Let it Grow organisation
Editorial / Copywriting / Communications

Role: Editor (Digital & Community)


Planting the seeds for urban green living       

An initiative of Royal FloraHolland and Vandejong Creative Agency, Let it Grow* is an innovation platform for green city enthusiasts and entrepreneurs.

Let it Grow’s mission of accelerating greener cities came alive as an online journal, as well as an incubator programme – the world's first – for floriculture startups. My own mission was to inspire and connect with green communities online, support and profile participants in our programme and to find fresh and interesting ways to approach plants and flowers. Collaborating with a creative team I helped define an editorial and social strategy. I also worked on editorial ideas, commissioning, interviews, copy-editing, community building, newsletters and lots more.

Mapping green intiatives 

We also designed the world’s largest online map of green initiatives from cities all over the world. Some examples are pictured above: Stek de Stadstuinwinkel (Rotterdam), Rooftop Republic (Hong Kong), Weedy Resistance (New York), and Hackney Herbal (London).

*Let it Grow unfortunately ceased its activities in May 2018.


Let it Grow journal

Nurturing green ambitions even futher, we also developed an online journal that featured a mix of fun and inspiring stories related to plants and flowers: long and short reads, interviews, expert pieces from our in-house scientist and more.

Read some of my own interviews from the journal:

︎The Plant Messiah’s manifesto
︎Noël Loozen on film, flowers and fertility