GROW theme growth

GROW nr. 3 July 2017 Royal FloraHolland’s magazine for members and clients

“You need growth to be future-proof” René van der Arend Van der Arend Tropical Plantcenter

More flowers and plants find their way to Poland FlowerTrials: a networking event in floriculture on the rise

COLUMN

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Ambition

Gorgeous

Summery sunflower The summery sunflower is also known as helianthus.

That word stems from two Greek words: helios (sun) and anthos (flower). The sunflower is an annual from the family Asteraceae. Its seeds can be sown between April and mid June. Sunflowers are native to North and South America and were domesticated even before 2000 BC. The Incas, among other tribes, revered the flower as a symbol of their sun god. Around the year 1530 Spanish sailors introduced the sunflower to Europe.

Van Gogh and the sunflower The sunflower owns part of its fame to the paintings of Vincent van Gogh, who frequently depicted this flower.

Van Gogh started painting his sunflower oeuvre at the end of the summer of 1888. The paintings ended up with his friend Paul Gauguin, who used them to decorate his bedroom. They show sunflowers in various states of bloom, from full bloom to nearly wilting. The application of many shades of yellow was a novelty in painting back then. In a letter to his brother Theo van Gogh, Vincent wrote: ‘in some way or another I feel the sunflower belongs to me’.

René van der Arend: “You need growth to be future-proof”

GORGEOUS

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Perspectives

Globetrotter

Growth enables this peony nursery to buy more land in Avignon

The peacock flower is the national symbol of Barbados

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p 26-27

The theme of this summer edition of GROW is growth.

Growth of the floriculture sector, but of our cooperative too. Expansion is one of the top-priorities of Royal FloraHolland these coming years. If we want to grow, we’ll have to focus on globalisation and digitalization to keep on providing added value for all of our clients and growers. So we’ll remain the largest and above all most accessible marketplace in the world!

Flowering the world.

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There’s a growing demand for citrus trees

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Theme: growth

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Perspectives

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

4 6 10 16 18 20 28 30 31 31

What’s driving

Lucas Vos “ To be and to remain an alluring open marketplace” Lucas Vos states that it will be all about growth at Royal FloraHolland these coming years.

“It will have a big impact on our cooperative.

If you want to grow, you have to take into account that the world is globalising and digitalizing. You can see it happening in all sectors. The winner takes it all.”

Lucas points to three examples: Amazon, Alibaba and E-bay. They have no local competitors any more and can turn their attention to the global playing field as a result. “That way, you can attract a lot of trade. If Royal FloraHolland wants to remain the ultimate global marketplace, we must be able to attract all the supply in the world, as well as all of the demand. The products our present members can provide won’t suffice any longer, not if we want all the supply in the world. Therefore we must be an alluring, open marketplace.”

Low costs A precondition to being the largest marketplace, according to Lucas, is that the costs per transaction 4

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WHAT’S DRIVING LUCAS VOS

“ Growing by attracting all the supply in the world” have to be as low as possible. So that Royal FloraHolland has the largest numbers of clients and the widest range of products, and thus can earn its place in the world. “That’s why expansion of the marketplace will be our core concern these coming years.”

The clients of the future will make it The expansion will have a huge impact on our cooperative, Lucas stresses. “We’ll keep focussing on our current members, but we’ll strive to increase the range of products at the same time.” How will we further improve floriculture? “We should take more workload off the shoulders of our clients, so they can do what they do best: buying and selling.

In that case, clients will have a lot less to worry about. And they can look forward, in all links of the chain. This means clients and growers can’t afford to sit back, but must jump on the bandwagon too.

The clients of the future will make it. Floriculture is home to lots of partnerships and collaborations. Like in sharing data. And improving logistics together.

Clients should choose the consumer, not the grower, as their guiding star.”

Rates based on growth The growth of the marketplace is reflected in the programme Cooperative 2020, in the new rates and the way membership is organised. “The current rates are as old as the cooperative itself. We should

not look to the past, but to the future. The future that is the global marketplace. And that should incorporate a revision of the rates.” What should change? “We must think carefully about how to apply the principle of ‘who causes the costs, carries the costs’. We should review whether we charge appropriately for our services. And whether we should look for profit margins. How should we approach the new business models that come with digitalization? Data are the new gold, but we’re not getting any value out of them. And if we were to change that, what do we charge? These are all questions we should have a good think about.” ←

WHAT’S DRIVING LUCAS VOS

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The road to 2020

Floriday: the ultimate new platform for all supply and demand As of the first of July 2017, Royal FloraHolland and FloraXchange will be digitalizing floriculture together. The two organisations feel that by joining IT forces they’ll have a more solid base.

This collaboration marks the official starting point for the development of one single digital platform for growers of both plants and flowers: Floriday.io.

