GROW theme globalisation

GROW nr. 2 May 2017 Royal FloraHolland’s magazine for members and clients

“Don’t let a border stop you” Gerard van Langen Succulent nursery Amigoplant

Lucas Vos: “We have to think big, lest we get marginalised” Thousands of tulip petals in the Rijksmuseum

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Gorgeous

Merry gerbera

The gerbera is an odourless flower belonging to the Asteraceae family. It is native to South Africa, Asia, South America and Tasmania. Botanist Gronovius from Leyden came across the plant in 1737 and named it after his colleague Traugott Gerber, a German physician who collected flowers in Jutland, Denmark.

Gerbera is one of the few flowers that doesn’t have a symbolic meaning. Maybe because it wasn’t known in the western world until comparatively late, halfway through the 18th century? However, it certainly is a very merry flower. The orange gerbera has been chosen as the symbol of the World No Tobacco Day, that started in Scandinavia, several years ago. On this day, the Gerbera Award is presented to an organisation or a person that has fought to introduce measures that stimulate not smoking.

Ambition

Perspectives

Gerard van Langen, Amigoplant: “Don’t let a border stop you”

Global sourcing stands for convenient shopping on the international market

p 12

p 25

Trends

Cross-fertilization

Artist Jennifer Tee and her tulip art

Keukenhof is the biggest advertisement for floriculture

p 28-29

p 26-27

Editorial The world around us is changing rapidly. More and more marketplaces arise. Also, the production of flowers and plants in many parts of the world is increasing.

As floriculture sector we must adapt and go with the flow. If we fail to do so, we’ll lose both growers and clients, says Lucas Vos. “Make sure you move with the times. So that Royal FloraHolland, in the end, can do what it does best: be the hub of supply and demand in international floriculture.”

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What’s driving Lucas Vos The road to 2020 News Big data Insights Globetrotter Perspectives Service Calendar Publishing details

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What’s driving

Lucas Vos “ We have to think big, lest we get marginalised” “If we want to stay a dominant force in international floriculture, we’ll have to bind the international trade channels to us. Even if those channels are in competition with our own growers. As Royal FloraHolland, we have to think big, lest we get marginalised. Should that happen, our members would lose their cooperative”, states Lucas Vos. As an example, Lucas points to the growing number of roses coming from Ecuador. Are they allowed to enter the Dutch marketplace? “I understand perfectly well Kenyan growers are not keen on that, because it does not benefit them. The question is: would those roses end up going through the Dutch channels anyway? Yes, because all of our clients use global sourcing and they are well organised.”

Holding position Lucas feels it is of the utmost importance that Royal FloraHolland holds its position as the leading marketplace, the hub of supply and demand in floriculture. “Anyone can be a supplier. And all international clients can buy their goods here.

The only thing we stay well clear of, is offering services after the moment of purchase. Our exporting clients already take care of that.”

Growth across the borders Is there a cooperative out there that is similar to Royal FloraHolland? Lucas has Friesland Campina in mind, a dairy company with members from the Netherlands, Germany and Belgium. And this cooperative also buys milk from Chinese 4

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“ Growth doesn’t have to be linked to membership, in time to come”

and Pakistani dairy farmers, among others. “It’s interesting to see how this Dutch company goes about its business. All supply goes via Friesland Campina, but it’s not restricted to members only.

Royal FloraHolland is a vibrant Dutch cooperative, and we’re solid as a rock. In order to grow, we need to look across our borders, if I’m honest. And I’m talking about increasing the turnover here, not about gaining more members. Growth should not be inextricably linked to membership, in time to come. Floriculture in the rest of the world is growing faster than in the Netherlands, and we should act accordingly.”

We need to change Is our marketplace indispensable? The world around us changes so rapidly that we have no choice but to go with the flow, Lucas stresses. More and more international marketplaces come into existence – take E-Bay and Alibaba, for instance – and Royal FloraHolland can take advantage of that development. “By going even more digital.

The market will dictate the course our physical marketplace will take. At the same time, we must remain true to ourselves. We must play the leading role on the stage of international floriculture.” ← DE PASSIE VAN LUCAS VOS

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The road to 2020

One size fits nobody “When we started setting up the programme the New Auctioning, one thing was clear: one size fits nobody.”

So says Ronald Teerds, programme director of the New Auctioning. “There just isn’t a solution available that’s right for everyone. We need several different tools, and we’re constructing those as we speak. The starting point is, and will be: digital is the new standard.”

First trial ‘Today for Tomorrow’ “We’re using trials to test what we construct. Most people will notice this happening in the coming months. We now know more about what system would be right for ‘Today for Tomorrow’, so we start with a trial in April. We’ll run a test with one clock only, for cut flowers. That’s the best way to proceed, as we have concluded on basis of our data, talks with growers and clients and the know-how of specialists of Erasmus University”, Ronald states.

Trials in May How does Today for Tomorrow work, from when a product is auctioned until it is delivered to the client, early next morning? “We’ll be running trials until May to inventory what the technical requisites are. And with the aid of the lessons learned, we can set up a first live experiment with one type of product and a selected group of growers and clients. We’ll discuss what the rules of the ‘game’ should be with study groups consisting of growers and clients.”

