Activities & communication log
In the Netherlands, we launched the AI Florist allowing users to create their own bouquets. In Paris, we organized the Flower Crush Party, and in Germany and the UK, we shared 'love language content' via social media.
Earlier this year, the General Binding Declaration (GBD) for trade parties was approved by a large majority, supporting the execution of collective activities through Flower Council of Holland until 2027.
In our first newsletter of the year, we covered our international campaign "From Grey to Green" and our Grandmother's Day campaign in France.
Increasingly, Easter is becoming a flower festival. Leading up to Easter, we shared inspiring examples of Easter decorations with flowers.
In collaboration with Kantar, we organized a well-attended webinar to update growers, traders, and organizations in our sector on developments regarding consumer sustainability.
In collaboration with the Dutch Tile Wiping Championship, we replaced as many tiles as possible in grey environments with greenery for the From Grey to Green campaign.
We organized a seminar on our renewed sector communication strategy. The focus was on image research, reputation management, and a panel discussion.
Complementing the Dutch Tile Wiping Championship during the From Grey to Green campaign, we inspired consumers in the spring with ideas to green their balconies. The images used were also made available to growers, trade and other sector organizations.
The 'Green Power Forward' campaign, developed with the 'Greenhouse Horticulture Positioning Program,' was launched to realize a greener and more sustainable future for the Netherlands.
In our second newsletter, we reflected on our sector image event and shared details about our 'Green Power Forward' campaign.
During our (inter)national Mother's Day campaign, we focused on video messages, an AI florist in collaboration with Fleurop, personal stories, and more unique content.
On May 14th, we presented the Horticulture Trends 2025 with the theme 'Tilting Perspectives.' Over 100 interested parties attended our presentation at the World Horti Center.
With the international ‘Flower Effect’ campaigns, we made consumers aware of the positive effects of flowers. In the Netherlands, we collaborated with Flair, Margriet, and Libelle for this purpose.
On August 12th, the Tour de France Femmes started. The first stage passed through the Westland, an important floriculture region. This was a great opportunity for us to spotlight our sector.
On August 16th and 17th, the German Florist Championship took place in Berlin. As a proud partner of the Deutsche Meisterschaft der Floristik (DMF), we contributed to the realization of this event and thus to international attention for floral design
We met with several trade companies to discuss the country selection for Flower Council activities. We reviewed our activities in various countries and explored opportunities for new activations.
In our fourth newsletter of this year, we provided insight into some upcoming collaborations and looked back at the Tour de France Femmes.
We are meeting with growers and trade companies to discuss our strategy and story around sector communication. We will evaluate our setup and look together at our role and communication strategy in the sector communication trajectory.
At the end of September, we will inspire consumers with a campaign that highlights the positive wellbeing effects of plants in the indoor living environment. The campaign consists of educational, inspiring, and attractive content.
In September, the 10th edition of the event on 'Marketing & Sales Synergy: the Route to 2030' will take place. Expect inspiring lectures from all parts of the horticulture chain, supported by Flower Council of Holland. Various top speakers will also reflect on previous NIMA horticulture marketing editions.
At the beginning of autumn, we will collaborate with the Greenbee Foundation to bring more greenery into classrooms. Research shows that plants in the classroom have a positive effect on energy levels, atmosphere, and concentration.
To encourage autumn planting, several PR activities will take place in the Netherlands and Germany, and articles will appear in magazines such as Margriet, Libelle, Flair, VT Wonen, and Volkskrant Magazine.
At the beginning of October, Flower Council of Holland will participate in the Dutch VT Wonen&Design Fair. We will conduct various activities to highlight flowers and plants to consumers.
In our fifth newsletter of the year, we will look ahead to our presence at the Trade Fair Aalsmeer. We will also reflect on the results of several consumer campaigns.
We are meeting with growers and trade companies to discuss our activities and communication in 2025. This includes both our consumer activities and our B2B activities.
We are meeting with growers and trade companies to discuss our plans for the "My Flower Council of Holland Portal & Platform." In 2025, we aim to create a platform to share research results, activities, and images, tailored to the needs of growers and traders.
At the end of October, a new series 'Floral Signatures' will start. In videos, renowned floral artists bring floral designs to life and inspire consumers to create their own.
From November 5th to 7th, the Trade Fair Aalsmeer takes place: the knowledge and inspiration event for the horticulture sector. Flower Council of Holland will be present with a stand to welcome more than 600 exhibitors and over 20,000 (inter)national visitors.
We are meeting with growers and trade companies to discuss the research plans for 2025. We will use their input to formulate specific research questions.
Many consumers find it difficult to decorate their homes for special occasions and holidays. With this Christmas campaign, we inspire consumers on how to do this with flowers and plants.
Our sixth and final newsletter of the year will be released in December. In this newsletter, we will look ahead to our activities in 2025.
In this webinar, we will discuss the results of the sustainability tracker we conduct among consumers. This tracker measures consumers' perceptions of flowers and plants regarding sustainability and how these perceptions develop.
