We believe in the value of plants and flowers to ensure happier and healthier city living

Our vision

The mass migration into cities is resulting in rising air temperature, pollution levels, and rainfall runoff, factors that are negatively impacting our overall well-being. We know that we can drastically improve the quality of our urban lives with the increased presence of green in cities.

Our mission

Let it Grow is a platform that facilitates entrepreneurs, urban idealists, and artists in bringing their green innovations to life. We're a catalyst for the urban green movement, exposing what’s possible and encouraging both city dwellers to take plants and flowers beyond their traditional definitions. We believe in the value of plants and flowers to ensure happier and healthier city living.

We are shaping the future of our cities with plants and flowers.

Our work

As a platform for innovators working with plants and flowers, we map urban green initiatives from around the world in our Directory and share the stories of their founders in our Journal. In the Let it Grow Lab, we facilitate green innovations with a five-month Incubation Programme, offer workspaces, organise events, and provide access to our extensive network in the floriculture sector and startup world.

Our team

Let it Grow was founded by floral enthusiast Silke Tijkotte. While working at Royal FloraHolland, she was determined to find a way to encourage entrepreneurship and creativity within the floriculture sector. In just a few months, we've grown to a vast team of industry experts, writers, startup specialists and communication heroes.

Meet the team

Join the movement

We accelerate the urban green movement and invite everyone with an interest in plants and flowers to join us. Spread the movement by sharing your vision for a greener city using the hashtag #weletitgrow on Facebook, Instagram, LinkedIn or Twitter. Together, we can work towards building future-proof cities.

Become a partner

While Let it Grow is an initiative of Royal FloraHolland, we invite all projects, businesses, and organisations that promote the urban green movement to take part. With our open structure, you can contribute to determining the activities of Let it Grow.

For the press

Are you looking to write something about Let it Grow? You'll find plenty of information here, including recent press releases, press contacts, and visual assets.