Image auctioning for plants “Digital is the standard”, Ronald continues. “That 6

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means we should firstly sever the connection between logistics and price development. We’ll lower costs because we’ll be transporting fewer containers. Also, image auctioning is a requirement if we want to set up a nationwide virtual clock.

This is why the clock auctions for plants in Aalsmeer and Naaldwijk must switch to image auctioning too. Coming fall, we’ll set that process in motion.”

This means for plants things will change as they changed for flowers a few years back: clients will only see images displayed on the clock front, the product won’t be physically present in the auction hall any more.

The available tools Today for Today: a nationwide, virtual clock auction to maximize the concentration of supply and demand.

Overview of all flowers and plants on offer at Aalsmeer and Naaldwijk.

Today for Tomorrow: buy today and get the goods delivered before 6 am the following morning.

Every batch a photograph “We can make this transition because, by now, every batch is accompanied by a photo. It’s vital we continue to improve both the images and the supplied information for all products. Every grower should realise it gets ever more essential to provide the products with correct information and photographs.”

order ever smaller quantities. The floriculture sector has to try to adjust the logistics so it can deal with this challenge. One of the solutions is robotics.

This relatively new development could offer huge possibilities. But it will take a great deal of testing and developing. It’s important we gain experience with robots ourselves. We already conducted a test in Aalsmeer. The information we gathered from that will help us to set up more advanced tests at other locations of Royal FloraHolland, later this year.” ←

Robotics in logistics “Logistics get more and more fine-meshed, both at the clock and in direct trade”, Ronald states. “People

For more information, see the dossier at www.royalfloraholland.com/thenewauctioning.

Physical clocks: some physical clocks will continue to operate (additional charges apply).

Clock Presale: the current Clock Presale service will remain as it is.

FloraMondo 2.0: a 24/7 online platform for transactions that offers the best options for transactions and an optimised price development.

OP NAAR 2020

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The road to 2020

“ Digitalization is key to the 2020 strategy” Gerhard van der Bijl is, as of October 2016, the Chief Digital Officer (CDO) of Royal FloraHolland. Together with growers, clients and colleagues at the cooperative, he’s working hard to digitalize the floriculture sector. “We kicked off, we set a digital transformation in motion that is a major challenge but also will have a major impact. Royal FloraHolland will automate today’s services and digitalize the marketplace of the future.”

What’s Gerhard’s view on digitalization in relation to the strategy for 2020? “In 2017, digitalization will focus mainly on the role growers play in the supply chain. Using new digital improvements, we want to make it easier for growers to put their products on offer, quickly and orderly, on several sales channels. Digitalization is vital, and key to achieving the goals of the 2020 strategy of Royal FloraHolland. To be frank, we have the ambition to digitalize the business model, the marketplace and the floriculture sector.” To try and do all three at the same time is pretty ambitious in an established sector, Gerhard states; it would be much easier to achieve when setting up a new business. “Basically, we still are convinced we have a wonderful marketplace, unrivalled in supply and demand, that should get our growers the best prices for their products. And we must digitalize this marketplace in order to adjust even better to the needs of the floriculture sector.”

Added value for growers “I want to help our cooperative, and therefore our members and their clients, to take that step. For digitalization is simply a must, and will take off in

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The Digital Platform In the coming months we’ll keep you posted on all developments regarding the digitalization of the marketplace. Please check out our website www.royalfloraholland.com to stay in the loop.

a big way these coming years. We want to help our growers to digitalize their businesses because that will be, in the end, an added value for their clients.

We improved the supply module, for example. Now growers can more easily manage all of the products they have on offer – and many clients display those in their own e-shops too. The money we spend on creating a digitalized marketplace has more than doubled this year.”

Convenience and reliability What wishes growers and clients might have will be fulfilled by the new digital platform? “The top-priority for growers is to have steady price developments via an efficient trade platform.

The top-priority for clients is a reliable supply channel. They must be sure that what they order will arrive on time and as agreed upon. Royal FloraHolland should do everything it can to ensure convenience and reliability for the supply channel.

A grower should be able to see, in a single glance, what he has in stock and what deals he made with clients, for example. A client should be able to track his order throughout the chain. And should be able to order small quantities, no matter what time of day it is. All those things must be possible in this global digital marketplace.” ←

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News Royal FloraHolland offers the broadest and deepest selection of flowers and plants. That’s a big plus to wholesalers and florists, especially during the very busy period running up to Mother’s Day. There’s a special flower or plant for sale for all the mothers out there. The digital platform FloraMondo provides easy access to that broad selection and gives previews of what will be for sale at the clock auctions for the exporting businesses.

One can order those flowers and/ or plants directly, using Clock Presale. Director and owner Thea Vletter of Dorothea Fleurs, a company that exports flowers, tells us about her experiences with FloraMondo. Dorothea Fleurs has clients in France, Belgium, Macedonia and the Netherlands.

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Good product photos “Visiting FloraMondo online is, by now, a daily routine. Not long ago, you’d take a peek in and around the auction hall to get an impression of what’s on offer. Now, you can get that information on FloraMondo. And often there’s a clear link between the price development on FloraMondo and the prices on the clock the following day. The system is continually improving. I’m glad to see that roses now have an indication of the stem length.

Hopefully we’ll see more and more information like that being added. For FloraMondo goes what goes for the clock auction: you usually know the grower,

or the reputation of the grower, that supplied the product. You take that into account as you decide what to purchase. And the product photos are of such a good quality now that I can use them in my e-shop. That saves us a lot of work.”

