The 14th IFTF has concluded. The number of growers with booths was higher than ever before and the number of visitors was, as always, very international.
What was impressive this year was the addition of a pavilion from Uganda and the number of Americans who visited the fair.
Positive Sentiments, Sluggish Market
Despite the current market downturn, the atmosphere at the fair was good. This year, the floriculture sector faces several challenges, including bad weather, limited freight capacity and the current global political and economic situation. In many countries, especially Kenya, Colombia and Ecuador, production is being affected by the weather: too wet, too cold, too sunny. Ecuador, for example, had production that was too low at the beginning of the year and is now suffering from overproduction again. In Kenya, Niseko Dringga (FCM) is a problem that is being exacerbated by the weather. In addition, there are concerns about shipping capacity and costs, especially from Kenya to Europe. Expectations for Valentine’s Day 2025 are mixed, with producers hoping for a better season, but it will have to wait and see if next year will actually be cheaper than this year. IFTF2024
How was the 14th edition? We spoke to Dick van Raamsdonk, the organizer of HPP Exhibitions, on the last day and he was very satisfied with this edition.
Number of visitors
He looks at the number of visitors first. In general, he thinks that the fair was well attended, especially on the second and third days. He is especially pleased with the latter. “This shows that, as expected, international buyers are happy to attend the last day of the fair, as long as it is not Friday.
Producers and buyers
He is also pleased with the number of producers that IFTF is attracting. “IFTF is primarily a trade fair for producers and buyers. As always, we have a lot of producers from the main flower producing countries such as Kenya, Ethiopia, Colombia and Ecuador. In addition, we are seeing a growing number of producers from other countries.” This year also saw the first pavilion from Uganda. The more producers there are, the more buyers will be interested in the fair. Visitors come from all over the world, but what stood out this year was that many American buyers finally attended, Dick continues. “The US is coming back more and more steadily and is an important new target group. For this reason, a fair is planned for next year in Miami (USA). We will bring many Kenyan and Ethiopian producers there.” Van Raamdonk also stressed that Dutch trade is becoming increasingly important, which is reflected in the increasing number of Dutch visitors and exhibitors.
A Dynamic Platform
IFTF was more than just a trade fair. It was a unique platform where the floriculture community came together to showcase the latest innovations, connect with potential buyers and explore future business opportunities. Whether you are a grower, a florist or part of the supply chain, the event offered a unique opportunity to network with leading experts, discover cutting-edge floral products and stay ahead of the latest industry trends.
Flower growers introduced their latest varieties that are not only more beautiful and longer-lasting but also more resistant to diseases and pests. For florists, it was a treasure trove of new materials, offering their customers something unique and beautiful for every occasion. At the same time, suppliers showcased cutting-edge tools that streamline operations for everyone from growers to retailers.
Innovation at the heart of IFTF
Innovation is at the heart of IFTF and this tradition continued in 2024. There was a comprehensive presentation of new technologies aimed at improving the sustainability of flower production, reducing the environmental impact and increasing efficiency in the supply chain. In recent years, environmentally friendly packaging, water-saving cultivation and the use of renewable energy have been attracting attention in floriculture. The rise of automation, artificial intelligence and digitalization in the floriculture industry was also a focus, with demonstrations of new software and tools to optimize production and distribution.
Let’s network!
What makes IFTF truly valuable for participants is its role as a networking hub. The show brings together a wide range of professionals, from growers and florists to suppliers and technology providers. The event is aimed not only at business transactions but also at exchanging knowledge and insights that will help the entire floriculture industry grow and innovate together.
One of the highlights at IFTF 2024 was the international focus. Exhibitors and visitors came from all over the world, making the fair a global celebration of floriculture. The event attracted more than 300 exhibitors from countries such as the Netherlands, Ecuador, Ethiopia and Kenya, and even more countries which traditionally don’t take part in the flower show. Visitors had the opportunity to explore the country pavilions, where countries such as Colombia, Thailand and Italy displayed their finest flowers.
These country pavilions offer insight into local agricultural techniques, cultural influences on floriculture and the uniqueness of each region’s flora. They are also an ideal place for exhibitors to build international partnerships, exchange knowledge and explore cross-border opportunities.
Sustainable floriculture takes the lead
Sustainability is no longer a trend but a necessity, and the floriculture industry is taking this seriously. IFTF 2024 continued to focus on sustainable floriculture practices, from organic farming to eco-friendly packaging solutions. With consumers demanding greater transparency in the production process, exhibitors presented ways to reduce their environmental footprint and contribute to a more sustainable future for the industry.
As floriculture evolves with sustainable practices, eco-friendly techniques and technological advancements, breeders, growers and industry-related companies are committed to focusing on all these emerging trends. The event was a bustling hub of inspiration and business potential.
IFTF 2024 was an unmissable event for everyone in the floriculture industry. A wide range of exhibitors, global representatives focused on innovation and sustainability efforts, providing a comprehensive experience that connects all parts of the floriculture world.
3 Days of Floral Wellbeing
There is nothing more beautiful than the most beautiful flowers. Three days of walking around the Expo grounds is not enough to amaze us with the beauty of all the colors that Mother Nature has given us.
The message they sent to the grounds was clear: “Flowers are good for you!” These flowers contribute in many ways to wellbeing, by bringing prosperity to the thousands of workers who make their living in this industry and also by giving positive emotions to the consumers who buy and receive these flowers.
The World Gathers at the International Floricultural Expo
The whole world gathered at the Vifhuizen site. As we toured the fair, we passed all the important breeders and producers from Ecuador, Colombia, Chile, the United States, then we passed European companies from Italy, Spain, France, Denmark, Turkey and of course the Netherlands. Our next stop was Africa, with many growers from Kenya, Ethiopia and Uganda represented, and finally Asia, where the most delicious flowers from India, Korea and Japan were the stage.
Over the three days, the fair attracted thousands of visitors, meeting old friends and making new ones. The atmosphere in the hallways was casual and relaxed, and pleasant conversations about flowers, machines, technology and the industry as a whole quickly followed. Each day ended with a toast to celebrate the success of our joint venture.
Flowers love people and people love flowers
Yes, the industry is under pressure to respond to criticism from a small minority of people who would rather buy plastic flowers or not buy them at all, rather than understand the emotional and economic importance of flowers. The topic was on the agenda at the annual Floriforum, where representatives from all levels of the industry come together to discuss, on the eve of IFTF, and the conclusion can only be that everyone in the floral industry should speak up and tell the story of how flowers love people, and that (the majority of) people love flowers.
photos courtesy of Floral Daily