During the first week of November, Holland was the center of international flower business. Two trade shows, the International Floriculture and Horticulture Trade Fair, in Vijfhuizen, and the Floraholland Trade Fair, in Aalsmeer, were held simultaneously and drew more than 900 worldwide flower and plant supply chain exhibitors and close to 40,000 visitors. The mood was definitely positive during the events and anyone visiting either of the shows couldn’t help but notice how hectic and inspirational the atmosphere was at both fairgrounds.

The Floraholland Trade Fair was unique because it took place on the premises of the Floraholland Flower Auction in Aalsmeer, the largest flower auction in the world with 12.4 billion flowers and plants sold per year. With its 750 exhibitors covering an area of nearly 237,000 square feet, the trade fair was filled with new products, varieties and concepts of all sorts, with a noticeable focus on plants.

IFTF, on the other hand, was held for the fifth year in what feels like a much more compact venue seven miles away, but it was as attractive as ever with a variety of high quality cut flowers from all over the world. There were several exhibitors from major flower growing areas such as Ecuador, Kenya, Colombia and Ethiopia and visitors were offered insights into the best products these countries have to offer, all presented in well-designed and colorful stands. IFTF exhibitors, and the 24,000 visitors from 117 countries that attended the fair, were all enthusiastic about the quality of the displays and the business contacts made during the three-day show.

Interestingly, the word that was repeatedly heard in many conversations and meetings during both fairs was “cooperation,” reflecting how the supply chain has prioritized the need for all partners along the chain to work closely to ensure the global flower industry will keep blooming during challenging economic times. The need for cooperation was illustrated in a concrete way by the joint event called “Blooming Market,” held in the auditorium of the IFTF all three days, where various partners of the supply chain (breeders, growers, wholesalers and florists) highlighted the necessity of promoting greater creativity in the global flower assortment.

The meeting of the Floriculture Sustainability Initiative, held during IFTF, also showed in practice how all partners in the global floriculture supply chain can, by investing and working together in a noncompetitive way, take action and build responsible and sustainable business practices for the benefit of all sectors.

Also noticeable during both shows was the focus put on consumers, illustrating the need felt by the global supply chain to be less internally oriented and to better identify consumers’ changing relations and buying behaviors towards flowers and plants so as to drive higher demand in the future. The Village, displayed at the center of the Floraholland Trade Fair with the theme “Delivering Happiness,” projected through various concepts and scenarios how consumers will buy flowers and plants in the year 2020, in a world without boundaries and driven by technology but where flowers and plants will continue delivering a unique emotional experience.

Amsterdam was definitely the place to be during the first week of November — a place where innovation and creativity met business and supply-chain efficiency. Congratulations to the organizers of both fairs and to all the exhibitors for putting on such a great display of flower expertise and business drive.

Sylvie Mamias is the secretary general at Union Fleurs, the International Flower Trade Association. She can be contacted at [email protected].