De Ruiter East Africa Open Days
The De Ruiter East Africa (DREA) Open Days in Naivasha provided a valuable platform for stakeholders across the floral industry to explore new and existing flower varieties. The event brought together growers, traders, florists, and other professionals, highlighting the importance of collaboration and innovation within the sector.
A key objective of the Open Days was to give visitors firsthand experience with newly developed varieties before their commercial introduction. This allows growers to assess suitability based on market trends and production conditions, while traders and florists gain insights into emerging consumer preferences.
The event also served as a meeting point for industry players, enabling knowledge exchange, networking, and direct feedback to the breeder. Visitors could observe flowers at different growth stages and engage with experts about breeding processes, cultivation requirements, and market dynamics.
A wide range of rose varieties was showcased, including both established and new introductions. Notably, Rose Revolution remained a major highlight due to its strong commercial performance. In addition, the DREA’ME Collection—targeted at the growing Middle Eastern market—attracted significant interest, reflecting increasing demand driven by hospitality, luxury retail, and events in the region.
Other varieties, including several premium roses and products from the Dimension® Series, also drew attention, alongside complementary crops such as Hypericum and Kangaroo Paw. This demonstrated DREA’s ongoing diversification strategy.
Growers expressed strong appreciation for both the varieties and their long-term partnerships with De Ruiter. Many highlighted the quality, performance, and innovation behind the breeder’s portfolio, as well as supportive policies that benefit producers.
Overall, the three-day event was considered a success, reinforcing the role of Open Days as a key driver of growth, innovation, and collaboration in the global flower industry.
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