Flowers connect people and offer comfort, plants add greenery to 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 Dutch greenhouse horticulture sector aims to be climate neutral by 2040, and growers and traders have also made agreements on 100% sustainability certification in 2027. The many steps taken by the sector are not always sufficiently reflected in media reports. That is why industry organizations will make these heard from a clear sector voice.
The approach is as follows. Firstly, through the Groene Kracht Vooruit campaign and through the activities of Flower Council Holland (BBH). Furthermore, industry organizations have started a joint communication approach to present a more unified message to the media regarding the future of floriculture. It is important to remember that the attitude and behavior of all entrepreneurs in the sector ultimately determine the reputation of the floriculture sector.
Groene Kracht Vooruit (Green Power Forward) is a three-year campaign aimed at politics and NGOs in which industry organizations work together on the lobbying goals of greenhouse horticulture, supported by a communication campaign. The central theme is the story of Dutch greenhouse horticulture focused on plant health, water and energy, showing how growers are cultivating more efficiently and sustainably. 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
Flower Council Holland (BBH), on behalf of growers and trading companies, focuses on positively influencing the image of flowers, plants and the Dutch floriculture sector among consumers. BBH chooses 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 moments, 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 trading concerns, will collect facts and data about the sector and share them with each other. This is how we build files per theme.
A small core team − consisting of Flower Council Holland, Glastuinbouw Nederland and Royal FloraHolland – formulates joint positions on current themes in the sector based on the collected data and facts. The core team also prepares the press releases. The parties mentioned make agreements with each other about the content, coordination and press releases in response to media questions. With this joint communication approach, the floriculture sector will from now on speak with one voice and present itself stronger and more united than ever.
Reputation is determined for 80% by the behavior of people in organizations and for 20% by communication, as various studies have shown. All links in the chain therefore largely determine the image of the sector themselves, from breeder and grower to trade, retail and retailer; we are judged on what we do. In order to make the joint communication about the sustainability of floriculture a success, maximum commitment from all links in our chain is therefore necessary when it comes to sustainability, in particular when it comes to themes such as crop protection, resilient cultivation, clean surface water and energy transition.
It is important that your own data and facts in the field of sustainability are in order, as well as the willingness to share them where possible with your own industry organization in order to be able to use them in our communication.
If you receive questions from journalists from the media, it is important to refer them to your own person with final responsibility for communication or the industry association.
