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Union Fleurs members visit Biancheri Creazioni, a specialist breeder of ranunculus, anemones and poppies, during the 2026 AGM programme in Sanremo, Italy.
A new chapter has begun for the international flower trade. Matthijs Mesken, Managing Director of VGB in the Netherlands, has been elected President of Union Fleurs for the 2026–2028 term, following the association’s General Assembly in Sanremo, Italy, on 27 March.
Mesken succeeds Augusto Solano of Asocolflores, Colombia, who has led the organisation since 2022, and steps into the role at a time when international coordination across the floriculture supply chain is under increasing pressure.
With more than 30 years of experience in Dutch horticulture, Mesken brings a strong background in sector representation and international trade. Since joining VGB in 2017, he has led the Dutch association representing wholesalers, importers and exporters of flowers and plants — a group whose members account for around 75% of the Netherlands’ floricultural export value, reported at EUR 7.1 billion in 2024.
“On behalf of AIPH, I would like to congratulate Matthijs Mesken on his election as President of Union Fleurs,” said Tim Briercliffe, Secretary General of the International Association of Horticultural Producers (AIPH). “This appointment reflects the strength of leadership within the international floriculture trade.”
Union Fleurs represents the international flower trade, advocating for the interests of wholesalers, importers and exporters, and engaging with policymakers on issues such as market access, regulation and cross-border trade. As global supply chains become more complex, shaped by phytosanitary requirements, sustainability expectations and geopolitical factors, their role continues to evolve.
Union Fleurs’ newly elected President with Board members: (left to right) Adrian Moreano (Expoflores, Ecuador), Sylvie Mamias (Union Fleurs Secretary General), outgoing President Augusto Solano (Asocolflores, Colombia), new President of Union Fleurs Matthijs Mesken (VGB, the Netherlands), Paolo di Massa (ANCEF, Italy), Vice-President of Union Fleurs Peter Larsen-Ledet (Flora Dania, Denmark).
The newly elected Board reflects the organisation’s global footprint. Alongside Mesken, the 2026–2028 leadership includes Peter Larsen-Ledet of Flora Dania in Denmark, Clement Tulezi of the Kenya Flower Council, Paolo di Massa of ANCEF in Italy and Adrian Moreano of Expoflores in Ecuador, who succeeds Solano in representing South America.
They will be supported by Sylvie Mamias, Secretary General of Union Fleurs, who leads the association’s Brussels-based operations.
The General Assembly was hosted by ANCEF during the Sanremo Flower Festival, where a programme of professional visits and industry events offered delegates insight into Mediterranean floriculture, including visits to regional growers and breeders in the Ligurian production cluster.
As Union Fleurs begins its new term under Mesken’s leadership, the appointment signals continuity in international representation and reflects the need for continued coordination across the floriculture chain worldwide.
Briercliffe added: “Union Fleurs is a valued partner in the production of the International Statistics Flowers And Plants Yearbook, a key reference publication for global ornamental horticulture production and market data.”
