Wilderful launches a campaign for organic flowers

The Wilderful flower collective has launched the “Celebrate the Flower” campaign. Through this initiative, the collective aims to raise consumer awareness of organic flowers while also drawing attention to biodiversity, a cleaner floriculture sector, and the florist’s craftsmanship.

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Netherlands

From May 4 through May 18, campaign posters will be displayed in various Dutch cities to mark the organic flower season. According to Silke Tijkotte and Denise Collignon, directors of Wilderful, now is the time to further develop the organic floriculture sector. “The Netherlands is known worldwide as an innovative flower-growing country, but the sector is under pressure. Now is the time to work together to give organic floriculture a boost,” they say.

According to Wilderful, demand for flowers grown without chemical pesticides is on the rise, yet many consumers do not know where to buy them. The collective cites a study by Natuur & Milieu showing that 63% of consumers prefer to buy pesticide-free flowers, but 83% do not know where to find them.

Wilderful states that an increasing number of local florists are adding organic flowers to their selection. These flowers are grown without synthetic fertilizers or chemicals and are said to contribute to greater biodiversity for bees and other pollinators, among others. According to the collective, approximately 1% of the Dutch floriculture sector is currently organic, while the government aims to achieve 15% organic farming by 2030.

Through this campaign, Wilderful is encouraging consumers to actively choose organic flowers, either by requesting them at the florist or ordering them directly from the collective. Wilderful was founded in 2024 and now works with more than 35 florists across the Netherlands.