Promotion groups

Promotion committee pot plants
Anthura is member of the Dutch LTO Anthurium pot plant group. This group has two committees, a national committee and a promotion committee. The national committee deals with different issues concerning Anthurium pot plants.
The promotion committee focuses on the corporate promotion of pot Anthurium. By means of better in-store presentation, offering good information (for instance on plant care) and clear positioning of pot Anthurium, its aim is to convince the consumer of the added value and appeal of pot Anthurium.

The promotion committee comprises various Dutch growers and breeders of Anthurium pot plants and Flower Council Holland. Its focus is on the two most important export countries of the Dutch growers, France and Germany. Anthurium pot plant is the inducement: both exclusive and sensual.

To visit the website of the promotion committee, please click here.

Promotion of Anthurium cut flowers
Besides its membership of the Dutch promotional group, Anthurium Pot Plants, Anthura is also a member of the promotional group Anthurium Cut Flowers. This promotional group includes various Dutch growers and breeders of Anthurium cut flowers and Bloemenbureau Holland; the group aims to collectively promote the Anthurium cut flower culture.

Since 2009 there has been a targeted three-year campaign focusing on the German market.

From a study it appears that this country offers a great opportunity to increase the sales of Anthurium cut flowers. The German florist is moderately positive about the Anthurium, though can sometimes tend to have a less positive image. However, the degree of penetration of Anthurium cut flowers is high at the florist.

Dutch growers, breeders and Flowercouncil Holland are working together on a structural campaign based on three pillars: improvement of image, inspiration, and information about assortments and care.

In promotional terms there is a focus on the image of Anthurium cut flowers at German florists and by consumers. The sensuality, class, power and energy of the Anthurium are emphasized. For the website of the promotional group: click here.