In 2014, Merel Ligtelijn, as heir to to the brand name of Van Zuylekom, Levert & Co. (1684 –1982), conceived the idea of reviving the brand name through the introduction of a unique liqueur made from organic tulips – the first of its kind.
In 2016, Ligtelijn met Frans Taselaar, the regional planning director of Zuidas, who was in search of a sustainable solution for the unattended field of Zuidas’ motorway underpass. Ligtelijn and Taselaar exchanged ideas, which soon culminated in this unique sustainable project. In the same year, 6000 organic tulips were planted on the steep slope, they were later harvested and processed for the tulip liqueur.
Selection of a strong tulip cultivar, preparing the slope, planting the bulbs and placing a fence to protect the tulips against vandalism.
A beautiful red carpet of flowers, information board placed, tulips harvested and processed, distillates tested and recipes developed.
Bottle selection, designing label/wrapper/packaging, creating website, presentation and launch of Primeur Zuidas liqueur, sales.