Today marks the final day of the three-day Flora Expo in Astana, Kazakhstan, which has seen an increase in scale this year with over 200 exhibitors. Alongside participants from countries such as Russia, Kenya, Ecuador, and Kazakhstan, a strong Dutch delegation is also present.
© Van Helvoort CompanyBart van Kester of Qualily and Lianne van Londen of Van Helvoort Company
The atmosphere at the expo has been vibrant, with notable interest in Dutch products. "The first day was surprisingly busy," shared Lianne van Londen from Van Helvoort Company. "We received many visits from Russian wholesalers and Kazakh florists."
© BredefleurLevi Evers of Bredefleur shows his lilies
Levi Evers of Bredefleur also expressed satisfaction with the turnout. "The interest in our lilies exceeded expectations. Many visitors stopped to take photos, and it's clear that there are a lot of flower enthusiasts here. Lilies are not yet a major product in Kazakhstan, so there's still limited knowledge—but that presents clear opportunities."
© SchreursLars Winters, Julia Pogor and Hennie Brockhoff of Schreurs
Focus on Dutch chrysanthemums and face-to-face customer contact
Representatives from Schreurs, including Lars Winters, Julia Pogor, and Hennie Brockhoff, also reported a successful experience. "We're here with a well-designed and eye-catching stand to represent Schreurs. The expo is going smoothly, there's strong interest, and the overall atmosphere is positive."
© Holland Bulb MarketMarceli Piechno and Nienke vd Burg, Holland Bulb Market
At the Holland Bulb Market stand, Marceli Piechno and Nienke van den Burg emphasized the value of meeting customers in person. "It's great to finally speak with our clients face-to-face instead of through email, WhatsApp, or phone. It's a success!"
Dutch chrysanthemums have also been a major highlight. As part of the Just Chrysanthemum campaign, communication agency Sobolj promoted them in a creative way on behalf of Stichting Chryson. Models roamed the expo floor wearing unique floral creations that incorporated chrysanthemums—ranging from stylish accessories to artistic floral designs—capturing the attention of both visitors and exhibitors.
© just chrys
More than fifty conversations with professionals from the global flower and plant industry took place on the first day alone. The models wore wristbands with QR codes linking to multilingual websites for Just Chrys and Flower Experience.
On Wednesday, April 9, two renowned regional florists gave a live demonstration: experienced designer Roman Zarubin and rising talent Eva Appel. Their stylish and trendy presentation was well received. "What a fashionable flower!" said one Kazakh florist. Nikolaj Latyshev, publisher and editor-in-chief of Agricultural Sector magazine, said he was impressed by the versatility of the Dutch chrysanthemum and requested more information for an upcoming article. Other visitors also praised the flower's elegance, diversity, and commercial potential.