FloraMondo saves a lot of work “It’s a bonus I can order small quantities via FloraMondo, especially when Mother’s Day is coming up. Some buyers want lots of different products, and just one or two containers of each. On the clock auction, only the first purchase can be a small quantity.

So it’s always a struggle to get those. Or I have to place small orders with other wholesalers, or with growers. That has some disadvantages. You can’t tell how fresh a product is, or you have to pick it up yourself at a nursery, or you have to wait too long for it.

Now I order the small quantities in the evening via FloraMondo, if possible. These arrive together with the batches for the regular clock auction. So they’re already there when I’m done at the auction. That saves a lot of work, a lot of time – up to two hours on a busy day – and a lot of stress.” ←

The five most sold products 1 Large-bloomed rose RED NAOMI! 2 Large-bloomed eustoma ROSI WHITE 3 Large-bloomed rose AVALANCHE+ 4 Limonium Crystal Dark Blue 5 Large-bloomed gerbera mixed

Would you like to find out more about FloraMondo? Check out www.royalfloraholland.com/ floramondo

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sing U FloraMondo late at night and getting up at four am the next morning is not ideal. But it saves so much stress, it’s well worth it.

”

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Ambition

Gerard van Langen grows succulents in the Dutch town of Heerhugowaard. The no-nonsense grower started out with a small nursery (0,4 ha) in 1984, producing vegetables. 33 years later, Amigoplant is an international company, growing more than 60 types of succulents and kalanchoe on a total area of 19 ha. Cutting material is produced in Kenya, and there’s a nursery in Portugal as well. “Growing succulents already was a hobby of mine when I was just 7 years old. It’s great to work with them on a daily basis now.”

Gerard van Langen:

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Who is Gerard van Langen?

• Gerard is 56 years old and grows succulents and kalanchoe in the Dutch town of Heerhugowaard.

• Who does what? Miranda (54), his spouse, helps out where necessary and does tours for visitors. Daughter Nicole (24) handles the breeding and internal product logistics, potting up the plants falls under jurisdiction of son Rob (27) and son Rick (26) is in charge of logistics.

The family business also took a partner on board: Koen Beemsterboer, who’s responsible for HR and efficiency.

• Motto: Taking opportunities

Gerard won the price awarded by the public in the competition ‘Agricultural Entrepreneur of the Year 2017’.

He’s very pleased with that, but he knows how to put it into perspective as well, as he’s had his share of dire times. When he was 24 years of age, his father died of lung cancer. The young man just finished agricultural college and immediately had to join the family business, helping out his mother until he took over completely a year later.

In 2004, Gerard wanted to switch from vegetables to succulents. The bank refused to loan him any money for it. Far from being a quitter, as is typical of the man, Gerard went ahead with his plans anyway. “I got in contact with my suppliers and asked them if they approved of the business plan for the new nursery.

And I the end, that did the trick. I’m still very happy with the switch I made. Vegetables were not really my thing; every day the same old, same old. And these succulents are a daily joy to me.”

From Portugal to Kenya DJust thirteen years later, Gerard’s company Amigoplant owns 19 ha, spread out over several locations in the Netherlands, plus a nursery in Portugal. There, in southern Europe, the winter range of succulents is produced. The cutting material is grown in Kenya. Gerard goes there often to see how things fare, accompanied by his daughter Nicole, who’s also part of the family business (see inset).

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Ambition

Easter cacti Who are Amigoplant’s clients? “We can supply anyone, anywhere in the world. Be it retailer or florist.

From the beginning, we’ve had a proactive sales approach. We try to understand the product and find the clients that go with it. And we come up with innovative concepts, such as an Easter presentation of our plants. And there’s the Christmas presentation, with lots of shiny elements.”

Sombrero Gerard is good at seeing opportunities. He keeps coming up with ideas and has an innovative way of thinking. Also, he’s succeeded in giving Amigoplant its own identity by using the South American 14

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sombrero in the logo. And on all locations, you can see South American paintings on the walls. How does he come up with his ideas? “I just have them. I’m always on the lookout for something new. And I really don’t need some marketing agency. It’s way more fun to do this yourself, don’t you think?”

On the lookout for opportunities Gerard feels that growers should expand their horizon, and look beyond the borders. “Production in or trade with other countries is often seen as a bit scary. It’s a pretty small world, Dutch floriculture.

Growers should be much more on the lookout for opportunities. Don’t let a border stop you. For these days, 80 percent of Dutch floriculture products are

exported to other countries.” What the Netherlands really excel in, is marketing. “We’re the best in the world when it comes to that. That’s good, for the production itself will spread across the world in years to come.”

“ These succulents are a daily joy to me”

What’s Gerard’s view on the future, say 2027, taking into account that the number of Dutch growers is declining? “We are a close-knit and strong family business. Our three children feel the future’s bright, so we have several successors. We really do everything together in this company. That is our strength.” ←

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Big data

1,750

The bulk of our export still goes to Germany →

1 G ermany

1,500

In spite of the continuing globalisation, the bulk of

€ 1,660.516

our exported flowers and plants still goes to our neighbours to the east of us: Germany. Export in 2016 even increased by 7 percent, compared to 2015.

1,250

The UK is still the second most important importer, though the Brexit has cast a shadow over things.

