Rose promotion plan comes a step closer05 October 2016
Since 10 March 2016 we have been working hard on a new rose promotion plan. On that date the FPC commissioned a promotion plan with the objective to stimulate consumers in the four most important sales countries to buy more roses.
On the picture from left to right: Mark van der Hulst (Chairman FPC Rose), Natascha van den Ende (Canday), Zelalem Messele (FPC member) and Ulke Verkerk (Blue Field Agency).
What we have been up to
In the past few months, the promotion committee met several times. The committee consists of a number of rose growers with experience in the Netherlands and Africa. We shared the information we collected from these discussions with three advertising agencies. On the basis of these data, the agencies presented a plan proposal to the promotion committee and the FPC. The proposal created by Canday appealed to the most people. It is practical and novel, and they work closely together with Blue Field Agency, which will ensure reliable data.
Share your experience
On 5 September 2016 the FPC announced that it intends to take the next step with Canday. Canday has produced a great preliminary idea. But this promotion plan must become your promotion plan. After all, it concerns your company and your future. That is why we want to incorporate your ideas into the plan as well. What do we absolutely have to include in the promotion plan to make it your plan? We really want to hear your opinions and ideas. Together we can then produce a widely supported promotion plan. In the coming months there will be several opportunities to express your opinions and thoughts about this topic, and we shall review the plan with you. Keep an eye on your e-mail inbox and this newsletter for further details. You can send your responses directly to Cathelijne Doerrleben.
Vote at the Rose Product Day
Your ideas and suggestions will be incorporated in the promotion plan. In December we shall be presenting the plan to you and the MT of Royal FloraHolland for approval. Once it is approved, the official vote will be scheduled for the Rose Product Day in April 2017. Then you will have the opportunity to vote on whether we should stick to just one plan or actually start implementing the new plan together.
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