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EU funding granted for pan-European floricultural promotion campaign

16 December 2020

Thanks to an unprecedented cooperation between six European horticultural promotion agencies, the EU has granted funding for a new promotional campaign to stimulate sales of flowers and plants in spring 2021.

Due to the impact of the Covid-19 crisis on the European agricultural sector, the EU has created an emergency fund of €10 million for campaigns helping to restore the market conditions in 2021. Intensive lobbying by Union Fleurs and VBN has resulted in the horticultural sector being appointed as one of the five agricultural areas permitted to apply for this emergency fund.

Successful joint application
We are proud our joint application was successful and approved, and satisfied we can make a contribution to the recovery of the European horticultural sector with this additional campaign. Including the EU financing of 85%, the total budget of this campaign adds up to €1,9 million, to be invested in a generic promotion campaign for flowers and plants in France, Germany, Austria, Belgium, Bulgaria, Denmark and the Netherlands. The main part of the budget will be spent in France and Germany since most partners have an important trade interest in these countries. Union Fleurs facilitated the creation of the consortium of all partners.

Dennis van der Lubbe, managing director of the Flower Council of Holland: “I am pleased that despite the extreme time pressures of the application, we succeeded in receiving this grant from the emergency EU fund. It is our mission, on behalf of our stakeholders, to inspire and stimulate the consumer to buy more flowers and plants. Working together with our European partners allows us to do so even more in 2021.”​

Gratitude to all partners
We are grateful to all partners who contributed to the application process, and we look forward to creating an impactful campaign stimulating the European consumer to buy more flowers and plants in 2021.

Further information​
If you would like to find out more, please contact Simone Dussine, country manager Netherlands, at: s.dussine@bloemenbureauholland.nl.


EU funding granted for pan-European floricultural promotion campaign