Case study 1: Keukenhof in China
Customer: Zhongshan Park which is a park under the ownership of Beijing Landscape Bureau, situated next to Tian’anmen and the Forbidden City in Beijing, China. 23 hectares large, estimate of 2 million visitors per year.
Demand: introduction of “Keukenhof” in China by organizing a flower show in Beijing, China
Background: Since 1996, Zhongshan Park has been holding an annual flower show. Since it is impossible to grow the same quality flowers in the same soil on an annual basis, therefore Zhongshan Park had been exploring possibilities of holding a flower show for new flowers and plants.
Approach: Based on the proposal by Zhongshan Park, EuSino worked out a project which would be beneficiary for both parties and which should be of interest for Keukenhof. EuSino got in contact with the Keukenhof regarding the possibilities for cooperation with Zhongshan Park. In 1998, a delegation of Keukenhof and EuSino visited Zhongshan Park. Keukenhof were impressed by the visit to Zhongshan Park and were interested in a partnership. After it was clear that both parties wanted cooperation, EuSino put up a publicity campaign and looked for sponsorship to finalize the project. In 1998, together with the Keukenhof, Ministry of Foreign affairs in Den Haag, Zhongshan Park and EuSino, the idea of holding an exposition was created.
Result:
1. Keukenhof shipped 5000 tulips to Zhongshan park as a gift to hold the exhibition “Playing with light and color” at Zhongshan Park, Beijing.
2. In October 1998, the exposition “Playing with light and color” was held at Zhongshan Park in Beijing. The show was collaboration between Keukenhof and Ministry of Foreign Affairs in Den Haag, EuSino and Zhongshan Park. The exposition displayed 25 color pictures shot by the director of Keukenhof. Because of the high amount of visitors, they decided to prolonged the exhibition by 4 weeks. Sponsors of the exhibition were the International Bulb Center IBC, which donated 1000 tulips to Zhongshan Park, Netherlands Bureau for Tourism, Van Moppes Diamonds.
3. Two technicians from Zhongshan Park were trained for 6 months at the Keukenhof.
4. Cooperation for the future: the idea of setting up the foundation “the most beautiful garden in the world” with Keukenhof as a founding member, in which also “the Summer Palace” would cooperate.
Quote: Former representative Mr. H.Van Os and former director Mr. H. Koster, Keukenhof: “The setting of Zhongshan park was beautiful. The exposition was not only a promotion for Keukenhof but also for the entire Dutch flower industry”
Case study 2: Organic agriculture short term training program
Customer: Bio-resources Innovative Development Office of the People’s Government of Yunnan Province, China
Demand: Short-term training program on the subject of Organic Agriculture for 50 Chinese students given by Dutch experts...in China or the Netherlands.
Background: The province of Yunnan is one of the poorest provinces in China. The climate is moderate and the province is rich of natural resources, therefore its economical resources are almost entirely based on agriculture products like tobacco, tea, coffee and sugar are produced there. The problems that Yunnan is facing a bad infrastructure, lack of trained personnel and technology.
Approach: EuSino researched the possibilities for short-term training programs on Organic Agriculture in the Netherlands and calculated the estimated cost for a two weeks training for 50 students in the Netherlands. The project budget of the Bio-Resources Innovative Development Office of the People’s Government of Yunnan Province was considered moderate up to Dutch standards. Therefore EuSino’s feasibility study pointed out that organizing the training program within the budget limits in the Netherlands was not reachable. Therefore it was decided to organize the training program in China. The next step for EuSino was gathering information and researched organizations that were dealing with organic agriculture in the Netherlands. They prepared a paper on the objective by the Chinese counterpart and contacted some organizations in the Netherlands. Two organizations, the Groenhorst College and Agro Eco were interested. It was the objective to find two experts on organic agriculture in the Netherlands and send them out to give a 2 weeks training in Yunnan, China. Two Dutch experts were selected within those organizations and put forward by EuSino to the Chinese counterpart. The Chinese counterpart found the two experts suitable and after agreement, the two experts were recruited to give the training. Based on the needs of the students in China, the two experts set up a training program, which was again proposed to the Chinese counterpart by EuSino and approved.
Result: In the summer of 2002, 2 Dutch experts gave a 2 weeks training program on organic agriculture to 50 students in Yunnan, China.