THE CHALLENGE
Bloomin’Holland is rising as the innovative heart of Green Park Aalsmeer, near Amsterdam and Schiphol Airport. A well-balanced mix of schools, specialist companies and research institutes makes Bloomin’Holland the show case of Dutch flower know-how. Theme park Bloomin’Holland is situated in the centre.
Aalsmeer: heart of the world
For a century The Netherlands has been the global market leader in flower breeding, producing and trading. Over 10,000 floral businesses and institutions are based in The Netherlands. Their concentrated presence enhances competitiveness and innovative potential.
Aalsmeer’s role as the core of the Dutch and worldwide floral cluster is unique in the global market. The presence of the world’s biggest flower auction alone creates an enormous spin-off in productivity. Aalsmeer has matured into a world-renowned brand.
New challenges
The market for flowers and plants is continually shifting. Despite years of investments there’s still much to be gained when the industry focuses more on consumers instead of products. Consumers and their ‘hunger’ for experiences are the driving forces behind today’s markets. A growing number of businesses are discovering a true added value in creating emotions that are attributed to their products. Valentine’s Day for instance is not about giving roses to each other, but about giving ‘love’. That’s why one of the biggest challenges for the industry is the transformation of the traditional trade to a consumer-based experience-driven economy.
Memorable showcase
Business, public, ideas and trends meet in Blooming’Holland like never before. Grand attraction is theme park Bloomin’Holland: the memorable showcase of the Dutch flower industry. An inspiring and highly memorable environment that lives and breathes passion for flowers and plants. Where visitors discover how important flowers are for their personal well-being. A place where the industry gets to meet its most important reason for existence: its customers. Every day.
