Written by
Sanne Sips
Last week we concluded our first (Dutch) Train the Grower programme. Through this initiative, we give growers the tools to help build a more positive image of ornamental horticulture. Because now, more than ever – at a time when sustainability and social impact are front and centre – it's important to engage in dialogue and tell the full story: both the successes and the dilemmas.
Four days building a strong story
Together with Florpartners, we developed a four-day programme, spread over three months, in which growers learn to tell their story powerfully and credibly: to the press, politicians, local residents, or on stage. Each day combines theory with hands-on practice:
- Day 1: developing a personal pitch that sparks curiosity.
- Day 2: holding conversations with convincing body language and presence.
- Day 3: handling difficult questions from the press, working alongside two journalists.
- Day 4: out of the greenhouse and into practice!
The practical test
On the final day, growers engaged in conversation with people who view the sector differently. Because that's where the opportunity for connection lies: at the intersection of pride and criticism.
The day began at Natuur & Milieu, with discussions on reducing chemical crop protection, growing 100% green, and biodiversity around the greenhouse. The growers then spoke with local politician Lars Klappe at Kunsthal Rotterdam about international labour and robotisation. They wrapped up the day in a podcast studio, behind the microphone.
The result
A sharp core message. A story that sticks. The ability to make a good impression even under difficult questioning. But above all: the insight that an honest conversation – listening, staying open to other perspectives, and naming the dilemmas too – is the fastest route to mutual understanding.
