From 24 to 26 March, Royal FloraHolland (RFH) took part in the 10th edition of HortiFlora Expo 2026 at the AICC in Addis Ababa, Ethiopia. During the exhibition, RFH demonstrated how the digital sector platform Floriday creates tangible international value for both Ethiopian growers and their buyers, and how this contributes to Ethiopia's further positioning within the international floriculture sector.
The focus at Hortiflora was on connecting growers with international buyers and strengthening RFH's role as a reliable international floriculture marketplace. By introducing visitors to Floriday at the RFH stand, the local team in Ethiopia, together with our CCO buyers (international & direct trade) Martin de Ruiter, demonstrated how transparent and efficient international trade is possible via the digital platform, both in supporting existing and discovering new trade relationships.
© Royal FloraHolland
Valuable meetings and conversations
Hortiflora 2026, which took place over three days, is an international meeting point for Ethiopia's floriculture sector. The RFH stand provided a space for in-depth discussions with growers, buyers and other stakeholders.
Visitors appreciated the direct contact with the RFH team on topics such as international sourcing, consolidating orders from various growers for air freight, quality checks at the Ethiopian airport, and, more broadly, conducting international business digitally in floriculture.
The trade fair thus offered an opportunity to strengthen existing relationships and forge new connections for both growers and buyers from various regions around the world.
Source: Royal FloraHolland
