The trade fair landscape in the floriculture sector is undergoing changes. Royal FloraHolland is responding with a renewed trade fair calendar that aligns with the evolving needs of growers, buyers, and other chain partners.
Based on extensive research and conversations with exhibitors and visitors, a clear direction has been chosen: two major trade fairs per year—one in spring and one in autumn, both held at Royal FloraHolland Aalsmeer. These will be complemented by smaller, targeted initiatives based on current wishes and needs.
© Royal FloraHolland
Traditional in-house trade fairs
Royal FloraHolland has observed a decline in popularity of traditional trade fairs such as the Winter Fair, Spring Fair, and Autumn Fair in recent years. At the same time, there is a growing demand for fairs with a clear positioning, strong presentations of innovations, and relevant visitors. Growers want to showcase their products at times that suit their offerings, while buyers are becoming increasingly selective in their trade fair attendance.
International trade fairs
Royal FloraHolland consciously chooses to participate in leading international trade fairs such as IPM Essen, Flower IFTEX, HortiFlora, and Flora Expo Kazakhstan. For each fair, Royal FloraHolland assesses how it can actively participate with its members and customers, ensuring joint visibility and optimal use of international opportunities.
