Flowers connect people and offer solace, plants green our living environment and contribute to our mental and physical well-being. Sustainability is an essential condition for the future of the sector. The floriculture sector is therefore fully committed to making the chain more sustainable, from breeder and grower to trade, retail and retailer. The goal of Dutch greenhouse horticulture is to be climate-neutral by 2040, and growers and trade have also made agreements on 100% sustainability certification by 2027. The many steps taken by the sector are not yet always adequately reflected in media reports. That is why trade associations are going to make them heard from a unified sector voice.
The approach is as follows. First, through the Green Power Forward campaign and through the activities of Flower Council Holland (BBH). Furthermore, the trade organizations have started a joint communication approach in order to present a unified voice to the media aimed at the future of floriculture. The attitude and behavior of all entrepreneurs in the sector ultimately determine the reputation of the floriculture industry.
Groene Kracht Vooruit is a three-year campaign aimed at politicians and NGOs in which industry associations work together on the lobbying goals of greenhouse horticulture, supported by a communication campaign. Central to the campaign is the story of Dutch greenhouse horticulture focused on plant health, water and energy showing how growers are growing increasingly efficient and sustainable crops. Groene Kracht Vooruit is an initiative of Glastuinbouw Nederland, Greenports Nederland, Royal FloraHolland, GroentenFruit Huis, Plantum, Flower Council Holland, Federatie Vruchtgroente Organisaties and Versnellers Sierteelt.
Positive stories about flowers, plants and the sector towards consumers
On behalf of growers and trading companies,Flower Council Holland (BBH) focuses on positively influencing the image of flowers, plants and the Dutch floriculture sector among consumers. BBH focuses on the theme of well-being: physical and mental well-being of people, the planet and the Dutch economy, and contributes to top-of-mind awareness of flowers and plants among consumers through campaigns about, for example, gift ideas, greening the living environment and styling.
Sharing facts and data together
From now on, the sector organizations in floriculture will work closely together in the field of communication: Anthos, BBH, Glastuinbouw Nederland, KAVB, Royal FloraHolland, LTO Vakgroep Bomen, Vaste Planten en Zomerbloemen, Tuinbranche Nederland, VBW and VGB, supported by a few large trade concerns, are going to collect facts and data about the sector and share them with each other. In this way, we will build dossiers per theme.
A small core team - consisting of Flower Council Holland, Glastuinbouw Nederland and Royal FloraHolland - will formulate joint positions on current themes in the sector based on the collected data and facts. The core team also prepares communications with the press. The aforementioned parties make agreements with each other about the content, coordination and response to media inquiries. With this joint communication approach, the floriculture sector will speak with one voice and present itself stronger and more united than ever.
Reputation is 80% determined by the behavior of people in organizations and 20% by communication, according to various studies. All links in the chain therefore determine the image of the sector to a large extent themselves, from breeders and growers to trade, retail and retailers; we are judged by what we do. Therefore, to make the joint communication on making floriculture more sustainable a success, maximum effort is needed from all links in our chain when it comes to sustainability, especially when it comes to themes such as crop protection, resilient cultivation, clean surface water and energy transition.
It is important that our own data and facts in the area of sustainability are in order, as well as a willingness to share these with our own branch organization where possible so that we can also use them in our communications.
If you receive questions from the media from journalists, it is important to refer them to your own person with final responsibility for communications or industry association.
