Anticipation is building as green professionals line up to join the 24th Trade Fair Aalsmeer. Bringing ‘the world’s largest selection of plants and flowers’ under one (Royal FloraHolland) roof, the three-day event, held between 7-9 November 2023 (thus from Tuesday until Thursday instead of Wednesday until Friday), offers exciting new products, innovative design and smart marketing concepts.
With only a few days to go before the event, trade show manager Wilma van Straalen stresses that Trade Fair Aalsmeer is the perfect opportunity to immerse yourself in the B2B world of flowers and plants. “In terms of product availability it rarely happens that a customer at Royal FloraHolland asks for a product we don’t offer. The cooperative prides itself on its broad product portfolio to suit the needs for all floral category buyers,” says Van Straalen.
Set across three adjoining halls, the trade exhibition will keep an anticipated 20,000 attendees engaged from the moment they enter the 25,0000m2 show floor where normally, on a day-to-day basis, busy men on motorized vehicles shift auction trolleys deliver containers to the auction’s buyers’ areas.
Now in its 24th year, Trade Fair Aalsmeer is blooming – literally. It has blossomed from a modest wholesale plant sale event in 1999 on Bloemenveiling Aalsmeer’s ground floor – coinciding with the Bloemenvaktentoonstelling’s last edition on the auction’s upper floor – to become one of Europe’s leading horticultural trade shows.
Bookings for this year’s Trade Fair Aalsmeer have been strong as always over the past few months, which has resulted in 100% of the available space now being taken by 426 potted plant growers, 120 producers of fresh-cut flowers, 40 breeders, around thirteen floral wholesale companies and an additional 70 added value suppliers. “What’s unique about Trade Fair Aalsmeer is that it’s a focused ornamentals event. The majority of exhibitors are growers, which makes for a lush and colourful display,” says Van Straalen, who references the many side trend presentations and workshops happening in the Trade Fair Theatre. Throughout the three days, the Royal FloraHolland House and Theatre will be home to floral art demonstrations and presentations on floral trends, cyber security, AI and international trade flows in ornamental horticulture.
Innovation will continue to play a key part at Trade Fair Aalsmeer 2023, with the return of the New Products Showcase giving breeders and growers alike the opportunity to showcase their novel flowers and plants. This stage is also host to the 2023-2024 Royal FloraHolland Dutch Tulip Awards and the 2023 Greenovation Awards on 7 November. The Greenovation Awards ceremony recognises companies which have demonstrated exceptional leadership and achievements in protecting the planet and its people.
Speaking of awards, floral wholesale giant DFG will use the Trade Fair Aalsmeer to host its annual Dutch Flower Awards Ceremony on 8 November. Nine cut flower and ornamental plant growers will battle it out to win DFG’s prestigious Dutch Flower Award, which identifies successful and growing companies. Now in its 21st year, the prestigious accolade recognises hard-working, outstanding horticultural entrepreneurs who demonstrate excellence and extraordinary success in such areas as innovation, product quality, supply chain management and commitment to sustainability efforts. All candidates are suppliers with whom the Dutch Flower Group has a tried and tested relationship.
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