Stars for Europe's efforts to boost poinsettia sales

Promotion campaigns put poinsettias back on the map

It is that time of the year again, which means poinsettias. But how to market them and in turn increase sales? With this in mind, four European breeders (Dümmen Orange, Selecta One, Beekenkamp Plants and Syngenta Flowers) joined forces and launched a marketing initiative named Stars for Europe (SfE). It was founded 20 years ago with the aim promote and secure long-term poinsettia sales in Europe. SfE is now active in 22 European countries and their marketing efforts seem to pay off as the SfE campaigns generate measurable ROI. "For the 2017-19 EU program, every 1 Euro spent on marketing resulted in a return of 7.1 to 13.2 Euros," they state in their most recent newsletter.

Click here for more pictures in the photo catalogue

Multi-level marketing
SfE marketing activities aim at both end-consumers as well as those in the green sector and poinsettia business. "We aim to increase sales by improving public perception of the product, activating the trade, increasing awareness of European quality and raising awareness and education within the industry."

Market share from 8% (in 2010) to 11% (today)
SfE tracks its results by analysing market data. For example, in Germany - which represents the biggest market - the poinsettia‘s market position has seen a positive shift. From 2010 to today, the poinsettia has increased its market share of the flowering indoor plant market from 8% to 11%*. The total market of flowering pot plants has decreased continuously since 2008, yet poinsettia sales have managed to buck that trend and stabilise. Also among the younger generation, the poinsettia has become a more beloved item. "The younger target market spent up to 170% more on poinsettias from 2014 to 2019, while this group's spend on general flowering indoor plants increased by just 30%"

*AMI consumer data

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What does SfE do for the green industry?
SfE is now active in 22 European countries: Austria, Belgium, Bulgaria, Czech Republic, Croatia, Denmark, Finland, France, Germany, Greece, Hungary, Italy, Netherlands, Norway, Poland, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland, UK. But what does this marketing initiative do for the green industry?

First and foremost, SfE aims to support the green industry by promoting and ensuring long-term poinsettia sales. Sometimes, this means a lot of promotional activities aimed at end-consumers which aren't always noticeable to people in the trade. Rest-assured, we are always working for you and we will share our achievements in these newsletters.

They also offer a wide range of materials and measures for the green sector, including free pictures, trade communication, advice and materials for retailers, news and information for producers, events, workshops & collaborations, quality assurance tools, point of sale materials, videos for the industry, and trade newsletters.

"In 2019 nearly 50,000 items were distributed in Poland and 98 XXL outdoor billboards were sold in Germany, among thousands of smaller items."

All of it can be found on their website. Additionally, in 2021 this website will be fully redesigned with a fresh new look and content.

Click here for more pictures in the photo catalogue

How does SfE reach consumers?
So, how does SfE reach the consumers? Also to reach this group, they use several differnt tools. Each year, they produce 200 new photos for different target groups, press relations and key messages are sent out (click here for an example), they organise collaborations with different media to promote poinsettias in new and creative way (example TV feature in Czech Republic), special events (example in Berlin), websites and blogs, videos for consumers and crafters, and of course social media. "Our last EU campaign reached nearly 940,000 people from our own social media accounts alone, reaching millions via collaborations." 

Supported by the EU
SfE has been receiving support from the EU since 2011, awarding extra funds which have allowed us to intensify activities in a certain number of countries. This means some countries do have bigger budgets than others, but the core materials benefit all. EU programs last three years, and the application process is incredibly complex - involving large amounts of market analysis. Coordinating and actioning EU supported activities also requires specialist knowledge and experience. We are pleased to have been able to utilise this special support for so long.

For more information:
Stars for Europe


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