Activities & communication log
In this sixth and final newsletter of the year, we share exciting news – the green light for the GBD has been given! We also provide insights into our approach to sector communication and consumer activities.
Plant Happiness at Home, which is an online (video) campaign launched in the Netherlands, Germany and United Kingdom, brings the positive properties of house plants to the attention of consumers. A collaborative partnership has also been established with LINDA., Flow Magazine and Happinez in the Netherlands, and with the magazines Brigitte, Flow and Living at Home in Germany.
Flowers are true mood enhancers and an essential part of the holiday season. This consumer campaign beautifully highlights that! With inspiring visuals, targeted collaborations, and strategic visibility, we make flowers indispensable in December and drive demand.
The 'Flower Effect Tunnel', a stunning flower installation in the Alte Pinakothek, demonstrates how flowers bring colour, joy, and connection.
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.
In November, a new series 'Floral Signatures' started. In videos, renowned floral artists bring floral designs to life and inspire consumers to create their own.
To raise consumer awareness of sustainable initiatives within the ornamental horticulture sector, we participated in the Dutch program Klimaatbewust Werkt. The episode focused on the topic of natural crop protection.
From November 5th to 7th, the Trade Fair Aalsmeer took place: the knowledge and inspiration event for the horticulture sector. Flower Council of Holland was present with a stand to welcome more than 600 exhibitors and over 20,000 (inter)national visitors.
In our fifth newsletter of the year, we looked ahead to our presence at the Trade Fair Aalsmeer.
We met 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.
We met with growers and trade companies to discuss our activities and communication in 2025. This includes both our consumer activities and our B2B activities.
On October 6, 2024, we celebrated Grandparents' Day in the Netherlands. In collaboration with Stichting Grootouderdag, Partou Childcare, and the Wilhelmina Children's Hospital, we organized various activities on this day to connect generations. At the heart of all these activities was the unifying power of flowers.
At the beginning of October, Flower Council of Holland participated in the Dutch VT Wonen&Design Fair. We conducted various activities to highlight flowers and plants to consumers.
To encourage autumn planting, several PR activities took place in the Netherlands and Germany, and articles appeared in magazines such as Margriet, Libelle, Flair, VT Wonen, and Volkskrant Magazine.
At the beginning of autumn, we collaborated 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.
In September, the 10th edition of the event on 'Marketing & Sales Synergy: the Route to 2030' took place. Various top speakers reflected on previous NIMA horticulture marketing editions.
At the end of September, we inspired consumers with a campaign that highlights the positive wellbeing effects of plants in the indoor living environment. The campaign consisted of educational, inspiring, and attractive content.
We met with growers and trade companies to discuss our strategy and story around sector communication. We evaluated our setup and look together at our role and communication strategy in the sector communication trajectory.
The knowledge center is the go-to place for the latest research findings on consumer behavior and the well-being effects of flowers and plants. We share valuable insights to strengthen the image of the ornamental horticulture sector.
In our fourth newsletter of this year, we provided insight into some upcoming collaborations and looked back at the Tour de France Femmes.
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.
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
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.
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 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.
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.
In our second newsletter, we reflected on our sector image event and shared details about our 'Green Power Forward' campaign.
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.
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.
We organized a seminar on our renewed sector communication strategy. The focus was on image research, reputation management, and a panel discussion.
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.
In collaboration with Kantar, we organized a well-attended webinar to update growers, traders, and organizations in our sector on developments regarding consumer sustainability.
Increasingly, Easter is becoming a flower festival. Leading up to Easter, we shared inspiring examples of Easter decorations with flowers.
In our first newsletter of the year, we covered our international campaign "From Grey to Green" and our Grandmother's Day campaign in France.
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 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.
