Dutch chrysanthemum producers have reported a successful participation in Flora Expo Astana 2026, Kazakhstan's leading flower trade fair. Breeders and grower groups were well represented at the event, underscoring the sector's focus on Eastern Europe, parts of Asia, and the Middle East as key export markets.
For the first time, the promotional campaign 'Just Chrysanthemum', also known as Just Chrys, presented itself with its own collective stand, marking a further step in the international positioning of the Dutch chrysanthemum.
© Stichting Chryson
Stand focused on application
The Just Chrys stand took a different approach from conventional product presentations at the fair. In collaboration with Flower Experience, the stand was set up as a working space for local top florists, featuring a programme of masterclasses, demonstrations, and interactive sessions. A model was present at the stand and moved through the fair wearing chrysanthemum creations. The approach proved effective: the stand was among the most visited at the fair and attracted attention from florists as well as several media outlets, including a Kazakh television channel.
© Stichting Chryson
Focus on inspiration and sales opportunities
Local top florists demonstrated how Dutch chrysanthemums translate into commercial applications, highlighting the crop's versatility and quality. Alongside chrysanthemums, the florists also worked with products from Marginpar. The combination with seasonal flowers illustrated how product combinations can contribute to differentiation and additional sales opportunities. QR codes on the stand allowed visitors to access further online inspiration and product information about the Dutch chrysanthemum range.
© Stichting Chryson
Strong focus on online visibility
Digital activation also played an important role. A 'chrysanthemum throne' on the stand generated continuous social media content throughout the fair. A content team from Flower Experience documented all demonstrations and floral creations during the event. The resulting content is being distributed across various international channels, including those of Just Chrys, Flower Experience, Marginpar, the fair's own organisation, and several market partners.
For more information:
Just Chrysanthemum 
https://www.justchrys.com/nl/
