"Growing smiles since 1986"

The rebranding of Microflor

Microflor breeds, propagates, and acclimatized orchids, gloxinias, and hellebores, and now rebrands.

Together with the employees, Microflor has decided on 'Growing smiles since 1986' as their new slogan. CEO Febe Floré: "That smile always returns. A smile on the face of growers and end customers when they work with us, when they see a young plant grow into a beautiful plant, or when a plant is handed over to them at a festive moment. The pleasure of receiving, the pleasure of giving. The pleasure of growing smiles. Growing smiles. That is what we do. That is why we do it. For 35 years, we have been growing smiles. With everyone who works with us. And that is exactly what we now want to emphasize with our brand."

Logo in red and green
The logo has also been freshened up after 35 years. The dominant colors are red and green: "Red refers to our knowledge and accumulated expertise, but also the ambition and pride we have in our plants. Green symbolizes warmth and cooperation, but also the desire to fly into things every day," says Febe Floré.

Continue to appeal to the right people
The most important reason for the rebranding exercise is the unique positioning in a sector where a war on talent is taking place. Microflor also faces the challenge of remaining attractive as an employer, both internally and externally. Febe Floré: "In a highly competitive market, we are a warm organization. I can imagine that this appeals to many young people, but we do not communicate this enough. With strong employer branding, we want to keep our people and appeal to the right future employees."

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