“We have managed to renew Iberflora and adapt it to new trends, making it more experiential and welcoming all sectors that make up the plant and flower industry”
Raúl Ferrer, president of Iberflora, is optimistic about the next edition of the fair, which will be held at Feria Valencia between 1 and 3 October. This optimism is backed up by the figures, since they are all on the rise compared to last year, both for the fair and for the Spanish flower and plant sector.
In this edition, Iberflora is held jointly with Eurobrico, Feria Hábitat València, Espacio Cocina SICI and Home Textiles Premium by Textilhogar.
¿What will be the main innovations of the next edition of Iberflora for professionals and visitors?
The next edition of Iberflora is presented as a showcase of the latest trends in the green sector. We have designed a programme full of attractions for our professional visitors, such as Universo Floral, with live demonstrations and conferences given by international experts and an area dedicated to floral art. In addition, in this edition of Iberflora, the Valencia City Council, through the Department of Parks and Gardens, is organising the sessions in which the management of the urban forest, its lights and shadows, will be discussed. It is also worth highlighting the attention that we will pay to family businesses, with specific sessions in which we will address the ways of undertaking generational change or consolidating business growth.
Another new feature this year is the return of the exhibition of projects presented at Iberflora Innovación, which for the first time includes a specific award for the sustainability of the products or services presented. And all this without forgetting the different sectorial events that we will host or the celebration of the Noche + Verde on the first day of the event.
¿What are your expectations for attendance at the next edition?
Our expectations are very positive. The latest data from the sector are encouraging and this is reflected in a growing interest in Iberflora. In fact, in July we already exceeded the figures for the 2023 edition, both in terms of the number of exhibitors and square metres contracted, with an increase of more than 10%. Particularly, with regard to the surface area of the foreign exhibitor, the increase is more than 36% compared to last year, a figure that must be attributed to the work of the fair team and the support provided by sector associations and administrations. Therefore, we are confident of exceeding the attendance figures from the previous edition. We are working hard to continue consolidating Iberflora as the benchmark fair for the sector in southern Europe.
Furthermore, this edition is being held jointly with Eurobrico, Feria Hábitat València, Espacio Cocina SICI and Home Textiles Premium by Textilhogar. This circumstance allows us to ensure the presence of numerous influencers such as architects or interior designers who see plants and flowers as the perfect complement to their designs, and who thus have a global offer at Feria Valencia that is unprecedented in Europe.
The latest data from the Spanish flower and plant sector are positive. How would you define the state of health of the green sector?
The Spanish green sector is going through a period of great dynamism. The increase in production and sales is a clear sign of the competitiveness of our companies. Not in vain, and according to figures from the Ministry of Agriculture, the value of production in Spain in the ornamental flower and plant sector stands at an average of 780 million euros, with a significant increase of 12% in 2022, the last year for which specific figures are available, as well as an increase of 16.4% in exports in the first half of 2024, according to data published by Fepex.
However, we are aware of the challenges that still lie ahead, such as adaptation to climate change, water scarcity and international competition. All in all, I am optimistic about the future of the sector, as we are increasingly aware of the importance of nature in our lives and the benefits that plants and flowers bring.
¿What do you think are the challenges facing the green sector in the medium and long term?
The challenges facing the green sector are multiple and complex. In the short term, we must continue working to improve the efficiency in the use of natural resources, and in the medium and long term, it will be essential to promote innovation and digitalisation of the sector, as well as encourage the training of new professionals. We must also adapt to new consumer demands, so we must keep an eye on changes in consumer tastes.
There is also, without a doubt, a major challenge with regard to the workforce. The shortage and ageing of the workforce, together with the difficulty in attracting young people, are recurring problems. The seasonality of demand and demanding working conditions generate job instability and make it difficult to retain talent. In addition, the lack of qualifications and the need to adapt to new technologies aggravate the situation. To overcome these obstacles, it is necessary to invest in training, offer more attractive working conditions, promote the image of the sector and adopt technologies that facilitate work and improve working conditions. Only in this way can the sustainability and growth of the sector be guaranteed in the long term.
¿Do you think that the objectives of Iberflora New Generation have been met?
Yes, I am very satisfied with the results of this three-year strategic plan that Iberflora launched in its 2022 edition. We have achieved our goal of renewing the fair and adapting it to the new trends in the sector, making it more experiential and welcoming all the sectors that make up the plant and flower industry in Spain. Thanks to this plan, Iberflora has become an essential meeting point for professionals in the sector and a benchmark in innovation.
¿What are Iberflora’s challenges for the coming years?
Iberflora’s challenges for the coming years are to consolidate our leadership in the national and international market, continue to innovate in the range of services and content, and adapt to new technologies and communication formats. In addition, we want to continue contributing to the sustainable development of the sector and encourage collaboration between all the agents involved.
Department Press Comunication Iberflora
