Training for Supermarkets – Cut Flowers in the Spotlight!

On September 18, 2025, one day after the Fresh Market B2B Meeting & Trade Show, a special one-day training titled
“How to Maximize Cut Flower Sales” took place at the MCC Mazurkas Conference Centre & Hotel near Warsaw in Poland.

Flowers as a Driver of Retail Sales Growth

Cut flowers are becoming an increasingly important element in attracting customers and boosting overall store sales. A well-curated assortment, proper care, and appealing display can increase turnover by dozens of percent.
This is why the training, designed especially for representatives of supermarket chains, plays such an important role in supporting the development of the cut flower category in modern retail.

Participants included representatives from Arhelan, Auchan, Billa, Netto, Rohlik, Stokrotka, and Żabka.

Practical Knowledge from Dutch Experts

The training was led by two floral industry experts from the Netherlands — Brigitte Hagen from the Stichting Chryson Foundation and renowned Dutch master florist Geert Maas.
Throughout the day, participants learned effective strategies and best practices for:

increasing rotation and profitability in the flower category,
attracting and retaining customers through visual merchandising,
managing the floral section efficiently,
reducing waste and losses,
and maintaining top quality and freshness of flowers in stores.

Additionally, representatives from Chrysal, a global leader in flower care and freshness solutions, provided valuable insights on post-harvest treatment and in-store flower maintenance.

Learning, Inspiration, and Practice

The program combined theory with practice — participants engaged in interactive workshops, discussions, and a knowledge quiz.
At the end of the day, all attendees received certificates of completion and printed materials summarizing the key lessons and practical tips.
The event concluded with flower bouquets presented to each participant — a gesture of appreciation and inspiration for further development of flower departments across retail networks.

Collaboration for the Growth of the Floral Industry

The training was jointly organized by Stichting Chryson and Fresh Market, in cooperation with Chrysal.
The event was coordinated by SIGMA International (Poland), ensuring a smooth and inspiring learning experience.
Through such initiatives, supermarket chains gain the tools and knowledge needed to significantly grow their flower sales — combining expert know-how, international experience, and customer insight.

📸 See the photo gallery from the training at freshmarket.eu