Activities & communication log 2025
On Thursday, 27 March, the NIMA community Foodchain & AgriMarketing will be organising the 11th edition of the Sierteelt Marketing Event. This year’s theme: ‘A flourishing promise: growth starts with a strong value proposition!’
How do consumers view the world? And how does this impact demand for horticultural products? Trend watcher Aafje Nijman will address these questions during the annual Horticulture Sector Trends presentation at the World Horti Center. The event will be of particular interest to buyers and sales and marketing professionals in the horticulture sector.
How do consumers buy flowers and plants? And what drives their buying behaviour? During a live event at the World Horti Center, we will share the results of a large-scale study that we commissioned in 2024 using eye tracking technology and shop interviews.
At this international trade fair, we share more about our consumer-focused activities. We’ll also present fascinating insights from our sustainability research and elaborate on the results of our shopper survey. We’d love to welcome you at our stand: 1E22.
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.
For many consumers, the month of December is the perfect time to add an extra touch of magic to their homes. But how do you set a stylish Christmas table? And how do you make a festive Christmas bouquet? Our campaign Celebrate Christmas with flowers offers consumers tips and inspiration for making flowers part of their holiday celebrations. This is done in partnership with major parties such as VROUW-magazine, De Telegraaf newspaper, and the Albert Heijn chain of supermarkets in the Netherlands.
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.
