Every year in June, something special happens across three regions in the Netherlands and Germany. It's not flashy in the way trade fairs tend to be, but for anyone working in the world of ornamental horticulture, the FlowerTrials are one of the highlights of the year. Think of it as an open-door week where almost sixty of the world’s leading breeders of pot and bedding plants throw open their greenhouses, showcase their latest innovations, and invite the global floriculture industry in for a proper look around.
FlowerTrials aren’t your average plant event. There’s no exhibition center, no long corridors with stands under artificial lights. Instead, you’re walking directly into the source: greenhouses, show gardens, demo fields. From Tuesday 10th until Friday 13th of June next, you'll see the plants as they’re meant to be seen—alive, growing, performing.
So, What Exactly Are the FlowerTrials?
Coordinated by Fleuroselect, FlowerTrials brings together breeders from all over the world in three regions in the Netherlands and Germany: the Middle Region (around Aalsmeer), the South Region (around Westland), and the German Region (Rheinland-Westfalen and the area near the Dutch-German border). The week is designed to give professionals a front-row seat to the very latest in pot and bedding plants—whether you’re after high-impact color, better disease resistance, or simply that 'we need this in our catalog' moment.
Unlike traditional fairs, the FlowerTrials aren’t about volume. They’re about detail. Every breeder presents their portfolio in their own setting, often with storytelling, themed displays, and plenty of inspiration on how their varieties can perform in the real world—be that a retail bench, a greenhouse bench, or a front yard in any corner of the globe.
Who Should Visit?
If you’re a grower planning your next season’s range, a product manager sniffing out the next big thing, or a florist with a nose for trends, the FlowerTrials are well worth a visit. Retail buyers, wholesale exporters, garden center managers, marketing professionals, and horticulture journalists—this event speaks your language.
It’s also a bit of a who ’s-who of the industry. People come not only to look, but to talk. Exchange insights. Network. Get a feel for where things are heading. It’s a mix of discovery and conversation you don’t always get from a catalog or Zoom call.
And while it’s very much a professional event, it’s got that laid-back, 'grab a coffee and stroll through the greenhouse' atmosphere that makes it easy to soak in.
Innovation on Display
One of the big reasons people make the trip is for innovation. The FlowerTrials are where many breeders first present their new introductions—fresh colors, compact habits, longer shelf life, or just clever little tweaks that make growing or retailing easier.
Sustainability is a growing theme, too. Breeders like Syngenta Flowers, Selecta One, and PanAmerican Seed are all putting serious energy into varieties that don’t just look good but also tick boxes for disease resistance, reduced chemical use, and adaptability to shifting climates. Compact growth habits that reduce transport volume, longer-lasting blooms for better consumer value—these aren’t just buzzwords. They’re product specs.
Expect to see lots of conversation around color intensity, uniformity, and outdoor performance. But don’t be surprised to also stumble upon ideas around plastic-free packaging, reduced peat usage, or marketing campaigns that make your job easier downstream.
The FleuroStar Award: Spotting the Season’s Showstopper
Each year, the FlowerTrials are also home to the presentation of the FleuroStar Award, organized by Fleuroselect. This isn’t about yield or production costs—it’s about wow-factor at the point of sale. A professional jury of over thirty players from across the value chain selects one plant that nails it. Something that grabs attention, stops people in their tracks, and makes them say: “We need this.” In 2024, the title went to Dahlia coccinea Dalina® Maxi Starburst Pink from Florensis—an eye-catcher with layered petals, strong color, and solid garden performance.
The jury considers factors like presentation impact, novelty, and consumer appeal. It’s a moment-in-time award, but winning it often means a very strong commercial year for that variety.
Planning Your Visit: Three Regions, One Week
The FlowerTrials are spread across three key regions:
- Middle Region (around Aalsmeer): Home base for many Dutch breeders and trading companies.
- South Region (around the Westland): Known for its innovative greenhouse culture.
- German Region (Rheinland-Westfalen and around the German-Dutch border): A bit more off the beaten track, but with breeders equally worth your visit.
Most visitors won’t make it to all locations—unless they’ve got serious logistics—and that’s fine. The FlowerTrials website offers a handy planner where you can check which breeders are where, what they’re showing, and even get a feel for travel times between stops.
For Florists? Definitely Worth a Look
While a lot of the spotlight goes to growers and buyers, florists shouldn’t underestimate the value of FlowerTrials either. If you’re keen to understand the origin of the products you’re working with, spot early trends, or just want to see how breeders are supporting creative use, this is a great place to get ideas. Plus, talking directly with breeders gives you insights you can pass on to customers—what makes a new petunia special, how to care for that quirky new calibrachoa, or why certain traits were selected.
The FlowerTrials aren’t about glitz. They’re about substance. It’s a chance to walk the actual ground where new varieties are born, talk to the people behind them, and shape what your next season might look like. Whether you’re placing an order, scouting a future bestseller, or just soaking in inspiration, it’s one week that packs a lot in, without the need for fancy stages or keynote speakers.
And who knows? You might just walk away with a few ideas that change your next season entirely.
Register Now, It's Free!
Registration is free, but it pays to plan ahead. It might get quite busy with some breeders. Think of it like a garden crawl. Or a greenhouse safari.
BANNER -> REGISTER NOW