France also remains a major buyer of flowers and plants from Holland.

1,000

17

750

Floriculture production Floriculture export

Dutch export data: potted plants, garden plants and cut flowers

500

December 2016. Value x 1 million euros

The Netherlands

The Netherlands

Value x 1 million euros

Value x 1 million euros

2015 2016

13

14

12 11

250

15

16

NL

10 9

8 7

6

4 5

Land

Omzet

4 Italy

€ 311.009

5 Belgium

€ 256.404

6 Poland

€ 188.495

7 Switzerland

€ 185.217

8 Sweden

€ 180.241

9 Austria

€ 132.523

10 Denmark

€ 125.811

11 Russia

€ 119.019

12 United States

€ 98.862

13 Czech Republic

€ 88.528

14 Spain

€ 85.553

15 Norway

€ 64.777

16 Finland

€ 57.796

17 Other

€ 526.790

Total

€ 5,741.339

2000

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3500

1500

3000

1250

2500

1000

2000

750

1500

500

1000

+4.1%

+7% 50 0

250

3 F rance

€ 776.733

0

0 Cut flowers

France + 3.2%

Italy + 2.2%

Source: Floridata

Belgium + 10.5%

Poland + 8.5%

Switzerland + 1.4%

Sweden + 2.4%

+2.3%

+3%

Kingdom € 883.065

Potted plants & garden plants Cut flowers

UK - 4.5%

4000

+2%

1750

2 U nited

Ratio between plants & cut flowers 2016 and total growth percentage

Germany + 6.6%

2015 2016

Austria + 2.2%

Denmark + 11.3%

Russia - 29.6%

US + 11.8%

Houseplants

Czech Republic + 8.2%

Spain + 13.5%

Garden plants

Norway - 13.6%

Cut flowers

Finland + 1.2%

Houseplants & garden plants

Other + 8.9%

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Insights

Breeding in a global playing field Anthura breeds anthuriums and orchids and sells those all over the world. The company also sends young plants to over seventy countries.

Anthura has production locations in Germany, Macedonia and China. “We assist our Chinese customers with the marketing as well. They value our support”, says Marco van Herk, Anthura’s commercial director.

In GROW, we like to look in from the outside.

This time: breeder Anthura shares its thoughts on the theme ‘globalisation’.

“Europe will always be an important market for Dutch floriculture. In the rest of the world, Holland as a supplier can only play a small role, supplementary to local production.”

Gert-Jan Schoneveld CEO Hilverda de Boer

Anthura has a history of 79 years.

Nic van der Knaap took over his father’s company and still is very much involved. The Dutch breeder once started out with potted and cut anthuriums. In 1995, phalaenopsis was added to the range of products. Marco: “We supply hundreds of growers with our young plants, and they turn those into end products.

These growers are located all over the world, from North America to South Africa, and they supply various sales channels, like florists and garden centres.”

entrepreneurship and focus on the long term are trademarks of Anthura, Marco feels. What’s the biggest difference between the European and the Chinese approach? “In China, it’s all about the internet. WeChat is amazingly popular. You have to act upon that fact. And the Chinese clients want help with their sales, for they lack know-how in that field. Anthura offers support in the search for new sales opportunities, for instance, and assists with brand development. Dutch growers usually prefer to do it themselves.”

Sales support As of 2007, Anthura has a location for production and sales in China: Kunming Anthura Horticultural Co. Ltd. Back then, the breeding company was a real pioneer. “We experienced some setbacks, but we persisted nonetheless.” This

More refined breeding What’s happening in breeding at the moment? “Breeding gets more and more refined. We’re in cooperation with Keygene, among others. Keygene is the result of a fusion in 1989 between five breeders of vegetables. This

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strategic cooperation increases our knowledge of DNA technology, improves our insight into new breeding technologies and enhances the efficiency of our breeding activities. Therefore we can, as a company, adapt more easily to the ever bigger changes in the market.”

Contact with consumers A breeder that is globally active has to know what’s going on in the whole of the supply chain.

What steps does Anthura take to get into contact with clients and end consumers? “We take part in consumer events, such as Libelle Zomerweek, an event held by a popular women’s magazine.

We also go to the fair Christmas World-Floradecora in Germany.

There we meet up with purchase managers and representatives of retailers and garden centres – that

“ The floriculture sector is of international significance. And it’s going through major changes. Fewer physical trade locations, more online and virtual trading of wonderful flowers and plants.

The expansion of the market is an important development as well.

Worldwide, there are ever more consumers that have ever more money to spend, and they appreciate our products and love to buy them. Clearly, there’s a world of opportunities out there for Dutch floriculture. And it’s of great importance that the Netherlands continue to be the number one global marketplace.”

Arne Weverling Member of parliament (has his roots in a floriculture region)

certainly has its uses. Furthermore, we’ve been busy online and on social media for some time now.

We have an online inspirational platform called Bloomifique, where flowers, plants, interior design and styling meet, with the aim to stimulate consumers to buy flowers and plants. We already have 7,000 Bloomifique followers.” ←

“ Keep your eyes peeled for what’s happening in the rest of the world. The playing field is much bigger than just Europe and that is why an entrepreneur must know what’s going on in the world when it comes to knowledge and innovation.”

