The Floral Collective becomes The Blooming Collective

The Netherlands-based trade fair promotion project for ornamental horticulture products, originally launched as The Floral Collective, has changed its name to The Blooming Collective. The rebrand follows a letter from a lawyer in the sector, who requested that initiators John Elstgeest and Marcel Jansen adjust the project’s name. Despite the early stage of the project, both its presence and its original name had already attracted attention, with the sector responding positively and with encouragement.

“It’s a new name, but our ambition remains the same: to take the hassle out of reaching florists in various countries for growers and product groups,” says John Elstgeest. “We do this through our distinctive collective trade fair platform, which will be present in Sweden and Poland this autumn.”

Taking the burden off
For many growers, international visibility and a preferred position among florists are becoming increasingly important, but also increasingly complex to achieve. Trade publications are disappearing, and social media has become a confusing landscape to navigate.

“Trade fairs offer opportunities, but standing alone in a small booth, you don’t get noticed,” Elstgeest explains. “On top of that, it’s costly and requires a lot of extra capacity. The Blooming Collective takes all the work off the hands of ornamental horticulture partners and ensures a professional presentation of a range of products in a shared, eye-catching stand. It’s a place where florists are surprised, and where growers or product groups gain visibility in a way that fits the times and the market.”

Connectors
“Partners don’t need to be present themselves, because we arrange everything,” adds Marcel Jansen. “They simply provide a clear, concise briefing and quality products.” Jansen notes that the initiative has already been described as “the new connectors in ornamental horticulture.” “That description really captures what we stand for. We connect growers with florists, product groups with new markets, and products with stories that stick or applications that work.”

Sweden, Poland, Denmark and the Netherlands
Only a few spots remain for the Elmia Garden trade fair (September 30 – October 1) in Sweden and the Green is Life fair (September 3-5) in Poland.

Growers, breeders and product groups can now also register for joint promotion at the Formland fair in Denmark and the new Trendz/ShowUp fair in Gorinchem, the Netherlands. Both fairs will take place in January 2027 and are expected to reach around 1,500 florists looking to distinguish themselves with distinctive products.

Exporters
Exporters with a unique proposition for the Swedish florist or garden centre market can also take part. The Blooming Collective now offers several affordable options for trading companies wishing to present themselves at Elmia Garden.

“This option came about through our close collaboration with the fair’s organisers,” says ornamental horticulture marketer Marcel Jansen. “It’s precisely through that collaboration that we’re able to secure exposure for our partners on multiple fronts.”

For more information:
The Blooming Collective
Marcel Jansen | 06 41694165
John Elstgeest | 06 51263656