It’s the year 2016 and Royal FloraHolland is puzzling over the need to target younger consumers and stimulate innovation in the floriculture industry. To get plants and flowers into the hearts of the young people, the company knows it has to step up its game and anticipate the fast-evolving world by looking for new business models that work well for them, as well as for the cooperation and its members. Rather than rolling out a marketing strategy, we cultivated a movement, a new generation of urban green idealists – simply by giving new meaning to plants and flowers. Together, we explored the value of plants and flowers to encourage greener city living, facilitated creative entrepreneurs in bringing their green ideas to life, and accelerated change within the floriculture sector. The concept was simple: we planted a seed and let it grow…