‘Back to the Roots’ Campaign
International campaign raises awareness, appreciation and recognition of the people behind the production of flowers and plants.
Where does the plant on your windowsill actually come from? That is the question behind the international ‘Back to the Roots’ campaign (from room to root), launched by Plants & Flowers Foundation Holland (PFFH). Six nurseries showcase the craftsmanship and care that go into producing their plants and flowers. The campaign runs until the end of December in the Netherlands, Germany, France and the United Kingdom. Four growers will also feature in ‘De Grote Tuinverbouwing’, a TV programme on SBS6.
“Consumers increasingly want to know where their products come from,” says Ilse Westerik, Marketing Manager B2C at PFFH. “With ‘Back to the Roots’, we take them on a journey to discover the origins of their plant or flower. We make the supply chain transparent and put a face to the people behind the product. We show the passion and craftsmanship that go into it. This makes the industry more personal and strengthens consumer trust.”
Six social media carousels
Six nurseries offer a behind-the-scenes look as part of this campaign:
- VDE Plant (Karin van der Eijk)
- Maatschap Van der Linden en Zoon (Jelle van der Linden)
- Marginpar (Helena van Achterberg)
- Bredefleur (Levi Evers)
- Opti-flor (Jesse Hendriks)
- LG Flowers (Joyce Lansbergen)
The carousels highlight the different stages of the supply chain and show the journey a plant or flower takes. At some of the nurseries, ‘Behind the Seeds’ videos have also been created, giving consumers a unique insight into the nurseries themselves.
“I love being able to showcase our industry’s passion for plants and flowers. I take viewers on a tour of our nursery and explain how we grow our plants,” says Karin van der Eijk, grower at VDE Plant.
