‘Fleuramour has become a household name’

Between 23 and 26 September, the 25th edition of Fleuramour was held, a household name among florists around the world. It was busier than ever this year, but due to all the uncertainties surrounding the cost of gas and electricity, it proved more difficult to get cut flowers this time.

Belgian publishing house Rekad, the publisher of Fleur Magazine (for consumers) and the platform Fleur Pro (for professional flower arrangers), and others had to wait a while for the 25th edition of Fleuramour to take place. The event at Alden Biesen castle in Bilzen, Belgium, was cancelled in 2020 due to the COVID measures in force in Belgium. Last year, the event took place in slimmed-down form.

“We did that to stay visible to consumers and arrangers,” explains Jomi Hemschoote. He started Fleuramour in the previous century, initially just to add some lustre to a book presentation. Fleuramour grew bigger and bigger over the years. Hemschoote: “It has become a household name. We can’t quit.” (..)

Photo Corneline Lanooy.

Click here to read the article in Floribusiness magazine.

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