PROMoting EU-produced plants for city GREENing

As Europe faces increasingly extreme climate events, urban greening is a cost-effective solution to mitigate their impact. Led by ENA (European Nurserystock Association) and eight EU national nursery associations, the PROM-GREEN campaign will address this challenge by accelerating and expanding the use of EU-produced ornamental plants, trees, bulbs, planting materials, and green infrastructures in both private and public spaces across EU cities.
The combined B2B/G and B2C campaign, to be implemented in Belgium, France, Germany, Hungary, Italy, the Netherlands, Poland, and Sweden, aims to boost sales of EU-produced plants by 0.05% (17 million euros) compared to projected sales for these countries, contributing to the CAP’s environmental ambitions and enhancing the competitiveness of EU agriculture. The campaign will highlight sustainable production methods and practices, aligning with Regulation (EU) No 1144/2014, promoting sustainable agricultural products that adhere to EU standards. It will achieve these goals by raising awareness about the multifaceted benefits of plants as Nature-Based Solutions, including their positive impacts on physical and mental well-being, social cohesion, biodiversity, climate change mitigation, and improved air quality. The campaign will educate and engage consumers and professionals on sustainable practices.
With a total budget of €2,076,051 PROM-GREEN will create educational and promotional materials and initiatives to highlight the diverse range of plants, including climate-adapted species produced by European nurseries. The project aims to motivate urban citizens and convince decision-makers—such as local governments, urban planners, city developers— to invest in these high-impact and low-cost behaviours. PROM-GREEN fosters collaborations that transform urban spaces from grey to green, reducing concrete and providing equitable access to green spaces in European cities. Finally, a yearly European Green Cities Award will be organised.