Extra campaign for flowers and plants under development

The Flower Council of Holland is developing a new campaign to create an extra turnover boost for flowers and plants. The efforts enjoy broad representation from the sector, including from Royal FloraHolland. The campaign launch is currently planned for the months after the summer holidays, when the most stringent corona-related restrictions will have been lifted.

The campaign aims to emphasise the relevance of flowers and plants and is based on insights into changed consumer behaviour. During this crisis, there are many occasions on which we cannot be together. This situation affects everyone. The starting point for the development of the concept is the idea that these occasions should still be celebrated - with care, together in freedom, and with flowers and plants. After all, flowers and plants represent affection, kindness and consideration.

Positive vibes
Video meetings have been organised with over thirty enthusiastic and leading representatives of the floriculture industry: breeders, growers, trading companies, national and international umbrella organisations such as Royal FloraHolland, VBW, VGB, AIPH, Union Fleurs and Glastuinbouw Nederland. The first campaign concept will be presented in a follow-up session of the project group in early June. The goal of the campaign is to spread positive vibes in response to the changing consumer behaviour.

Preferably, the campaign will run in all key countries (Germany, France, the Netherlands and the United Kingdom). The launch date will depend on decisions regarding the corona measures. The campaign launch is currently planned for coming autumn.

Want to know more or participate?
Would you be interested in joining this broad floriculture coalition and contributing to the campaign? Please contact Simone Dussine, Netherlands Country Manager of the Flower Council of Holland at s.dussine@bloemenbureauholland.nl

Source: Royal FloraHolland


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