Flower Bulbs from Europe make the United States Bloom

With this project Anthos aims to continue the promotion of European Flower Bulbs in the United Stated of America. Royal Anthos is the Dutch trade association of traders in flower bulbs and nursery stock products. Their companies represent more than 85% of the world trade in flower bulbs and are responsible for more than 80% of the total export of bulbs to the U.S.

The worldwide flower bulb market had a value of $1.201 Million in 2021. In 2021, the total value of the US flower bulb market amounted to $191 million, of which 84% ($160 million) came from the EU, making it the largest export market for Europe. As a result of the COVID-19 pandemic participation rates of US consumers in flower bulb activities saw a large increase in 2021. As a result the annual flower bulb export value, which was steadily declining pre-pandemic, saw a sudden boom. Based on several marketing reports this increase is expected to drop to pre-pandemic levels in coming years if no further promotional efforts are made. The currently increased engagement levels provide a unique opportunity to turn short-term awareness amongst US gardeners into long-term knowledge.

Reports on post-pandemic flower bulb export values have shown a downward trend compared to 2020 and 2021. This is in line with earlier predictions. In addition, the Russia-Ukraine war is profoundly affecting the global supply chain relationship and the raw material price system. As a result, the time is now to mitigate the negative effects of the post-pandemic drop-off and stressed global supply chain.

Within this new campaign three main objectives were formulated; (1) Stabilize and strengthen the flower bulb awareness levels amongst US consumers, (2) turn ‘flower bulb aware consumers’ into ‘flower bulb educated’ consumers to strengthen current and future prospects within the US flower bulb market, and (3) stabilise and increase total flower bulb export value by €2.9 million by early 2026.