“Global trade in floriculture will be more accessible and simpler thanks to Floriday, and it will boost the process of innovation too. Floriday is an ecosystem, so to speak, where in future all growers and clients, from both the Netherlands and abroad, can get in touch with each other. Growers will get one single dashboard to manage all of their sales, be it via the auction or direct trade. And that goes for both flowers and plants. As for clients: this ecosystem will give them better access than ever before to a wide range of flowers and plants”, says Gerhard van der Bijl, chief digital officer (CDO).

Supply and demand GGerhard calls Floriday.io an ‘open ecosystem’.

According to the dictionary, an ecosystem is a network of relations between organisms. And yes, in a way that applies to Floriday too. Gerhard: “Growers and clients can use this ecosystem for all their supply and demand. For the moment we’ll employ two existing systems for that, FloraMondo and FloraXchange. In future, we’ll be inviting other parties to join Floriday too. Our aim is to bundle as much supply and demand as possible. That is how we plan to digitalize our cooperative, and floriculture as a whole.” Gerhard speaks very highly of Floriday. “This is a great step forwards for floriculture.”

Everyone must go digital Digital ecosystems are the future. Just look at Alibaba, Uber and Amazon. These all have digitalized the existing trading channels and are inviting others, providing they can bring something extra to the table, to join this ecosystem. What are the first reactions, in early July, of clients and growers? “Nothing but positive responses from growers, so far. We help them to build a ‘digital extension’ of the nursery, so to speak.

We offer them the chance to jump on the digital bandwagon. Clients, on the whole, react in a positive way too, though a few are still a bit uncertain about developments. Some clients have been postponing to go digital, and that isn’t an option any more.” Martijn van Andel of FloraXchange adds to that: “We’re creating a supreme solution for the whole of the sector. It’s the ultimate way, and smart way, to bring growers and clients together.” ←

Would you like to learn more about Floriday?

Please check out www.floriday.io.

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THE ROAD TO 2020

THE ROAD TO 2020

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The road to 2020

” Growth is not a choice, but a necessity” “We have to stay the biggest marketplace there is because that is beneficial to the sector as a whole.” Servaas van der Ven, CCO of Royal FloraHolland, talks about the theme of this edition of GROW: growth of both our cooperative and our marketplace. In what areas does the cooperative want to expand, and what are the challenges? “In the digital world, you can lose a client in just two clicks. That’s why we have to keep offering added value to a wide range of clients.”

Servaas points out the two most important changes.

“Globalisation and digitalization. And this is where the rules of the game have changed.” Servaas uses the history of Royal FloraHolland to illustrate his point. “We started out in the Netherlands with lots of separate auctions. It was a big step, as a client, to switch over to another marketplace. It would be further away, for instance, and the other auction hall would use another system. Then Royal FloraHolland was created in a merger in 2008, and that resulted in one single system. And within that system, you can choose how to purchase your goods.” But the rules of the game are vastly different if it’s an entirely virtual marketplace, Servaas explains. “In the digital world, it takes just two clicks for a client 8

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to switch to a competitor. That’s why you must strive to be the most accessible marketplace with the largest range of products on offer. After all, it only takes new clients two clicks to switch to you too.”

Leaving your comfort zone What should we do, as a marketplace, to keep facilitating the work of growers and clients? “We should focus on globalisation and digitalization, and thus create added value for a large group of growers and clients. They already seem to be embracing globalisation, but when it comes to digitalization, there still is a lot of fear. It takes a complete overhaul of your business model. Often, it’s an emotional step too. It shakes your world, so it takes time. Leaving your

comfort zone is always scary. As Royal FloraHolland, we should lead the way.”

we have to work at keeping that number one position too. And make sure we run a tight ship.”

The best marketplace in the world What does this mean for our clients and growers?

“We must realise we’re merely a provider of services.

And we must provide service with added value for our growers and clients. The execution of these services must be excellent. Nothing less, nothing more. Our service delivery must ensure that we are the most accessible marketplace with the widest product range. And growth will follow automatically.” Servaas stresses it is in the interest of those offering their goods for sale at Royal FloraHolland that they belong to the best marketplace in the world. “That means

Widen your horizons Does Servaas have any wishes for growth on a personal level? “My work at Royal FloraHolland taught me that it is important to widen your horizons.

I stem from a family of growers in Hendrik-IdoAmbacht, a smallish town. Doing what’s conventional, that’s in my DNA. These past few years I left my comfort zone to go both digital and global. I learn by experience, so you have to look for that experience, in order to really take things in. That can be distressing, yes. But it gives you the drive to give it a really good go too.” ← THE ROAD TO 2020

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Service

This section centres on the services Royal FloraHolland provides for its clients. If you’d like to use the service ‘customer insights’ yourself, please contact Tine Niezink of Royal FloraHolland.

Noviflora wants to really understand consumers

“ Data over consumenten zijn cruciaal voor onze bedrijfsvoering” research. When he joined Noviflora in 2014, he immediately proposed to start using the service ‘consumer insights’, for that would prove to be of immense value, he predicted. “We want to help clients to earn a decent profit. And for a decent profit, you simple have to know what drives consumers. By using the data of consumer insights, we know what age the consumer is. But also what combinations of flowers the consumer buys. And whether he or she prefers non-flowering or flowering plants.” Mark-Jan adds: “We always aim to supply consumers with what they potentially would buy.

