On the third Tuesday of September, the Netherlands celebrated ‘Prinsjesdag,’ a significant national event highlighted by King Willem-Alexander’s delivery of the Speech from the Throne, akin to the annual State of the Union address. This occasion presented another public relations opportunity for the Dutch flower sector, with a unique twist in floral decor.
Traditionally held in the Knights’ Hall, this year’s ‘Prinsjesdag’ was relocated to the Royal Theater due to renovation work.
For the third consecutive year, Natalia Hoogenraad, the founder of Bloemenmeisjes.com, and her team were entrusted with creating the floral arrangements. A notable aspect of their work is their commitment to sustainability. Hoogenraad explained that they exclusively use sustainable flowers, avoiding the use of floral foam, and ensuring that the flowers have a second life after the ceremony.
The sustainability approach aligns well with the PvdA/Groenlinks coalition’s objectives, which emphasize environmental concerns and cost considerations. The coalition advocates for a shift away from traditional red roses, opting for sustainable flowers sourced locally rather than imported from distant countries. Additionally, the emphasis is on circular practices, minimizing waste and ensuring that the flowers are repurposed.
In this spirit, the flowers from ‘Prinsjesdag’ will find a new purpose at a care organization, where they will be used in flower arranging workshops. This commitment to sustainability and thoughtful reuse reflects the evolving values of the Dutch flower sector and the broader environmental consciousness in the country.