What we do

We inspire and inform consumers about the positive effects of flowers and plants.

The Flower Council of Holland stimulates demand for flowers and plants in various European countries. We achieve this by communicating about flowers and plants and bringing together the horticulture sector. 

We use high-profile PR events and inspiring content to give consumers the opportunity to experience the value of flowers and plants in our lives. After all, flowers and plants make a positive contribution to our mental and physical well-being.  

As a result, we make sure that flowers and plants remain a topic of conversation and inspire consumers to purchase them for their homes or as a gift. At the same time, we communicate about our efforts and the results of continuous innovation and sustainability initiatives by growers and traders.  

Want to learn more about the new strategic direction adopted in 2024? Read more here.

Sector communications  
Besides generic consumer communications, we also focus on sector communications in the Netherlands in order to better familiarise the general public with the craftsmanship and innovative strength found within all these horticultural companies. We share stories about initiatives, results and ambitions for a sustainable sector, narratives that contribute to a positive image of the horticulture sector. See how we contribute to a future-proof horticulture sector. 

Knowledge acquisition, sharing and application 
We have considerable knowledge about consumers, their preferences and buying behaviour. We conduct research so that we can learn what consumers want and expect, what they buy and how they view the sector. It goes without saying that we use this knowledge to further improve the effectiveness of our campaigns and activities, which results in insights that we gladly share with growers and traders. We also help them to apply this knowledge, so that everyone can benefit.