The narrative and brand project has seen AIPH clarify its role as ‘The world’s champion for the power of plants’.
The association, founded in 1948, said: "Technologies have advanced, cities rose from the ground, and we have become more connected than ever. As a result, our essential bond with nature has been weakened.
"AIPH strives to reignite and uphold an appreciation of plants that we believe is a basic human instinct.
"We support the work of grower associations globally and together we champion a prosperous industry, growing plants that enhance lives, advance societies and sustain our planet, for this generation and the next."
AIPH president Vic Krahn said: "As a global industry our relationship with nature was pivotal in our past. It is fundamental to our future. The state of the world dictates that AIPH is more important today than ever in its history. Tomorrow, it will be more so. With an ambitious, determined and optimistic narrative and a clear Strategic Plan, AIPH can achieve more and build a stronger international community".
See www.aiph.org.The rebrand includes:
1. To stimulate increased demand for ornamental trees, plants and flowers worldwide.
Delivered by promoting and approving international horticultural exhibitions (Marketing & Exhibitions Committee) and promoting the role of plants in greening cities (Green City Committee).
2. To protect and promote the interests of the industry.
Delivered by promoting an effectively functioning plant breeders rights system (Novelty Protection Committee) and representing growers interests in certification schemes, plant health and science (Environment & Plant Health Committee).
3. To be the place where growers come to for international industry information and knowledge exchange.
Delivered through the annual production of the AIPH/Union Fleurs Statistical Yearbook, industry events and AIPH meetings.
4. To promote best practice in sustainable ornamentals production.
Delivered by the organisation of the AIPH International Grower of the Year competition.