This year, Hoek group proudly exhibited for the first time at the International Flower Trade Expo (IFTEX) in Nairobi, Kenya. IFTEX is one of the most important trade fairs in the global flower industry. For Hoek group, it was the perfect opportunity to showcase our growing presence in Kenya, connect with key partners, and present our unique sourcing model to a global audience.
Why IFTEX matters to Hoek group
Attending IFTEX gave the Hoek group the chance to connect with new and existing growers, negotiate better pricing, and discover new opportunities. For Hoek flowers Kenya, it was a chance to put a face to the name and introduce our way of working directly from grower to florist to a wider audience. Our attendance also positioned us more firmly on the map as a reliable and innovative sourcing partner.
Showcasing the group and our strengths
Our stand at IFTEX was designed to represent Hoek group as a whole, with a strong focus on Hoek flowers Kenya and Flower Trade Zwirs. At the same time, we used the platform to introduce other parts of the group, including Quattro Plant, our Colombian product and South African solutions, and our operations in the Netherlands. Visitors to the stand got a clear sense of our broad capabilities, our ability to scale, and our tailor-made sourcing solutions from Kenya to direct markets.
Making an impact
Our presence at IFTEX helped secure important grower partnerships. We also had the opportunity to meet and negotiate directly with key decision-makers from farms we already work with, strengthening those relationships even further.
Trends and takeaways from the fair
Compared to previous years, we noticed a clear improvement in product quality, with Eustoma standing out as a variety with great potential for Hoek flowers Kenya clients in the UK and EU. There was also a strong focus on sustainability, the use of AI for pest control, and an increased interest in post-harvest innovations.
Challenges and innovations
As of April 26, 2025, all rose exports to the EU must include grower-linked traceability codes to control pests. This adds complexity to mixed bouquets and mixed boxes, therefore impacting Hoek flowers Kenya Origin Direct lines. We are working collectively with freight forwarders in collaboration on solutions to stay compliant without slowing down deliveries.
Meanwhile, rising tariffs and growing demand are making cargo space a priority. The Kenyan government is now investing in expanding cargo capacity to support the flower industry’s continued growth.
