The ’Simply Calla’ promotional campaign is an initiative by growers and breeders of Zantedeschias and Aethiopicas. They are united in the Floraholland Calla Product Commission. Simply Calla wants to explore and especially share ’the other side’ of the Calla with florists. The Calla is already a favourite product in exclusive arrangements, but florists are particularly going to have to differentiate themselves with exciting product combinations and impressive bouquets. With simplicity, calm, idiosyncrasy and style ’Simply Calla’ invites the florist to create surprising combinations of Callas with other remarkable flowers. The activities involve close and positive collaboration with wholesalers, florists’ organisations and trade media. Simply Calla is also open to collaboration with other flower promotion projects.