Preparations for the first edition of the Flora Spring Expo are in full swing. "We are busy setting up everything for this spring event," says Britt Bakhuizen, exhibition manager of the show at Royal FloraHolland. "Because the exhibition takes place during a peak trading period, it will be held outdoors in Aalsmeer-Oost this time. The entire auction floor really needs to be used for trading. That means we are working with aluminum halls and it requires a slightly different approach than we are used to, but it also brings new opportunities."
© Royal FloraHolland
The decision to organize a dedicated spring fair did not come out of the blue. In the past, in addition to the large autumn fair in November, Royal FloraHolland also organized four smaller trade fairs, but the trade fair landscape has changed. "We noticed that more and more growers are organizing their own in-house fairs. Buyers are making different choices, and our research last year showed that both the number of exhibitors and the number of visitors at trade fairs were declining. However, discussions we had with growers and buyers made it clear that there is still a strong need for a moment in spring," Britt explains.
Outdoor plants, houseplants, and cut flowers
A first step in this direction was the spring fair held for several years at De Broodfabriek in Rijswijk. The focus there was mainly on outdoor plants and houseplants. "Although it is only about a fifteen-minute drive from our hub in Naaldwijk, it still felt like a barrier," says Britt. "Now we are truly in the heart of the sector, at the auction site in Aalsmeer. Buyers can easily drop in, which makes it a powerful location."
© Royal FloraHolland
The Flora Spring Expo is intended for a broad audience. With around 120 growers, the exhibition is already fully booked. "We cannot scale up at the moment, so full really means full. That alone is a success. And besides outdoor plants and houseplants, cut flowers are also represented at this fair. It marks the start of the spring season, with plenty of outdoor plants and certainly also cut flowers," Britt explains.
Knowledge sessions and retail presentation
In addition to the assortment, the emphasis is on networking and content. The program has been expanded with knowledge sessions and a retail presentation by Romeo Sommers. "It is about more than just the products in the growers' stands; it is about the entire experience. During the knowledge sessions, various themes will be discussed, such as cybersecurity and retail trends. There will also be an inspiration garden in the middle of the halls where the latest trends and the current assortment will be showcased," says Britt.
© Royal FloraHolland
Image from an AI film that gives an impression of the exhibition
Bringing growers and buyers together
The exhibition's tagline sums up its ambition well: 'growing the future together'. Although the fair is primarily intended for members, non-members are certainly welcome and will also be present. Britt explains: "We want to move forward together in the heart of the sector and serve the market. It is about the shared interest and the beautiful assortment offered by all growers. In addition, the strength of the Flora Spring Expo lies precisely in bringing together growers and buyers from both the Netherlands and abroad. By meeting each other here in person, valuable connections are created: insights are shared, trends are discussed, and business takes place. That is what makes this spring moment so essential."
All about the Flora Spring Expo
Wednesday, March 18 – 09:00 – 17:00
Thursday, March 19 – 09:00 – 17:00
The event will be held on the outdoor logistics grounds of Royal FloraHolland in Aalsmeer-Oost (in aluminum halls). Address:
Royal FloraHolland
Legmeerdijk 313
1431 GB Aalsmeer
Visitors can register here.
For more information:
Royal FloraHolland
Tel: 088 789 89 89
[email protected]
www.floraspringexpo.royalfloraholland.com/
