New business consortium dedicated to turn urban Romania into lush green oasis

HILLEGOM, The Netherlands: An exciting new business consortium has been created through the co-operation of seven individual companies and sector body Anthos from the Netherlands, including two tree growers, a bulb supplier, a perennial grower, a garden rose producer, a landscape and garden design studio, a green roof design and engineering firm and bulb sector body Anthos, who all share the common goal of significantly increasing the area of green cover in Romania’s built environment by creating synergy.

Co-funded by the Netherlands Enterprise Agency (RVO) and endorsed by the Dutch Royal Trade Association for Nursery Stock and Flower Bulbs the new Urban Landscapes Romania/Green City consortium marks the start of a three-year PIB (Partners in Business) programme aimed at the Romanian amenity market.

A PIB (Partners in Business) programme uses both public and private funds to unlock a relatively new market for green professionals from the Netherlands.

Working with local parties and the Dutch Embassy in Boekarest, Urban Landscapes Romania/ Green City is a valuable mechanism to do business and grow together. The mission of the  consortium is to grow the  Romanian market for Dutch horticultural technology, nursery stock products, flower bulbs and services bringing high quality and innovative product to the forefront

“Urban planning in Romania management of urban green spaces require products and  expertise that our consortium members are able to provide,” says Leon Smet, secretary of Anthos. Smet says the Romanian market offers long-term opportunities for Dutch exporters of nursery products and flower bulbs. “The PIB programme in Romania also highlights the unique selling points that make our industry more desirable than the competitors from Italy, Poland and Hungary,” says Remy Molter, secretary of the consortium.

Consortium members include: Nursery Ebben, Molter BV, JUB Holland, Gebr. Seuren BV, Nophadrain, VicLandscapes, Van Den Berk Nurseries and Royal Anthos.

The consortium is currently scheduling its activities with a first joint presentation in Romania likely to take place this spring.  In addition to participation in various trade fairs and symposia in Romania, matchmaking activities will also be organised.  There will also be an incoming mission to the Netherlands.

Pictured is the Tineretului park in Bucharest.

RVO’s Lilian Henseler explains how PIB works

“”Suppose a trade mission has taken place. Perhaps a number of companies now see great opportunities for exports related to cybersecurity. In that case, they can schedule an intake meeting with me, in which I explain the entire PIB programme in detail. Subsequently they  develop a business case, listing their main competitors and detailing their own unique selling points. We subsequently assess their business case, requesting input from various experts, including colleagues at the Ministry and embassy. That’s what I really enjoy the most about PIBs: liaising with so many parties. If this all ends up a ‘Go!’, we then start drafting an action plan together. The plan outlines the activities involved in entering the market. These will differ from country to country. Take China, for example. There it’s important to stress that you are working in collaboration with the Dutch Government. In Germany, on the other hand, it might be a good idea to participate in a trade fair like the Hannover Messe.

Alongside a Holland Branding strategy, the action plan could include trade missions, or visits to trade fairs and seminars. Other options include G2G (government to government) and K2K (knowledge to knowledge) programmes. Or perhaps a liaison in the country is called for. You really need to customise your approach!”


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