The world's largest tulip carpet in Istanbul
In April, the Eurasia team of Royal FloraHolland signed a contract with RFH-member De Wit Bloembollen and the Turkish bulb grower Asya Lale to produce the world's largest tulip carpet in Istanbul, Turkey, for the third year running.
The tulip carpet consists of 545,000 tulip bulbs planted in a mosaic pattern and has been given- just like the previous two years - a central location on the Sultan Ahmet Square in the heart of Istanbul. The square borders the Sultanahmet Arkeolojik Park that is covered with flowers in the spring from bulbs provided by Asya Lale, the largest bulb grower in Turkey, to the city of Istanbul.
From idea to partnership
It was Korkut Yetkin, owner of the professional family-run company Asya Lale, who conceived the idea in 2015 of laying a tulip carpet in Istanbul and organising around it a number of networking and business events for international business relations and stakeholders. He looked for and found in De Wit Bloembollen and our RFH Eurasia team the partners who could help him with products, knowledge and experience to realise his idea successfully.
Networking and business events
In the resulting partnership, Asya Lale takes care of the agreements with the Istanbul municipality and of links to his business network in Eurasia. De Wit Bloembollen supplies the 545,000 tulip bulbs and the necessary cultivation expertise. Royal FloraHolland in turn facilitates the transaction and connects Dutch horticultural companies during the networking and business events with potentially interesting companies in Turkey and Eurasia.
Promotion of flowers for residents of Istanbul and tourists
In the past month, many international horticultural companies, stakeholders and government agencies have visited the tulip carpet and the associated networking and business events at the invitation of Asya Lale (Eurasia) and our team (Europe). In addition, every day hundreds of consumers, mostly Turkish, come to view and admire the tulip carpet. From the enthusiastic reactions and the many selfies taken by the carpet, it seems that people in Eurasia become just as happy and joyful from the colourful tulips as people in Europe.
The tulip carpet, the networking and business events, and the tulip promotion fit neatly in the Eurasia programme that focuses on developing the growth market of Turkey, in terms of both sales and production, and on strengthening the bridge that Turkey forms to the potentially huge sales markets in Turkey's neighbourhood: Eurasia. To achieve this, our colleagues in the Eurasia team are lobbying for the best legislation and trade treaties to make it easier to do business in Eurasia. They are also working on building a broad Eurasia network of government agencies and the commercial sector. Plus they are developing the demand for flowers and plants by launching marketing campaigns, advising retailers about horticultural category management, and initiating pilots and sales concepts.