The Netherlands, worlds biggest flower market place and the largest contributor to Rwandan Flower exports (98%), will host the 10th edition of the biggest Floriculture trade fair in the world, “International Floriculture Trade Fair (IFTF). This is a three day trade fair that brings together the world’s floriculture industry, to promote fresh flowers and plants, while aiming at increasing production and consumption.
This year, Rwanda will be participating in IFTF for the 3rd time scheduled for 6th – 8th November 2019; participating in such an event is vital in the growth and promotion of our floriculture sector as a nation. The outcome of Rwandan delegates’ attendance to the IFTF has greatly influenced sales of Rwandan flowers through the Netherlands flower auction market.
The IFTF experience has also oriented the companies to improve their production area. The floriculture sector in Rwanda grew to become one of business deals attracting new investors due to market opportunities of the cash crop.
A delegation of two Rwandan flower growing companies (Bella Flowers and Bloom Hills) accompanied by National Agricultural Export Development Board (NAEB) person in charge of Export Market Development and Innovation will attend this event.
Ms. Cynthia UWACU, the representative of NAEB at IFTF 2019 says that the fair is an opportunity for the Rwandan delegation to create international market linkages between Rwandan roses and summer flowers producers and international buyers. “We are here to create awareness of the ‘Rwandafresh’ brand on the global market”. She confirmed.
Mr. Shungo Harada, the Managing Director of Bloom Hills Company added that they chose to participate with an aim to interact with buyers, learn about prevailing market trends and understand the dynamics in the floriculture auction market.
The attendance of the Rwandan delegates in the IFTF will be an opportunity to draw lessons about “flower branding and tourism” from the Netherlands and replicate in Rwanda. The delegates’ participation in the IFTF 2019 will be guided by the vision “Enhanced Sales through Flower Branding and Tourism”. This will be a double edged agenda to attain a target of US $140 million by 2020.
The current production acreage of flowers in Rwanda is targeting to be expanded from 40 to more than 500 hectares in 2050. This why to sustain the projected increase in production will require equal initiatives in creating market links through the Netherlands market and flower hub.