Flower Council of Holland shuts UK office

The Flower Council of Holland (FCH) has closed its UK office and laid off four staff to make way for a £600,000 publicity campaign.

The organisation shut down its Salisbury office, which had been active for 20 years, and made the four administrative staff there redundant. The move is part of a wider reorganisation, according to FCH UK and Ireland representative Jonathon Read.

"We will be focusing a great deal more on the shopper and the consumer than we have in the past," he explained. "The implications of that are that we don't need a fully maintained office.

"Flowers have done surprisingly well during the recession yet there is a need to re-engage the consumer. It is always sad to have to do these things but the prevailing circumstances required it."

FCH has arranged promotions with Morrisons, the Co-operative, Waitrose and 2,500 petrol stations. It is about to launch a national radio campaign linked to a website, where people can win 1,000 bulbs.

Read added: "We are spending about £600,000 on the campaign. What we are trying to do is talk to the consumer more directly. We are trying to take account of the retail situation."

The campaign will focus much more on targeting the consumers of flowers as opposed to the wider public so the usual advertising is being backed up by in-store promotions. Read said he hoped the move would demonstrate that FCH is investing heavily in the industry.

FCH can now be telephoned on 01722 337505 and reached at PO Box 2255, Salisbury SP2 2HA.

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