Dutch horticultural sector on the map in Turkey
Flowering Eurasia. With that motto, which is in line with its strategy, Royal FloraHolland took part in the Eurasia Plant Fair/Flower Show in Istanbul, Turkey, held from November 24 - 27 2016. With 320 international standholders and 15,000 international visitors, this annual trade fair is by far the most important tree nursery and horticultural event in the region around Turkey (Turkey and the countries located in the Middle East).
The Royal FloraHolland stand was part of the Holland Pavilion where MPS and five Dutch growers presented themselves, all of whom had been doing business in the region of Turkey for a longer period. They were very impressed, just like Royal FloraHolland, with the professionalism of the trade fair and the number and diversity of the visitors. Along with government agencies, gardeners and landscape architects, there was also an amazingly large number of florists and retailers present. These companies envisage great opportunities to improve the sales of horticultural products, partly due to the rapidly expanding regional economy. They showed great interest in the Dutch assortment and in collaborating with the Dutch horticultural sector.
The Dutch participation in the trade fair did not go unnoticed by the organisers and the press. The Holland Pavilion was visited by the mayor of Istanbul, the Turkish agricultural attaché and the deputy minister of agriculture, among other dignitaries. In addition, Monique Heemskerk, our Turkey development manager, was interviewed several times for the Turkish television. During the press conference for the trade fair, she gave a presentation about the growing collaboration between Turkish and Dutch companies. Osmar Ercan Candemir, trade fair organiser and chair of the Turkish VGB, emphasised in his presentation that the Turkish and Dutch entrepreneurs could support each other well in serving the enormous sales market for flowers and plants in Eurasia.
Business relations event
As a gesture of gratitude for the Turkish hospitality, FloraHolland organised a business relations event at the Dutch consulate on Thursday evening. Up-and-coming Dutch couturier Edwin Oudshoorn and L&M Flower Fashion put on a colourful flower and fashion show. It turned out to be an attractive Dutch advertisement. The host, Consul General Robert Schuddeboom, and Monique Heemskerk welcomed 150 guests, including representatives of the Turkish government, Dutch and Turkish growers, wholesalers, retailers and Turkish fashion experts. In their blogs and messages on Facebook, Twitter and Instagram, the fashion experts provided a lot of free publicity for the Dutch horticultural sector.
Free publicity was also generated in one of the many luxury shopping centres found all over Istanbul. The shopping public was invited by FloraHolland to take a selfie next to an opulent flower arrangement with Dutch flowers. This confirmed again that the language of flowers is universal. The visitors responded enthusiastically and smiled widely on the photos. Masses of the photos were shared on social media. The spontaneous talks that arose between consumers and FloraHolland staff provided valuable information about the purchasing behaviour of high-end consumers in this region.