So they can find the right range of products at the right price in the shops.”

Service

Noviflora is a modern trading company in the Dutch town of Honselersdijk that has since long focused on Scandinavia. The company wants to really understand the consumer.

Mark-Jan Terwindt, manager business development of Noviflora: “We have a good knowledge of the Swedish market, and we do all we can to increase that knowledge.”

By using the service ‘consumer insights’ of Royal FloraHolland, Noviflora learns to better respond to changing consumer preferences.

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Data reduce wastage Consumer data are vital to the operational management. Besides, they’re a great tool. “If you know exactly what the consumer wants, you significantly reduce stock wastage. Learn more about consumers, and everybody gains. The retailer, the grower, and in the end the consumer too. The grower knows what to produce, the retailer has as increased turnover and the consumer can buy the products he prefers. Perfection.”

INoviflora was founded in 1977 by Hans van Reisen.

He traded in flower bulbs, and sold them mainly to Scandinavia, and Sweden at that. That made him a real pioneer in the sector back then. He soon found out plants were even more in demand, and made trading these his main mission in life. These days the company is led by Xander van Reisen and Hendrico de Brabander. Noviflora has several branches in

Sweden and Switzerland, and employs mainly native speakers at those locations. “We know all about the local markets.”

Knowing what drives consumers Mark-Jan used to work for Royal FloraHolland, at the department that is now called Retail Services, among others. Therefore he knows all about retail

Staying ahead of the game Mark-Jan states the market research of Royal FloraHolland is ‘the best there is’. He provides a little feedback to wrap things up. “It’s important Royal FloraHolland keeps investing in market research, and makes sure there’s up-to-date information available about as many countries as possible. You have to stay ahead of the game!” ← SERVICE

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Ambition

René van der Arend :

“ Whatever you do, follow your heart”

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René van der Arend (51) has the largest nursery of hardy palm trees in Europe, covering an area of 57 ha. He imports 60 per cent of his goods directly from Asia. The nursery has a greenhouse with tropical palm trees and plants that can reach heights of up to 13 metres. These are grown for Center Parcs, among others.

René: “Whatever you do, follow your heart.”

AMBITIE

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Ambition

Who is René van der Arend?

• René is 51 years old.

• He was born in Naaldwijk and still lives there with his wife and kids.

• Motto: ‘Always be on the lookout for new opportunities.’

• Tropical Plantcenter is the largest nursery of hardy palm trees in Europe (57 hectares).

• The company sells its products on a global scale via the exporting companies at Royal FloraHolland.

• Company website: www.tropicenter.com

René was 18 years old and had barely finished agricultural college when he joined his father’s company. After growing subtropical plants for many years, he was 35 by then, René decided to start importing hardy tropical plants. These were real niche products in the Netherlands back then. “People were beginning to travel to southern Europe more.

The demand for exotic plants grew, and I wanted to get a piece of the action.” At first, he bought his plants in Spain and Italy, but the quality was not to his liking. “I accompanied importers on their travels, and concluded the quality was lacking. So I decided I would do it myself. The trips into southern Europe helped me see how I should go about things.” First he thoroughly researched thirty growers in southern Europe, and 14

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later on he bought land in the south of France where he could grow his trees. “It takes years to grow a palm tree. A year after sowing, you can plant them out. But it takes five years before the first lot has grown enough to sell. It was a good idea to start importing palm trees though, for trade has increased considerably since then. More and more clients were interested.”

Keep it niche René is a grower with a vision, and that shows in his range of tropical plants, to which he keeps adding new varieties and types. What’s the secret of his success? “I’m constantly looking for new products.

I see growth as adapting to the demands of the market.

I’m always focused on that. I look at the outside world,

“ Growth is adapting to the demands of the market” identify the trends, and respond accordingly. You should ensure you never have quite enough units of a variety, in order to keep it ‘special’. Keep it niche, that’s important. Especially now the number of growers in the Netherlands is dwindling, it’s vital that we continue to produce beautiful and special products.”

Growth is the guiding principle What does the future have in store for his company, according to René? “Well, I bought a neighbouring

business, 2 hectares big, and I’ll take that into production this year. Growth is the guiding principle if you want to be future-proof. I want to expand the range of non-flowering plants, mainly. At the other hand, orders keep getting smaller and smaller, and you have to adjust your stock accordingly. And as to when I get older: I have a son, Nick, who might want to take over the business. At the moment he works for the trading company Van Dijk Flora.

What’s important to me, is that he goes where his heart takes him. I built up this business from scratch.

