A Path to Floral Mastery – Claudia Tararache (Romania)
A florist with deep roots in her culture, driven by craftsmanship and emotion. Claudia works in her family's flower shop, Anturium Flowershop, which is also where her love for the profession began. When her husband first took her to the store, it felt like stepping into a fairy tale world. Since then, she has become an indispensable part of the company.
New campaign puts cut hydrangeas in the spotlight: ‘Iconic Flower, Iconic Floristry’
With the start of the new Hydrangea World promotion plan, the cut hydrangea is launching a campaign that directly appeals to florists: Iconic Flower, Iconic Floristry. The campaign runs from 2025 to 2027 and aims to inspire florists to distinguish themselves with cut hydrangeas. The kick-off will take place in May.
Flower Council Holland Introduces Supervisory Board and Renewed Governance Model
From February 2025, Flower Council Holland will operate with a new governance structure. With the introduction of a Supervisory Board alongside the Executive Board and the College of Experts, a clear separation has been made between supervision, strategy, and execution. This innovation should ensure sharper responsibilities and a better balance between the interests of the sector and the implementation of the marketing strategy.
Inspiration and visuals for Just Chryst's wedding season
The Chryson Foundation, the promotion agency for chrysanthemums, is making inspiring visual material available to florists in the run-up to the wedding season. The images are in line with current wedding trends and show the broad applicability of chrysanthemums in bridal work.
Participants of the World Cup Floral Art 2025 announced
From August 28th to 31st, the World Forum in The Hague will be the stage for the World Cup Floral Art 2025. The 24 best floral artists in the world will compete against each other in this prestigious competition. The full list of participants has now been announced. The Netherlands will be represented by Franka Roenhorst.
435 years of Hortus botanicus Leiden and the history of the tulip in the Netherlands
On May 2, KNNV Uitgeverij will publish the book Van hortus & tulp, a richly illustrated publication about 435 years of Hortus botanicus Leiden and the role of the tulip in Dutch plant culture. The book is written by the Hortus itself and offers a combination of historical depth, botanical knowledge, and visual inspiration.