African Week 2025 at Veiling Rhein-Maas

From 6th to 9th October, the foyer of Veiling Rhein-Maas was transformed into a colourful display for African Week. Rose and summer flower growers from Kenya, Ethiopia, Tanzania, Zimbabwe, Ghana and South Africa showcased an assortment of their products. Veiling Rhein-Maas' African Week focused on connecting African growers with mainly German buyers.  

Purchasing via Floriday

African Week was primarily aimed at increasing the visibility of African flowers for the German market. Mary Tawo, Commercial Team Lead at our local office in Africa, together with the commercial staff of Veiling Rhein-Maas, informed visitors on a daily basis about how they can purchase flowers via the auction clocks of Veiling Rhein-Maas and Royal FloraHolland. They also talked about purchasing directly from African and European growers via Floriday.

In her presentation, Mary also provided insight into the current developments in African floriculture and the logistical support that Royal FloraHolland offers from Africa. Team Floriday was present to give a demonstration of purchasing via the digital sector platform.

A glimpse into Africa

Mzurrie Flowers Group was one of the African growers presenting their assortment at Veiling Rhein-Maas' African Week. The Kenyan rose farm is a member of the cooperative and uses Floriday and Global Sourcing Services for their sales and logistics handling of the export of their flowers to Europe and the rest of the world.

In the video below, Managing Director Andrew gives a glimpse into the farm and talks about his vision of global floriculture and the support provided by Royal FloraHolland in:

• Easy global sourcing
• Freight forwarder delivery
• Quality assurance
• Trusted payments

Event evaluation

African Week was a success. Together with Veiling Rhein-Maas, the week will be evaluated to see whether similar events can be organised for other growers in the future.