Let it Grow: an innovative initiative for the sector
Let it Grow is an innovative initiative developed by Royal FloraHolland for the sector, as part of the Consumer programme. It offers ‘innovators’ a platform. Innovators are artists, entrepreneurs, idealists, partners and consumers who add value to life (especially urban life).
They do that by developing new applications for flowers and plants. Within this platform, innovators can make use of the network and knowledge of Royal FloraHolland and its partners. They have to come with a concrete plan and their own team and supply directly to consumers.
Promising innovations are given that helping hand needed to realise a concept or idea. There is of course the condition that all innovations linked to Let it Grow must work with products from our members and services from our buyers.
Innovation is a must
To keep the horticultural sector flourishing, innovation is essential. New solutions can reach out to new consumer groups. And emphasise in a rejuvenating way the value that consumers assign to flowers and plants that are important for them. In other words, what flowers and plants contribute to their:
- Expressing their emotions.
We call this the intrinsic value of flowers and plants.
Let it Grow partnerships
Royal FloraHolland is currently the sole owner of Let it Grow. Let it Grow aims to grow into a sector initiative. That is why Let it Grow is forming partnerships with parties that want to contribute (in any way) to innovating (rejuvenating) the horticultural sector. The intention is ultimately to transform the growing platform into a community. In this community the parties can find each other and share knowledge. This can lead to great innovations being realised that will make the lives of consumers more beautiful, happier and healthier.
Open innovation call
Last May, Let it Grow issued an 'open innovation call' to entrepreneurs and creative talents with green, innovative concepts. That was quite a success: more than a hundred submissions were received, from which the jury selected not five, as announced, but seven very promising initiatives that could positively influence urban life with flowers and/or plants. These initiatives will be supported for five months in the incubation programme, a customised coaching programme from Let it Grow.
"Let it Grow aims to make the life of people living in urban environments healthier and happier with flowers and plants. I am convinced that these start-ups will contribute to this. I can hardly wait to help them develop their pioneering initiatives." - Silke Tijkotte, founder of Let it Grow.
- Sprinklr delivers seasonal boxes with a special selection of plants taken directly from sustainable growers to the consumer's home. The Sprinklr app helps them keep the plants green, making it easy and fun to create a green oasis at home.
- Living Light is an ambiance lamp that draws its energy directly from the plant itself. Ermi van Oers and her team are the first to discover how to use these 'microbial fuel cells' [cells drawing energy from the plant's photosynthetic process and transforming it into electricity] in a design product.
- ConnectedGarden is an information system for maintaining gardens. The platform combines local sensor information with other data sources such as weather data and botanical information, to suggest clever tasks for gardeners and people with gardens and warn them of impending trouble.
- Gardian combines sensors, a solar cell, radiochip and three LED lights so plants are linked directly to an energy-efficient and beneficial "internet of things" network, which sends measurements to consumers several times an hour. The Gardian app shows you how your plants are doing anywhere and anytime in a very simple manner.
- Wildernis is an 'new style urban garden shop'; praised as one of the ten loveliest shops in the world and just a year old. At Wildernis consumers find only products that are linked to green, in the broadest sense of the word. It also offers workshops on plants, nature and gardening (urban) as well as coffee and tea.
- Gewildgroei is a movement determined to start a public garden revolution by, for example, removing paving stones and transforming them into 'living paving'. By changing the context of spontaneous vegetation, it will no longer be associated with neglect. Weeds are no longer useless plants, but wanted growth.
- Grown's first product is CressToday: a fully automated cultivation tray for growing cress (the seedlings of unique plants). With an innovative automated water dispenser, special LED grow lighting and a timer, consumers can start enjoying a harvest within just 5 days.
Spending more on flowers and plants
Let it Grow is mostly being created outside Royal FloraHolland, which is why it has its own, different housestyle and communication style. Royal FloraHolland and Let it Grow are striving towards the same aim, i.e. getting more consumers (especially Europeans) to spend more on flowers and plants.
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The Green Agenda is a programme in which knowledge institutes and entrepreneurs develop and test innovative green concepts.