Building Buzz For Flower Bulbs

Flower bulbs are about to get rebranded.

Anthos, an association that represents flower bulb and nursery stock companies, has selected a brand revitalization agency to develop and execute a marketing campaign to invigorate consumer demand for flowering bulbs here in North America. Seventeen of Anthos’ members companies are participating in the campaign, and they’ve collectively pitched in $5.7 million for a three-year campaign.

“Education is important,” says Henk Westerhof, Anthos president. “Consumers know what a flower bulb is, but you have to deal with different climate zones here in the North American market. People don’t know what to do with flower bulbs.”

North America, according to Westerhof, is the largest flower bulb export market in the world, generating about $130 million in sales annually. The 17 companies participating in the campaign account for 85 percent of North American consumer sales.

Still, Anthos member companies see room for growth, particularly among Generations X and Y.

“We’re trying to inspire this next generation of women to take up this hobby,” says Peter Mitchell, the president and CEO of Woodbine, the agency developing the campaign. “We’re excited about the possibilities. There’s no reason women in their 30s and 40s shouldn’t be buying bulbs.”

The campaign, set to launch later this summer as bulb purchasing season approaches, will consist of a website, consumer advertising, digital marketing, social media, public relations and event marketing. It will also have a trade component targeted to retailers across all channels of distribution.

“We believe our campaign has the potential to do for the flower bulb industry what ‘Got Milk‘ has done for the milk industry,” Mitchell says.

Companies participating in the campaign are: W.R. Vanderschoot of VA, Inc.; Tuberbulb Export BV; Vanhof and Blokker LTD; M. Thoolen Flowerbulbs; Jac.Uittenbogaard & Sons; Gebr Langeveld BV; Netherland Bulb Company; Garden State Bulb Company; Florex BV; Stuifbergen Bloembollen Export BV; Van Zyverden Inc.; Van Bloem Gardens; CJ Ruigrok & Sons BV; ADR. Bulbs, Inc.; Van Noort Bulb Co. LTD; Kapiteyn Breezand – Holland; M&G en Holland Beauty Corp.; DeVroomen Bulb Co, Inc.; Bloomsz, LLC; Van Bourgondiens; Simple Pleasures Flowerbulbs & Perennials, Inc.; De Ree Holland BV; Bloomsz Canada, LTD; DeVroomen Europe BV; J. Onderwater Export, LTD; Veseys Seeds; Tradewinds; and Mantel Holland BV.

Leave a Reply

More From Marketing...
Petal-it-Forward

October 3, 2017

October 11 is Your Chance to Petal it Forward

The Society of American Florists’ “Petal it Forward” campaign returns in 2017. Learn how you can participate in this day of spreading kindness through flowers.

Read More
Micandy Gardens Team

September 17, 2017

4 Ways Micandy Gardens Greenhouses Reaches Out to Millennials

Micandy leverages social media to get the word out about its products and spread the word about how flowers can make a difference in people’s lives.

Read More
Costa Farms Exotic Angel Idea Book

September 12, 2017

Costa Farms’ New Lookbook Offers Consumers Ideas on Best Plants for the Home

The new “Bring Your Home to Life” lookbook is a curated collection of more than 300 unique plant varieties best suited to grow in homes and offices.

Read More
Latest Stories
Petal-it-Forward

October 3, 2017

October 11 is Your Chance to Petal it Forward

The Society of American Florists’ “Petal it Forward” campaign returns in 2017. Learn how you can participate in this day of spreading kindness through flowers.

Read More
Micandy Gardens Team

September 17, 2017

4 Ways Micandy Gardens Greenhouses Reaches Out to Mill…

Micandy leverages social media to get the word out about its products and spread the word about how flowers can make a difference in people’s lives.

Read More
Costa Farms Exotic Angel Idea Book

September 12, 2017

Costa Farms’ New Lookbook Offers Consumers Ideas on Bes…

The new “Bring Your Home to Life” lookbook is a curated collection of more than 300 unique plant varieties best suited to grow in homes and offices.

Read More
Certified American Grown Flowers

September 5, 2017

Certified American Grown Flowers Names New Third-Party …

The organization’s new partnership with Where Food Comes From Inc., an agriculture-focused certification company with more than 20 years of experience, will be launched via video conference on September 14.

Read More
Container Gardening

September 5, 2017

14 Consumer Gardening Trends That Have Stood the Test o…

In early September, the Garden Media Group will unveil its 2018 Garden Trends report. To whet your appetite, here’s a look back at several trends that remain relevant today.

