NETHERLANDS – On November 4, the international floriculture community will gather for the much-anticipated Floriforum event at EXPO Greater Amsterdam in Vijfhuizen, the Netherlands.
Jan van Dam, CEO of Dutch Flower Group, has been announced as the keynote speaker, setting the stage for the program that aims to address sustainability in floriculture.
The event, organized by the International Flower Trade Association and the Floriculture Sustainability Initiative (FSI), will feature the theme “Cultivating Sustainability Together – Shaping Tomorrow’s Floriculture.”
As the head of a leading global flower company, van Dam is expected to share industry insights and offer perspectives on how sustainability can shape the future of the flower trade.
“Jan van Dam’s expertise in the global floriculture industry makes him an ideal choice to lead this important conversation,” said a spokesperson from Union Fleurs, one of the event’s organizers.
The keynote speech will be followed by a series of panel discussions, where experts from across the floriculture industry will join forces to explore actionable steps toward sustainability. Panelists will share insights on how businesses can address environmental concerns and meet the demands of both B2B and B2C markets.
The panel discussions, moderated by professional facilitator Simone van Trier, will engage participants from across the industry. The goal is to create an open dialogue where attendees can exchange ideas and collaborate on sustainable practices. The focus will be on delivering transparent, data-driven solutions that can ensure the long-term growth of the flower and plant market.
“This forum provides a unique opportunity for industry leaders to come together and work on practical solutions to sustain the floriculture market,” van Trier said.
By encouraging a collaborative approach, the event organizers aim to create a unified message that will appeal to future consumers while maintaining industry-wide standards.
Floriforum will take place from 4:00 PM to 6:00 PM on the eve of the International Floriculture Trade Fair (IFTF). After the main program, attendees are invited to a networking cocktail at 6:00 PM, where they can continue their discussions in a more informal setting.
Registration is still open, but seats are limited due to the high level of interest. The event is free of charge and open to qualified participants directly involved in the international floriculture industry. Participants are encouraged to register early, as confirmation is required for entry.
Floriforum is co-organized by Union Fleurs in partnership with FSI and sponsored by HPP Worldwide and Kuehne + Nagel.
With sustainability becoming an increasingly important focus, the event promises to provide valuable insights into how the floriculture industry can adapt to evolving consumer demands and environmental concerns.
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