It’s hard for him to take over, as everything is already up and running. Therefore I’m not pushing him.” ←

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Big data

More flowers and plants to Poland →

Reasons for Polish consumers to buy cut flowers Percentages, 2017

Personal use

Reasons for Polish consumers to buy garden plants

In recent years, the export of flowers and plants to Poland has been on the rise. The Polish economy to spend. In four years time, the export value of

Personal use

flowers grew from 76.5 million euros to 197.5 million euros. In the same period, the export value of potted plants and garden plants increased from 52.2 million euros to 81.1 million euros, as the data provided by Floridata show.

Export value cut flowers and potted & garden plants going to Poland 2012-2016, value x 1,000 euros

Personal present

Percentages, 2017

is flourishing and Polish citizens have more money

54.3%

32.9%

92.7%

Personal present

2.9%

Grave/ funeral

0.7%

Office use/ business present

3.7%

Grave/ funeral

6.4%

Office use/ business present

6.4%

Kwiaciarnia Warszawa How old are the buyers?

200,000

Total 188,495

Cut flowers Potted & garden plants

Cut flowers 107,468

Percentages, 2017

Cut flowers

Houseplants

18-29

18-29

30-39

30-39

40-49

40-49

Garden plants

150,000 Total 128,757 18-29

Cut flowers 76,521 100,000

Potted & garden plants 81,027

50,000 Potted & garden plants 52,236

50-59

0

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COLUMN BIG DATA

2012

2013

2014

2015

2016

Source: Royal FloraHolland Consumer Tracker (week 5 and week 19 of 2017). 813 purchases of cut flowers, 380 purchases of houseplants and 544 purchases of garden plants. Floridata provided the export data.

50-59

60-65

60-65

66-75

66-75

30-39

40-49

50-59

60-65 66-75

BIG COLUMN DATA

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Insights

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

This time: Silke Tijkotte (Let it Grow) talks about the link between growth and environmentally aware consumers.

Selling love and happiness

René van der Arend Tropical Plantcenter

“ Expansion is not a goal in itself. In the end, it’s all about the returns.

In floriculture, you have to constantly reinvent yourself.”

Silke Tijkotte is the founder of Let it Grow, the Royal FloraHolland programme that helps start-ups to get going and that aims to enthuse a new group of consumers about flowers and plants. Silke’s view on growth: “To ensure that more consumers buy more flowers and plants. The goal as described in the 2020 Strategy is 20 per cent more growth in consumer purchases. Let it Grow aims to commit a new target group to floriculture: the environmentally concerned consumer.”

Silke states that Let it Grow appeals to city dwellers of all ages. In future, more and more people will live in cities. “A lot of those people are consumers that think about the consequences of their choices and purchases for the environment, humanity and themselves. It’s not just about the product, but mainly about the meaning behind it. Even more importantly, these concerned consumers are trendsetters and are, therefore, influential. That makes it vital to enthuse them about flowers and plants. We want these consumers to be fully aware of the beneficial effect of flowers and plants. That would make a huge difference.”

Interest will grow Silke: “Some of these consumers already know about the positive effects of flowers and plants, but most of them don’t. If we tell them 18

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about it, they’ll catch the green virus and start buying flowers and plants for intrinsic reasons.”

Silke means to say that this target group would, in potentia, like to buy these products. But as of yet they know too little about, for instance, the beneficial effects on your sense of well-being. By sharing that knowledge with these target consumers, their interest for flowers and plants will grow.

Selling a feeling or a product Silke feels people in floriculture all too often still just see the product, and forget to look at the big picture. This has to change if you want to get through to the environmentally concerned consumer. “It’s important to try and see the consumer’s point of view. He will decide what will be produced and what will be a commercial success. In the

“ You’ll always find ways to expand if you keep your eyes and ears open. That way, you’ll stay innovative.”

Niels Molenaar Peony nursery Molenaar Agriculture

end it’s about conferring the experience of a product, so to say, to a consumer. Are you selling a feeling or a product?” Let it Grow is researching what consumers want, and what has their interest.

“It is absolutely essential to know these things. And we’ll share that information with growers and buyers that join us.”

If you’d like to find out more about Let it Grow and its activities, please visit the website www. letigrow.org. Or you could check out Twitter and the hashtag #weletitgrow.

“ Our company is big enough as it is, both in hectares and in staff. I think it’s important to know all employees by name. I can’t manage that in a larger company.”

“Let it Grow opens up paths for growth in floriculture. It’s a passionate team that really thinks in new ways, and that is what we need in this sector.

I sometimes hold a brainstorm with them and we inspire one another. It’s good to see so many people embracing the green way of living.”

Karin van der Eijk VDE Plant

Paul Jansen Tropical plant nursery Fachjan 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.

Freesia: South African bridal flower The freesia is native to South Africa and is a symbol for unconditional love. It’s no big surprise, therefore, this flower is often used in bridal bouquets, all over the world. The man who first described it, Chr. Fr. Echlon, named the flower in around 1830 after the German physician Friedrich Freese, a college friend. There are approximately 1,800 varieties of freesia. This flowering plant in the family Iridaceae comes in many colours, from white and light pastels to deep purple and red hues. This past spring, a new variety entered the market: Fuego, the Spanish word for fire. An appropriate name for a doubleflowered bright red freesia. The white freesia has the strongest scent. Freesias used to be very popular in the fifties. Later on, the flower was seen as a bit corny, but at the moment freesia seems to be totally in vogue again.

