"It's not just about ideas, you have to implement them as well"

Aviv Flowers challenges industry to increase cut flower consumption

Lucas Vos, CEO of Royal FloraHolland, handed out the first copies of the book '22 ideas to increase global cut flowers', published by Israeli cut flower cooperative Aviv Flowers. The company challenges the industry to take up the gauntlet and use the inspiration provided.

Opening a pop-up flower shop, or developing a concept for flowers on the go; those are ways in which the consumption of cut flowers could increase. But it's not just about having ideas. "You also need to implement them to actually change something," says Shay Lehrmann of Aviv Flowers. So at yesterday's presentation of their book, '22 ideas to increase global cut flowers', at the Expedition Center in Aalsmeer, a challenge to the industry was heard.

Work to be done
"The idea behind this evening and behind the book is that each of our customers and all participants tonight chooses 1 of the 22 ideas, to implement this together with a client in their market or region. We ask everyone to send in a photo or video of the concept. Within a year, we'll then publish a sequel to the book," Shay says.

With the 300-odd guests and this vision in mind, Aviv Flowers hopes to really give the ornamental industry a boost. "We need to do it all together. Ideas are nice, but you also need to implement them to really make a difference in the market."

Lucas Vos was enthusiastic about the concept when handing out the first copies. "What you're showing contributes to my dream: bringing flowers and plants much closer to the consumer." He also emphasized the importance of sustainability in the flower industry. "People need to know that when buying flowers and plants, they're also contributing to a better world, to a better environment."

Below are some pictures of the presentation:

For more information:
Aviv Flowers
Emek Hefer P.O.B 85
Hadera 38100
Tel 972 -4-6126000
Fax 972-4-6335370

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