A Visit to Holland, Discovering Innovation and Tradition at Aalsmeer and IFTF

Summary: The author, Joost Bongaerts, recounts a trip to the Netherlands where he attended two major floriculture trade events: Trade Fair Aalsmeer and International Floriculture Trade Fair (IFTF). The piece explores how Dutch tradition and modern innovation meet at these venues. At the event, he participated in the World of Spray Roses meeting, presented market-research findings on flower consumption campaigns in the U.S., and visited trend sessions on design shifts and color developments. The article concludes with the idea that the Netherlands remains a foundational leader in floriculture.