Jubilee for flower parade in Kirchberg In Kirchberg, Austria, there’s an annual flower parade in the summer. Over 500,000 dahlias, carnations, gerberas and sunflowers are used.

It started out as a small event with some classic cars and tractors and a few flowers, but it developed into one of the highlights of the year.

The parade in the province of Tirol will celebrate its 25th anniversary. This jubilee edition of the event will host over forty florally adorned cars and classic cars. On the cars you can see floral depictions of all kinds, like colourful fairytale figures, traditional scenes and scenes referring to topicalities. After the flower parade, there’s a vibrant midsummer night's party with live music.

The Kirchberg parade takes place on the 15th of August.

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GLOBETROTTER

Peacock flower, national symbol of Barbados The peacock flower is a very exclusive plant.

It grows on Barbados, in the Caribbean, which is a sovereign island country and part of the Lesser Antilles. The peacock flower is also know as Caesalpinia pulcherrima, red bird, and pride of Barbados, as it is the national flower of this exotic island. On Barbados, you can find a lot of special green patches: abandoned vehicles and derelict buildings, for instance, that have plants growing in, through and on them. The name Barbados has Spanish origins. The first European sailors to set foot on the island may have named it after the bearded fig-tree that grows there.

Los Barbados means ‘the bearded ones’.

Mary and the floral connection Biologist Tini Brugge provides tours of the Museum Catharijneconvent in Utrecht for visitors that wish to learn about Mary and her connection with flowers. What is that connection, according to Tini? “That connection gradually came into existence due to the symbolic meaning some flowers where given in Christian tradition, but also in other traditions. Or due to the common names that were given to some flowers because they reminded people of Mary and her life as the mother of Jesus. Lady’s mantle, marigold (Mary’s gold) and Mary’s heart, for instance.” Tini started giving tours after she gave some workshops in flower arranging with Mary-related flowers, at the museum’s request. “People reacted enthusiastically and in ways I didn’t expect.”

There’s a book too, Bloemen voor Maria (Flowers for Mary).

Send us a lovely story about Mary’s heart, also known as Dicentra spectabilis or bleeding heart, and you may win that book. Please send your contribution to GROW@ royalfloraholland.com. The winner will be decided by lot.

GLOBETROTTER

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Perspectives Vier kwekers met hun visie op het thema groei

“We’ve taken the rocky road that is growing hydrangeas” Paul Kouwenhoven and his son Richard are in charge of hydrangea nursery Pico Bello Hortensia in the Dutch town of Kwintsheul. The talkative grower will be moving in a few months time to a new, more modern and bigger (6 ha) location in Bleiswijk. Well, talk about expanding the business. “The product has plenty potential for improvement, we feel. We’ve taken the rocky road that is growing hydrangeas.

People may think it’s easy, but each variety has its special needs.”

Paul has his roots in the floriculture region the Westland, and is proud of that. He grew amaryllis at first, but in 2008 he switched to hydrangea, both of those as cut flowers. Paul has never lacked vision, and

“ The chance to move to a larger nursery elsewhere was too good an opportunity to miss” Paul Kouwenhoven Pico Bello

the decision to switch was well thought-out. So, why hydrangea? “I used to grow amaryllis and that was fine enough, but it has the downside that it’s a seasonal product. You are extremely busy for a few weeks a year and after that it all grinds to a halt. You only work with the same staff for a few weeks a year too. I grew tired of all that. Round about my fortieth birthday I decided to get into hydrangea growing. I think it’s a wonderful plant to cultivate. It’s rather difficult too, but I like the challenge. I visited the auction a lot in those days and I noticed, in 2007 or so, that hydrangea was on the rise in the Netherlands. My gut feeling told me that, although hydrangea growing was still in its infancy, I should go for it, for there is room for some wonderful improvements in this cultivation.”

Special attention Paul thinks it’s great that each variety has its special needs. He points them out in the greenhouse, where there are as much as ten different kinds of hydrangea in an array of pretty colours. “The diversity of the varieties is amazing. And they all need a different cultivation scheme, varying in light, water and fertilization.”

To Bleiswijk In November, the nursery will move to Bleiswijk, some thirty kilometres to the east. Paul’s sons Richard and Bob will be in charge there. It’s a pretty big change for a grower who always has lived and worked in the Westland. How does he feel about it? “It will take some getting used to, sure, but I mainly see possibilities. It was too good an opportunity to miss.

In March, we went with the whole family to Bleiswijk to check that nursery out, and everyone loved it.

It’s a great modern greenhouse, 6 ha big, where we can grow even more different types of hydrangea.

We especially want to start growing the so-called autumn hydrangea.”

