Understanding and developing ornamental horticulture in China

Chinese bike with flowers cargo

Flower trade stand by the exterior of the monastery at sunny day time

Join a free webinar this week on Tuesday 23 February 2021 at 2pm (CET) to take the pulse of what is happening within China’s ornamental horticulture industry. FloraCulture International (FCI) magazine, supported by the International Association of Horticultural Producers (AIPH), invites ornamental growers and traders worldwide to learn about the Chinese flowers industry.


There will be five presenters for the ‘Understanding and developing ornamental horticulture in China’ webinar who are all key stakeholders ready to illuminate in abundance the opportunities and challenges in this country’s market.

China’s development in recent decades has been truly remarkable. The future continues to look bright, although last year’s signs of growth are briefly moderating due to the severe impact of Covid-19 in the industry. However, production levels in China are near standard levels. Currently, China and other Asia Pacific regions are showing hopeful signs of recovery. The economic upturn is coming, and the best proof is skyrocketing shipping costs with people willing to pay exorbitant prices for products sent from China to Europe.


  • Introduction
  • A comprehensive overview of ornamental horticulture in China
  • Round table discussion
  • Q&A session
  • Conclusion and closure



Mr Wouter Verhey, the Agricultural Counsellor at the Dutch Embassy in Beijing. He will discuss the state of China’s ornamentals sector while reflecting on the impact of, and responses to, the coronavirus pandemic.
Ms Julienne Zhu will represent the Nursery Stock section of the China Flower Association (CFA), the industry’s most potent voice. She will highlight the challenges and opportunities of nursery stock products in the People’s Republic of China and the change and progress this fast-growing sector experienced over the past few decades.
Ms Katherine Fan Young is the sales manager at Dutch-based Holex, which is arguably among the big players in exporting flowers from the Netherlands to China. Katherine will detail how Holex’s wholly-owned Shanghai office today serves as an important logistics hub where flowers sourced worldwide come together to sell to Chinese shoppers who are always looking for new and niche products.
Mr Just Roos will speak on behalf of horticultural engineering company Codema Cultivation Systems from the Netherlands. This company leads the way in supporting ornamentals and fresh produce growers with the right technology. Codema opened its Beijing branch in November 2019 to be closer to their Chinese customers. One of them is AiBiDa for which Codema fits a mega rose farm in Lanzhou with state-of-the-art greenhouse technology.
Mr Arnoud Touw is ICL Specialty Fertilisers’ Business Lead in Asia for Turf and Ornamental. He will explain why its iconic fertiliser brands Osmocote and Peter Professional are gaining momentum with Chinese growers working with containerised nursery stock and potted plants.

After the presentations, there is a chance for webinar participants to ask questions and discuss strategies.

What will you learn during this webinar?

In 60 minutes from your desk, discover how to export in China.
• Size and characteristics of the Chinese market
• Consumer behaviour for exciting new varieties and a rising middle class
• Distribution channels
• Challenges and opportunities for imported flowers
• Competition and collaboration
• Remarks on the export process, phytosanitary procedures and PBR protection.


Tuesday 23 February 2021 at 14:00 Central European Summer Time (CET). 21:00 Chinese time. This free, 1.5-hour webinar will provide attendees with anecdotes from industry leaders about overcoming the adversity brought on by Covid-19 protection measures.
Facilitated by experienced webinar organiser, Jungle Talks, the webinar is supported by the International Association of Horticultural Producers (AIPH).
In line with our ethos to provide the best possible information and guidance for growers, free of charge, we are looking forward to this webinar as we continue to develop our online resources for growers.

To attend the free webinar register here.

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