Spain’s leading horticultural trade show Iberflora appoints Máximo Solaz as its new director

Iberflora, Spain’s premier trade show for ornamental horticulture, has appointed Máximo Solaz as its new managing director, effective 1 January 2023.

Solaz succeeds Miguel Bixquert, who plans to retire after a succesful three-decade tenure at trade show organiser Feria Valencia.

Solaz has  a degree in Business Science and a degree in Business Administration and Management from the University of Valencia and has held various positions at Feria Valencia. Máximo Solaz is also an associate lecturer in the Faculty of Economics at the University of Valencia (UV).

Iberflora’s newly appointed director says that he is delighted to take up this leading role, serving a sector that was fortunate to experience a major boom recently.

“At Iberflora we will not sit on our laurels and will ensure that this fair helps professionals to consolidate this trend and generate new business opportunities”, Solaz says.

Less than one year ago, Iberflora announced its new three-year growth strategy and its new name: Ibeflora New Generation.

Iberflora will take place between  3- 5 October 2023 at Feria Valencia.

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