How do we ensure that consumers buy more flowers and plants? That is one of the topics being discussed by the Buyers' Platform.
The Buyers' Platform considers developments in the horticultural sector and within Royal FloraHolland. For example, what is a good marketing approach? Marketing manager Laurens Lijding recently joined the platform to talk about his vision of this topic. "Products with a clear position and brand can vary in price. That provides opportunities for flowers and plants. It starts with recognisability: consumers only develop a preference for a product when they recognise what they are buying. Flowers and plants can be linked to important emotional values. And that is what can be addressed by good marketing campaigns. The best approach is to introduce a brand for a small portion of our products and then build it up slowly."
The members of the Buyers' Platform reacted to this in different ways. They emphasised that we must primarily fulfil our promise of delivering quality products. The quality at the start of the chain must be good and remain good along the chain.
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