Returning to Holland for the Trade Fair Aalsmeer and the International Floriculture Trade Fair always brings me back to the foundation of my work. I travel often, and I attend many shows each year, but these two events carry a feeling that is unique. They remind me of where my own story began and why this industry continues to move me.
Walking through the halls in Aalsmeer and Vijfhuizen, I could feel the same energy that shaped the early years of the Dutch flower trade. Innovation sits alongside heritage, and every conversation reflects the long relationship between growers, breeders, traders, and designers who continue to build the future of floriculture.
Growing Up in a Flower Nation
My connection to flowers began in Holland long before I entered the business. The history of this country is deeply intertwined with floriculture. During the Dutch Golden Age, tulips became more than a crop. They became a cultural symbol and a sign of a growing society. That appreciation never faded. It shaped me and many others who grew up surrounded by fields, greenhouses, and markets that were always full of movement.
Today, the Netherlands still leads in hybridizing new varieties across many crops. Tulips remain iconic, but roses now dominate global demand. Every season, I see how Dutch breeders push the market forward. That sense of innovation surrounded me again as I walked through both shows.
Inside the World of Spray Roses Annual Meeting
One of the most meaningful parts of my visit was attending the annual World of Spray Roses meeting. The gathering took place in Aalsmeer and brought together members from around the world. The event was hosted by Robert Ilsink and his family, who steer Interplant Roses, a name that has influenced rose breeding for decades.
I attended in my role as a director of That Flower Feeling. Since the first days of the campaign, I have helped introduce the concept to growers, distributors, wholesalers, and retailers across the industry. Interplant was one of the early supporters, and their belief in collective promotion has never wavered.
During the meeting, I presented independent market research from our test regions in the United States. The data showed a clear increase in flower sales where consumers had been exposed to That Flower Feeling messaging. I also introduced our latest creative direction under the theme Just Add Flowers, which continues our focus on simple moments of joy and self-care.
The response in the room was encouraging. Members shared their support for continuing the work and confirmed their financial backing for the coming year. Hearing growers and breeders speak openly about the importance of collective marketing reminded me how connected this industry really is. We may work in different countries, but we share the same purpose. We want more people to bring flowers into their daily lives.
What Holland Continues to Teach Me
Every time I return to Trade Fair Aalsmeer and IFTF, I am reminded of the strength of the community in floriculture. The industry is global, but the heart of it still feels local. Holland continues to set the tone in breeding, technology, and creative thinking. It is a place where craftsmanship and innovation meet, and the energy of that combination always influences my own work.
I also attended a trend session during my visit, which explored new color directions, design shifts, and variety developments for the coming year. These insights will guide many of the choices we make at Florabundance as we prepare for the upcoming season.
This trip reaffirmed why I believe so strongly in collaboration. The shows in Holland demonstrate what is possible when breeders, growers, and marketers work with a shared vision. I am looking forward to bringing more of these insights into my work and sharing the developments that will shape the next year in floriculture.
More reflections will follow soon. I will share highlights from the trend session and a closer look at the innovations that stood out. Stay tuned and continue reading.
All pictures courtesy of @Joost Bongaerts.
