We aim to preserve the entire chain and to develop a global digital trading platform for flowers and plants. What opportunities does that offer? Get inspired with three days of different speakers and workshops.
Crash course in online plant marketing
By: Nancy Berendsen (freelance content consultant) & Tessa Triesscheijn (content marketing manager at Flower Council of Holland)
- Wednesday, 8 November, 9:30 am, English
- Friday, 10 November, 9:30 am
During a content marketing crash course, Nancy Berendsen and Tessa Triesscheijn share their experiences with online and offline content, explain their outlook on the green sector and reveal success stories and frequently made content errors. Obviously, how to get your story and company higher up in Google's rankings will also be discussed and they will share smart social media tips & tricks you could immediately apply after this hour of marketing.
How to grow, where to play
By: Fred van der Hoeven, Business Initiator - Royal FloraHolland
- Wednesday, 8 November, 10:30 am, with Sabine Tollenaars from Jacobs Douwe Egberts
- Wednesday, 8 November, 12:45 pm
- Thursday, 9 November, 9:30 am, with Geert-Jan Zandbergen from Bolletje
- Thursday, 9 November, 12:00 pm (English)
- Friday, 10 November, 10:30 am
In this day and age it has become increasingly more difficult to conquer the hearts of consumers. The amount of stimulation the consumer must process on a daily basis has increased massively. We need focus and direction if we want the market to grow. For this reason Royal FloraHolland makes use of the proven marketing methodology of growth platforms; specific communication themes that reflect the growth opportunities in the market, based on data and of use to everyone in the chain. This results in a collaboration to utilize these growth opportunities.
Floriday - The first step in the digital future of floriculture
By: Gerhard van der Bijl, Chief Digital Officer at Royal FloraHolland
- Wednesday, 8 November, 11:30 am, for customers
- Thursday, 9 November, 8:00 am, for exhibitors
- Friday, 10 November, 8:00 am, for exhibitors
Gerhard van der Bijl will present Floriday: the new digital platform for growers. Royal FloraHolland and FloraXchange joined forces on 1 July to create a global platform for floriculture. Through this collaboration we will rapidly accelerate digital developments. The first big step has now been taken and we would like to share it with you at the Trade Fair!
You can visit the Royal FloraHolland House at any time for information on Floriday.
Anthurium in action for the Heart Foundation
- Date: Wednesday, 8 November, 12:15 pm
All cut and potted Anthurium growers committed to campaign for the Dutch and German Heart Foundation for the fourth year in a row. Throughout the whole of September an amount was donated for each sold Anthurium. In addition, many donation events have been held to raise funds. This campaign was given much attention on social media, TV, radio and in newspapers and magazines, resulting in a great amount of money being collected. The final amount will be announced during the Trade Fair
and the check will be presented to the director of the Dutch Heart Foundation.
Sustainability: a distinguishing proposition or license to produce?
By: Martien Penning, founder of the Hillenraad100 and partner at Hillenraad Partners
- Wednesday, 8 November, 1:45 pm
By nature horticulture is a sector highly focused on sustainability. Particularly where the efficient use of water, fertilizers and energy is concerned. However, the horticulture industry is still a few steps away from comprehensive Corporate Social Responsibility and the integral focus on sustainability. What is remarkable is the growing attention to this comprehensive sustainability ambition from a wide group of enterprises. Does sustainability offer a distinguishing proposition or is it a license to produce?
Let it Grow; accelerating urban green living
By: Silke Tijkotte, Lead & Founder of Let it Grow
- Wednesday, 8 November, 2:30 pm
- Friday, 10 November, 11:30 am
The mission of Let it Grow is to make people's lives happier and healthier with flowers and plants. This innovation platform was set up from within Royal FloraHolland. Let it Grow encourages entrepreneurship, creativity and innovation within the floriculture industry. The initiative educates the consumer on the positive effects of flowers and plants through its online magazine, activities such as the Greenhouse Festival, and the Concept Store at Amsterdam Central Station. The Let it Grow program also caters to entrepreneurs who work with flowers and plants in an innovative manner. Silke Tijkotte will elaborate on all that Let it Grow does, has achieved so far and still wants to achieve.
