A few examples of our activities and results in 2022

The Flower Council of Holland is a proud promoter of flowers and plants.

We make sure that consumers in Germany, France, the Netherlands and the United Kingdom are, and remain, inspired to buy flowers and plants. The Flower Council of Holland is an independent foundation that works to keep flowers and plants top of mind among European consumers. The organisation is funded by domestic and international growers that are members of Royal FloraHolland in the Netherlands, as well as trading companies that are Royal FloraHolland customers.
A few examples of our activities and results in 2022:

Consumer campaigns with an impact

The spring campaign ‘We Need More Flowers’ (Netherlands, France, Germany and the United Kingdom) in 2022 was the most successful since the first campaign launch in 2018. The campaign inspired between 77% and 91% of consumers in the most important target groups to buy flowers. Another research finding: young people between the ages of 18 and 35 years were most inspired to buy flowers after seeing the campaign. In other words, consumers are more interested than ever in flowers and in buying flowers. Watch the successful commercial here.

Activations that turn consumers into shoppers
But there’s even more good news. The Flower Council of Holland works with growers, traders and retailers to develop eye-catching shopper activations that turn consumers into shoppers. One way to achieve this is to target consumers with attractive offers. These offers do not focus on the lowest price, but relevant added value. Read more about the latest shopper activations and great results here.

Consumer research results that are shared
Besides campaigns and activations, the Flower Council of Holland shares the results of a wide range of consumer studies with growers and traders. We offer knowledge and insights into the preferences and buying behaviour of consumers. For example, recent surveys show how consumers view sustainability in general, and in relation to flowers and plants in particular. Read about the most important conclusions here.

More about Flower Council of Holland activities
If you would like to learn more about the results of our European promotional activities and consumer research please have a look at our international website.

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