The Flower Council of Holland also emphasises collaborative approach internationally
During IPM ESSEN (23-26 January), the Flower Council of Holland will also be drawing attention to the value of collaboration for the Dutch horticultural sector. Under the motto ‘Together for a strong horticulture’, we are presenting the new strategic direction and inviting visitors to share their thoughts on the message conveyed to consumers. The stand (Hall 1, Stand 1E22) is an important meeting place for Dutch and international visitors.
Visitors can expect the same familiar base camp as during the last edition of Trade Fair Aalsmeer. After all, we will also offer every opportunity to network with our colleagues and other visitors. Our regular exhibition barista will also be at the stand in Essen to serve delicious fresh coffee.
Colleagues will be on hand to talk with visitors about the updated strategic direction for the Flower Council of Holland. An important part of this vision is sector communication. In 2023, the first grower stories were shared based on the theme of sustainability and innovation. In 2024, we will place even greater emphasis on positively influencing the image of the horticultural sector among (socially-critical) consumers. A variety of communication activities are being prepared for 2024. To ensure their success, we are explicitly seeking to connect and cooperate with companies and business professionals. At the stand, visitors will be encouraged to illustrate which stories from the sector, and about flowers and plants, can help to achieve this; stories showing that the horticultural sector is strongly committed to making the world a more beautiful place.
Knowledge sharing and application
The new direction involves the Flower Council of Holland evolving into a knowledge-driven marketing organisation. Collecting, sharing, and applying the available consumer knowledge all play an important role in this. The results of consumer surveys are not only used by us but extensively shared with the sector. For example, horticultural professionals who want to learn more about our latest sustainability survey and discover which information is available to them can contact us. The best ways to apply these insights in practice can then be explored together.