At Easter, Italian nursing home residents in Rome and Milan were cheered up with Avalanche+ roses from Meijer Roses in Pijnacker. The initiative came from flower arranger Paul Deckers, who sought collaboration with ‘Italian’ Charles Lansdorp of the Felini Foundation. “The elderly people really appreciate the flowers. At this time of lockdown, they symbolise hope for a return to normal.”
For many years, Paul Deckers has been responsible for the floral decorations on St. Peter’s Square in Rome for the Pope’s Easter address. But this year, for the second time in a row, the decorations couldn’t go ahead due to Covid-19. Instead, Deckers wanted to cheer up the elderly people of Rome and Milan with Avalanche+ roses of Meijer Roses. He discussed his plan with Lansdorp and the Dutch embassy in Rome, and they decided to deliver the flowers to the same nursing homes they visited for Grandparents’ Day last year.
Follow-up
“This way, the Easter campaign became a nice follow-up to the campaign against loneliness on Grandparents’ Day, which was a collaboration with the Dutch embassy and the Italian florists’ association Federfiori”, explains Charles Lansdorp. St. Peter’s Basilica, where the Pope celebrates Easter Mass, was also decorated with Avalanche+ roses. (..)
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