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Selma van der Beek, Waterdrinker:
"Green plants are not just a trend"
Waterdrinker has a reputation of being a cradle of new and special varieties and innovative concepts. The company strives for everyone to have a pleasant and healthy environment with flowers and plants. “Consumers like green plants. We’re constantly busy trying to meet their needs”, says Selma van der Beek, marketing manager at Waterdrinker.
Many people know little about the beneficial effects of green plants. That is why these benefits are woven into Waterdrinker's themes and campaigns, aimed at a variety of target groups. Take for instance last year's florists campaign 'Clean-air alarm'. And this year's 'Happy Healthy Greenness', that creatively draws the public's attention to the beneficial traits of plants. "By sending out this message, you reach a new target audience. Some florists nearly doubled their plant sales, we can conclude from the data they shared with us", Selma states.
Green plants are not just a trend
Project manager marketing communication Melanie Hubers says that florists love it. "They can tell clients in their shop about those health benefits. It's really about repositioning the plant. Green plants are popular and pop up ever more often in all kinds of media. They're more than just a trend. Plants really have become a lifestyle, it's impossible to imagine our houses and offices without them."A story behind every plant
Melanie states that the story behind the plant, and behind the grower, must be told. "Every plant has a story; an inspiring and interesting one. That's the story we want to tell in our cash and carry and our Green Trade Center [opens up in early 2018], where we bring clients and the grower even closer together. Here, the grower will get plenty of room to tell his own story, during meet-and-greet sessions, for instance." Selma adds that growers also will get the opportunity in the Green Trade Center to set up an in-store shop, using their own company name.
Sharing green knowledge
Within the Green Agenda programme, Royal FloraHolland works together with Waterdrinker, among others. The programme tries to find practical applications of what we know about the benefits of green. "To achieve this, we work together with several parties, such as scientists. There still is much unawareness and ignorance, so it's important to share all we know, within and outside of the sector", Selma states.
Source: Royal FloraHolland
Publication date: 10/11/2017
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