Eduard ter Laak Ter Laak Orchids

“The world is by definition a bigger place than Europe, and many developments are both a threat and an opportunity! We very deliberately chose to be an international company and have set up our organisation accordingly. It’s a good thing when people in floriculture start thinking more globally.

Take that decision when you’ve considered all the angles and keep an eye on developments in other regions and other industries.”

Perry Dekkers Commercial director Dümmen Orange INSIGHTS

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Globetrotter

This returning section features objects from all over the world, provided they have a direct link to international horticulture and Royal FloraHolland.

The symbolic meaning of poppies The poppy is the national symbol of Belgium. It’s also a symbol for allied soldiers that died in the First World War. After the armistice in 1918, Moina Belle Michale, an American, decided to always yearly wear a poppy from then on. Other women followed her example. Others started selling the flowers, donating the revenues to widows and children of fallen soldiers, and to disabled soldiers. In the UK, the flower is now a remembrance poppy, a symbol for all soldiers that perished.

Inspiring Turkish tulip festival In April, the first tulip festival was held in the Emirgan Park in Istanbul. That was extra special because the tulip is originally a Turkish flower. Monique Heemskerk, manager development team Turkey at Royal FloraHolland, coordinated the festival, together with the network Royal FloraHolland has in Turkey. “Istanbul is a very green city. It’s great to wander around in one of the many parks of the Turkish capital. The local government spends a lot of money on the parks, filling them with flowers bulbs and plants. The tulip festival is a way of bringing the Turkish consumer into closer contact with flowers and plants. We campaign on social media as well, to improve our brand, which leads to consumers spending more. Also, we held florists’ competitions and demos of floral techniques, in cooperation with the Flower Academy and Chrysal.”

Butterfly Jasmine, a Cuban national symbol 20

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Cuba has plenty of native flowers and plants. The national flower is the Butterfly Jasmine, locally known as mariposa, a white flower that looks like a butterfly.

Women used to carry this flower in their hair in times of war and revolution, to show their love for their country.

In the wild, the Butterfly Jasmine only grows at spots with plenty of moisture, like on the shores of rivers and lagoons, but many Cubans cultivate the flowers themselves, in their home or garden. Cuba is home to over 250 indigenous species of orchids, and there are many orchid nurseries. Since Raoul Castro was named president in 2008, some changes were made that led to more economical and personal freedom for the Cubans. As a result, many people start setting up ‘casas particulares’, which is like a bed and breakfast.

Engaging in floriculture is also allowed, albeit only small-scale. The products, grown on privately owned patches, are sold at local markets.

Spanish bus gardens are environmentally sound They’re already in Palma de Mallorca, Girona and Barcelona. Soon, these buses with a garden on the roof will be driving around in Madrid too. The bus gardens are nice to look at and act as a cooling system. They also remove carbon monoxide from the air and are therefore environmentally friendly. The Catalonian farmer Marc Granèn thought of the bus garden.

He designed a small garden, just 7 centimetres high, that is watered by the cooling system of the bus itself. Sales are handled by a company called PhytoKinetic. This supplier claims that the mobile garden not only absorbs carbon monoxide, but noise and heat as well. The bus garden has an isolation value of 4.5°C. Therefore the heating system of the bus doesn’t have to work as hard in winter, and in summer it’s cooler in the bus than outside. To have a roof garden installed on a bus costs around € 2,500. Soon, you can see some of them on the two busiest bus routes in Madrid, where they’ll be testing them. PhytoKinetic is negotiating a deal with bus companies in the UK, Germany and Argentina as well, so you might see the bus gardens there too, in future.

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Perspectives Four views on the theme ‘globalisation’

Global trade and how to ensure high quality

“ The continuing globalisation means we source more and more products from far away places.”

Frits Jonk Team manager product quality Royal FloraHolland

Global trade is increasing. What’s also on the rise, in the Netherlands at least: the number of plant diseases and harmful insects. How can we still ensure products are of the highest quality? Frits Jonk (team manager of the knowledge centre for product quality at Royal FloraHolland) and George Franke (policy advisor phytosanitairy matters at VBN) talk about this dilemma.

The last couple of years, horticulture in the EU had to deal with Xylella fastidiosa, a bacterium that causes massive damage to olive trees in Italy. And in the Netherlands, rose growers had to cope with the devastating effects of the bacterium Ralstonia. Also, the tiny thrips remain a major problem. And all the while, ever more crop-protecting agents are struck off the list. Frits Jonk: “The continuing globalisation means we source more and more products from far away places. A lot of roses have been cultivated in Kenya and Ethiopia. And we import lots of cutting material from distant countries, where the restrictions that apply to horticulture differ from the restrictions here.”

Climate change George states that climate change is the reason why more and more diseases feel at home in the Netherlands that used to be restricted to warmer countries. Due to the current mild winters, some insects now can survive and prosper here. “It all adds up. We must keep a closer eye on everything we import and trade here. By checking the import more thoroughly and using plant passports for internal EU trade, we can keep things under control, more or less. The countries we export to get more strict as well. Countries try to protect themselves. And the techniques for detecting diseases and pest insects improve all the time, so they get better at spotting those.”

Level playing field How do we deal with protectionism and global trade?

