Kenya’s Hoek Group Connects with Partners Across the Global Flower Industry at IFTEX 2026
July 10, 2026 | 3 min to read
Every year, IFTEX brings together the international flower trade in the heart of Kenya. As one of the leading flower industry exhibitions, IFTEX welcomes growers, exporters, breeders, logistics providers, wholesalers and retailers from around the world. More than a trade fair, it is where market trends are explored, relationships are strengthened and the future of the global flower industry takes shape.
The International Flower Trade Exhibition (IFTEX) was in Nairobi, Kenya, June 2–4.
For Hoek group, IFTEX 2026 marked our second consecutive year as an exhibitor. Returning to Nairobi reaffirmed our commitment to Kenya, one of the world’s leading flower-producing regions and a key pillar of our Origin Direct strategy.
Connecting with partners at IFTEX 2026. Face-to-face meetings remain invaluable in an increasingly digital world. IFTEX offers the opportunity to connect with growers, customers, breeders and logistics partners, exchange market insights and explore new business opportunities.
With a new stand location, the Hoek Group team welcomed visitors from across the floral supply chain throughout the three-day exhibition. Alongside reconnecting with long-standing partners, the event introduced us to new growers and businesses from both established and emerging markets, reinforcing the value of personal connections within the international flower trade.
A strong turnout despite global challenges. Ahead of IFTEX 2026, geopolitical developments, changing air freight routes and rising transport costs created uncertainty across the global flower industry. Despite these challenges, the exhibition exceeded expectations.
Visitors travelled from Europe, Asia, the Middle East and Africa, creating a vibrant atmosphere and demonstrating the resilience of the flower industry. Discussions highlighted the importance of reliable logistics, flexible supply chains and close cooperation in navigating an increasingly complex market.
New opportunities across international markets
One of the key themes during IFTEX was the continued growth of international flower markets.
Demand for high-quality flowers continues to increase, particularly in the Middle East, where discussions focused on expanding partnerships and improving supply chain efficiency. At the same time, evolving markets in Asia continue to create new opportunities for growers, exporters and wholesalers looking to expand their international reach.
Why collaboration matters more than ever: Throughout the exhibition, one message stood out: collaboration remains essential.
From growers and exporters to logistics providers and wholesalers, every part of the supply chain plays a role in delivering flowers efficiently and reliably. Working together enables the industry to respond to market challenges while creating long-term value for customers worldwide.
For Hoek group, IFTEX once again demonstrated that strong partnerships remain the foundation of sustainable growth.
IFTEX 2026 provided valuable insights into the future of the flower industry, from changing market demands to supply chain developments and new international opportunities.
For Hoek group, the exhibition was an opportunity to strengthen relationships, gain valuable market insights and continue building connections across the global flower industry.
We would like to thank everyone who visited our stand in Nairobi. We look forward to continuing these conversations and working together to shape the future of floriculture.