Senior representatives from across the global cut flower industry recently met at Chrysal International BV in the Netherlands to exchange perspectives on the evolving market landscape and to explore how closer collaboration can support the future of cut flower production, trade and consumption.
The meeting, held on 3 November 2025 in Naarden, brought together senior representatives from AIPH (International Association of Horticultural Producers), Union Fleurs (International Flower Trade Association), grower and wholesaler associations and industry suppliers from Africa, Asia, Europe and Latin America.
The discussion took stock of the various challenges each region of the globe is being faced with, be it rising costs of production and transport, climate change impacts, growing plant health risks, complex regulatory environments or disruptive geopolitics. Delegates highlighted that the combination of these factors tend to disrupt the cut flower market and put pressure on operators at various stages of the supply chain.
Commenting, Tim Briercliffe, Secretary General of AIPH, said: “The challenges facing flower producers today are interconnected and increasingly global. None of us can tackle plant health, climate pressure, or market instability alone. What we saw in this meeting was a genuine desire to collaborate to face these challenges.”
Despite economic uncertainty in key markets such as Germany and the United States, participants agreed that strengthening consumer demand—especially among occasional and younger buyers—remains critical. The growing market share of artificial flowers was identified as a concerning trend, heightening the need for proactive communication on the benefits, positive sustainability performance, and emotional value of fresh flowers.
Delegates reviewed initiatives from the Plants & Flowers Foundation Holland, including new consumer campaigns centred on well-being and environmental progress, and a suite of “issue files” designed to provide clear, fact-based information for media and policymakers. This illustrated the need to work collaboratively on proactive messages and positive promotion to communicate with confidence towards consumers and sustain continued market developments for cut flowers.
Chrysal International also presented its roadmap toward 2040, including goals for carbon reduction, recyclable packaging, and biobased formulations—underlining the industry’s commitment to measurable environmental improvement.
Remko Muntinga, CEO of Chrysal International BV, stated: “Sustainability is not optional for our industry—it is essential. We must reduce our environmental footprint while supporting growers and the supply chain to thrive and sustain economically in the long run. Collaboration in the complete flower chain is not just beneficial; it is the only way forward to keep convincing consumers on the beauty and beneficials of flowers!”
The cut flower industry has embarked on its sustainability journey for many years already and streamlined its common ambitions through FSI – Floriculture Sustainability Initiative, the collaborative platform steering the sustainability agenda for the industry. Efforts must continue to strengthen collaboration and amplify the steps already achieved.
Looking ahead, participants agreed that dialogue and collaboration between the key umbrella industry associations is essential, while also reiterating the importance of respecting each other’s raison d’être and specific strengths.
Augusto Solano, Executive President of Asocolflores and President of Union Fleurs, stressed: “Industry associations, both at international and national levels, each play an essential role that benefits the industry at large, tackling issues of common industry interest and cross-cutting challenges with a clear vision and long-term perspectives. They must continue to be actively supported by industry players to be able to deploy their mission in an efficient manner and make a useful impact for the industry.”
AIPH and Union Fleurs will be present at IPM Essen 2026 next week. Visitors are welcome to meet the AIPH team at Stand GA-33 in the Galleria and Union Fleurs at Stand 1E11 at the BGI Trade Centre (Hall 1) to continue the conversation on international collaboration in the cut flower sector.
