PurE seasonal flowers continues to promote seasonal flowers12 May 2016
On Wednesday, May 11, the meeting of the product committees (FPCs) for summer flowers, ornamental, berry & forced shrubs, and flower bulb assortment took place in the Keukenhof. During this meeting 86.6% of the growers voted in favour of the proposed 2017-2019 PurE seasonal flowers promotion plan.
The annual product meeting of the product committees was held in the packed and hot Willem Alexander Pavilion of the Keukenhof. During the meeting the 2017-2019 promotion plan won the vast majority of the votes cast by these product groups.
Broad-based support for successor to promotion plan
The growers falling under the three specified product committees voted for a promotional levy of 0.06% on their revenue throughout the course of the campaign. The plan was prepared by the promotion committee in collaboration with Concept Factory and presented to the members after approval from the FPCs. The promotion committee consists of representatives of the three specified product committees and of Plantum, with support provided by Royal FloraHolland.
Surprising 365 days a year
The 2017-2019 PurE seasonal flowers promotion plan is primarily focussed on surprising 365 days a year. With the magazine '365 days of flowers', we want to surprise florists all year-round, in every season, with a wide and deep assortment and the great stories of the 2,200 growers supporting this campaign. This is being conducted both offline and online.
Ms. de Boer, surprise!
During the product meeting, one topic discussed was the changing consumer and how can florists keep surprising them. Laurens Lijding from Royal FloraHolland sketched the changes in consumers for the audience. Then three florists presented their ideas about how florists can surprise consumers and continue doing so. This was linked together in a surprising manner by Ms. de Boer (Marlies and Rianne van Zeeland).
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