All corners of the world The top-priority of Pico Bello is to grow a real quality product that is sold to high-end clients, such as wholesalers, cash and carry’s and florists. “Our most important end clients.” The hydrangeas are sent to all corners of the world, Paul claims. “To China, India and Qatar, for instance. In Hong Kong there even is a street that’s been decorated with nothing but hydrangeas.

How’s that not great?”, the proud grower exclaims. ←

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”A cooperative is a tool and not a goal in itself”

“All opinions are taken into account, which means that no one can identify with the end result” Eviek van der Arend WPK

Eviek van der Arend is the co-owner of the nursery Westlandse Plantenkwekerij (WPK) in the Dutch town of Made. She’s been active in the field of horticulture for 25 years now. Eviek started out as an economist, but after some years at the Rabobank she joined the business of her husband Erik. The company mainly breeds vegetable plants, but there’s a sideline of floriculture products as well, named House & Garden. Eviek is the chairwoman of the Royal FloraHolland product committee for flowering plants. In this article, she shares here views on expansion of the cooperative. “A cooperative is a tool and not a goal in itself.”

Eviek is an independent thinker and not afraid to speak her mind. She used to be horticulture advisor to the Rabobank Westland and knows the horticulture sector inside out. She was there to witness the downfall of The Greenery, the auction for fruit and vegetables. What does she think of the cooperative as it is today, and its expansion?

“A cooperative is and always will be just a tool, not a goal in itself. There’s too much emphasis on it being ‘a club for everyone’ at the moment.”

Less solidarity Eviek points out that cooperation created the cooperative Royal FloraHolland. “Growers felt there was power in numbers, so they joined forces in both sales and purchasing. Together, they could tackle issues that were too big for one single person or single company. There was a great feeling of solidarity, and back then all members had similar businesses.” Eviek thinks this solidarity has eroded since then. And as a consequence, growers don’t feel the cooperative is as important as it used to be. “The world has changed dramatically. A cooperative can become a hindrance too. There’s no need to join a club on principle any more. Growers can manage most things themselves nowadays, they don’t always need the cooperative’s help.” Eviek notices, looking at her colleagues, that the larger companies no longer feel at home at the

cooperative, as they see other opportunities for themselves. With smaller growers it’s the opposite, they see peril heading their way, which is why they have a dwindling love for the cooperative too.

Listening to everyone What Royal FloraHolland does extremely well, according to Eviek, is to facilitate everything for buyers. But what should Royal FloraHolland do differently? “Be firmer, take clear-cut decisions. Take the Strategy 2020, for instance. Resulting actions that affect our clients should be communicated more clearly. As it is, all, and I mean all opinions are taken into account. Which means that no one really can identify with the end result.”

It fits you Eviek thinks that a policy focusing on target groups might be a way to improve the commitment of members in coming years. “In doing so, you may create a cooperative that you want to belong to because you feel it fits you, so to speak. Like it is with football. You might offer me ten years of season tickets for Ajax, but as I Feyenoord fan, I’d never support another team. The heart plays its part, but often without you realising it.” ← PERSPECTIVES

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“Peonies are the most beautiful flowers in the world” The state-of-the-art peony nursery of Niels and Dennis Molenaar is located in the Dutch town of Hensbroek. The two brothers also own a nursery in Rozendaal, further to the south. And they set up another in Avignon, France, so they can start producing as early as April. The company, Molenaar Agriculture, consists of 30 ha in total. The brothers are constantly looking to open up new markets.

“Russia is definitively warming to peonies.”

What made Niels and Dennis decide to get into peonies? Their parents started out in the seventies on a fairly small scale with orchids and freesias, so that can’t be it. Dennis joined the family business when he was eighteen, and Niels followed suit not long after. Niels: “We both worked for a short spell on a peony farm, and we really liked these flowers. We wanted to grow them too. It’s a seasonal product, and that season is short but frantic. That really appealed to us. In this region peonies were a rarity, back then.

And besides, peonies are the most beautiful flowers in the world.”

Growing demand for peonies How important is it for the company to keep expanding? “In 2012, we set up a nursery in France.

We’ll be adding some hectares there, later this year.

We see a growing demand for peonies, globally. You shouldn’t expand only for expansion’s sake, of course.

In the end, it’s all about the returns. Because we can start producing as early as April in France, we are able to provide our clients with quality goods right from the start of the season.”

Warming Russians Niels feels it’s important for a company to keep opening up new markets. The Russians seem to be warming to peonies lately, for instance. The brothers respond to that development by upping their promotional activities. This year, they joined the growers’ association Decorum, which promises to lead to extra trading opportunities and contacts with new clients. They’ll take part in a Russian trade fair too, later this year, to promote their product 24

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Citrina brings the summer into your home there. “So they’ll know us by the quality we provide.”

It’s not only Russia, of course, Molenaar Agriculture sells its products to many different countries.

“Italy, Scandinavia, Switzerland, America and even Australia. Peonies go to all corners of the world.”

