From 24 to 26 March, Royal FloraHolland (RFH) took part in the 10th edition of HortiFlora Expo 2026 at the AICC in Addis Ababa, 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. © Royal FloraHollandValuable meetings and conversationsHortiflora 2026, which took place over three days, is an international meeting point for Ethiopia's floriculture sector. The RFH stand provided a space for in-depth discussions with growers, buyers and other stakeholders.

Source: Ethiopian News April 08, 2026 13:03 UTC