Floréda will return in October
Following its inaugural edition in March, Floréda is returning this year. From October 4 through 6, the buying and inspiration event will return to Plantion in Ede, this time with a clear focus on fall, Christmas, and seasonal buying. Visitors can explore Christmas product lines, seasonal decorations, and new collections from suppliers.
Rijnsburg Flower Parade
This year’s Rijnsburg Flower Parade 2026 is all about music. Under the theme “Musical Floral Welcome,” the 79th edition of the parade will wind its way through Rijnsburg, Katwijk, and Noordwijk on Saturday, August 8. The organizers promise a colorful parade that brings together flowers, theater, and music.
New Online Inspiration Magazine: Special Days
To kick off the new cut hydrangea season, the Hydrangea World promotional group—which brings together Royal FloraHolland’s suppliers—is presenting a fresh dose of inspiration for professional florists. Under the banner “Iconic Flower, Iconic Floristry,” a new digital inspiration magazine with the theme “Special Occasions” will be released in early May.
Wilderful launches a campaign for organic flowers
The Wilderful flower collective has launched the “Celebrate the Flower” campaign. Through this initiative, the collective aims to raise consumer awareness of organic flowers while also drawing attention to biodiversity, a cleaner floriculture sector, and the florist’s craftsmanship.
The Power of Design
In this issue, we celebrate summer and wedding floristry. It’s an issue that’s sure to put a smile on your face, featuring wedding arrangements that go far beyond the traditional bouquet. We showcase summery creations where technique, materials, and form come together. Work in which the craftsmanship remains visible and creativity is given free rein.
It demonstrates just how diverse floral art can be: from refined, wearable pieces to bold statement pieces. Behind every design lies expertise, insight, and the courage to experiment. It is precisely there that ideas are found for daily work in the shop, for bridal commissions, and for seasonal creations. Inspiration only truly gains value when it leads to new practical applications. In a market that is constantly changing, that is perhaps more important than ever. The future of our profession does not lie in the lowest price, not in volume, and certainly not in interchangeability.
In his new book *The Art of Design*, Tomas De Bruyne writes: “Design is not decoration. It is the direction of experience.’ That idea hits the nail on the head: Flowers are more than just a product. They mark meaningful moments and give shape to emotion, memory, and experience. This applies to large events, but especially in the flower shop, where personal contact and visible craftsmanship make all the difference—from tailored advice to unique creations that cannot easily be replaced online.
That is where the strength of our industry lies: in design, in craftsmanship, and in expertise. And above all, in the passion for flowers that unites us all.
Enjoy reading!
Tjeerd Posthumus
Publisher
Brueren and Van Aalst Claim Titles in a Strong Field
The 2026 Dutch Floral Art Championship took place on March 9 and 10 during the Floreda trade fair at Plantion in Ede. Eight professionals and seven young talents competed against each other in a two-day competition featuring five assignments. In the Professionals category, the title went to Joyce Brueren. Gerrit van Aalst won in the Young Talents category. They will represent the Netherlands at the European Floral Art Championship in 2027.