The Dutch organic flower collective Wilderful has launched a campaign titled Vier de Bloem ("Celebrate the Flower"), calling attention to organic flowers and the position of the organic ornamental horticulture sector in the Netherlands. As part of the campaign, posters are displayed in cities across the country for a two-week period, framed by Wilderful as a call for greater biodiversity and broader recognition of the florist trade.
© Wilderful
Under pressure
According to Wilderful, the Dutch flower sector is facing headwinds from declining turnover and negative coverage surrounding the use of crop protection products. At the same time, the collective sees growing opportunity for organic flowers, which are increasingly available alongside conventional offerings at local florists.
Currently, only one percent of Dutch ornamental horticulture is certified organic, while the Dutch government has set a target of 15 percent organic agriculture by 2030.
Innovative flower country
© WilderfulSilke Tijkotte and Denise Collignon, directors of Wilderful, said: "The Netherlands is known worldwide as an innovative flower-growing country, but the sector is under pressure. Now is the moment to give organic ornamental horticulture a collective boost. In doing so, we contribute to the restoration of biodiversity and preserve Dutch flower culture."
Wilderful points to data showing that ornamental horticulture accounts for approximately five percent of Dutch agricultural land, yet is responsible for 23 percent of all crop protection product use. The collective also cites consumer research indicating that 63 percent of consumers would prefer to buy flowers grown without pesticides, while 83 percent do not know where to find them.
Buy organic
With the campaign, Wilderful urges consumers to buy organic flowers or to specifically request them from their local florist. The collective was founded in May 2024 and works together with organic growers and local florists. More than 35 florists have since joined the network, according to Wilderful.
For more information:
Martine Jongbloed
Greenspin | Wilderful
Tel: +31(0)6 57235834
[email protected]
www.wilderful.nl
