Understanding and developing the Russian flowers market

Join a free webinar on Tuesday 8 September that will take the pulse of what is happening within the Russian Flowers Industry. FloraCulture International (FCI), the International Association of Horticultural Producers (AIPH) and Russia’s premier horticultural trade show FlowersExpo Moscow invite ornamentals growers and traders from around the world to take the pulse of the Russian flowers industry.

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

Russia’s development in recent decades has been truly remarkable. The future continues to look bright, although the signs of growth are briefly moderating due to the severe impact of Covid-19 in the industry. In agriculture, there is a growing effort to meet the self-sufficiency challenge, which is having ripple effects on the ornamentals sector.


  • Introduction
  • A comprehensive overview of the Russian flowers market
  • Round table discussion
  • Q&A session
  • Conclusion and closure


Mr Dmitry Vorontsov and Ms Olga Gad, CEO floral wholesale company 7flowers and director of procurement at 7flowers respectively will discuss the state of Russia’s flower industry, discuss market trends while reflecting on the impact from, and responses to, the pandemic.

Anna Vladimirovna Smerkalova will represent Podosinki, a state-of-the-art rose farm in Dmitrov, Russia. She will highlight the challenges and opportunities of growing roses in the Russian territory and the hardship they faced following the coronavirus pandemic.

John Elstgeest from Flower Circus is a familiar face to many Russian industry professionals, for the past few years, he has catered for many floral arrangement demonstrations in Saint Petersburg, Moscow, Irkytsk, Perm and Novosibirsk. John is active in the Russian market and will provide insights into the floristry and wholesale segments.

Henk de Jong will speak on behalf of Decorum Plants & Flowers from the Netherlands, a growers cooperation including over 50 members. Together, these growers bring over 4,000 products to the market under the Decorum and Feel Green brands. Henk is the regional manager of Decorum in Russia and Ukraine and is a well-known representative.

Carlos Nevada from Tessa Corporation, Ecuador will detail the long-lasting relationship between his rose farm and Russian customers. Carlos will explain how they have kept their business going while facing massive disruption from the global supply chain.

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 Russia.
  • Size and characteristics of the Russian flowers market
  • Consumer behaviour for premium ornamentals and a rising middle class
  • Distribution channels
  • Challenges and opportunities for imported flowers
  • Competition and collaboration
  • Remarks on the export process, phytosanitary procedures and import substitution.


Tuesday 8 September at 15:30 Central European Summer Time (CEST). 16:30 Russian 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.

In association with FCI, FlowersExpo Moscow, AIPH and Jungle Talks

Facilitated by experienced webinar organiser, Jungle Talks, the webinar is supported by the International Association of Horticultural Producers (AIPH).

FCI Editor, Ron van der Ploeg, comments, “Russia is a nation of flower aficionados. It is reflected by UN Comtrade and ITC statistics which rank the country as the sixth largest cut flower importer in the world, representing a value of nearly 40 billion dollars. Russia is not the easiest of export destinations characterised by a volatile market, bureaucracy and geopolitical and currency risks. However, Russia is also a land where, like the nestling Matryoshka dolls, one opportunity reveals itself after the other; but only if you are prepared to invest significant time, personnel and capital.
“FCI is delighted to be working with FlowersExpo Moscow organisers Nadeshda Grigorieva and Elena Zarubina. Over the past 20 years, the duo have become known as the anchorwomen of Russian horticultural expo industry. This webinar will unlock the enormous potential for the international flowers trade, and there is space for everybody on the market, including Russian flower growers who over the years have made a name for their quality products.”

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 this free webinar register your place here

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