Dutch florists take their message to parliament: “Pluk-me-niet” – A vase full of flowers, a clear message on VAT
Update 3 November: The "Pluk-me-niet" campaign has made a difference! The proposed VAT increase has been postponed for now. A great result for the floriculture sector!
On 27 October, the Dutch floristry sector came together in The Hague to raise awareness of the proposed increase in VAT on flowers and plants from 9% to 21%, under the campaign slogan “Pluk-me-niet*”.
*Pluk-me-niet = do not pick me
The Royal Dutch Florist Association (VBW) launched this nationwide campaign to highlight the potential consequences of the proposed tax increase for florists, consumers and the wider floristry industry.
As part of the campaign, all 150 members of the Dutch House of Representatives were sent an empty vase in advance, together with an invitation to join VBW for lunch at Nieuwspoort in The Hague on 27 October.
The message behind the invitation was simple but powerful: an empty vase needs flowers, just as the floristry sector needs a supportive business environment to thrive.
On the day itself, Members of Parliament were invited to bring their vase to Nieuwspoort (national political press-centre), where VBW representatives and florists were ready to fill it with beautiful flowers. Over lunch, politicians had the opportunity to meet representatives of the floristry sector, exchange views and discuss the proposed VAT increase.
Presenting the “Pluk-me-niet” bouquet
A special moment during the day was the presentation of the “Pluk me niet” bouquet. This symbolic bouquet represented the central message of the consumer campaign: don't let flowers and plants become less accessible through higher taxation.
Through the campaign, VBW wanted to make consumers aware of what a VAT increase could mean for the price of flowers and plants, while also showing policymakers just how much the sector has at stake.
Why is this important?
The proposed increase in VAT from 9% to 21% could have a significant impact on the Dutch floristry sector. Based on a recent new research by Decisio the consequences of a VAT-raise will be dramatically:
- Decrease of sales of at least 15%;
- Bankruptcies of 25% of Dutch florists;
- Raise of unemployment of 25-30% of Dutch florist employees;
- Totall loss of economic value of € 826 mln. every year;
- Block of investments in sustainability of growers;
- Only extra increase of government-income of 0,005%;
- Possibility of extend of VAT-raise in other (European) countries.
(see the details of the Decisio-report, in Dutch).
Flowers and plants are an important part of everyday life, bringing colour, joy and connection to people, homes and special occasions. VBW is concerned that such a substantial increase in VAT could put additional pressure on florists, make flowers and plants less accessible to consumers and affect demand across the entire supply chain. A raise of VAT is also not in line of the general sustainable ambitions of the Dutch governement. For an industry built around bringing beauty, positivity into people's lives, giving support to becoming more sustainable and care for nature, this is a development that deserves serious attention.
A nationwide campaign with a clear message
By sending an empty vase to every Member of Parliament and presenting the symbolic “Pluk-me-niet” bouquet, VBW chose a creative and tangible way to start a conversation.
Rather than simply sending a letter or making a statement, the association invited politicians to experience the message for themselves. The campaign connected two audiences: consumers, through the “Pluk-me-niet” message, and policymakers, through direct engagement in The Hague.
The action brought the concerns of Dutch florists directly to the general press and heart of national politics and created an opportunity for meaningful dialogue between the industry and policymakers.
The message from VBW is clear: flowers and plants should remain accessible to everyone. A higher VAT rate could have far-reaching consequences for the floristry sector, and the industry wants its voice to be heard before any decision is made.
With the “Pluk me niet” campaign, Dutch florists have shown that standing together, thinking creatively and speaking up can help bring important industry issues to the attention of policymakers and consumers alike.
Watch the video (Dutch) beneath.
