The Young People in Horticulture Association is a group that was created to unite those under 35s working in horticulture, to better facilitate collaboration, education, and innovation.  

Its primary focus is exploring ways the industry can attract a younger demographic, both as future horticultural employees and as customers for garden centres. 

Now well into its fourth year, the YPHA launched its brand-new accelerator programme, The YPHA Launch Success Challenge.  

Designed to prioritise and progress many of the skills that horticulture relies upon but often fails to nurture, the association chose ten delegates to take on the challenge and compete to bring to market a brand-new variety of begonia. 

Split into two teams, the fully funded programme began with a visit to the Netherlands to learn about product photography and visit young plant production facilities. 

“This was the first time we had the opportunity to be introduced to the other successful candidates, so anticipation and excitement was high as we met at Amsterdam Schiphol Airport,” says Molly Parkin, assistant gardener at Cottesbrooke Hall and Gardens. 

“Coming from a vast array of horticultural backgrounds and experience, I was eager to get to know the other delegates and start this rewarding accelerator programme.” 

The delegates spent the first day of the trip at Floramedia, the European market leader in the creation and production of plant labels, packaging, communication, and marketing services within the horticultural sector.   

Breaking down the process from start to finish, Floramedia discussed how to take the ‘DNA’ of a company, which included its core values, vision, and mission, before then looking further into marketing strategies and why it is important to ensure that the customers’ new brand is following current trends in order to be successful in the retail world. Speaking with Nick Mathias, manager director UK, and Ekko Vermeulen, director of Benelux to learn the ins and outs of the process.  

“The group were taken on a tour of the production facilities, so we could see from start to finish, how labels are designed, printed, cut, packaged and sent out to worldwide locations,” says Will Pateman, self-employed gardener and garden design student. 

“Understandably, a lot of state-of-the-art technology was featured throughout, which helped them to provide the best quality products at a great speed, to keep up with the demand of their customers’ needs.” 

This was followed by an exclusive tour of the plant label production facilities, followed by a masterclass tutorial in studio plant photography in order to demonstrate how the digital art for plant marketing is created. 

The group were then taken to Beekenkamp Plants B.V, to see the production process of plants within its site. Beekenkamp is a family run business and has been since 1951. It has grown tremendously since and now has over 2,600 employees worldwide, producing over 2 billion young plants every year, with a total greenhouse area of 90 hectares. 

Greeted by marketing manager Annieck Ruijgrok, UK Beekenkamp representative Andy Abbey, and sales manager Jaap Solleved, who delivered a presentation on the history of Beekenkamp Plants and the company’s aims for the future.  

Strictly closed to the public due to biosecurity risks, the delegates were honoured to be given a tour of the production facilities, gaining an understanding of how our begonia was bred and rigorously tested to prove its commercial viability. 

“As part of the marketing tutorials, we were given the chance to try our hand at a ‘plant photoshoot’. It was a chance for everyone to show off their creative side and make improvements to the look of a plant, as this marketing material would be used for promotional purposes,” says Pateman. 

“As it came to the end of our trip, the suspense was finally lifted, and we were able to view our brand new currently unnamed begonia and were able to apply the photography skills we learnt at Floramedia to conduct a photo shoot of the begonia which we can use for future marketing materials,” says Parkin.  

On their return, teams will work through a series of seminars and master classes with mentors including Jane Lawler, Michael Perry, and Boyd Douglas-Davies to develop a product identity, calculate commercials, and prepare a pitch to bring together their proposals.   

Along the way there will be factory visits, hands-on experiences, and behind-the-scenes learnings, as well as individually tailored support in the form of one-on-one mentorship with business coach, Liz Dowling.  

“Visiting the Netherlands is an experience I will always be grateful for, and I can’t wait to unveil our new begonia to the UK Market. The Launch Success Challenge has officially begun!” says Parkin.  

Following the results of the The YPHA Launch Success Challenge, an official launch of the new variety of begonia will be held at BBC Gardeners’ World Live 2025.

Launch Success Challenge is YPHA’s brand new accelerator programme, designed to prioritise and progress many of the skills that horticulture relies upon but often fails to nurture. The programme has been made possible thanks to support and funding from Headline Partner, Peter Moore, plus The British Association of Landscape Industries, Beekenkamp Plants B.V., Westland Horticulture Ltd, Pöppelmann GmbH, the BOA- British Ornamentals Association and The Garden Centre Association. Contributors to the programme include: Michael Perry, Liz Dowling, Floramedia, BBC Gardeners’​ World Events, British Garden Centres, Happy Plants Ltd, Glee Birmingham , Jane Lawler and Boyd Douglas-Davies. For more information please visit https://www.ypha.org.uk