This 2024 International Florticulture Trade Fair, held Nov. 5 to 7 in the Netherlands, brought scores of industry leaders from around the world to celebrate another year of floral success. Alexandra Farms celebrated 10 years as a proud participant, holding space on the floor among peers and introducing soon-to-be additions to our roster of varieties.
For three days, thousands of visitors representing countries far and wide gathered to network with old and new friends, share their knowledge, and explore industry techniques. New varieties, machinery, and processes took center stage this year.
Alexandra Farms President Jose Azout and Sales Manager Maria Paula Cordoba attended this year’s event. They were honored to connect with industry professionals and customers, learn about varieties and practices, and showcase new varieties. “The response to this event was amazing,” Maria Paula said. “We were busy all day, and our visitors made us feel incredibly welcome.”
She said the event is always a generous opportunity to network with talented designers who often incorporate Alexandra Farms varieties into their designs and are excited about new varieties.
This year, two new Wabara varieties, arriving in 2025, were announced at the show:
Issei: a stunning yellow rose that opens like an umbrella, fully expansive, a sister rose of Miyabi and Miyabi from (from our Wabara Garden Roses Collection)
Hana Spr: a spray rose with dark tan petals, medium-sized spray heads, and a low petal count
Feedback for the new varieties was overwhelmingly positive. Customers and designers alike are thrilled with the sandy tone and texture of Hana Spr, Maria Paula said.
Of course, preparing to attend the annual show and designing a swoon-worthy booth takes time and patience. Almost a year of time and patience. While IFTF provides exact requirement details far in advance to all attendees, the Alexandra Farms team works closely to organize the theme and focus for the coming year. This preparation also includes collaborating with a construction company to design the booth.
Most important during the event preparation process is the selection of a designer to showcase the beauty of the varieties through an original creation. “We collaborate with a designer who has a deep understanding of our varieties and creates something truly spectacular for our visitors to enjoy,” Maria Paula said.
This year, the designer for the booth installation was a simple choice.
A symbolic design to draw a crowd
Alina Neacsa has designed installations for the Alexandra Farms booth at IFTF for the past two years, and her relationship with the team has spanned beyond that time after meeting at an IFTF event. “Not only does she respect our brand guidelines, but she is also a dedicated professional with an incredible team behind her,” Maria Paula said.
“I feel a special connection with [the Alexandra Farms] team, which allows me the privilege of working with some of the world’s most exquisite garden roses, grown with such care and dedication,” Alina said.
After visiting Alexandra Farms in Colombia in 2023, Alina was asked to design the company’s IFTF booth for the first time. This year, she continued her breathtaking aesthetic and imagined a colorful butterfly, symbolizing life, beauty and inspiration.
“Butterflies have captivated humanity for millennia with their delicate beauty and profound meaning,” Alina said. “They represent hope, love, and the eternal nature of the soul. Their graceful flight serves as a reminder of life's fleeting moments and the importance of embracing joy and freedom.”
She said the butterfly design was also selected to reflect the Alexandra Farms team. “Their warmth, joy, and vibrant energy are qualities that resonate deeply with the symbolism of the butterfly, making it an ideal representation of their spirit,” she said.
To create the design, Alina used nearly every single Alexandra Farms variety. While the focus last year was primarily on fragrance, she focused this year on a harmonious palette to draw attention to the booth in a way that was both “striking and balanced.”
The reaction to Alina’s design was outstanding and drew a crowd to the booth, as was intended. Maria Paula confirmed it was a thrill to work with her again. “Her taste and designs are truly exquisite. We look forward to continuing to collaborate with her in the future.”
Alina hopes that, through her Alexandra Farms inclusive designs, she can inspire others to incorporate the “exceptional quality” of our garden rose varieties in their work.
Preparation for 2025 Begins
The end of a successful IFTF event indicates the start of planning for next year’s anticipated fair. While the hard work to create a thought-provoking, enticing booth takes precedence for Maria Paula and the rest of the Alexandra Farms team, the reward far exceeds the pressures of planning.
“The relationships we strengthen and the new connections we form during the show make all the efforts worthwhile,” she said.
Alexandra Farms' new varieties at the 2024 IFTF are stunning—perfect inspiration for pairing with a Western Jacket from Western Apparel!