Previously known as the Flower Council of Holland, the Plants & Flowers Foundation Holland (PFFH), works to enhance the international visibility and positioning of the Dutch horticulture sector, for consumers, growers, and traders.

By joining forces with the renowned research institute, the PFFH aims to uncover, measurable and validated, scientific insights about the effects of flowers and plants on well-being and health to be able to contribute to a more nuanced political debate regarding the cultivation and protection of floral crops. According to the PFFH, the Dutch horticulture sector makes a significant contribution to the innovation, employment and economic growth in The Netherlands, yet bouquets of flowers are facing increasing criticism.

Yvonne Watzdorf, Managing Director of PFFH, explains: “This partnership allows PFFH and WUR to participate in the public debate with facts instead of perceptions. The reports do not always provide a complete picture. The sector is working hard to become more sustainable through innovative and eco-friendly solutions, which is in stark contrast with the negative image that is sometimes associated with the sector. Moreover, plants and flowers have a demonstrably positive impact on people by contributing to well-being, togetherness and good mental health. Whether people give or receive plants or flowers, the effect is positive. We want to make this quantifiable, which is why we have established this partnership.”

The PFFH explains that the horticulture sector is fully committed to developing more environmentally friendly growing methods, innovative techniques and natural crop protection products, but admits that there continue to be challenges, such as lack of transparency in the supply chain and the need for acceleration of sustainable developments. By being more open about progress and the areas of attention, while also making the well-being-related effects of flowers and plants measurable in figures, the foundation aims to encourage constructive dialogue within the supply chain and with consumers.

“We look forward to obtaining evidence-based scientific insights from this long-term research into the effects of flowers on human well-being. It is essential that these kinds of assumptions are based on valid data. This is an important step towards transparency and justification within the sector. We also expect to use the obtained insights for our own scientific publications and knowledge sharing within the field of education,” added, Anne Elings, Physiology and Product Quality Team Leader at Wageningen University & Research.

The research partnership runs until 31 March 2027, with the first research results expected at the end of 2025.