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| Flower Council of Holland | |
|---|---|
| Name | Flower Council of Holland |
| Formation | 1969 |
| Type | Non-profit trade association |
| Headquarters | Aalsmeer, Netherlands |
| Region served | Global |
Flower Council of Holland
The Flower Council of Holland is an industry association founded in 1969 in the Netherlands that promotes Dutch floriculture and ornamental plant sectors internationally. It represents producers, exporters, and auction organizations from the Aalsmeer region, coordinates marketing campaigns across Europe, North America, and East Asia, and liaises with trade bodies and trade shows such as Royal FloraHolland, IPM Essen, Chelsea Flower Show, Floriade, and MIFA. The Council operates at the intersection of trade promotion, market intelligence, and sectoral advocacy involving actors like Ministry of Agriculture, Nature and Food Quality (Netherlands), Rabobank, Port of Rotterdam, Dutch Flower Auction, and multinational retailers.
The Council was established in 1969 amid postwar reconstruction and modernization influenced by events and institutions such as European Economic Community, Marshall Plan, World Horticultural Exhibitions, Royal Amsterdam Zoo Artis, and the rise of Dutch auction systems centered on Aalsmeer Flower Auction. Early partners included Royal FloraHolland, the municipality of Aalsmeer, and trade federations from Haarlem and Westland. Throughout the 1970s and 1980s the Council expanded programs in response to changing trade patterns tied to Common Agricultural Policy, the opening of markets in Japan, United States, and Soviet Union trade delegations, while engaging with logistics firms such as KLM Royal Dutch Airlines and freight hubs like Schiphol Airport.
The 1990s and 2000s saw campaigns aligning with exhibitions such as Floriade 2002 and international fairs including IPM Essen and Fruit Logistica as supply chains globalized and e-commerce platforms like Amazon (company) and Alibaba Group began reshaping retail channels. In the 2010s the Council confronted challenges from changing consumer tastes, sustainability debates prompted by organizations such as Greenpeace, regulatory shifts linked to European Parliament directives, and competition from growers in Kenya, Ethiopia, and Colombia.
The Council is structured as a membership association involving growers, exporters, auction houses, marketing organizations, and research institutes. Its governance includes a board drawing representatives from bodies such as Royal FloraHolland, regional grower cooperatives in Westland (municipality), export firms with ties to Dutch Flower Group, and marketing agencies that previously worked on campaigns with Netherlands Board of Tourism & Conventions. Executive management liaises with ministries including Ministry of Foreign Affairs (Netherlands) and advisory partners like Wageningen University & Research, LEI Wageningen, and trade financiers such as ING Group.
Decision-making adheres to statutes compatible with Dutch association law and engages stakeholder committees on sustainability, variety promotion, and export facilitation. The Council collaborates with industry unions and associations such as AVAG, LTO Nederland, and international bodies including Floriculture International Trade Association.
The Council runs marketing and public-relations campaigns targeting consumers, florists, and retailers. Campaigns have appeared around events such as Valentine's Day, Mother's Day, Christmas, and cultural festivals in markets like China, Brazil, and United Kingdom. It produces promotional content showcased at trade fairs such as Chelsea Flower Show, IPM Essen, and Salon du Végétal, and partners with media outlets including RTL Nederland and BBC lifestyle programs. Retail collaborations have involved supermarket chains and home retailers akin to IKEA and Tesco.
Campaign themes often intersect with sustainability and quality standards set by certification schemes such as GlobalG.A.P., MPS (sustainability) and standards advocated by institutions like EFTA and European Commission. The Council has coordinated joint promotions with floral design organizations like WorldSkills International and floral education institutions including Vita Nova College.
The Council commissions and disseminates market intelligence reports on consumer trends, variety preferences, and logistics, leveraging research from Wageningen University & Research, LEI Wageningen, and consultancies similar to McKinsey & Company and PwC. Studies cover topics tied to cold chain logistics through Schiphol Airport, phytosanitary compliance with World Trade Organization rules, and competitive analysis involving production regions such as Kenya, Ethiopia, Colombia, Ecuador, and Israel.
Data gathering uses auction statistics from Royal FloraHolland and trade statistics from bodies like UN Comtrade and Eurostat, informing campaigns and advising members on regulatory shifts from the European Commission and sanitary rules administered by CITES in relation to certain plant species.
International outreach is central: the Council forges bilateral ties with trade promotion agencies, chambers of commerce, and event organizers including Netherlands Foreign Investment Agency, Netherlands Enterprise Agency (RVO), UK Trade & Investment, and trade missions to markets such as China, Japan, United States, and Brazil. It partners with horticultural research centers such as Scottish Agricultural College equivalents, botanical gardens like Kew Gardens and Jardin des Plantes, and collaborates on sustainability agendas with NGOs and multilateral entities such as UNEP.
The Council maintains working relationships with auction houses, logistics firms, and retail associations across regions, coordinating with event organizers of IPM Essen, Chelsea Flower Show, Floriade, and regional expos to showcase Dutch varieties, promote certification schemes, and support export facilitation handled by consular services at Dutch embassies.
The Council has influenced varietal promotion, branding of Dutch floriculture, and the international competitiveness of export-oriented growers. Its campaigns and research contributed to wider adoption of certification schemes like GlobalG.A.P. and sustainability metrics encouraged by financiers such as Rabobank, aiding access to retail chains like Ahold Delhaize and Carrefour. The Council’s activities helped position the Netherlands as a leading exporter alongside logistics nodes such as Port of Rotterdam and Schiphol Airport, supporting links between growers in Westland (municipality), auction platforms like Royal FloraHolland, and global markets including United States, China, and Germany.
Category:Floriculture