Can we spot threats, or opportunities? Frits: “It’s 22

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important we do not interfere with trade. We should strive for a level playing field. Royal FloraHolland tries to realise that by influencing EU policy as a member of VBN, the association of Dutch flower auctions.” George: “VBN lobbies to get the EU to see our point of view. And for that, we team up with the Department of Foreign Affairs, the national Product Safety Authority and other organisations both from the Netherlands and abroad.” He too has noticed European growers have to meet ever higher standards, due to the demands of international retail companies. “That’s a difficult situation to be in, because there are fewer crop-protecting agents available to growers these days. In addition to that, the discussion surrounding crop protection is starting to get more and more political.” ←

”Always on the lookout for new customers” Kreling Chrysanten BV is the largest producer of chrysanthemums in the Netherlands. The company opened its seventh location last March, bringing the total acreage up to 36 hectares. This newest location is run by Koen Kreling, the 22-year-old son of owner Jan Kreling. The company has been exclusively supplying retailers in the UK, Germany and other European countries since the nineties.

On a sombre day in springtime, March, workers at the new nursery are busy disinfecting the soil with hot steam, so it’s ready to receive a chrysanthemum planting. “We want to make a clean start at this location”, Koen explains. What distinguishes Kreling Chrysanten BV from other companies? “We specialise in producing for retail companies. We produce as much flowers as possible in the shortest amount of time. We stretch the plants to their limits.

But the quality always has to be high. The right length, undamaged and of course uniform flowers.”

Koen says it’s all about planning. “If you get your planning right, your operational management well be alright too. The customer must be able to rely upon us, to trust that we can deliver the goods. All year round. We’re very flexible and can get orders on their way in no time at all. If a customer places an order at six o’clock, he has to receive the shipment in a matter of hours. We want clients to know they can depend on that.”

Eggs in one basket Why did the company decide to supply retailers, and at first specifically retailers in Great Britain?

“My father Jan started doing that in 1997, and our customer base expanded significantly since then.

We’re well-connected in the UK. And we can make life easier for our customers as well because we have our own packaging building. We wrap up the flowers nicely in special sleeves there. And we’re always searching for new and better varieties, in cooperation with our clients. Together, we decide which varieties end up on the shelves.”

Koen states that the company has deliberately chosen to broaden its horizon and supply other

countries as well, so they don’t have all their eggs in one basket. The Brexit hasn’t affected trade with the UK, up until now. “But the intermediary traders experience some setbacks, we notice.” Kreling now also supplies German, French and Czech supermarkets, both high-end and low-end. Koen: “Global trade is tremendously important. You always have to be on the lookout for new customers and new markets.” ←

“Global trade is tremendously important” Koen Kreling Kreling Chrysanten BV

“Global trade gets increasingly important” Tulip grower Peter Smak (45) is the owner of Smak Tulips, located in the Dutch village of Wervershoof.

He’s been running the company, together with his brother Arjan, since he was 18. The family has always been growing in Frisian soil. Peter’s father started out with chicory and cabbages in the previous century, but eventually switched to tulips. “Tulips are highly sought after. The world is getting bigger, so global trade will become increasingly important.”

“Tulips are popular all over the world” Peter Smak Tulip grower and owner of Smak Tulips

Tulips popular Peter also owns 3 hectares of land in Avignon, France. There he can start growing his tulips as early as November. Smak Tulips exports the flowers to countries all over the world, including many European countries. “Tulips are very popular all over the world. The tulip originates from Turkey, of course, and is hugely popular there as well.” The production of tulips has more than doubled in the last ten years, and that trend seems unstoppable.

“Sustainability more important than ever” Peter came up with the so-called ‘smakbak’: 24

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a container in which the plants can stand up straight.

The container is easy to disinfect and is also used in the breeding of tulips. Peter thinks all tulip nurseries will have switched over to this system in ten years time, because it probably will become mandatory.

“Sustainability is more important than ever. You must recycle everything. As of 2018, you have to purify all the water you used before you can discharge it, because of a change in environmental laws.”

Bring out the best in a bulb How important is quality? Peter: “It is essential if you want to stay in the game. My goal is to bring out the best in a bulb. We strive to have our production peak as early as possible. The first tulips leave the greenhouse before Christmas. And we start with normal production in January.” And sales, how does he go about that? “We send of lot of our tulips to the clock auction in Aalsmeer. There’s a certain amount of direct trade as well, and we’ve made some deals with exporting wholesalers.” ←

Matthea van der Molen General manager East Africa

Matthea van der Molen and Sebastiaan Hoogendoorn both represent Royal FloraHolland in East Africa. Matthea is the general manager East Africa, Sebastiaan is the commerce & project manager East Africa. Together they explain what’s so special about the international service global sourcing, that’s becoming increasingly popular.

Matthea outlines the aim of global sourcing: “We help clients from all over the world to purchase flowers and plants that are produced here in East Africa. There’s a growing amount of direct trade, so we need to facilitate the global sales. To achieve this, clients need to know where they can find what products. Purchase convenience, the right quality and guaranteed delivery – those are the priorities for our international clients.

And proper access to what’s on offer, so the products can get to where to need to go in a controlled manner.”

The service also provides growers with information about the market. What’s the current situation? What does it take if you, as a grower, want to supply this market? “We help growers to prepare for this.”

Smak Tulips was one of the first companies to embrace the flood and drain system. Peter thought of the system long ago, in 1995. He’s very modest about the role he played, but he certainly has a pioneering spirit. “I like to come up with new ideas. I perk up as soon as I see room for improvement somewhere.”

