A Dutch floral design team from the Boerma Instituut in Aalsmeer, Holland, will give daily demonstrations between 10 a.m. and 6 p.m. all three days of the World Floral Expo in downtown New York, according to officials at HPP Exhibitions, sponsor of the annual trade show.
Located in a former greenhouse less than a mile from the front door of the world’s largest flower auction, the Boerma Instituut was established in 1980 and is the only international floral design school in Holland. Jasper van Dijk, marketing manager for HPP, told The Produce News that Jacqueline Boerma and her staff will demonstrate seasonal and holiday floral design trends onstage during the run of the show March 13-15 at the Jacob K. Javits Convention Center.
Mr. van Dijk said 75 exhibitors from 14 nations had registered as of Feb.19. Ecuador led the way with 34 companies exhibiting. U.S. companies accounted for 17; Colombia and Kenya also had pavilions with several growers exhibiting. Other countries with exhibitors included Canada, France, Holland, Israel, Italy, Japan, Kenya, Russia and Venezuela. Mr. van Dijk indicated he expects 100 exhibitors and about 850 attendees to be on hand when the show opens.
The Javits Convention Center has 48,000 square feet of exhibit area that will be open for the show from 10 a.m. to 6 p.m. daily, according to Mr. van Dijk. The show is returning to New York, where it originated in 1999, for its second straight year after a decade of being held in Miami.
The trade show is attended by importers, wholesalers and retailers who buy fresh-cut flowers, foliage and potted plants. Exhibitors include growers, exporters, floral hard goods dealers, transportation companies, breeders and other indirect suppliers of floral goods and services.
Last year’s show, also held in March at the Javits Center, drew 104 exhibitors from 13 countries. The 2012 show was attended by 838 professionals, representing 474 companies from 19 countries, including 14 supermarket floral buyers and three from mass-market retailers, 108 from floral wholesalers and 120 representing flower importers and distributors.