Just as I was getting over my jet lag from my last trip, I boarded a plane to Amsterdam for my annual pilgrimage to the International Floriculture Trade Fair (IFTF) and the Trade Fair Aalsmeer (TFA).
Walking at the IFTF
IFTF, presented by HPP Exhibitions, is one of the finest working shows you can attend in the floral world. Booths from over twenty countries and visitors from all over the world pack this event each year. The world's top breeders and growers are showcasing their latest offerings in stunning displays.
While roses are clearly the product that fills most exhibits here, there are all types of other flowers and products for review. For the cut flower business, this is the place to be. Italian Ranunculi have been appearing in more and more booths over the last few years, as these beautiful flowers have come a long way. Longer stems, better vase life, and a rainbow of colors have really pushed these into an in-demand flower.
What you do not see much of here are bouquets for the mass market. This show caters to sellers of bulk products for all types of buyers.
Some of the buzz around the show was about a few senior members of the Kühne & Nagel logistics company resigning and forming a new freight forwarding company called Freight Wise. With so much flower freight crossing borders around the world, the competition for kilos is big business. Time will tell whether customers will follow the people to the new start-up or stay with the big name. Good Luck.
The Trade Fair Aalsmeer
The other big floral event in town is the Royal FlorHolland Trade Fair held at the Aalsmeer flower auction. The exhibitors at this event are auction members.
What you will see here are more potted plants, bedding plants, and shrubs. There are over 600 exhibits, so you must figure out what you want to see and remember how you got into the building. This building is huge and once held the title of the largest building under one roof in the world. These days, most of the auctions take place online, so there is not as much activity as in years past. This allows lots of room to host a huge trade fair.
There are a few friends and customers who exhibit here, so I always make sure to spend a few hours there.
Watch my extensive YouTube video to see all my adventures at IFTF and TFA:
A Small Business in a Large Industry
These two events always remind me that the flower industry is a very small business in a large industry. By that, I mean that a relatively small number of companies and people control a large global industry. It is a business of people doing business with people, with flowers being our currency.
There is always a lot of talk about industry consolidation at all levels. One large grower told me that consolidation is not a bad thing. Large growers generally understand the market better than smaller growers, who can cause price instability. I think the consolidation is just a sign that the industry is maturing and is part of the natural business cycle.
Since I missed Proflora this year in Bogotá, I did not post the news that Augusto Solano, the man behind Asocolflores, is retiring. This is big news because he was the guiding light at Asocolflores (Association of Colombian flower growers). These are big shoes to fill, and I hope they can find someone who can take the organization to a new, even higher level. Good Luck, Augusto!
This is my last show of the season, and I look forward to a rest, but I will continue to interview and write about my floral journey in the coming weeks.
Thanks
Williee Armellini
Editor at Flowersandcents.com