Less spoilage How did he come up with this system in a time when cultivating crops in a growth medium was still in its infancy? “We already used water in the cultivation of chicory, and I applied that to tulip growing. The main advantage of using water is that you don’t have any waste. We did some trials with running water, and that worked pretty well. It’s a sustainable, clean system, and there’s less spoilage during cultivation. And the roots are longer. That leads to a better quality, in the end.” So, there are some real benefits to the flood and drain system for growers. “Some of the big tulip companies in Holland use this system now too.”

Buying made easy with global sourcing

“ Clients need to know where they can find what products”

Flights and uncertainties Sebastiaan adds: “It’s not to be taken for granted products will always arrive properly and on time at the airport after a flight; there are always uncertainties.

And aerial transport costs are high, so returning a product is tricky. This is a risk for clients, but we can help with that. We check the quality of the products at the airport, before departure, so the quality is guaranteed. We’re at the spot and keep an eye on the growers as well as the orders. Therefore, clients can depend upon it that all is taken care of in Africa.”

Peter van der Voort, of Hoorn Bloommasters, has been using the global sourcing service of Royal FloraHolland Kenya for some years now. “This service gives us the guarantee our purchases will arrive on time and have the required quality. That certainty is very welcome.

Global sourcing means having eyes and ears on the spot.”

Connecting to the world How does global sourcing fit in with the 2020 strategy?

What is it like to work and live in Africa?

Matthea and Sebastiaan both live with their families on a secured compound. Neither feels they’re on some sort of holiday, living and working in Africa. Matthea sees a lot of corruption in day-to-day life. Also, Kenya is one of the most dangerous countries in the world to drive a car in. “By now, I’m a real hazard when I step into a car in Holland”, Matthea laughs. What do they feel are the upsides to living in Africa? Matthea: “The people in Kenya have ambition and drive to get ahead. I feel their warmth.” Sebastiaan: “Kenyan colleagues see Royal FloraHolland as family. It’s heart-warming to be a part of this.

And it’s great to live in another culture, and everything that goes with it.”

Matthea: “There’s a big increase in global trade routes. The production of flowers in Africa grows, as is global demand. Also, production in the Netherlands is decreasing, which leads me to conclude that global sourcing is the future. Royal FloraHolland must definitively link up with the whole of the world.

Via global sourcing we can now provide the Chinese market with flowers that are grown in East Africa.” ← PERSPECTIVES

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Cross-fertilization

Keukenhof: the biggest advertisement for floriculture A park of 32 hectares Bart finds working at the Keukenhof very inspiring. “It is the calling card of the Netherlands. The whole world sees us. Everyone knows this icon. It’s the ultimate way to put flowers in the spotlight, and in a very positive way too.” What’s it like to work for a business that’s only open for eight weeks a year? “Pretty odd, I can tell you. It goes for all new staff: you have to work here for a whole year before you get to grips with the kind of company it is. We really need the ten months that the Keukenhof isn’t open to the public to properly maintain all 32 hectares of the park. All so we can have another fine season.”

These past few years, people have been flocking in ever greater numbers to the Keukenhof. Nowadays, 1.2 million people visit the park each year (in 2012 there were 800,000 visitors). Bart Siemerink, general director since 2012: “The Keukenhof is in the top five of attractions worldwide.

People fly here, business class too, just to admire our flowers.

How is that not great?”

Over a hundred different countries Loads and loads of international tourists still visit the Netherlands to see the special icon that is the tulip. Germany is the main supplier of visitors, followed by the United States, the UK and France.

There also are a lot of tourists from China. Bart: “This rising country is very interested in our flowers, and that shows in the visitor numbers. We want to show these tourists how lovely our flowers are. And what you can do with them.”

And the Dutch visitors? “They make up 20 percent of visitors. It’s mainly people from countries that buy Dutch flowers and plants that come here.”

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Selling inspiration What’s the main objective of the Keukenhof?

“Selling inspiration. Provide our visitors with an experience, and an emotion. For all people that come here, it’s their first day. We have to make them feel at home. Rain or shine, that doesn’t matter. Everyone here walks around with a smile on his face.”

The cooperation with growers, how does that work?

“We’re collaborating with five hundred different nurseries. We meet up twice each year to discuss the plans for the season. Growers know we are the biggest advertisement for floriculture there is.

They’re happy to put up their best products. We’ve established a good relationship with the growers in all these years.”

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Trends Tens of thousands of tulip petals in the Rijksmuseum

Tulips at the station As of 2018, a photographic reproduction of the huge hanging will be on show in the new central hall of Amsterdam Central Station. Many more people will be able to enjoy the tulip-petal art then.

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There’s a hanging on display in the Rijksmuseum in Amsterdam that is 18 meters long and has tens of thousands of tulip petals on it. The hanging was made by Jennifer Tee and available to see until the 21st of May. The work of art is called Tulip palepai, Navigating the river of the world.

Pleasantly surprised growers How did Jennifer come by all those tulip petals? The artist collaborated with about thirty nurseries. For a year, she did research to find out which were the most colour-fast petals. The bright colours had to support the shapes on the hanging.

