On Tuesday 21 June, Flower Council Holland hosted the annual Year Presentation of the Flower Council of Holland (FCH). During the course of the day, colleagues shared their achievements and future plans. They also welcomed Ruurd Hielkema, Senior Research Consultant at Motivaction. He shared insights into how the consumer perspective for flowers and plants have evolved since 2018. Finally, new Managing Director, Yvonne Watzdorf, introduced herself and shared her vision for the future at FCH.
The Flower Council of Holland is responsible for year-round generic promotion of flowers and plants. This is a combined effort in collaboration with growers, trade companies, and others in the sector.
The campaigns are intended to increase the overall awareness of flowers and plants. They are created in close collaboration with the sector, through stakeholder sessions where growers and traders are invited to give input, which is taken into account in the campaigns. During his presentation, Ruurd Hielkema showed the results of the promotion activities over the past few years, which confirmed that consumers appreciated these efforts. They have awarded the campaigns an average of 8 on a scale of 1 to 10.
Shopper activations have a more short-term orientation. These promotions are created with growers, retailers, and their suppliers. The result is a tempting offer for the end consumer, resulting in higher sales, less waste, and better product displays. An example of a shopper activation with Blumen Risse in Germany in autumn 2021 led to a 114% increase in sales of weekly bouquets. Or the December shopper activation with supermarket chain Jumbo, for which the flower council is nominated for the ISMI Shopper Marketing Award.
For more information
Flower Council of Holland