21 January 2020
HILLEGOM, Netherlands: Dutch sector body Royal Anthos yesterday announced that it received a €1.55 million grant from the EU to promote European flower bulbs and bulb flower among American consumers.
Set to enhance and promote European flower bulbs and bulb flowers, the ‘Flower Bulbs from Europe Make you Bloom’ campaign is a strategic cooperation between Dutch sector body Royal Anthos and the Netherlands Enterprise Agency (RVO).
At Anthos’headquarters in Hillegom, Anthos Chairman Henk Westerhof (pictured right) and Johan Maas, Deputy CEO of RVO put their signatures to the agreement on 17th January, 2020.
The three-year marketing campaign will inform American customers about the right buying and planting moment for flower bulbs and bulb flowers while improving the consumer’s product knowledge. Ultimately, the goal is to increase exports of European flower bulbs and bulb flowers such as tulips and lilies to the USA.
The official start of the campaign and the US tulip season will launch on 7th March 2020 with a mega cutting garden in San Francisco where passers-by will be allowed to harvest their own free tulips.
‘Flower Bulbs from Europe Make you Bloom’ will be set up in collaboration with US-based marketing and advertising agency The Garden Media Group.