Written by
Sanne Sips
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In the run-up to Valentine’s Day, we are strongly focusing on flower promotion. We do so through a wide range of activities – in collaboration with partners, via our own channels, and as a representative of the floriculture sector, both nationally and internationally.
Activities in the Netherlands
Consumer video with Porta Nova
From 12 January to 7 February, an online video featuring rose grower Porta Nova is being promoted. The video is distributed via leading Dutch media titles such as HP/De Tijd, Marie Claire, ELLE and Panorama, as well as online platforms including Marktplaats. A previous video in this series, featuring OK Plant, already reached more than 3.4 million people. In this new video, grower Bart (Porta Nova) helps Anita choose a bouquet of roses and explains the company’s sustainable approach – from gas-free cultivation and wind energy to the use of natural crop protection products.
Left: Bart van Os (Porta Nova), right: Leonie Plasman (Marjoland)
National visibility on Dutch television
On 7 February, the floriculture sector will be featured on the SBS6 programme 'De Grote Tuinverbouwing'. This episode focuses on the story of the rose. Presenter Ivo Putman visits a florist to create two Valentine’s bouquets and also pays a visit to grower Marjoland – offering a behind-the-scenes look at how roses are grown.
Platform for growers
In the run-up to Valentine’s Day, we put rose growers in the spotlight through a PR-driven study. This research serves as a starting point for media to engage with growers on their sustainability efforts, innovations and future ambitions. Participating growers receive media training in advance, ensuring they are well prepared for interviews with the press. We closely monitor sentiment in both news media and on social media.
Activities abroad
International visibility through influencers and media
Internationally, we are also strongly committed to flower promotion. In the Netherlands, Germany, France and the United Kingdom, an influencer campaign is running with the message “Flowers are still the best Valentine’s gift,” positioning the rose as a symbol of love and connection.
In addition, we distributed an extensive press kit under the title “Flowers Instead of Words.” This includes attention for Florify: the online selection tool we launched in 2025. The tool guides consumers step by step towards suitable flowers for their bouquet, based on the occasion, recipient and desired style. Read more about Florify.
Of course, we also leverage our own channels, including inspiring articles on our website, social media posts and a richly filled consumer newsletter.
Local partnerships
To reinforce the message at a local level, we collaborate with strong media partners. In France, we have partnered with the platform Le Média Positif, which shares, among other things, a street interview in which consumers talk about what flowers mean to them.
In the United Kingdom, consumers are activated through a tutorial video by Flowers By Zoe, a well-known florist. Her video — featuring practical tips and inspiration for creating a beautiful yet affordable Valentine’s bouquet — is distributed nationally to consumer media via a press release.
With this broad, international approach, we strengthen both the visibility and appreciation of flowers.
