Takii Seed and FleuraMetz hand out Van Gogh's favorite flowers

Museumplein square, one of Amsterdam’s biggest tourist attractions, turned summer yellow within two hours on Wednesday 21 June as 1000 tourists and passers-by were surprised with a ‘Sunrich - Van Gogh’s Favorite’ sunflower. How better to mark the start of astronomical summer than by receiving a sunflower? The fact that people were delighted with this summery flower was shown by the fact that some 90% of the people immediately took a photo and placed it on Instagram. The flower was furnished with a special ‘Sunrich - Van Gogh’s Favorite’ label bearing the hashtag #SunrichvanGogh, which was used on some of the posts. This reached a large audience online, both in the Netherlands and in the rest of the world since there were many tourists in the square.

Only sunflowers of the highest quality are admitted to the well-known ‘Sunrich’ family. These flowers with heavy stems and large sunflower buds guarantee a long vase life and are real masterpieces, just like Vincent of Gogh’s paintings. Museumplein, where the Van Gogh Museum is located, therefore ensured a strong link between the artist and the fresh sunflowers. The aim of this sunny promotion was to create (online) interest in the quality label and to promote sunflowers in general. The promotion also highlighted the collaboration between Takii Seed and the Van Gogh Museum.

It’s now a year since Takii Seed, breeder of the well-known ‘Sunrich’ family, and the Van Gogh Museum entered into a remarkable collaboration. Jointly they have developed the ‘Sunrich-Van Gogh’s Favorite’ label, with which they want to capture the European consumer’s heart with sunflowers. In order to sell this label through high-class European florists, FleuraMetz has been involved as the exclusive distributor this year. This collaboration means that the ‘Sunrich-Van Gogh’s Favorite’ sunflowers are available throughout Europe this year.

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