01
CREATE
France
MATTHIAS MEILLAND
THE CREATOR
“How does a new rose come to life?”
genetics · rose breeding · selection · innovation · the future of roses
BEYOND THE FLOWER
7 NOV 2026 · BUCHAREST
INTERNATIONAL
FLOWER INDUSTRY
CONFERENCE
BEYOND
The FLOWER
The people, knowledge and business behind every flower.
7 NOVEMBER 2026
BUCHAREST
INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST · Le Diplomate
LIMITED TO 200 ATTENDEES
ONLY 20 VIP EXPERIENCES AVAILABLE
YOU KNOW
THE FLOWER.
But do you know
ITS STORY?
Before a flower reaches your hands, it has already travelled through a remarkable world.
Someone imagined it. Someone bred it. Someone grew it. Someone selected it. Someone moved it across continents. And finally, someone gave it meaning.
BEYOND THE FLOWER takes you behind that journey.
From the creation of a new rose in France, to regenerative growing in Kenya, to sourcing and international flower trade in Ecuador — and finally to the florist who transforms flowers into experiences.
This is where the people, knowledge and business behind every flower come together.
CHAPTER BY CHAPTER
THE JOURNEY OF A FLOWER
02
GROW
Kenya
AVINASH MOKATE
THE GROWER
“What does the future of flower growing look like?”
regenerative floriculture · soil health · biological systems · sustainability · commercial flower production
03
SOURCE
Ecuador
JOSÉ LUIS GUAMAN CORNEJO
THE FLOWER HUNTER
“What really happens before a flower reaches the international market?”
sourcing · flower varieties · quality · grading · Ecuadorian flower market · international trade
04
CONNECT
Romania
ALINA NEACȘA
THE CONNECTOR
“How do we transform flowers into business, experiences and opportunities?”
floristry · business · market · education · community · international connections
05
DESIGN
THE FLORIST
THE FINAL CHAPTER
“How does a flower become emotion?”
transformation · experiences · events · value
ONE FLOWER. Many stories.
SPEAKERS
MEET THE PEOPLE BEHIND THE FLOWER
France · THE CREATOR
MATTHIAS MEILLAND
Sixth generation of the House of Meilland. Matthias represents the beginning of the journey — the creation of new roses and the innovation behind the varieties that eventually reach florists around the world.
THE BIRTH OF A ROSE
“How a rose is imagined, bred, selected and brought to the world.”
Kenya · THE GROWER
AVINASH MOKATE
International horticulture professional working in commercial flower production in Kenya.
RETHINKING HOW WE GROW
“The future of regenerative and sustainable floriculture.”
Ecuador · THE FLOWER HUNTER
JOSÉ LUIS GUAMAN CORNEJO
Sara Garden, Ecuador.
INSIDE THE ECUADORIAN FLOWER MARKET
“Sourcing, varieties, quality, farms and the international journey of flowers.”
Romania · THE CONNECTOR
ALINA NEACȘA
International Floral Designer. Master Trainer. Experience Creator. Founder of Flori cu Fitze Academy and Growers Direct.
CONNECTING THE FLOWER WORLD
“The florist, the market, the business and the community.”
A SPECIAL ROYAL GUEST
THE ROYAL STORY OF FLOWERS
A special guest representing the Romanian Royal Family will share the story of flowers within the Royal tradition of Romania — from Queen Marie’s passion for gardens and flowers to the role flowers continue to play at Săvârșin today.
SPECIAL GUEST
To be announced
THIS IS NOT JUST ANOTHER FLOWER EVENT.
BEYOND THE FLOWER brings together the entire journey of the flower in one room.
KNOWLEDGE
Learn directly from international leaders in breeding, growing and sourcing.
CONNECTION
Meet professional florists and flower-industry professionals.
BUSINESS
Discover new ideas, opportunities, suppliers and ways to grow.
INSPIRATION
See flowers from a completely different perspective.
COMMUNITY
Become part of a stronger, more connected floral industry.
THE NEXT CHAPTER
FROM FARM
to FLORIST.
The flower industry is changing. At BEYOND THE FLOWER, we will officially unveil the next chapter of Growers Direct — a new digital connection between flowers, suppliers and professional florists.
OFFICIAL LAUNCH
7 NOVEMBER 2026
THE VIP EXPERIENCE
THE FLOWER
Table
20 SEATS. ONE TABLE. A DIFFERENT KIND OF CONVERSATION.
An intimate private dinner bringing together selected florists, flower industry leaders, speakers and partners.
