FCI announce free webinar to focus on mass-market floral retail in Poland

On 8 June 2022, the Dutch Embassy of the Kingdom of the Netherlands in Warsaw, supported by media partner FloraCulture International (FCI), the International Association of Horticultural Producers (AIPH), and Fresh Market Poland, will bring together an impressive line-up of expert international industry speakers taping into the potential of mass-market floral in Poland.

What’s this webinar about?

This webinar will investigate how floral wholesalers and retailers can support each other in personalisation, digital marketing, in-store experience, product discovery, point of sale, customer feedback, and consumer analytics. Speakers from The Netherlands will promote its circular agriculture approach and look into stimulating floral sales of Dutch flowers and plants in Polish retail.

Polish speakers will provide a comprehensive overview of the retail landscape in Poland, while the International Fresh Produce Association gives valuable insight into the current state and future direction of mass-market floral in the US.

Why Polish retail?

The Polish economic miracle is remarkable in many ways. Since the collapse of the Iron Curtain in 1989, the Polish economy has rapidly transformed from a centrally planned economy to a free-market economy.

Thanks to solid monetary and fiscal policies, the country avoided a large-scale recession during the 2008-2009 banking crisis and saw its GDP grow around five per cent by 2020, outperforming most Western European countries in economic terms. The pandemic caused much human and financial suffering, but Poland managed to limit the economic downturn by -3.6 per cent, a significantly smaller percentage than other countries.

Meanwhile, bilateral trade and investment steadily increase due to stable economic growth. This Central European country, partly due to its location and its young and dynamic population, offers many opportunities for Dutch exporters of floricultural products. The use of substantial EU and World Bank funds strengthens the agricultural and horticulture sector development. Due to its geographical location at the crossroads between East and West, Poland is an important trading partner for the Netherlands, especially in the trade-in flowers and plants.

In 2021, Dutch companies exported €347 million (+22.4% compared to 2020) worth of floriculture products, which puts Poland in fifth place in the top ten export countries compiled by the Association of Wholesalers Floriculture Products (VGB) and market analyst Floridata.

Why the Netherlands?

The Netherlands has many strengths: a technically advanced horticultural sector, environmentally certified products, a global distribution hub and well-oiled logistics, a strong entrepreneurial spirit, and an unprecedented range of products.

Dutch growers export cut flowers, pot plants, bedding plants, trees, shrubs, perennials, and flower bulbs to all corners of the world. As the sale of flowers and plants in Polish supermarkets and DIY stores is gaining ground and becoming more professional, the Embassy of the Netherlands wishes to profile the country as a supplier of high-quality and sustainably cultivated flowers, plants, trees, and bulbs.


There will be five presenters for the ‘Mass-Market Floral in Poland ’ webinar who are all ready to illuminate in abundance the opportunities and challenges in this country’s market segment.

For whom?

The webinar is open to industry professionals in the broadest sense of the word. So every breeder, grower, exporter, retailer, horticultural supplier or marketeer of cut flowers, bouquets, houseplants, garden plants, shrubs, trees and bulbs can register.

Book your space now

Registration and attendance at the webinar is FREE. Register now to secure your spot and discover what mass-market floral in Poland has to offer your business. Registration closes on Monday 7 June.

When and how long?

The ‘Mass-Market Floral in Poland’ webinar is on 8 June 2022 from 3pm to 4:30pm.