Working with its key wholesale clients, the company coordinated large displays of all its key wedding flowers and invited Australia’s estimated 1500 retail florists to attend. The event created an opportunity for retail florists and event planners to see the great range on offer to help plan future wedding offers, both for the coming spring and also for next year and beyond.

Participating wholesale florists included Everbloom Flowers in Perth, Tesselaar Flowers in Brisbane and Melbourne, and Harry’s Wholesale Nursery in Sydney with two locations in Adelaide: Uniken Flowers and Love is Flowers.

The major wedding flower crops displayed at these six locations included Roses, Hypericum, Waxflower, Protea, Gypsophila, Alstroemeria, Astilbe, Amaranthus, Cymbidium orchids, Carnations and Chrysanthemums.

Key flower brands represented in the wedding extravaganza included Royal Flowers Ecuador, Uhuru Flowers Kenya, AAA Roses Kenya, Batian Flowers Kenya, Tambuzi Roses Kenya, Florius Flowers Ethiopia and the Waridi Starline brand from Kenya.

Sister company, Helix Australia, also supported the Wafex initiative with its premium Waxflowers, which are getting an enthusiastic response from visiting florists and bridal designers.

Cassie Erceg, Wafex Export Manager, said the premise behind the event was to provide a one stop location where both local and country retailers could visit and discuss details with their wholesalers of the great range on offer. "Australia is a massive country and we coordinated this event at separate locations up to 2000 and 4000 km apart. The response rate from Australian florists has been enormous and linked to our strong branding programmes and exclusive supply agreements we expect a very strong upsurge in wedding orders over the next 12-18 months."

For more information, visit: www.wafex.com.au