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FloraHolland:

Netherlands: Lilies on the Flower Calendar: an elegant, feminine flower

The lily is highlighted in weeks 23 - 26 in this year's Flower Calendar. You can expect greater interest in this flower from European consumers in the near future. Growers will amplify this message with various trade-promoting activities.
Leliebloemenagenda



Extremely Feminine
There is a special history behind the elegant appearance of a lily. The symbolism of the lily extends around the world. It symbolises love, virginity, innocence, mortality, peace, royalty, femininity, and due to their prominent phallic pistil, also fertility. It is popular in funeral and wedding arrangements.

The lily is one of the oldest bulb flowers we know. In ancient manuscripts and images dating back to 2000 to 1500 years BCE, the lily is prominent. It always carries a special message. That is why it is so popular for funerals and weddings. The Greeks and Romans gave their brides a crown of lilies. Not only because they are beautiful, but in the hope of a pure and fruitful life.

Scents, Colours and shapes

Breeders and growers are continuously improving their products: new varieties with or without pollen, long vase life, delicate scents, or without scent; the lily family today is quite wide-ranging. There are several clearly distinctive lily lines, each one with its own unique characteristics. By crossing these lines all of the characteristics have been combined, and the variety is huge. There is a lily for everyone!

Their production is also undergoing innovation; growers purify and recycle their water and use only responsible pesticides and fertilizers.

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 www.mooiwatbloemendoen.nl and can share the content on Pinterest, Twitter and Facebook.

Which commercial activities are being planned?
  • The promotion campaign 'YourLily' will present its new XL lily book on June 3. A book full of inspiration, knowledge and great photography with themes of Wedding, Death, Trend, Party and Love.
  • All of the photography is available for the trade press to use, via the website: www.yourlily.com
  • YourLily is associated with FlowerFactor, an online global inspiration platform for florists and consumers
  • The Dutch Lily Days are being held on June 3 - 5. Fifteen prominent breeders will open their doors to visits from buyers and sellers and flower dealers.
  • When lilies appear on the calendar, it is time for the lily weeks. A hundred wholesalers and Cash&Carry's in Europe will highlight the lily.
  • In that month, florists will receive inspiring new POS material from wholesalers with various themes like mourning, marriage and special occasions.

The chain partners are also turning the spotlight on the lily.

Flower Council Holland and VBW will tempt consumers with information about the lily, via the website www.mooiwatbloemendoen.nl and the communication channels of 'My Florist'.

VBW will devote attention to the lily in its communications with florists and in 'My Florist'.

Source: FloraHolland.com
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