Open call for agencies to tender for new Pelargonium EU campaign

Added on 22 November 2024

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Open call for agencies to tender for new Pelargonium EU campaign

Photo Courtesy of AIPH

January 2025 will see the launch of a new EU-funded campaign to promote pelargonium (geranium) plants. Worth around 2.7 million Euros in total, the campaign aims to grow and secure long-term sales of the popular spring flowering plant and support Europe’s horticulture industry. It will run for three years in five countries: Germany, France, Poland, Denmark, and Sweden.

Pelargonium for Europe (PfE) is a multistakeholder initiative launched in 2016 to support pelargonium sales across Europe through generic product promotion. The campaign is active in 22 countries and will remain so, while winning EU funding enables increased activities and impact in the five new target countries. This new campaign will widen an existing cohort, as PfE already has EU campaigns running in 11 countries. As such, from 2025, PfE is set to see its biggest year yet, with active EU campaigns in a total of 16 countries at once.