Hortiflora 2026: Royal FloraHolland strengthens international trade relations in Ethiopia

The focus at Hortiflora was on connecting growers with international buyers and strengthening RFH’s role as a reliable international floriculture marketplace. By introducing visitors to Floriday at the RFH stand, the local team in Ethiopia, together with our CCO buyers (international & direct trade) Martin de Ruiter, demonstrated how transparent and efficient international trade is possible via the digital platform, both in supporting existing and discovering new trade relationships 

Great interest and positive interaction 

Hortiflora 2026 was well attended over the three days and confirmed its role as a key international meeting point for the floriculture sector. The RFH stand provided a space for in-depth discussions with growers, buyers and other stakeholders. Visitors appreciated the direct contact with the RFH team on topics such as international sourcing, consolidating orders from various growers for air freight, quality checks at the Ethiopian airport, and, more broadly, conducting international business digitally in floriculture. 

The trade fair thus offered an opportunity to strengthen existing relationships and forge new connections for both growers and buyers from various regions around the world. 

Together with growers and buyers, Royal FloraHolland continues to build strong, international trade connections via Floriday.