The Flower Council of Holland is very pleased that with effect from 2016 growers and traders are again investing jointly in the generic promotion of flowers and plants. With a total budget of €14m the Flower Council of Holland will be able to reach and activate more consumers in order to boost sales of flowers and plants in Germany, France, the United Kingdom and the Netherlands.
Greater investment in Germany, France and the United Kingdom
The increased budget will allow more focus on the main markets in Europe. The Flower Council of Holland already has a good network and presence in Germany, France and the United Kingdom and that means that the return on investment is high. 90% of the €6m currently contributed by the trade is spent directly on promotional activities in those three countries.
The current board of the Flower Council of Holland has approved plans to focus closely on Germany and France. The focus on the United Kingdom will be less because of the unilateral and relatively closed distribution structure and the strong presence of direct supplies from outside the Netherlands.
Shared representation of growers and traders
The total budget of €14m is made up of the trade contribution of €6m and the €8m growers’ contribution, which is already raised through FloraHolland for the promotion of flowers and plants.
Growers and traders will have shared and equal representation on the new board of the Flower Council of Holland. The current board will be modified over the coming months. In addition, discussions will take place about promotion in the long term with a broad representative selection of both the trade and producers in the first half of 2016.
For more information please contact:
Chanel de Kock