NL: Unity key for floriculture sector

Flowers connect people and offer consolation, 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 floriculture 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 parties 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 sector organizations are going to make them heard from a unified sector voice.

The approach is as follows. First, through the Groene Kracht Vooruit (Green Power Forward) campaign and through the activities of Bloemenbureau Holland (Flower Council of Holland). In addition, sector organizations have started a joint communication approach to present a more 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.

Green Power Forward
Green Power Forward 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 more and more efficiently and sustainably. It is an initiative of Flower Council Holland, Greenports Netherlands, Royal FloraHolland, Fruit and Vegetable House, Plantum, Federation of Fruit Vegetable Organizations, and Accelerators Horticulture.

Flower Council of Holland: positive stories about flowers, plants, and the industry towards consumers
Flower Council of Holland focuses on behalf of growers and trading companies on positively influencing the image of flowers, plants, and the Dutch floriculture sector among consumers. The organization has chosen 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 on, for example, gift-giving, greening the living environment, and styling.

Sharing facts and data together
From now on, the floriculture sector associations 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 some large trade organizations, 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.

One unified voice in the media
A small core team - consisting of Bloemenbureau 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 communications for press purposes. 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.

Entrepreneurs themselves determine industry reputation
Reputation is determined 80% by the behavior of people in organizations and 20% by communication, according to various studies. All links in the chain therefore largely determine the sector's image, from breeders and growers to trade, retail, and retailers; we are judged on what we do. Therefore, to make the joint communication on sustainable horticulture a success, maximum effort is needed from all parties 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.