Our activities

Category Communication

We create consumer marketing and communications about plants and flowers for growers and traders who produce their products in the Netherlands or sell these products via the Netherlands. This involves focusing on the positive effects of plants and flowers. We show how greenery contributes to both physical and mental well-being, thereby stimulating demand for plants and flowers among consumers. This is done internationally through a wide range of channels.

A recent example is our ‘The grower as expert’ campaign, in which we clearly showed how easy plant care can be. Practical videos not only give consumers handy tips, but also the confidence that they can successfully care for their plants. Read more about this campaign.

Sector Communications

In a time where the horticulture sector is under increasing pressure, a strong and clear voice is more important than ever. Together with sector organisations, we collect facts and data and portray plants, flowers and the sector as innovative, sustainable and futureproof. A core team − consisting of Glastuinbouw Nederland, Royal FloraHolland and the Plants & Flowers Foundation Holland – uses the collected data and facts to formulate joint positions on relevant topics in the sector. The core team also speaks to the media on behalf of the sector. This joint communication approach ensures that the horticulture sector speaks with one clear voice. We also devote considerable time and energy to proactive communications about the horticulture sector.

Our participation in the Klimaatbewust Werkt initiative, to promote climate-conscious actions within the horticultural sector, gives us the opportunity to show consumers the concrete steps that are being taken towards more sustainable horticulture. This entails partnerships with various organisations in the sector. Read more about our participation.

Knowledge

Research and data form the foundation of effective, knowledge-driven marketing. We collect insights from existing studies and actively commission (scientific) research into topics such as consumer behaviour. After all, the better we understand what consumers think and feel, the more effectively we can respond to their needs. Our knowledge centre is a hub for research results and sector knowledge, where we offer easy access to information on the following topics: Consumer Insights, Sector & Market Developments and Trends.

Besides infographics and reports (part of the knowledge centre), here you will also find interesting research articles in our ‘News’ section, such as this article about our shopper research. Please note: you must be logged in to read this article

Collaboration & Connection

We firmly believe that working together is the most successful approach. We are working to build a strong network of strategic partners, join sector initiatives, organise events and meetings and initiate collaborations that connect growers, traders and sector participants with each other and with consumers.

A good example of this is our partnership with the GreenBee Foundation. Together we turn classrooms into green oases and help children to become aware of the importance of plants. Read more about this valuable partnership.