In August 2025, the Netherlands will become the epicenter of floral art during the World Cup Floral Art, a prestigious international competition for florists. Bram Rijkers of the industry association VBW provides insights into the preparations and the importance of this event for the sector.
What does it mean for the Netherlands to be able to organize this World Cup? ‘It is a great honor for us to organize the World Cup Floral Art. The Netherlands is known as a flower country, and this event offers us the opportunity to promote that internationally. It is the largest professional competition in floral art, and it gives our profession a huge positive impulse, both nationally and internationally.’
‘The last time this competition was held in the Netherlands was in the eighties. Now, decades later, we have the opportunity to show the world again what Dutch florists are capable of. Franka Roenhorst will represent us as the Dutch Floral Art Champion during this World Cup. We hope for a good result and that she enjoys it. And we certainly wish the other participants the same.’
What can visitors expect from the event? ‘Under the leadership of VBW, this event is being organized in collaboration with Florint, the international florists' organization. It will be an inspiring and spectacular event, primarily for fellow professionals, but we also want consumers to enjoy it. The World Forum in The Hague is the perfect location for this. It is the largest theater in the Netherlands, and we will be guests there for four days.’
‘The competition starts on Thursday, August 28, and visitors can follow two assignments live per day. In addition to the competition, there are demonstrations and workshops in which people can participate. On Saturday evening is the grand finale, including a spectacular theater program with floral designer and European champion Hanneke Frankema as the main act. Expect an evening full of inspiration, conviviality, and craftsmanship, with a snack and a drink. We expect around 500 visitors per day, and as many as 1,500 interested parties from the industry on Saturday evening.’
What makes it interesting for florists? ‘This is a unique opportunity for florists to see the world's top at work. Not only European florists, but also participants from countries such as the US, China, South America, and Japan will participate. It is inspiring and educational to view their creations up close. In addition, it is a perfect networking platform. Fellow professionals from home and abroad come together to exchange ideas and learn from each other. The event offers plenty of space for networking, and we are happy to facilitate that.’
How does this event contribute to floral art and the sector in general? ‘This championship shows what the Netherlands and the world have to offer. It is a great way to promote our creativity, positivity, enthusiasm, and involvement in the profession. We hope that this event not only inspires fellow professionals, but also shows consumers how creative and entrepreneurial Dutch florists are. On the special consumer day on Sunday, visitors will have the opportunity to experience the profession up close. In this way, we also hope to inspire young people and career changers to get started in this wonderful sector.’
What can we learn from florists from other countries? ‘The great thing about an international event like this is that it gives us an insight into floral art and entrepreneurship in other countries. We can learn a lot from each other, both technically and commercially. There is plenty of room for sharing knowledge, experiences, and trends. Sustainability, for example, is an important theme that will have a prominent place during the event. In addition, the event provides a stage where new techniques and trends are shown, which later have an impact on the daily work of florists.’
‘The World Cup Floral Art 2025 promises to be a high-quality event where craftsmanship, inspiration, and innovation come together. It is the place for florists, students, and enthusiasts to be inspired and expand their network. Tickets are available on the official website. As far as we are concerned, this is an opportunity that you should not miss if you want to develop yourself in floral art. It is unique that we as the Netherlands are allowed to host this event.’