No stage. No audience. Just people, stories, ideas and conversations that continue long after the conference ends.
- —Full conference access
- —Priority seating
- —VIP networking
- —Private Flower Table dinner
- —Direct interaction with international speakers
- —Exclusive VIP gift
- —Exclusive VIP experience
20 OF 20 VIP EXPERIENCES REMAINING
TICKETS
CHOOSE YOUR EXPERIENCE
200 OF 200 PLACES AVAILABLE
EARLY ACCESS
Limited quantity
199EUR
+ VAT
- —Full conference access
- —All sessions
- —Coffee breaks
- —Networking
- —Event materials
ONLY 60 REMAINING
STANDARD
249EUR
+ VAT
- —Full conference access
- —All sessions
- —Coffee breaks
- —Networking
- —Event materials
ONLY 120 REMAINING
VIP
THE FLOWER TABLE
500EUR
+ VAT
- —Everything in Standard
- —VIP seating
- —VIP networking
- —Private Flower Table dinner
- —Direct speaker interaction
- —Exclusive VIP gift
- —Exclusive VIP experience
ONLY 20 REMAINING
Prices are shown excluding VAT.
YOU WON'T LEAVE WITH JUST NOTES.
01NEW KNOWLEDGE
02NEW CONNECTIONS
03NEW BUSINESS IDEAS
04NEW SUPPLIERS & OPPORTUNITIES
05NEW INSPIRATION
06A NEW PERSPECTIVE
Because there is always more
BEYOND THE FLOWER.
200
PROFESSIONAL ATTENDEES
20
VIP EXPERIENCES
4
INTERNATIONAL VOICES
5
CHAPTERS OF THE FLOWER JOURNEY
1
UNFORGETTABLE EXPERIENCE
WHO IS Beyond the Flower FOR?
- professional florists
- flower shop owners
- floral designers
- event florists
- flower wholesalers
- flower importers
- growers
- breeders
- suppliers
- floral educators
- flower-industry professionals
- entrepreneurs working within the floral industry
If flowers are part of your business, your passion or your future — you belong in the room.
THE VENUE
BUCHAREST.
At the heart
OF THE CITY.
INTERCONTINENTAL ATHÉNÉE PALACE BUCHAREST
Le Diplomate
7 NOVEMBER 2026
PROGRAM
ONE DAY. FIVE CHAPTERS.
Countless connections.
09:00REGISTRATION & WELCOME COFFEE
10:00OPENINGBeyond the Flower
10:15CREATEMatthias Meilland
11:00GROWAvinash Mokate
11:45COFFEE & NETWORKING
12:15SOURCEJosé Luis Guaman Cornejo
13:00LUNCH / NETWORKING
14:00THE ROYAL STORY OF FLOWERSSpecial Guest
14:30CONNECTAlina Neacșă
15:15THE NEXT CHAPTERGrowers Direct Official Launch
16:00THE FLOWER INDUSTRYPanel / conversation
17:00CLOSING
19:30THE FLOWER TABLEVIP private dinner
Programme subject to refinement. Final timings will be confirmed closer to the event.
INDUSTRY PARTNERS
Farm to florist
Industry partner
QUESTIONS
GOOD TO KNOW
An international flower industry conference bringing together breeding, growing, sourcing, floristry and flower business in one room — on 7 November 2026 in Bucharest.
Professional florists, flower shop owners, floral designers, wholesalers, importers, growers, breeders, suppliers, educators and entrepreneurs working within the floral industry.
InterContinental Athénée Palace Bucharest, Le Diplomate, Bucharest, Romania.
7 November 2026. Registration opens at 09:00.
Full conference access, all sessions, coffee breaks, networking and event materials.
Everything in Standard, plus VIP seating, VIP networking, the private Flower Table dinner, direct interaction with the international speakers, an exclusive VIP gift and the VIP experience.
Only 20 VIP experiences exist for this edition.
Yes. You can select the quantity during checkout, subject to remaining availability.
Yes. A confirmation email with your ticket type, attendee name, billing information and a unique ticket code is sent after payment.
Yes. Company and billing details, including a VAT number, can be entered at checkout and appear on the invoice.
No. All prices are shown excluding VAT. VAT is added at checkout.
[To be completed by the organizer.]
[To be completed by the organizer.]
THE FLOWER
is only THE BEGINNING.
BEYOND THE FLOWER · 7 NOVEMBER 2026 · BUCHAREST
200 PEOPLE. 20 VIP SEATS. ONE ROOM.