Written by
Sanne Sips
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Sector communication covers everything that shapes the reputation of the industry, and of flowers and plants more broadly. Alongside our work to keep flowers and plants top of mind, it plays a key role in shaping their image and that of the sector as a whole. Reputation starts with trust, so our aim is to present the ornamental horticulture sector as transparent, responsible and meaningful. We pursue this through two strands: reactive and proactive communication.
Reactive communication
For the reactive strand, we work with the trade associations to gather facts and data that present the sector as innovative, sustainable and future-proof. Based on this, the core team – made up of Glastuinbouw Nederland, Royal FloraHolland and Plants & Flowers Foundation Holland (PFFH) – formulates joint positions on current issues in the sector. This core team also prepares spokespeople for the media. As a result, we are increasingly aligned as a sector and speak with one voice. PFFH also helps growers tell their story and act as figureheads for the sector, for example through our Train the Grower programme.
Proactieve communicatie
In addition, we are intensively engaged in proactively telling the story of ornamental horticulture. We do this partly through the Dutch communication movement 'Hier groeit iets moois' (HGIM – "Something beautiful is growing here"), and by talking to the press on a regular basis. For example, we recently organised a press trip to Kenya, aimed at giving greater insight into how issues such as crop protection, water and people are handled there. Another example is our activation during the school exams. By greening exam locations, we were able to let pupils experience the positive difference a green environment can make during stressful moments.
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