transport takes too long, and the flowers from China aren't the best quality. There were also companies from Kenya and Ecuador, along with many local growers."
© Warja Abrosimova
With Western sanctions and strained political relations, countries like Kenya and Ecuador are seizing new opportunities, while Russia itself is clearly aiming for greater self-sufficiency. Even so, Dutch flowers remain highly valued for their superior quality. "People here are still focused on the Dutch product," says Warja. "There are definitely opportunities for anyone who wants to step in."
© Warja Abrosimova
During the fair, Warja also supported activities promoting floral art for children. She appeared on stage alongside well-known florist Ulvia Ahmedova, who has been teaching floral design to primary and secondary school children for several years. "By showing kids the beauty of flowers at an early age, they develop a love for them," Warja explains. "They learn how flowers play a role in people's lives at important moments, and of course, how fun and creative it is to work with them."
© Warja Abrosimova
Warja also visited wholesalers such as Golden Flowers, Azalea, Premier Flowers and 7 Flowers. Each takes its own approach in terms of assortment, specialization and sales channels. Generally, more flowers are now purchased on order to avoid the risks of 'free sales.' Relationships and loyalty, including in pricing, are very important. Russian buyers are often willing to pay the highest price for the very best flowers.
© Warja Abrosimova
Dutch and Ecuadorian roses are especially prized, though Russia is also expanding local production. Warja visited Rosé Line, a modern rose nursery just outside Moscow that supplies high-quality single and spray roses from two locations.
© Warja Abrosimova
She also attended the 25th anniversary celebration of the Russian Guild of Florists. Despite the challenges, she found that the level of floristry in Russia remains high. "Still, many florists said they miss international stages and events. They hope the situation will improve and that one day they will once again be welcome in Europe."
© Warja Abrosimova
Warja holds both Dutch and Russian nationality. "I still love my country, but I find the war in Ukraine terrible," she says. "After it began, I hosted Ukrainians in my home, and I have many Ukrainian friends who live with the consequences every day. When they talk about the damage and the fear caused by drones flying overhead… it's heartbreaking." Like many others, she hopes the war will end soon. "Of course, that would be good for trade, but above all, it would prevent so much needless suffering for ordinary people. Миру-мир! Peace to the world." A hopeful note on which to close the conversation.
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