Royal FloraHolland at Flora Expo Astana: Digital trade connecting international markets

From 8 to 10 April, Royal FloraHolland (RFH) was present at Flora Expo Astana 2026 in Kazakhstan. The exhibition developed into a strong and professional international meeting point for the floriculture sector. Thanks in part to the opportunity for in‑depth discussions with both growers and buyers, as well as the strong presence of Dutch and Kenyan growers, RFH looks back on a successful edition.

During the exhibition, the role of the digital sector platform Floriday took centre stage. RFH demonstrated how Floriday supports international trade and contributes to the development of both established and emerging floriculture markets. The focus was on connecting growers and buyers and facilitating transparent, digital trade.

International meetings and new connections

In and around stand B.5, the RFH and Floriday teams engaged in conversations with growers, buyers, exporters and other stakeholders from Central Asia and Eastern Europe. Visitors gained insight into how Floriday makes global trade more efficient and helps build and strengthen international trading relationships.

Presentations explained how digital trade and collaboration across the supply chain contribute to connecting global supply and demand.

Kenyan growers were also given a platform to present their products. During live bouquet demonstrations, their flowers and quality truly came to life.

During the business conference, Commercial Manager International Jeroen Boon gave a presentation on the role of digital platforms within the international floriculture supply chain. He explained: “It is great to show, as the Netherlands, how the entire chain comes together from grower to buyer, and from digital platform to payments and logistics. It is precisely this collaboration that enables us to facilitate international floriculture trade so effectively.”

Flora Expo Astana underlined the importance of international cooperation and digital solutions in an increasingly globalised floriculture sector. Together with growers and buyers, RFH continues to build strong international trading connections through Floriday.