Netherlands: Gerbera growers support promotion plan
This means that all Gerbera growers will donate 0.15% of their Gerbera sales via FloraHolland and Plantion as a promotional levy for the coming three years (2016 - 2018). The Gerbera promotion committee Coloured by Gerbera prepared the plan together with 2Dezign, and it was approved by FPC Gerbera.
The plan was put to a vote by the FPC Gerbera, in conformance with the product-specific promotional scheme, as approved by the members at the General Members' Meeting on 6 December 2012.
New promotion plan
The promotion plan for the next three years builds on the course already taken, with the addition of several new activities. We shall continue to provide inspiring, innovative and surprising expressions of the latest Gerbera trends.
Our trend brochures, which appear at least three times a year in a print run of 20,000 each time, are distributed via an extensive network of customers to retailers and florists. In addition to the brochure, various surprising business and consumer activities will be organised. Coloured by Gerbera will implement the promotion plan together with 2Dezign over the next three years.
Overwhelming support
Gerbera growers had the opportunity to vote on the promotion plan during the product meeting or in advance online, according to the rules of the product-specific promotional scheme. Of the votes cast, representing 77% of the FloraHolland Gerbera sales, 93.5% was in favour of the promotion plan and the associated financing.
The promotional levy will be increased as a result from 0.10% to 0.15%. Coloured by Gerbera is a collaboration of Gerbera growers and Gerbera breeders, supported by FloraHolland.
Gerbera product meeting
During the Gerbera product meeting at Van Veen Gerbera, attention was also paid to the Gerbera product marketing plan, which was created last summer and is now being implemented. It is being coordinated by the FloraHolland Gerbera product coordinator. In addition, Flower Council Holland described its current promotion campaigns for consumers.
Finally, Guido de Wit from the FloraHolland 2020 programme World Flower Exchange gave an inspiring and stimulating presentation of the international developments in the field of conducting business online (digitisation) in the Flower Market. This may very well offer new opportunities for FloraHolland members.
Source: FloraHolland.com
