From 8 to 10 April, Royal FloraHolland (RFH) was present at Flora Expo Astana 2026 in Kazakhstan. The exhibition developed into a strong and professional international meeting point for the floriculture sector. Thanks in part to the opportunity for in‑depth discussions with both growers and buyers, as well as the strong presence of Dutch and Kenyan growers, RFH looks back on a successful edition.
During the exhibition, the role of the digital sector platform Floriday took centre stage. RFH demonstrated how Floriday supports international trade and contributes to the development of both established and emerging floriculture markets. The focus was on connecting growers and buyers and facilitating transparent, digital trade.
© Royal FloraHolland
International meetings and new connections
In and around stand B.5, the RFH and Floriday team engaged in conversations with growers, buyers, involved exporters and other stakeholders from Central Asia and Eastern Europe. Visitors gained insight into how RFH makes global trade more efficient and helps to build and strengthen international trading relationships.
In addition, RFH was visible on the main stage and during the business conference. Presentations highlighted how digital trade and cooperation across the supply chain contribute to connecting global supply and demand.
© Royal FloraHolland
Kenyan growers were also given a platform to showcase their products. During live bouquet demonstrations, their flowers and quality truly came to life.
During the business conference, Commercial Manager International Jeroen Boon gave a presentation on RFH and the role of the digital platform within the international floriculture supply chain. He explained:
"It is great to show how, as the Netherlands, we bring the entire supply chain together: from grower and digital platform to payment and logistics. It is precisely this collaboration that enables us to serve international customers as well as possible."
Flora Expo Astana underlined the importance of international cooperation and digital solutions in an increasingly globalised floriculture sector. Together with growers and buyers, RFH continues to build strong international trading connections through Floriday.
