BBH's focus is shifting to sector communication through which BBH is proactively targeting socially critical consumers and individual opinion leaders. In line with this, traders can express their views on BBH's collective activities via an online support test this month. Growers have already expressed themselves positively via the March 2023 support test last year.
Bloemenbureau Holland: A new role and support test GBD among trading parties
During the Trade Fair Aalsmeer 2023, Bloemenbureau Holland (BBH) presented its new direction. In it, the focus shifts to sector communication, with which BBH will proactively target socially critical consumers and individual opinion leaders. A direction also supported by Royal FloraHolland with the aim of positively influencing public opinion about the floriculture sector. In line with this, (wholesale) traders can once again express their opinion on the introduction of a General Binding Declaration (GBD) to finance the collective activities of Bloemenbureau Holland (BBH) in an online support test. They can do so from 15 to 21 January 2024.
An agreement on a new levy base based on sales turnover was reached in early September by a representative group of trading companies. The votes cast by growers in the March/April 2023 support test are and will remain legally valid. In doing so, growers overwhelmingly (79%) spoke in favor of a GBC. This makes a new support test only among traders sufficient to ultimately submit an application for a General Binding Declaration (GBD) for growers and traders. In 2024, Royal FloraHolland will still handle the collection of the BBH levy.
New direction
Many discussions about the new direction of BBH have been held with concerned stakeholders: growers, traders and their representatives. Together, it was decided that BBH will focus on sector communication: an unambiguous and powerful sector story. Connecting and cooperating with all partners in the chain, paying stakeholders and network partners, in order to strengthen the image of flowers and plants and to work together to maintain the leading position that the Dutch floriculture sector occupies worldwide.
In its new role, BBH collects and shares knowledge about consumers, conducts targeted consumer research, and helps stakeholders apply this knowledge. In communication to consumers, the focus is on themes such as well-being, sector innovation and sustainability. In doing so, BBH communication will focus much more specifically on PR events and content campaigns, for instance, and will also move away from large national TV advertising campaigns.
Read more about the GBD survey
Read more about the new role of BBH
Source: Royal FloraHolland