Armenian flower businesses seek new markets: Export diversification requires more than finding new destinations

Four Armenian flower producers made their debut at the IFTF 2026 international trade fair in the Netherlands as Armenia’s floriculture sector seeks to reduce its dependence on the Russian market. Their participation generated interest from buyers in several regions, but turning those contacts into sustainable export opportunities will require better logistics, access to long-term financing and consistent government support.

Armenian flowers were presented for the first time at the International Floriculture Trade Fair (IFTF) 2026, held in Vijfhuizen, the Netherlands, on November 3–5.

The four Armenian cut-flower producers – Armenia Rose, Green House, Miss Rose and Rose Art – participated in the exhibition within the framework of the “Building Sustainable Apparel and Agribusiness Value Chains in Armenia” project, implemented with the support of the International Trade Centre (ITC) and funded by the European Union.

IFTF 2026, which brought together 290 companies from around 30 countries, is one of the leading international trade platforms for the floriculture industry. It brings together growers, exporters, buyers and industry professionals from around the world, providing an opportunity not only to showcase products but also to establish direct connections with international trade networks.

At the Armenian pavilion, Armenpress spoke with representatives of the four participating companies to learn about the opportunities Armenian producers had discovered in international markets, the results of their first participation and the conditions needed to establish themselves in new export destinations.

The participation comes amid efforts to diversify Armenia’s export markets. Until recently, around 99% of Armenian flower exports went to Russia. Following Russia’s restrictions on imports of flowers, fruit and vegetables from Armenia on May 22, companies in the sector were forced to accelerate their search for new markets and reconsider their business strategies.

“We used to be concentrated in one market, but we need to diversify and be present everywhere,” Armand Pinarbasi, founder of Armenia Rose, told Armenpress, emphasizing that an international presence is important not only for individual companies but also for the development of Armenia’s agriculture and exports.

The Armenian producers’ first participation in an international exhibition has already yielded some results. According to company representatives, interest in Armenian flowers extended beyond the European market. They established contacts with buyers and industry professionals from Eastern Europe, the Middle East and other regions.

Lilit Apujanyan, National Project Manager in Armenia for the International Trade Centre-supported project, said that one of the important outcomes of the participation was raising awareness of Armenia as a flower-producing country.

“Over these three days, we have positively surprised everyone by showing that Armenia is a country with the potential for industrial-scale flower production and exports,” she said.

According to Apujanyan, Armenian companies had the opportunity to meet potential buyers directly and learn about market trends, production technologies and international requirements. Professionals and buyers from Poland, Dubai and Saudi Arabia also expressed interest in Armenian flowers.

“We did not come here to start selling immediately or sign major contracts. Our first participation is primarily about studying the market and understanding what is required,” she said, emphasizing that entering international markets requires consistent work.

Speaking about the concrete results of the first participation, Armenia Rose founder Armand Pinarbasi said the company had established at least 30 business contacts during the exhibition and identified potential opportunities for around 5–10 contracts or orders. Most of the interest came from Eastern European countries.

He said that the company, which had previously been almost entirely dependent on the Russian market, had managed to establish an export presence in around ten countries in less than five months. It currently exports to Kazakhstan, Poland, the Czech Republic, Romania and other countries, while seeking to enter the Netherlands and other markets.

“I did not expect such results. So many people here are interested in us that we have hardly had a free moment throughout the three days,” Pinarbasi said, adding that the results of the exhibition had exceeded his initial expectations.

Angela Khachatryan, CEO of Green House, said that finding suitable partners was the most important factor in identifying new markets. Almost 99% of the company’s exports had previously gone to Russia, making the search for new destinations a process that requires not only finding new buyers but also building reliable business relationships.

“Virtual communication is one thing, but meeting people face to face is something entirely different. People are surprised that Armenia produces roses of such quality. We have exchanged contacts, and there are opportunities for cooperation,” Khachatryan said.

She emphasized that the participation also served as a learning experience for the company, allowing it to better understand the requirements of new markets and the changes needed in production and supply processes.

Meanwhile, Gohar Galyan, a representative of Rose Art, said the exhibition was particularly important for the company in terms of identifying new export destinations and the tools needed to enter them. The company, which has 35 hectares of greenhouse space and grows more than 80 varieties of roses, established contacts with buyers from various countries during the exhibition, particularly representatives from Southeast Asian countries and Türkiye.

According to Galyan, Armenian products are not inferior to those of international competitors in terms of quality. The exhibition also provided an opportunity to learn about new varieties, production technologies and changes in international standards.

According to Armenian producers, the main challenge in international markets is not product quality but transportation costs and delivery times, as well as the reliability of supplies.

The European market has its own particular requirements. While producers had previously grown different varieties of flowers for the Russian market, European buyers often prefer specific varieties in large and consistent quantities. This requires producers to adapt their production processes, product range and supply arrangements.