Future-proof Molenaar Agriculture sells its flowers via several trade channels: the auction, auction presale, and direct trade. In direct trade, the products can be delivered exactly as specified by the buyer. “By expanding and specialising in customer-oriented thinking, we future-proof our company.” ←

“Expansion is not a goal in itself” Niels Molenaar Molenaar Agriculture

Citrina is a company in the Algarve in Portugal that produces citrus plants on 30 hectares – and these products are in vogue at the moment. The firm sells citrus all over the world, some 1,500,000 plants a year. All trading takes place via Holland: Citrina has a sales department in De Kwakel, near Aalsmeer.

Jack Poot is sales manager there. “This firm still has growth potential, on all levels.”

“ The power of Citrina is that it can bring a southern European vibe into your home” Jack Poot Citrina sales manager

Citrus trees provide your home with a southern European vibe. What’s more, as of January you can put them out on the balcony or inside your kitchen. That’s the power of Citrina, says Jack Poot. The turnover in Europe keeps on growing, as does the demand for edible products. How come? “It helps that the plants can be promoted in several ways. Consumers like to create a summery feeling when it’s still winter. This product is available as of January, other plants for balconies or terraces aren’t. We are truly unique in this aspect.

Furthermore, there’s a growing number of consumers that want food plants in their home because they want to grow their own foodstuff.”

What’s the quality strategy of the company? “We grow plants that produce plenty of fruits. Providing quality is all-important. We take care the plants have time to grow, by keeping temperatures low, which is vital.

It takes 2.5 years to produce a full-grown citrus plant.

They’re grafted onto root stocks.”

Pioneering in the Algarve In 1970, the British couple Lyndsey and Andrew Wench started a citrus farm in the Algarve, in southern Portugal. They were pioneers in that field, starting out with lemon and orange trees. “In those days, there were no tourists in the Algarve”, says Jack. “The stones used for building the nursery later on were reused in the construction of the Albufeira marina.” The son of Lyndsey and Andrew, Nick, is in charge of the large nursery in the Algarve now.

2001, all Citrina sales go through Royal FloraHolland and other trade partners. “Portugal is a pretty long way away from the centre of European trade. It was necessary for the trade logistics to go via the Netherlands. Here, we are close to all traders and clients.” The goods are sold to a lot of European countries. “Much goes to Germany and Scandinavia, but we also do brisk business with eastern Europe.

Our products aren’t cheap, so we aim for the high-end market.”

Close to traders The company flourished, so the management decided to open up a Citrina branch in the Dutch town of De Kwakel, near the auction halls in Aalsmeer. As of

To learn more about Citrina Please visit www.citrina-plants.com.

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Cross-fertilization

FlowerTrials: an increasingly important networking event in floriculture ← Hydrangea grower Sjaak van Schie brought along some members of the Royal FloraHolland board of directors to the FlowerTrials this year, so they can experience the importance of this event for themselves. “There are so many buyers here, from all over the world. Tesco and Lidl visit this event too, for instance, to decide what products they’ll be selling these coming years. It would be a good thing if Royal FloraHolland played some sort of role in the FlowerTrials. Perhaps by planning some of its current trade fairs just before or after the FlowerTrials, in order to get more buyers on board.”

At the FlowerTrials, held in mid June, dozens of breeders and growers opened their doors to a large international crowd of visitors. The event once started out with just five participating breeders, but nowadays there are sixty companies joining in. Each firm welcomes, on average, 2,000 visitors. “It’s great publicity for floriculture. Also, for us it’s the best time of the year, as June is a relatively quiet month for growers. Retailers and purchase managers show up here too, to see what the coming years have to offer in terms of trends and novelties”, states hydrangea grower Sjaak van Schie.

The grand reception area of breeding company Beekenkamp in the Dutch town of Maasdijk is decorated with photographs from all over the world.

You can also get an eyeful of the newest products here, all presented in creative ways. Beekenkamp’s marketing manager Sirekit Mol explains that the theme this year is all around the world. “By this we mean to tell clients that they can feel at home here. It should feel like a homecoming.”

Beekenkamp is a true family business, founded in 1951, with its roots in the floriculture region Westland. Why does the company participate in the FlowerTrials? “We use the FlowerTrials to get in touch with all parts of the floriculture chain.”

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Several breeders have their products on display in the research nursery in Honselersdijk. A number of lovely bunches of lisianthus flowers liven up the hall. Sales manager Theo de Graaf of breeding company Van Egmond Lisianthus purchases seeds from Sakata, among other breeders. His company then grows those seeds into young plants that are sold all over the world to professional lisianthus growers. “We produce 220 million plants a year. We send them across the world, from China and Israel to the whole of southern Europe. Sales are up, lisianthus is gaining popularity”, says Theo. “It’s in the top six of cut flowers now.

