e

very element, from breeding to delivery to the retail outlet, is defined by the desire to provide the consumer with the best possible quality.

This is only made possible by bundling the strengths of the various parties who make up the market. Bundling these strengths is one of the highest priorities in the work of Flower Council of Holland.

Key role
In almost thirty countries the Dutch floricultural sector is engaged in activities to increase the demand for plants and flowers. The Flower Council of Holland has a key role in these activities.

Market research informs well thought out marketing and promotion plans which result in trade support, public relations activities and consumer advertising. Importers who work with Dutch exporters can extract maximum benefit from the concentrated knowledge of floriculture.

Ongoing actions
In a bid to keep the consumer buying, it is essential to keep drawing attention to flowers and plants in new and original ways. In this respect, the Flower Council of Holland makes great use of emphasising trends in flowers and plants. This method links flowers with current lifestyle trends and also makes use of the changing seasons. Ambience and emotion are the links that cement the success of this approach.

Trends
Every year thousands of retailers attend trend demonstrations, presented by top arrangers from home and abroad. Consumer and trade magazines are provided at regular intervals with trend information and news about interesting novelties. As a consequence the number of flower and plant publications has risen quite dramatically.