Flower Council Holland becomes Plants & Flowers Foundation Holland

The name change reflects the broad representation of both the flower and plant sectors. The new name - clear, English-speaking and internationally recognizable - also replaces the familiar labels "Beautiful What Flowers Do" and "Beautiful What Plants Do. From now on, there is one central sender in all communications.

More efficient platform, greater visibility

The new platform plantsandflowersfoundationholland.org brings together inspiration, trends and background stories about flowers and plants. At the same time, the private section offers exclusive access to research results, communication templates, dashboards and an extensive image database - specifically for growers and traders.

Thanks to the deployment of AI technology (currently in pilot phase), content can be automatically adapted to country, language and culture, facilitating international application.

Industry benefits at a glance:

• Stronger international positioning with one clear name
• More efficient communication by bundling websites and social media
• Greater reach through centralized content and smart technology
• Greater flexibility and scalability in communications

The transition is visible in both corporate identity and approach. According to general manager Yvonne Watzdorf, this move contributes to the visibility, innovation and growth of the floriculture sector as a whole.