Green House CEO Angela Khachatryan said logistics costs increase production costs and make it difficult to compete with countries such as Kenya, where flower export infrastructure has been developed over many years.

“Diversification is not a process that can be completed in one day or even one month. For a sector that has worked towards a single market for years, adapting to the requirements of new markets is very difficult. Producers should not be left alone in this process,” Khachatryan emphasized.

She said that support was needed not only for greenhouse farms but also for the development of the entire supply chain, from logistics services to international storage facilities and transportation. The company representative also noted that the existing subsidy of 75 drams per exported flower was insufficient. Several greenhouse farms had conducted calculations and submitted a proposal to the government to increase the support to at least 125 drams per flower.

Gohar Galyan of Rose Art also highlighted the logistics challenge. In her assessment, becoming a reliable supplier in a new market requires not only offering competitive prices but also guaranteeing that ordered flowers will arrive in the required quantities and within the agreed timeframe.

“We need infrastructure that will help develop logistics routes. This could include refrigerated storage facilities abroad, as well as air transportation supported by the government. Logistics problems increase production costs and do not help us remain competitive,” Galyan said.

According to her, Armenian producers still need to earn the trust of buyers in new markets, which requires ensuring continuity and consistency in supplies.

Entering new markets requires companies to have not only business connections and logistics solutions but also long-term financing. Floriculture is a capital-intensive sector, and under European market conditions, the return on investment can take 10–15 years.

Hrayr Atanesyan, founder and director of Miss Rose, said that profit margins in the European market are relatively small, making longer-term lending instruments important for companies.

“Our work would become easier if loan terms were extended from five to seven years to, for example, ten years. In Europe, the return on investment in greenhouses takes 10–15 years,” Atanesyan said.

He said that, alongside the European market, Türkiye could also be a promising destination. If Armenian producers manage to enter that market, it could become an important new export destination.

Representatives of all four companies emphasized the importance of government support. In their assessment, the support programs already in place have created an important opportunity to participate in the international exhibition and explore new markets. At the same time, existing support instruments need to be continuously reviewed in light of the sector’s actual costs and the conditions of international competition.

Armenia Rose founder Armand Pinarbasi expressed gratitude for the government support already provided and proposed making it more results-oriented. In his view, the government should provide companies with sufficient support while also setting clear deadlines and performance criteria.

In particular, he proposed providing greater support over a 12-month period to assess companies’ competitiveness in practice. According to him, this approach would make it possible to quickly determine whether companies can achieve the results required in international markets.

Pinarbasi also emphasized that government support should be provided on a larger scale and in a more coordinated manner. Without such support, Armenian companies would have difficulty presenting themselves at international platforms of this kind.

The development of the floriculture sector is not merely a matter of export volumes or new trade partners. It is directly linked to preserving jobs in the regions, economic activity in rural communities and, in particular, women's employment.

For example, Armenia Rose employs 80 people, the majority of whom are women. According to the company's founder, around 80% of its employees gained their first work experience at the company. In his assessment, maintaining production is also important for the communities where greenhouse farms have become one of the main sources of employment. From this perspective, identifying new export markets is an important factor not only in ensuring business continuity but also in maintaining the economic stability of rural communities.

According to Jasper van Dijk, IFTF's marketing manager, the participation of a new country in an international exhibition is important both for that country and for the development of the entire industry. However, a country's potential cannot be assessed on the basis of a single participation. International recognition, trust and stable business relationships are built through a consistent presence.

He said that Armenia should seek to present its floriculture sector as a unified industry by continuing to participate in international platforms and developing connections with different countries.

This approach is also in line with the expectations of Armenian companies. Producers hope to participate in next year's exhibition with a larger delegation, better preparation and broader government support.

For Armenia, IFTF 2026 demonstrated that opportunities exist to identify new markets and that Armenian products can attract the interest of international buyers. However, the contacts established at the exhibition must still be translated into long-term contracts, stable supplies and measurable export growth.

Export diversification is not limited to finding one new market. It requires adapting production capacities, complying with international standards, maintaining competitive production costs, securing accessible financing and developing an efficient logistics system.

Armenian floriculture has already taken its first step. The next challenge is not simply to establish a presence in new markets but to turn that presence into sustainable economic results.

“One flower does not make a spring,” noted Lilit Apujanyan, National Project Manager in Armenia for the ITC-supported project, emphasizing that a single participation cannot conquer a market of this scale. Consistent work, cooperation between producers and the government, and a continued presence at international platforms are necessary, she said.

Armenian flowers have now been introduced to the international market. The priority now is to turn this into sustainable exports, new business opportunities and tangible results in the diversification of Armenia’s economy.