Series of adverts puts the spotlight on Dutch horticulture

Flowers and plants connect us

Flowers and plants give many a good feeling of connection. Research shows that many Dutch view flowers and plants in a positive light and enjoy receiving or giving them as a gift. But does the Dutch public know enough about the horticulture sector? About production methods and all the players in the chain, and about innovations and sustainable changes? Now that people in the Netherlands are taking a more deliberate and critical stance towards all kinds of sectors, The Flower Council of Holland wants to foster dialogue on myriad aspects of the horticulture sector. 

An understated, general series of adverts will get the discussion underway. The first of these was published in four Dutch newspapers – De Telegraaf, De Volkskrant, Trouw, and Algemeen Dagblad – on 28 October. An additional few followed in November. The adverts draw attention to the horticulture sector, the people working in it, distinctive features, and the value provided by the sector for the Netherlands. 

The four adverts use alternating content to examine one aspect of the horticulture sector: its economic clout, its innovative and increasingly sustainable nature, its close association and unity with the Netherlands, and the expertise amassed throughout the chain. 

The adverts attest to a proud sector that operates in a dynamic world and critical society, one founded on the belief that flowers and plants energise and have the power to connect people.

There is not enough awareness of the sector’s diversity and its value for the Netherlands. The series of adverts marks what is a deliberately understated start to a discussion that everyone in the horticulture sector will be able to continue and expand on in their extensive communication with outside parties on a daily basis. 

                  
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