The "Pflück Dein Glück" (Pick Happiness) industry initiative | Fleurop

The florist's job profile

Fleurop is standing up for the profession of florist. A major training initiative is tackling the issue at its roots.

In view of the increasing decline in the number of trainees in the floristry sector, various industry representatives agreed on a joint action programme in 2017 with the industry initiative "Pflück Dein Glück". FDF Berlin/Brandenburg, FDF Nord, Fleurop AG and the retail chain BLUME 2000 have joined forces to increase the number of trainees and the number of training companies in the coming years. They were supported by the Verband des Deutschen Blumen-Groß-und-Importhandels e.V. (BGI), Fleura Metz, Blumenbüro Holland, the Peter Lenné School in Berlin and the Vocational School for chemistry, biology, pharmacy and agriculture in Hamburg.

The profession of floristry is also threatened by a decline in the number of apprentices.

Decreasing numbers of apprentices and increasing numbers of apprentices dropping out, as well as graduates choosing not to enter the profession, are increasingly threatening the floristry profession. The main reason for this is a generally tarnished image. If the profession is no longer attractive enough to young people, if training companies complain about unmotivated trainees, if vocational schools are seen as partly responsible for the lack of training content, and if employment agencies receive insufficient information, then the necessary motivation is lacking on all sides. This means that it is not only the trainees who need support, but also the companies. They need to be trained to be better trainers: better trainers of young people and better trainers of career changers. The vision formulated as part of Strategy 20.20 of creating a network of florists that is economically sound and conveys a self-confident image of the profession is now being realised.

Targeting trainees through online and offline offerings

Apprentice Cup 2018 in Berlin | Photos: Regina Sablotny

The industry's internal campaigns include training and development programmes for apprentices, career changers, trainers and vocational school teachers. Online and offline offerings are designed specifically for trainees and convey basic topics such as personal development, practical business management and specialist knowledge in line with digital reception behaviour. Exchange programmes, regular get-togethers and competitions with workshops offer regional and national networking opportunities within the industry at an early stage - and have been established events for years.

New teaching materials for vocational schools

The modernisation of teaching materials on flower delivery in vocational schools is also part of the measures. Interactive presentations and video content enable a target group-oriented approach. On the other hand, special attention must be paid to promoting dialogue between the reference groups. This requires not only individual dialogue with trainers and vocational school teachers, but also with IHK examiners and employment agencies. Regular meetings at federal state and national level keep all those involved up to date.

In order to make it as easy as possible for those interested to find their way into the profession, the industry initiative's website includes a Germany-wide apprenticeship finder with all the contact details of potential training companies. The link to the initiative's Facebook page can be found here.