Alexandra Farms introduces new varieties at 2024 IFTF in the Netherlands

This 2024 International Florticulture Trade Fair, held Nov. 5-7 in the Netherlands, brought scores of industry leaders from around the world to celebrate another year of floral success. Alexandra Farms celebrated 10 years as a proud participant, holding space on the floor among peers and introducing soon-to-be additions to its roster of varieties.

For three days, thousands of visitors representing countries far and wide gathered to network with old and new friends, share their knowledge and explore industry techniques. New varieties, machinery and processes took center stage this year.

Alexandra Farms President Jose Azout and Sales Manager Maria Paula Cordoba attended this year’s event. They were honored to connect with industry professionals and customers, learn about varieties and practices and showcase new varieties. “The response to this event was amazing,” Cordoba said. “We were busy all day, and our visitors made us feel incredibly welcome.”

She said the event is always a generous opportunity to network with talented designers who often incorporate Alexandra Farms varieties into their designs and are excited about new varieties.

This year, two new Wabara varieties, arriving in 2025, were announced at the show:

• Issei: a stunning yellow rose that opens like an umbrella, fully expansive, a sister rose of Miyabi and Miyabi from (from the Wabara Garden Roses Collection)
• Hana Spr: a spray rose with dark tan petals, medium-sized spray heads and a low petal count

Feedback for the new varieties was overwhelmingly positive. Customers and designers alike are thrilled with the sandy tone and texture of Hana Spr, Cordoba said.

Of course, preparing to attend the annual show and designing a swoon-worthy booth takes time and patience. Almost a year of time and patience. While IFTF provides exact requirement details far in advance to all attendees, the Alexandra Farms team works closely to organize the theme and focus for the coming year. This preparation also includes collaborating with a construction company to design the booth. 

Most important during the event preparation process is the selection of a designer to showcase the beauty of the varieties through an original creation. “We collaborate with a designer who has a deep understanding of our varieties and creates something truly spectacular for our visitors to enjoy,” Cordoba said. 

This year, the designer for the booth installation was a simple choice.

A symbolic design to draw a crowd

Alina Neacsa has designed installations for the Alexandra Farms booth at IFTF for the past two years, and her relationship with the team has spanned beyond that time after meeting at an IFTF event. “Not only does she respect our brand guidelines, but she is also a dedicated professional with an incredible team behind her,” Cordoba said.

“I feel a special connection with [the Alexandra Farms] team, which allows me the privilege of working with some of the world’s most exquisite garden roses, grown with such care and dedication,” Neacsa said. 

After visiting Alexandra Farms in Colombia in 2023, Neacsa was asked to design the company’s IFTF booth for the first time. This year, she continued her breathtaking aesthetic and imagined a colorful butterfly, symbolizing life, beauty and inspiration.