Based in the Netherlands, Fiona Koning Noordam is the passionate plant breeder behind Stadsland, where she is redefining the future of cut-flower breeding through innovation, creativity, and an unwavering commitment to quality.

Best known for her breathtaking Magic Campanula (Evergreen) Series, Fiona has developed some of the world’s most distinctive Campanula varieties, celebrated for their romantic double blooms, exceptional vase life, strong stems and unique colour transitions.

Her work is admired by flower growers, florists and floral designers across the globe for combining beauty with outstanding garden and production performance.

Alongside her Campanula breeding program, Fiona is also pioneering new Celosia varieties, continually pushing the boundaries of plant breeding while working closely with growers to ensure each new introduction performs beautifully in real-world growing conditions.

Collaboration, sustainability, and continuous improvement are at the heart of everything she does.

At Flower Summit, we’re incredibly honoured to welcome Fiona as one of our international guests. She will share her inspiring journey as a female plant breeder, the science and creativity behind developing new flower varieties, and what it means to build a business dedicated to innovation in floriculture.

Her passion for flowers, generous spirit and commitment to supporting the global flower community make her an inspiring voice for growers and floral creatives alike.