Claudia Broch

NL: Anthurium Collective presents its own ambassador

Dutch growers and breeders of pot and cut anthurium are bundling all of their promotional activities to promote the brand image of the Anthurium in 2016. This has resulted in the first product ambassador in ornamentals: From now on Claudia Broch is fulfilling that role for the Stichting Promotie Anthurium (Anthurium Promotion Foundation).

Never before has the ornamental sector appointed an ambassador to represent a product group. The Anthurium Collective is proud of this first. "We are pleased to have found an enthusiastic and passionate ambassador in the person of Claudia Broch, who dedicates herself to the promotion of both pot and cut anthurium full-time. She literally and figuratively is the face of the product," says Mattijs Bodegom, chairman of Stichting Promotie Anthurium.

Claudia Broch (27) grew up in Westland, studied Communication Sciences and has worked for ICI PARIS XL, among others.

The first major project of the new anthurium ambassador is an action for the Hartstichting. In September anthuriums will be sold with a special heart-shaped label to raise money for the foundation. Broch: "I am busy with the coordination towards retailers and setting up promotional activities. By being the symbol for the Hartstichting from 1-30 September the anthurium will be very visible, to generate attention for this charity."

A second anthurium project is in cooperation with Bouquet Tales. The new initiative will be looking for 'innovators' among European florists. A quarterly magazine will be published to inspire florists to create surprising bouquets.

"The current projects are wonderful partnerships and I'm excited to promote the versatile anthurium. Every interior should really have an anthurium," says Broch.

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