The International Flower Trade Exhibition (IFTEX) 2026 runs from June 2 to 4 at the Visa Oshwal Center in Nairobi, and De Ruiter East Africa (DREA) will be there at Booth B4.12, showcasing some of their most complete product lineups on the floor. With a strong breeding legacy and a portfolio tailored to market demand, the Dutch breeder’s presence at this year’s event gives visitors a much clearer picture of their already established varieties and new introductions that are worth attention.
De Ruiter East Africa at IFTEX 2026
Backed by their years of breeding expertise and, to a considerable extent, regional focus, De Ruiter has always supplied growers with the perfect flower varieties that meet production and prevailing market requirements.
During the 2026 IFTEX, the DREA team is expected to present an extensive range of rose genetics and complementary crops. Their booth is a replication of the different segments of their portfolio, from proven commercial performers to newer selections designed for dynamic consumer preferences.
A Great Lineup Anchored by the DREA’ME Collection
Perhaps the attention-catching item at Booth B4.12 is the DREA'ME collection, an assemblage of roses selected specifically for the Middle East market. More than just a general-purpose lineup, these varieties have been chosen for their particular suitability to Middle Eastern premium market environments, supply chain requirements, and end-consumer preferences.
The seven varieties in the collection are Ever Red, Proud, Bahati, Pomarosa, Fluence, Ever Pink, and Mandala. So buyers and growers with a foothold in that region, or those now building toward it, will find it useful to see all seven varieties side by side and even discuss a lot more about them with the DREA team. The DREA'ME collection, one would say, makes the DREA booth distinct at the IFTEX this year.
But the Collection is not all, because there are more flowers presented by the breeder at the fair. Their booth also features the Big Five rose series across all five colors, which provides a thorough, at-a-glance view of the established, commercially reliable series, with the varieties representing different colors presented together.
Alongside the Big Five, both established wholesale and retail varieties and newly introduced ones will be available for evaluation, which makes the breeder’s habitually elaborate booth all the more relevant even for those just confirming which varieties already perform well in their operations and those actively mapping what more varieties to bring in.
On the spray rose side, DREA will present their popular Dimension series and Bubbles series. These will be joined by two new introductions, the Fibonacci series and the Brilliant Star series, from Genviv Breeding. The opportunity to evaluate all these roses in the same location is one of the dynamics that make the trade show visit worthwhile. In which case, anyone actively prospecting or seeking to expand their assortment will want to factor this booth into their schedule.
Completing the floral product picture at Booth B4.12 is a selection of specialty cut flowers that show the extent of the DREA offering. These include Hypericum, which are reliable, versatile fillers with strong vase life, useful in mixed bouquets and retail arrangements.
There is also Anigozanthos (kangaroo paw), which has been steadily gaining ground in contemporary floral design, moving from specialty use toward more mainstream applications, and De Ruiter's East African-bred material is worth having a firsthand look at to understand its aesthetic and commercial fit in different market tiers.
Agapanthus is also part of their range, with its tall profile and distinctive blue-purple coloring, well placed in premium arrangements and export-oriented production. These specialty cuts, together with the rose and spray assortments, make Booth B4.12 one of the most fully stocked stands you’d want to visit at IFTEX 2026.
Why You Should Plan Your Visit to Booth B4.12
Throughout the three days of the trade fair, the DREA team will be available to walk visitors through their collections, respond to detailed questions on different varieties (performance, cultivation requirements, and market positioning), and take part in the open conversations that touch on sourcing and commercial partnerships.
And because their range on showcase incorporates virtually every strong category a serious grower would want to evaluate, from the Middle East-focused roses, already proven premium and standard roses, spray rose novelties, and specialty cut flowers with great export market potential, if you are attending this year’s IFTEX, Booth B4.12 is the one-stop shop for all the varieties that you look for.