Read More

August 29, 2017

Know Your Grower: New Platform Brings Consumer Transpar…

The new Follow Your Flower or Plant vignette from MPS allows consumers to learn all about the producers of the plants and flowers they see at retail, and how sustainably their products are grown.

Read More
green-plan-it-gardening-outdoor-nature-explore-classroom

August 29, 2017

First-Of-Its-Kind Federal Grant Designed to Stimulate C…

The National Initiative for Consumer Horticulture has received a USDA grant to help develop strategies and tactics to grow the practice of gardening 20% by 2025.

Read More
Luxfloraflowerrun17

July 20, 2017

Luxflora Attracted Even More Participation to its Secon…

More than 170 runners kicked off Cultivate'16 on Sunday, July 16, with Luxflora's second annual 5k race. It was a great way to start the week, participants said.

Read More
National Garden Bureau 2018 Year of the Calibrachoa

July 15, 2017

National Garden Bureau Announces Featured Plants for it…

Plant classes recognized include bulb crops (tulip), annuals (calibrachoa), vegetables/edibles (beet), and perennials (coreopsis).

Read More
cut flower arrangement

July 5, 2017

Congress Designates July as American Grown Flowers Mont…

Last week, Congressman Salud Carbajal (CA-24) introduced a bipartisan resolution designating July as “American Grown Flowers Month.” Co-sponsored by Rep. Jamie Herrera Beutler (WA-03), Rep. Jimmy Panetta (CA-20), Rep. Duncan Hunter (CA-50), Rep. Chellie Pingree (ME-01), Rep. Don Young (AK-1), Rep. Jared Huffman (CA-02), and Rep. Darrell Issa (CA-49), House Resolution 413 declares July as the month to celebrate the economic and cultural impact of America’s cut flower and greens farmers and demonstrate Congress’ commitment to support America’s flower farming families. Congressman Carbajal spoke from the House Floor, introducing the legislation and encouraging fellow members of Congress to support American Grown Flowers Month. “I have seen firsthand the value the grown flower industry adds to our economy and communities during my visits with our Central Coast growers,” said Rep. Carbajal. “California produces three quarters of all cut flowers grown in the United States. I am committed to recognizing their contribution […]

Read More
PlantHaven Team 2017

July 2, 2017

PlantHaven Wins Medal of Excellence Award for Marketing

After 20 years of making the world a more vibrant, colorful place, PlantHaven wins Greenhouse Grower’s Medal of Excellence Award for Marketing for its groundbreaking ability to connect breeders, growers, and consumers through personable advertising campaigns.

Read More

June 1, 2017

Reimagining a Brand: How Did We Do With Greenhouse Grow…

Changing the design and content strategy of a brand isn't easy, but we think the new Greenhouse Grower will help carry our innovative industry forward and allow us to better serve your information needs.

Read More
NICH Plants Do That infographic feature

April 11, 2017

New Infographic Highlights Economic Impact of Plants

A new report from the National Institute for Consumer Horticulture shows how horticulture positively affects people’s lives wherever they live, work, shop, and play.

Read More
National Garden Bureau New Website

March 22, 2017

National Garden Bureau’s New Website Features Mobile-Fr…

The new site is designed to serve as a home base to drive traffic from NGB’s social media community to one central location.

Read More

March 7, 2017

Local Florists Celebrate Women’s Day and SAF Prom…

Florists across the U.S. are celebrating International Women's Day, March 8, and raising awareness for non-profit organizations. The Society of American Florists is raising its own awareness of what happens when women receive flowers with a new video for International Women's Day.

Read More
Savor New Website

February 16, 2017

Pleasant View Launches Updated Website for its Savor Ed…

The site is designed to offer a friendly and informative vehicle that delivers product information in an easy-to-navigate format.

Read More

January 24, 2017

Beekenkamp Plants B.V. to Take Over Marketing Sunny Ost…

Beekenkamp Plants B.V. will take over Sunny Holland B.V.'s marketing activities as of July 1, 2017, and begin offering Sunny Osteospermum to the supply chain.

Read More
gg-january-2017-cover-arizonaeast-feature

January 5, 2017

Why ArizonaEast Is Expanding Its Succulent Production T…

In Greenhouse Grower's January cover story, learn how Brian and Joe Vitale of ArizonaEast saw a chance to expand and diversify their New Jersey-based succulent operation, and why they jumped at the opportunity.

Read More