A Visit to Holland: Discovering Innovation and Tradition at the Aalsmeer and IFTF Trade Shows

There are many floral trade shows held around the world every month, as flowers truly are a global business. Yet, no place captures the heart of the floral industry quite like the Netherlands. The Dutch flower trade shows—Aalsmeer’s Floriculture Trade Fair and the International Floriculture Trade Fair (IFTF) in nearby Vijfhuizen—stand apart for their deep historical roots and unmatched innovation in breeding and design.

The Dutch Golden Age and the Birth of a Flower Nation

By the early 1600s, the Netherlands was experiencing a Golden Age, defined by its dominance in trade, finance, and culture. Cities like Amsterdam and Haarlem were bustling with wealthy merchants and an emerging middle class. During this period, tulips became a symbol of prosperity and sophistication. Their rarity and beauty made them objects of fascination—and status.

Growing up in Holland, I’ve always felt that our national love for flowers, especially tulips, is more than just aesthetic—it’s cultural. Holland (as I like to call my home country, because it’s easier to pronounce than “The Netherlands”) continues to lead the world in hybridizing new flower varieties, not just tulips but also roses, which remain the most popular flowers globally. Walking through today’s Dutch trade shows, it’s clear that same spirit of innovation and artistry continues to thrive.

The World of Spray Roses Annual Meeting

This year, I was honored to receive an invitation to the annual general meeting for World of Spray Roses (WOS), held on November 3 in Aalsmeer. The event was hosted by Robert Ilsink and his family, owners of Interplant Roses, one of the world’s premier rose breeders and hybridizers. Interplant has introduced many beloved rose varieties—including stunning new garden spray roses that are now cultivated across the globe.

WOS, founded by Interplant, now includes 32 members worldwide. During the meeting, I had the opportunity to provide an update on That Flower Feeling, the national flower promotion campaign developed under the direction of the CalFlowers board, where I serve as a director and previously as Marketing Co-Chair. In the fall of 2021, when we first launched That Flower Feeling, I personally reached out to growers, distributors, wholesalers, and retailers to join the movement. Interplant Roses became one of the early supporters, contributing annually to help fund the campaign and future floral advertising initiatives.

Sharing Results and Exciting Reactions

At the meeting, I presented independent market research results from our U.S. test markets, which clearly showed that flower sales increased in regions exposed to That Flower Feeling campaign messaging. I also previewed our latest creative work—the new “Just Add Flowers” campaign—which continues to build on the message that flowers are an easy, meaningful part of self-care and everyday joy.

The growers’ reactions were overwhelmingly positive, and I’m pleased to share that WOS committed to continue their substantial financial support for That Flower Feeling funding in 2026. Many expressed renewed enthusiasm for collaborating on future marketing efforts to grow overall flower consumption worldwide. It’s inspiring to see breeders and growers from different continents unite behind a shared vision: bringing the emotional power of flowers to more people, more often.

A Global Family Rooted in Flowers

Attending both the Aalsmeer and IFTF trade shows reminded me that while the flower industry operates globally, its heart still beats strongest in Holland. The spirit of craftsmanship, innovation, and connection that began centuries ago with the humble tulip continues to flourish today—fueled by collaboration, creativity, and a shared love for flowers.

I look forward to sharing more insights from my visit soon, including highlights from a trend session I attended, which revealed emerging color palettes, floral design directions, and variety innovations for the coming year. Stay tuned for my next post—and expect to see some of these exciting trends reflected in the new flower varieties and offerings at Florabundance in the months ahead.