“My research kicked off with buying tulips and drying the petals, as in a herbarium. After a year I had an overview of available varieties and colours. And I found out the best way to dry the petals. In the end, I selected thirty varieties to use in the work of art, and the Keukenhof brought me into contact with growers that could provide the tulips. And they were pleasantly surprised by the result: they had not expected their tulips could be used like this.”

Tulip roots It can’t be a coincidence: Jennifer’s mother stems from a Dutch family of tulip bulb traders: Van der Meij and sons. “My mother even worked in the business, back in the day. The company was eventually sold, though.”

Dutch icon How do you come up with the idea to use thousands of tulip petals to create a hanging? “I was commissioned to produce a work of art that focuses on the link between the Netherlands and the rest of the world. I was inspired by tulips because they’re not originally from this country but have become an icon of the Netherlands.

The grid of the lines on the tulip fields were a huge inspiration too, for it reminds me of woven cloth.”

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Service

On these service columns we share relevant publications from the floriculture sector with you. Also, there’s a horticultural calendar with upcoming important events.

Do you have questions? Or would you like to contribute something inspiring from the ornamental horticulture sector?

Calendar

Publishing details

Email the editorial staff GROW@royalfloraholland.com

← Smart and creative concepts with flowers ‘Flowers love people.’ That’s an old Dutch advertising slogan. The reverse is certainly true: people love flowers. Flowers calm people down, make them merrier and happier. Young people would like to buy flowers more often. But, as the trend is towards smaller interiors (35-42 square meters), there is a need for smart, space-saving products. SIGN, a foundation that strives for innovation in horticulture, took the initiative to start searching for those products. SIGN worked together with four designers to come up with some ideas. One of the designs is ‘bloom bloom’, a compact vase fitted with light-emitting diodes (LEDs) that livens up the house and/or the terrace. Target groups for this concept are the hotel and catering industry and DIY stores. You can find more information on www.innovatieglastuinbouw.nl.

← Save the date: Ride for the Roses, Sunday 3 September At the 3rd of September 2017, the Ride of the Roses will be held for the 20th time. Start and finish will be at Royal Lemkes in the Dutch town of Bleiswijk. Participants of this special cycling event can ride a course of 25, 50 or 100 kilometres. The Ride for the Roses is an open event that supports the fight against cancer. Every participant receives a rose once he reaches the finish. The rose symbolizes that there’s a future for everyone. This year, the proceeds are donated to two different research projects. The first one focuses on the effects of exercise and nourishment on the side effects of prostate cancer treatment. The second one looks into activating the immune system as a way of fighting breast cancer. Royal FloraHolland supports this cycling event. Should you wish to participate, go to the website www.ridefortheroses.nl and sign up.

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Member’s meeting

GROW publishing details GROW is the magazine for members and buyers of Royal FloraHolland.

It is published six times a year and is also available to read on www.royalfloraholland.com.

Royal FloraHolland Aalsmeer Thursday 1 June Buffet at 18.00, meeting starts at 19.30.

IFTEX Expo Kenya

Wednesday 7 until Friday 9 June

Editorial office GROW, Postbus 220 2670 AE Naaldwijk

Dutch Lily Days Van den Bos Flowerbulbs Honselersdijk www.dutchlilydays.nl

E-mail GROW@royalfloraholland.com

Tuesday 6 until Friday 9 June

More information about our magazine can be found at www.royalfloraholland.com/grow.

Flower Trials

Tuesday 13 until Friday 16 June During the FlowerTrials 2017, 59 breeders of potted plants and garden plants present their novelties, creative concepts and their amazingly wide product ranges. www.flowertrials.com Where? Participants of the FlowerTrials show their products at 32 locations in three regions: Aalsmeer and surroundings, the Westland and Rhineland-Westfalen (Germany).

Ride for the Roses Start and finish: Royal Lemkes (Bleiswijk). Please see the information on the left page.

Sunday 3 September

For more information on all events: check out www.royalfloraholland.com

Questions?

For information about or alterations to the receiving of this publication, please send an email to ledenadministratie@ royalfloraholland.com This edition of GROW has been made by: Katja Bouwmeester (editor-in-chief), Rianne Nieuwenhuize (senior editor), Thomas Gerkrath (proofreading and translation), printing office Van Deventer bv, Marcel Bosma (graphic design), Erik van der Burgt (photographer), Kees Beekmans (photographer), and Piet Kralt (author of the FloraMondo article on page 10/11).

Photography Globetrotter Turkey: Aysegul Muhcu / Alamy Stock Photo. Globetrotter Cuba: Marije Lamsvelt. Globetrotter poppy: Wikipedia. Perspectives Frits Jonk: Nils van Houts. Trends: Rijksmuseum and Jorrit ‘t Hoen. Service ‘bloom bloom’: SIGN and Tim Buiting.

No advertising Since January 1, 2016 it is no longer possible to advertise in this publication.

Printing process The printing process of this publication is met by strict demands concerning environment and health. The magazine is printed on FSC certified paper. The foil used for packaging GROW consists of polyethylene and polypropylene.

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A more beautiful and healthier world

Together with our clients and members, for over a hundred years Royal FloraHolland has been making the world a more beautiful and healthier place by spreading flowers and plants around.

With 100,000 transactions a day and an abundance of flowers and plants on offer, we are the ultimate international marketplace and knowledge centre, contributing to the prospering of both growers and their clients. Streamlined logistics ensure these wonderful products are sent across the world in no time at all.