FloraHolland – On the morning of Wednesday 2 November, the ‘Rosebrandt’ promotional campaign kicked off at the FloraHolland Trade Fair Aalsmeer. Seventy Dutch rose growers and five breeders have joined forces and together with FloraHolland, they launched their promotional campaign “Rosebrandt Dutch Masterpiece” at the trade fair. The campaign is intended to improve the distinctive qualities of roses produced in the Netherlands.
The rose is a masterpiece
The campaign’s name directly refers to one of the Netherlands’ greatest painters: Rembrandt van Rijn. Rembrandt was a craftsman, proud and strong-willed. He created masterpieces and pursued paint techniques and illumination angles that were innovative for his time. Just like the Dutch rose growers, he was proud of his products, close to his patrons, and strong-willed. These qualities are the same as those ‘Rosebrandt’ will embody.
‘Rosebrandt’ roses are masterpieces that provide a unique experience: a rose with emotion. The ‘Rosebrandt’ platform guarantees the qualities of roses grown in the Netherlands. Thanks to the collective brand name and look, it will be easy to recognize Dutch roses as a product that the growers are proud of and support 100%.
On the ‘Rosebrandt’ website, www.Rosebrandt.nl, visitors can find information on the participating growers and their products.
Recognizable throughout the chain
For the next few weeks, all participating growers will be including tags bearing the campaign’s logo on all their packaging. Soon, they will be switching to a collective label for their packaging, which will make roses produced in the Netherlands recognizable throughout the chain.
During the coming months, plans will be laid together with customers, exporters and wholesalers for product presentations, inspirational meetings for florists, trade fair participation, etc. Additionally, ‘Rosebrandt’ roses are already being featured in the Dutch TV program "Krabbé staat op straat".
One of the proposed solutions detailed in FloraHolland’s Rose Market Plan is to increase the distinguishing qualities of Dutch roses within the Rose product group as a whole. This campaign is the first step in that process. FloraHolland is closely involved in providing content for, and the development of, this campaign and supports the initiative with manpower and expertise.
Please contact for further information: Teun van Turenhout, FloraHolland marketingmanager Roos, T 0297 – 392624
Source: FloraHolland