Dutch campaign boosts interest in horticultural careers

A two-year campaign by the Dutch Horticultural Production Board has raised the proportion of young Dutch people interested in a horticultural career from 12 per cent in 2010 to 21 per cent now, it has claimed.

The It's Alive campaign has used TV and radio advertising, an animation-driven website (nederlandse.tuinbouw.nl), social media, careers fairs and school promotions to raise awareness of the sector as an employer. The shift in attitudes over the period of the campaign has been most marked among graduates, the board found.

A companion promotion, It's Alive Travel, set up more than 1,000 young people with free working holidays in foreign horticulture, taking some as far afield as the USA, China and Uganda.


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