Henderson Brown has been launched by Martin Brown, the former managing director of The Greenery UK, with recruitment expert Steven Henderson.
Brown chose Smye Holland Associates as he has worked with the PR firm before - and because the firm opened an office in the Netherlands earlier this year to expand its international business with Continental Europe.
Brown said: "The fact that the company has an office in the Netherlands, where so many fresh produce and horticultural businesses are based, makes Smye Holland a particularly attractive choice."
He added: "Recruitment is a simple job that is often done badly. Having been on the client side - as well as being headhunted as a candidate - I have seen the pit- falls from both sides. I really think Henderson Brown can offer something better than is available from other companies.
"Getting that message out to candidates and clients requires an effective publicity campaign and we have appointed Smye Holland Associates because, having worked with the firm in the past, I know it can deliver real results for us."
Smye Holland Associates representative Mike Holland said: "We are looking forward to working with Martin again."