You know those quiet mornings on a small farm, when the first light hits the rows of flowers just right, and everything feels possible? That, right there, is the heart of floriculture for so many growers—tending small flower farms that might not cover vast acres, but putting their all into what they grow. For such a small-scale flower grower with just a few hectares, when it comes to international trade shows and exhibitions, the fees incurred alone could be overwhelming.
This frustrating reality is what Dick van Raamsdonk, the CEO of HPP Exhibitions, the organizers of some of the world's most renowned floral gatherings, such as the International Floriculture Trade Fair (IFTF) and the International Floriculture Trade Expo (IFTEX), has often observed across the industry. HPP is, as a result, making it easier for small-scale growers to gain recognition. Specifically, they offer free exhibition stalls at some of their key events for those with smaller floral operations. It is a simple gesture that shows that these businesses’ voices matter too.
Breaking Down Barriers and Building up Communities
With years of experience organizing exhibitions in different countries, Dick realized that some of the most innovative and passionate flower growers were, perhaps, being priced out of the very platforms that could boost their businesses.
For many growers, particularly those operating modest farms across Kenya, Ecuador, Ethiopia, and other flower-producing regions, international trade exhibitions have traditionally been more aspirational than accessible. The cost of booth space, combined with travel and accommodation expenses, often puts their participation out of reach. But HPP's free exhibition offer changes that equation.
The initiative particularly benefits smallholder growers who might be growing exceptional varieties but lack the marketing budget and international connections of larger operations. HPP creates opportunities for these growers to showcase their products directly to international buyers, establish important business relationships, and learn from industry leaders by removing the financial barrier to exhibition participation.
A grower owning a small allotment can, for instance, share a cup of coffee with an importer from halfway around the world. For such a grower, meeting face-to-face with buyers can mean the difference between local sales and global reach. HPP, in this regard, aims to spotlight regions like Kenya, a top cut-flower producer, and make sure everyone—from big operations to little ones—gets a fair shake, and not ask for booth fees.
More Than Just Free Space
This, Dick says, helps draw in growers who might not yet export comprehensively but have products, varieties, and quality worth sharing, because the industry needs these small growers just as much as it needs the bigger ones. The more the growers, the better it is for all.
Take IFTEX, for instance. Its last edition, held this past June in Nairobi, wrapped up as quite a record-breaker, with at least 190 exhibitors. Many of these were small-scale flower growers, exhibiting for free in a designated space at the Visa Oshwal Center in Nairobi. With HPP's free stalls in play for next year's edition from June 2-4, 2026, even more of those smaller farms can join in, perhaps turning a casual chat with their more established peers into a bigger deal.
What makes this idea compelling is that these free exhibition spaces allow small-scale growers to stand shoulder-to-shoulder with major breeding companies, propagators, traders, international suppliers, and buyers, creating a unique dynamic where innovative ideas can come from any corner of the exhibition floor, and buyers get exposure to the full spectrum of what the floriculture industry offers.
Over in the Netherlands, IFTF carries that same welcoming vibe. Set for November 4-6, 2025, at Expo Greater Amsterdam in Vijfhuizen, here, Dutch buyers and others from across the world mingle with international suppliers, with HPP allocating the same free spaces for small growers eyeing Europe and beyond. After all, this free stall perk could be their entry point to the international floral trade.
Essentially, as a premier floriculture event, IFTF traditionally attracts visitors from across the world, making it a valuable opportunity for smaller growers to connect with European and international markets. The Netherlands' position as a global hub for flower trading means that connections made at IFTF could open the doors to markets that small growers might never otherwise access. Yet, free exhibition spaces remove what could be a big barrier, allowing quality and innovation to sell themselves without being overshadowed by marketing budgets.
Why Does This Matter So Much?
While big players always have the means to set the pace, it is delightful to see small-scale players also have an equal opportunity. HPP's mode of operation defines a wider business philosophy, centered on delivering business contacts and solutions that create added value for customers. When small growers succeed through HPP exhibitions, it strengthens the entire floriculture ecosystem, nurturing more diverse supplier networks and innovation across the industry.
Their approach also addresses a practical reality in the modern floriculture industry. International developments move at such a fast pace that slowing down, even for a moment, puts a business at risk of being left behind. Small growers need platforms to stay connected with these rapid changes, access new technologies, and understand evolving market trends and demands.
Also, supporting small-scale growers aligns with floriculture industry trends toward sustainability and community support. Many smaller operations are pioneers in sustainable growing practices, organic methods, and specialized varieties that larger operations might not pursue. Ensuring that these growers have access to international markets helps promote different sustainable approaches to flower production.
The initiative also recognizes that today's small grower might be tomorrow's major supplier. Supporting these growers early in their development, therefore, helps build relationships that benefit the entire industry as operations grow and expand. More small growers ought, therefore, to step up, attend these trade fairs, and let the floral trade grow by the year.