The world in 2050. What will the future of the floriculture industry look like?
By: Jacintha Scheerder, Futurologist at Let it Grow
- Wednesday, 8 November, 3:15 pm
Our world is rapidly changing. Sociological, technological, economical but also political developments have a continuous impact on the complex social challenges of today and tomorrow. These are all signs of changes that will confront us in the future; developments that ask for a new look at living, working and consuming together. What will the world look like in 2050? What does this mean for us, as humans? But also: how can the floriculture industry respond to this in a flexible manner?
Workshop: Green Sector Trends 2018/Workshop: Floriculture Trends 2018
By: Aafje Nijman (Trend Watcher and Owner of Bureau Nijman + van Haaster) in collaboration with flower arranger Joan Stam.
- Wednesday, 8 November, 4:00 pm
- Thursday, 9 November, 10:15 am (English)
Trend watcher Aafje Nijman will talk you through the Green Sector Trends for 2018. Information on trends will be alternated with an inspiring demonstration by flower arranger Joan Stam. Aafje Nijman will also explain the three style trends employed by the Flower Council of Holland to develop contemporary and newsworthy image material. Sellers of flowers and plants can apply these trends when changing the setup of their shop, for purchasing purposes or when choosing their next type of flower piece or plants.
Let it Grow start-ups pitch their concepts
- Thursday, 9 November, 11:15 am
The Let it Grow Incubation Program started for the second time on 31 October 2017. Eight start-ups from the Netherlands, the United States, the UK, Denmark and Germany were selected in October to participate in this training and coaching program. All these start-ups can be found in the Royal FloraHolland House where they will pitch their innovative concept and seek to connect with parties from the sector with whom they can collaborate in turning their ideas into reality.
On our way to zero waste; opportunities for the chain
By: Laurens Groen, CEO Milgro Groep
- Thursday, 9 November, 1:00 pm
Milgro is a partner in the realization of Royal FloraHolland's zero waste ambitions. The basis of this approach is a digital platform that can be used to innovate in the use of raw materials, address the waste of raw materials, reduce the environmental impact of the use of raw materials and to enable new options for deploying recyclable raw materials. This development offers opportunities for Royal FloraHolland and its (chain) partners. Join us!
Air So Pure anniversary campaign for the Lung Fund
- Thursday, 9 November, 2:00 pm
Air So Pure's 10th anniversary is being celebrated with, among other things, a fantastic fund raising campaign for the Lung Fund during the Trade Fair. The growers collective will also offer a fully loaded truck of air-purifying Air So Pure plants in the Royal FloraHolland House with a value of more than €10,000!
Who will place the highest bid and be granted the key to the contents of the truck?
For more information please visit www.airsopure.nl.
Discover the Aleia rose
By: Aleia Roses
- Thursday, 9 November, 4:30 pm
Newcomer Aleia Roses, a Spanish grower, is introducing a new rose, the Aleia Rose. This high quality rose will be presented to the public during a brief company presentation in which the values of the business are explained and the look & feel of this latest member of the family are revealed. Looking for a top quality rose? Drop by and be surprised!
Presentation of the Greenovation Award
By: Lucas Vos, CEO Royal FloraHolland
- Thursday, 9 November, 5:30 pm
The floriculture industry is changing. Globally, there are many developments regarding sustainable production and trade. The international consumer increasingly expects a sustainable product.
Producers, traders and consumers are becoming increasingly aware of the importance of sustainability.
Royal FloraHolland wants to stimulate sustainability in the chain and will, therefore, present the Greenovation Award at the Trade Fair. Exhibitors were given the opportunity to enter their product or concept. All registrations were assessed and nominated by a professional jury, and a consumer jury determined the ranking.
www.volgjebloemofplant.nl, the new MPS platform
By: Raymond Scheepens, Commercial Manager MPS
- Friday, 10 November, 12:30 pm
www.volgjebloemofplant.nl gives insight into the sustainability of floriculture and paints a realistic picture of the green sector as a whole. Through the aid of www.volgjebloemofplant.nl growers, traders and retailers (i.e. florists) can inform the consumer simply and transparently of the extent to which plants and/or flowers were produced sustainably, from the beginning up to the moment of purchase by the consumer.