World horticultural expo goes to where the members of the public are via the #LoveFloriade roadshow

HOOFDDORP, Netherlands: In a unprecedented, unified movement, the Dutch horticulture industry has given its full support to Floriade. A three-day #LoveFloriade roadshow will begin in Zoetermeer and Rotterdam today to promote the world horticultural expo, which runs in Almere until 9 October, 2022.

Flower Council of Holland, the marketing arm of the Dutch floriculture industry, the world’s largest flower auction Royal FloraHolland in collaboration with fresh produce industry body GroenteFruit Huis, are jointly organising the roadshow.

Over the past few days, the three industry champions have invited the industry to get involved with the positive messaging to the public – “the Floriade belongs to all of us. Floriade is not just a beautiful park, which is currently growing and blooming in all its glory. But it is also a world horticultural Expo showcasing the best horticulture has to offer.  The expo is a place for inspiration where government, entrepreneurs, students and researchers collaborate to create new ideas regarding sustainable food production and the green city of the future.”

The main objective of the Floriade On Tour event is to encourage members of the Dutch public and tourists to visit Floriade and to create and strengthen brand awareness.

By giving away flowers, plants, bulbs, fruits and vegetables the Floriade roadshow is bound to lure in crowds into their van-mounted mini greenhouse. Inside there ‘s a photo booth where the public can make a selfie.

#LoveFloriade happens from Friday 12 August to Sunday 14 August. Some of the stops include former Floriade sites in Amsterdam (Amstelpark 1972), Zoetermeer (Rokkeveen district 1992) and Rotterdam (1960 the Euromast Park), and a number of popular tourist destinations such as De Zaanse Schans, Hoorn, Volendam.

The Floriade roadshow will end on Sunday 14 August at Floriade when  – escorted by a team of cyclists – the Floriade’s managing director Hans will welcome the promotional team back home.

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