It’s a sought-after flower.” Why does Theo visit the FlowerTrials? “I get to speak to an enormous amount of buyers in just three days. People from Japan, for instance, where they grow a lot of lisianthus. The good thing about the FlowerTrials is that the participating companies are located so close together. You spend little time travelling and you see and hear plenty.”

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Trends Looking for new answers

What are the new trends for house and garden? What colours, shapes and materials will be trending in 2018?

The Flower Council of Holland expects consumers to start looking for radical new answers, as a reaction to the drastic changes in the world and our own society. Rich, intense colours will be favourite.

And there’s a trend towards innovative, creative combinations, such as a flower stall within a clothes shop.

← Between some tiles. On a big rock. Even in the barrel of a gun.

Everywhere, flowers and plants get a foothold. Punk Rebooted!

The balance of power is shifting – Russian hackers exert an influence on elections, a property tycoon gets to be president and Mark Zuckerberg rules the world. We feel our freedom is under threat. Signs of protest are visible in the garden and inside the house. The colours are black and white with a bit of red. The materials are rough, hard and industrial.

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← We are the heroes of the stories of our own life. After all, this is the ‘me’ era 3,0. Our digital bubble constantly reaffirms us. In the styling trend Romance 3,0 we treat the flower or plant as a hero, as a prince or princess. We place the products on a pedestal. Preferably one made of gold. For everything is grand, powerful, fierce. The shapes are round and full, the colours intense and rich.

→ Almost anything goes. Pair up a cactus with an amaryllis. An English flower border with a Japanese gravel path. People look for new links and interconnections within our colourful world.

The Flower Council calls this trend Re-assemble.

Creativity is the magic word. Why not open up a flower stall within a clothes shop?

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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

Autumnal plants at the Autumn Fair The annual Autumn Fair in Naaldwijk takes places on 13 and 14 September 2017. The Royal FloraHolland Autumn Fair 2017 focuses on houseplants and garden plants for the use in autumn. Visit the fair to see the full range of products on offer and to meet up with buyers and growers. It’s the perfect way to prepare yourself for the autumn sales. You can order your favourite products directly or in due course. Please find more information on the Autumn Fair 2017 at www.royalfloraholland.com.

← Flower parades across the country There are several floricultural events happening in summertime, and that includes the floral parades – the Dutch parades that are powered by hundreds of volunteers that work hard for weeks on end to ensure they’re a success.

This year, you can come enjoy the Varend Corso Westland (the floating floral parade) between August 4 and August 6. The procession of florally decorated ships and boats will pass through many villages, towns and cities in the Westland.

The eastern part of the Netherlands has flower parades too, such as the one in Sint Jansklooster. This parade has a royal history, going back to the grandmother of Queen Beatrix (who herself abdicated a few years ago).

The Christian Royal Society of the small town of Sint Jansklooster annually held a village fête in the honour of Queen Wilhelmina. Part of the festivities were formed by a parade of florally decorated farming vehicles and dressedup individuals. People started to enjoy this more and more, and in the end whole families dedicated themselves to improving and embellishing the parade. In 2017, you can come and see it for yourself at the 18th of August.

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Varend Corso Westland Location: the Westland, the Netherlands The floating floral parade. www.varendcorso.nl

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.

Friday 4 August – Sunday 6 August

Editorial office GROW, Postbus 220 2670 AE Naaldwijk

Flower parade Sint Jansklooster Location: Sint Jansklooster, the Netherlands www.corsoklooster.nl

Friday 18 August

E-mail GROW@royalfloraholland.com More information about our magazine can be found at www.royalfloraholland.com/grow.

Flower parade Eelde www.bloemencorsoeelde.nl

Saturday 2 September – Sunday 3 September

Flower Expo Poland Location: Warschau, Poland flowerexpo.pl

Thursday 31 August – Saturday 2 September

Autumn Fair Royal FloraHolland Location: Royal FloraHolland Naaldwijk, follow the signs on the auction territory.

Wednesday 13 from 08.30 to 16.00 Thursday 14 September from 08.30 to 14.00

This edition of GROW has been made by: Katja Bouwmeester (editor-in-chief), Rianne Nieuwenhuize (editor), Thomas Gerkrath (proofreading), printing office Van Deventer bv, Marcel Bosma (graphic design), Ria Monster (author of globetrotter Austria en freesia), Erik van der Burgt (photographer) and Kees Beekmans (photographer).

Photography Globetrotter freesia (pp. 20-21): Wikipedia Globetrotter Kirchberg (pp. 20-21): Flower parade Kirchberg. Globetrotter Barbados (pp. 20-21): Karin van Luijk Trends (pp. 28-29): Flower Council of Holland Questions?

For information about or alterations to the receiving of this publication, please send an email to ledenadministratie@ royalfloraholland.com No advertising Since January 1, 2016 it is no longer possible to advertise in this publication.

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

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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Growing together

Royal FloraHolland is the connecting force in floriculture. We help our members and buyers to grow.

We connect, facilitate and innovate in order to help our members and their clients to become more successful. Growing is something we do together.