Pelargonium for Europe is a marketing initiative founded by European geranium breeders: Dümmen Orange, Elsner PAC, Florensis, Geranien Endisch, Selecta one and Syngenta.

 

It was founded in 2016 with the aim to promote and secure long-term geranium sales in Europe. In 2020, the campaign became active in 22 European countries. It is supported by the EU in six; Germany, Austria, the Netherlands, France, Italy and Poland. View our EU campaign page.

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We work closely with our marketing board of breeders to coordinate a wide range of activities aimed at increasing geranium sales through promoting and strengthening the plant's image. 

 

Our campaigns, delivered by our international partner agencies, are designed with carefully defined themes and targets based on consumer trends and market data.

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Target groups

Pelargonium for Europe focuses on targeting key consumer groups via two clear channels: a) the media and b) the green sector including all parts of the supply chain. 

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Target consumer groups are Family & Career Builders (aged 25 - 35) and New Life Builders (aged 50 - 60) - both at transitional stages in life, as well as older traditional buyers. 

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Consumer PR

PR, media relations and social media play a large role in reaching consumers directly. These activities are wide and diverse, and they can vary from classic press communication to media collaborations in different forms.

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Our international partners bring geraniums to TV and radio, lead influencer partnerships, feature in top newspapers, publish expert magazine interviews and participate at events and festivals.

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Green trade

Close working partnerships, collaborations and communication with the green trade is valued extremely highly. Pelargonium for Europe aims to support all levels of the supply chain, particularly specialist retailers.
 
• Retailers - by providing POS materials, advice and information.

• Organised trade such as wholesalers and markets – through partnerships and provision of materials.

• Trade organisations and associations - for example our international partners have collaborated with groups such as BLOOMs, Interflora, FloraHolland and Landgard.

• Other trade groups such as education and consultancy companies - many of PfE's partner agencies are deeply involved within the green trade in their countries; partners include national greenhouse and horticulture associations with regional offices.

• Events - Pelargonium for Europe and its partners participate in trade events in various countries, most notably at IPM Essen in Germany.

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Get in touch if you would like to become a trade partner.