Flower Council of Holland to become Plants & Flowers Foundation Holland
From the 3rd of June, the Flower Council of Holland will have a new name: Plants & Flowers Foundation Holland. A powerful new digital platform will be launched concurrently that will better serve the needs of consumers, growers and traders. This strategic step will enhance the international visibility and positioning of the horticulture sector, and signifies an important future-proof step for the organisation.
Why the name change?
The decision to change the organisation’s name is driven by a desire to communicate more clearly. The name ‘Flower Council of Holland’ does not adequately convey the core message, given the fact that the organisation represents both the flower and plant sectors. Plants & Flowers Foundation Holland makes that clear at a glance. It is an unambiguous name that is immediately recognisable internationally.
The familiar consumer labels and websites ‘Funny how flowers do that’ and ‘The joy of plants’ will also be discontinued. All communication – aimed at both consumers and the sector – will now originate from a single sender. “We are paving the way for a recognisable and more visible profile, greater efficiency, international consistency and a stronger connection between our activities and the horticultural sector as a whole. This will in turn enable us to contribute more actively to the visibility, innovation and growth of the sector,” says Yvonne Watzdorf, Managing Director/Head of the Plants & Flowers Foundation Holland.
Eén platform, méér efficiency
The launch of the new digital platform plantsandflowersfoundationholland.org puts an end to a fragmented online landscape with 13 websites and nearly 50 social media accounts. They are being replaced by a single central website and only seven social media channels – resulting in greater focus, better visibility and a broader reach.
The public part of the platform provides inspiration, trends and stories about flowers and plants, while the restricted part is exclusively reserved for growers and traders who facilitate the activities of the organisation. Here they can access study results, dashboards, an extensive asset bank and adaptable communication templates that can easily be used for their own business operations. Thanks to AI technology (currently in the pilot phase), the content on the platform can be easily adapted to the culture, language and context of each country.
Benefits for the sector
The horticulture sector will immediately benefit from a number of important advantages:
- Higher international visibility thanks to one strong and recognisable name.
- Greater efficiency through combined websites and social media channels.
- Broader reach via a single central platform and smart use of AI technology.
- Flexibility and scalability thanks to a platform that evolves with the sector both technically and in relation to content.
