The summer is coming!
A truly seasonal flower, the peony. When peonies go on sale, everyone knows: the summer is nearly here. It is always a lovely moment when the first peonies appear at the auction. Many florists and consumers look forward to their arrival. That is why this flower is on the Flower Calendar.
Symbolism
A beautiful flower deserves a suitable symbolism. The peony stands for:
- Love
- Happiness
- Health
Consumers are eager to have all that in their home.
Scents, colours and shapes
A charming, romantic flower, familiar from cottage gardens. No one can ignore the charm of the peony. This elegant, luxuriant, old-fashioned flower is stunning in simple bouquets, but also irresistible as a single blossom.
Colour and shape
Anyone who has fallen for the charms of the peony is lucky; there are thousands of varieties of peony available, in all shapes and colours. Plenty to choose from! For example, some have a single whorl of petals, others are semi-double or double-bloomed. You can also have fun with the wide range of colours: the peony is available in sunny yellow, romantic white, soft pink or fiery red.
Scent
While there are many colours and varieties of scent, there is no typical peony scent. Some peonies smell like roses, but there are other varieties that perfume the room with the scent of honey or lemons. When buying peonies, pay attention to the buds: they must feel soft to the touch and show some colour.
Origin of the peony
It is not a rose, although it looks similar. The peony (Paeonia) belongs to the Paeoniaceae family. In Europe we have been enjoying the splendour of the peony since 1784. The Chinese were already impressed by them much earlier. The peony was cultivated there not only for its flowers but also for its roots, which are ascribed an antipyretic and blood-clotting effect by the Chinese.
The Flower Calendar inspires
The Flower Calendar 2015 depicts 15 flowers, arranged according to the season in which they are available and when the consumer is particularly aware of them. The calendar tells the story of the flower and provides inspiration and stunning pictures. The consumer can find the flower in the calendar on Mooiwatbloemendoen.nl and can share the content on Pinterest, Twitter and Facebook.
Commercial activities
Which commercial activities are being planned?
- On May 8, Holland's Best Flower Stylist, Sarah Dikker, will focus on Peony in the Coffee time programme
- On May 19, there is 'Summer Happiness' in the wholesale centre Pyramide Naaldwijk with peony as its theme
- On May 30, a special marketing action is being arranged at eight florists in the South Holland region. There will be a peony grower present in each shop
- A nationwide promotional campaign via local newspapers, the 'My Florist' magazine, Facebook and Twitter
- Consumer information provided by PurE Seasonal Flowers will be distributed on May 30. This information can be requested and will be available in wholesale centres
- Lifesize peony grower model to stand in shops and wholesale centres
- Posters for wholesale centres are available via PurE Seasonal Flowers
- The Peony weeks, organised together with the VBW and PurE Seasonal Flowers. Upon registration, participating florists receive a promotional package from the Association of Florists (VBW)
Peony promotion by chain partners
The chain partners are also turning the spotlight on the peony:
- Flower Council Holland and VBW will tempt consumers with information about the peony, via the website www.mooiwatbloemendoen.nl and the communication channels of 'My Florist'
- VBW will devote attention to the peony in its communications with florists and in 'My Florist' during the Peony weeks
