Changing environment
A study of the environment in which we operate was commissioned for this purpose. The world around us is changing rapidly. Globalization and digitalization are an irreversible processes, which play a leading role in shaping the global economic system. The horticultural sector is reacting to this with increases in scale, new alliances and specializations. The trend to corporate social responsibility is no longer driven purely by economic motives. Horticultural growers and traders, influenced by prevailing social trends, wish to make a real contribution to sustainable solutions. And a new consumer trend is visible, with less focus on individualism and more on health and wellbeing. Quality of life is gaining in importance in our busy existence, and consumers are seeking a new balance.

Changing consumers
Consumers are unpredictable in their choices. They buy flowers and plants where and when they feel like it. Sales channels are taking advantage of this. Chain stores, specialized retailers, garden centers and DIY stores in all countries report similar developments. Dutch exporters and traders are increasingly opting for channel-oriented specialization. In order to react effectively to these changes, the Flower Council must refocus the way it analyzes and works with markets. Strategy can no longer be based on developments specific to the various countries. The focus must be on changes in consumers’ purchasing behavior and media consumption, and on developments in the different sales channels through which flowers and plants ultimately reach the consumer.

Changing Flower Council
In the coming years, the preferences and choices of consumers and shoppers must be studied more closely to gain a deeper knowledge. This knowledge will be passed on to the sector and made available in practical form in the logistics chains. There will be more intensive cooperation with the various players in the chains and the suppliers. Co-financing opportunities will be expanded and used. Primary aims include effective marketing and promotion, and efficient development and implementation. In short, Flower Council of Holland is refocusing to ensure that it will remain the horticultural sector’s valuable marketing and promotion specialist. The new slogan for the Flower Council, expresses this succinctly: "Creating growth together". The Flower Council creates creative marketing and promotion in order to generate growth in cooperation with the sector.

Organization
In the second half of 2008 the organization was realigned to enable the new focus to be translated into strategy and implementation. The old organization model had marketing and marketing communication specialists in all country teams and the project department. In the new organization, a distinction is made between strategy development, production and implementation. The specialists can become more specialized, and make targeted use of each other’s expertise.
The organization has the following four line departments and the following main tasks: 

• Marketing Development: Collection and analysis of consumer insights and market vision, strategy development for consumer communication and sales channels (chain stores, specialized retailers, garden centers and DIY stores)

• Marketing Productions: Development and efficient realization of communication tools, provision of advice on the basis of knowledge and networks, purchase and distribution of promotion materials
  - Marketing Field Operations: Implementation of activities, developing and managing contacts in the different regions

• Project department: Offers growers and traders the opportunity to join together to make additional investments in the promotion of a specific product or stimulate innovation

Mariëlle van Leeuwen, region manager USA