Times are changing
The Flower Council of Holland: contributing, collaborating and connecting
There is no other way in a changing world: we have to adapt to the world in which we live, both as business professionals and as an organisation. We are changing along with the desires and expectations of our buyers – this applies to growers, traders as well as the Flower Council of Holland.
It’s all about adapting in order to remain valuable and relevant. Consumers are the primary focus of the Flower Council of Holland. We stimulate demand and encourage consumers to buy more flowers and plants by inspiring and activating them. This is done using campaigns like We Need More Flowers and Thanks Plants, as well as shopper activations both online and in shops.
Sharing knowledge with horticulturists
Campaigns that consider the changing preferences of consumers are based on continuous research, like studies into buying behaviour or the more recent study into sustainability in the flower and plant sector. The resulting knowledge and insights are then used to create even better campaigns. But above all, they are shared with horticulture professionals. After all, it is important for them to see and understand developments. This in turn helps to realise the necessary changes.
New role
Developing sales promotion campaigns and sharing (consumer and other) knowledge is something that the Flower Council of Holland has been doing for over 40 years – as an independent organisation run by growers and traders and in collaboration with sector peers when developing campaigns, content and shopper activations. By the collective and for the collective.
But our role is also changing. Thanks in part to the Flower Council of Holland, the sector knows a lot about consumers. But consumers know relatively little about the horticulture sector. So we initiated a dialogue in November with a series of low-key advertisements in national dailies (NL). The aim was to kick off a long-term continuous communication programme. The goal is to show the general public what horticulture represents – for work, for partnerships and innovations, for knowledge and for economic interests. Not to mention the wide range of flowers and plants that bring a smile to people’s faces and energise them. After all, that is exactly how consumers view our products. For now. We will therefore have to change in order to remain relevant to consumers, who are increasingly critical and well-informed.
And this change is something we are undergoing together. The strength of the horticulture sector is encapsulated in our DNA, and in our entrepreneurial spirit, knowledge sharing, expertise and quality. But also in the power of the collective.
We are part of a collective sector that we want to make even stronger. And that means even more contribution, collaboration and connection. For example, we are supporting the sector in business operations and shared ambitions.
The world is changing, the sector is changing – and the Flower Council of Holland is also changing.
December 2022
