The Innovation Award was presented to Be Aware Get Better, a retail initiative for the flower and plant sector backed by Flower Council of Holland, FloraHolland and Horti Fair itself.
The initiative comprises six concepts:
Be Pure, which emphasises the absence of "additives" in plants;
Be Green, which promotes entirely biodegradable packaging;
Be Fair, which highlights plants' ethical credentials;
Be Good, which encourages charitable giving through suitably themed products;
Be Positive, which presents existing products in ways more likely to appeal to a younger market; and
Be Digi, an automated point-of-sale system allowing customers to order larger plants and pots.
FloraHolland product developer Peter van der Voort said:
"A plant on its own is not enough any more - you need to market it and that means telling a story. But the consumer should still have the choice whether or not to buy a sustainable product."
The scheme's backers aim to promote it outside the Netherlands, including in the UK, he added.
The award carries a prize of €10,000.