Royal FloraHolland, a leading digital and logistics platform for the floriculture industry, made a significant impact at the International Flower Trade Expo (IFTEX) 2025, held from June 4 to 6 at the Oshwal Centre in Nairobi, Kenya. The event provided a unique opportunity for the company to engage with industry players, including growers, breeders, exporters, and buyers from around the world, fostering new partnerships and promoting sustainability within the floriculture value chain.
Expanding Market Reach
Royal FloraHolland’s participation in IFTEX underscored its dedication to supporting growers and connecting them to international markets through its innovative digital platform, Floriday. The company’s stand, which garnered significant attention from visitors, was awarded the platinum prize in the supplier category. Attendees were particularly interested in learning how Floriday ensures transparency, traceability, and efficiency in the global floriculture sector.
“We were encouraged by the substantial interest from new buyers, especially from the Middle East,” said a representative from Royal FloraHolland. “Africa is rapidly emerging as a key hub in the global floriculture industry, and IFTEX provided an ideal platform to connect with growers from Kenya and Ethiopia.” The company also held several interactive sessions to share insights on market trends, digital trade, and the evolving expectations of European buyers.
Addressing Industry Challenges
In addition to promoting market expansion, Royal FloraHolland organized a high-level meeting with the Kenyan State Secretary for Investment, Trade, and Industry, as well as industry stakeholders and company members. The discussions focused on critical issues such as air freight capacity, with the Kenyan government taking proactive measures to increase freight space and attract more airlines. This initiative is seen as a vital step for growers and exporters in the region.
Sustainable Growth and Collaboration
The constructive dialogues at IFTEX highlighted a shared commitment among industry participants to grow and adapt the sector sustainably. Royal FloraHolland’s goal is to build bridges between continents, connect international markets with growers and buyers, and invest in the future of the floriculture sector in collaboration with industry partners.
“Royal FloraHolland’s presence at IFTEX 2025 was a testament to our dedication to fostering a sustainable and interconnected global floriculture industry,” said a company spokesperson. “We are excited about the new partnerships forged and the insights gained, which will guide our efforts to support growers and promote market expansion in the years to come.”
