OUR WORLD OF PLANTS
MAGAZINE
WATERDRINKER
INDEX 04 05 07 09
Introduction
Green Lifestyle Store
By FEEL Flowers&Plants
Waterdrinker Black Box
11 12 13
Victory Victoria
Green Skyfall
07
Growers’ Platform
15 15 17
Barista
05
Entrance, C&C
Presentations
12 02
03
INTRODUCTION Welcome at Our World of Plants, Waterdrinker event of the year! This year we have our sights set on the future. We show you this: a refreshing and inspiring look at your future as an entrepreneur in the ornamental plant industry, marketing tips, consumer concepts and, of course, the beautiful products you have come to expect from us...and all that all under one roof. As a supply chain platform, Waterdrinker has been working with its growers for years to present a unique and unparalleled range. This is particularly evident during the OWoP week. This year, the other side of the supply chain has also been involved in the development. Several florists will give their ‘e xpert’ views on the future and the roles social media, experience and health will play in it. Consequently, Our World of Plants really did become a collective world of plants: somewhere for the entire supply chain to share knowledge and find inspiration. This magazine shares all the information you can find in our stand with you, so you can easily read it back or share with interested colleagues. We wish you a lot of reading fun and inspiration. Thanks for visiting us, we hope to see you next year again!
04
GREEN LIFESTYLE STORE Factors such as health, sustainability, interesting details and the story behind the flowers and plants you buy are becoming more and more important, and there’s a big demand for them too. Waterdrinker shows you how to ‘sell’ all this to consumers in the Green Lifestyle Store. Lifestyle stores sell related products as well as flowers and plants, but these items have to have some connection with plants and flowers. Honey from a local beekeeper is one example and this is sold next to bee-friendly flowering plants.
Into Green Did you know that we spend 90% of our time indoors (at home, at the office and at school),
WHAT DO PL ANTS DO FOR US? CO 2
HEALTH
heavily polluted than the air outside? And of have a whole lot more to offer than beauty
Most people feel happier in a green environment. Vapour
and the air inside is generally 5 to 10 times more course, the solution to this is indoor plants. Plants
HAPPINESS
Oxygen Volatile organic compound (VOC): Formaldehyde Xylene Toluene Benzene TCE Chloroform Ammonia Alcohol Acetone
CLEAN AIR Water
alone. Into Green tells this story and backs it up with scientific proof. And at Waterdrinker, we
out on www.intogreen.nl
05
Plants actively degrade VOCs and produce our oxygen from CO 2.
PERFORMANCE Degraded VOC
feel that this item is essential in a Green Lifestyle Store! You can read about all the research carried
Clean air and better humidity levels reduce allergies and absenteeism.
WWW.INTOGREEN.NL
ur m ak e o Le t’s g re en er nm en t ro vi en al th ie r an d he r! to g et he
Improve performance by 20 to 40%. One plant per person is enough.
www.waterdrinker.nl
Plant pharmacy Plants have always been used as natural medicines, and they were the only available kind of medication many centuries ago. Nowadays we have plants in our homes because they look nice, but did you know that a lot of popular plants have medicinal properties as well? This plant pharmacy tells you about some of these plants and how they can help us. The stories give plants a fascinating extra dimension. Wageningen University selected the plants for the pharmacy and presented them to Our World of Plants. This university is also doing research to find out whether plants can be commercially cultivated for use as natural
Experience
medicines: the Greenhouse Pharmacy.
The customers of the future will be buying an ‘e xperience’ instead of products. How can you create an experience and increase your sales at the same time? The Green Lifestyle Store gives you a few hints. Why focus on workshops for adults in particular? And have you ever considered holding children’s parties or workshops that show
Rooflife Green zones are very important to the health of people living in cities. More than 15 million people living in rural areas all over the world move to the city every year. An estimated 75% of the world population will be living in cities by 2050! So it’s time to turn all the extra space we have into green zones. Rooflife shows you one of its ideas, although of course there are hundreds of other solutions. These range from complete layout plans to small-scale easy-to-sell options that are suitable for small shops too.
them how to generate electricity from plants with the Plant-e DIY kit? Or you could organise a theme get-together in your shop one afternoon, such as The Bee. You can ask other local business people (such as a bee-keeper in this instance) to work with you, and post the event on the social media and tell the local press about it. Waterdrinker and Beeing worked together on Our World of Plants, for instance. And of course you must make sure that all the products you’re working with at that moment with are bee-friendly - such as FFP or MPS-A cultivated.
06
By FE EL fl ow er s & pl an ts As a flower specialist, you have more to offer than a flower shop with eye-catching products. Because flowers and plants have an extra dimension, you’re selling human emotions too. Flowers and plants can express your feelings at times when you have no words, when you’re happy or when you’re sad. As a flower specialist, you’ve got all it takes to give people that very special feeling. This starts with your customers, as they should experience a visit to the florist as a present in itself. And if they buy a gift for someone else at your shop, this gives the recipient that special feeling too. By FEEL Flowers & Plants shows you how you as a florist can master this skill.
POS The POS (Point of Sale) materials used at by FEEL Flowers & Plants are exactly right and fit in perfectly with the atmosphere at the shop and its message. And we’d like to share this with you. We can send you all the labels, label inserts and wrapping paper by post. This means you can have them printed at your local printing company as you need them! Gift cards are available in the stand. If you need more materials later on, please mail us at marketing@waterdrinker.nl.
07
on Personal attenti Did you notice that the florist at by FEEL is genuinely interested in her customers? This is much more than a polite greeting. It gives customers the feeling that you know them personally, which in turn results in satisfied customers - and in that special goodwill that’s so important for small businesses. Each time you sell a product, give your customer a compliment or a friendly message, or offer this option with gifts you sell. Remember that piece of sausage the butcher always gave you when you were a child? That’s the sort of thing that people remember with pleasure. And you can do this too by giving each child a flower when they come to your shop. Our expert Miriam Derikx includes this advice in the Black Box at Our World of Plants (see page 09)
pp Gift-wra
ing
You can create added value for your products and for yourself if you gift-wrap each product you sell, regardless of whether it’s intended as a present or not. Bouquets and plants will give twice as much pleasure
if
they’re
beautifully
wrapped.
rien e p x e e u Uniq
ce
Of course, you’re an expert when it comes to using beautiful flowers and plants to create a unique experience. But you can do this with communication as well. Experience plus emotion is a fabulous combination. We found a fantastic example of this in the USA that florists can use too: a ‘suspended’ bouquet. How does this work? Well, when your customers buy a bouquet for themselves, they also pay a small sum to ‘buy’ a suspended bouquet. You collect all these extra amounts and donate the postponed bouquets to the food bank at regular intervals, say once a month, so that they can give them to less fortunate people. People are already doing this with suspended coffee or soup in cities like Amsterdam. And our experts at Jasmijn Bloembinders have another good tip for you: give your customers a small present for each purchase they make during the festive season!
08
WATERDRINKER BLACK BOX A black box informs, inspires and motivates you. Our six experts share their views on the future for florists, and provide you with interesting tips and ideas for your own shop. Join us and let us surprise you!
EXPERTS
09
FLOWER FACTOR Pim van den Akker, creative brain of Flower Factor has a personal motto: ‘let’s make every day a little less ordinary’. He does this by using inspirational products, materials and shapes. He’s currently working with hanging plants - the very latest trend - specially for Our World of Plants. Join us in the Black Box to see how he uses creativity to transform ‘simple’ hanging plants into a real eye-catcher in the home. Are your customers asking you if you sell hanging plants?
INTO GREEN
WHAT DO PL ANTS DO FOR US?
Did HAPPINESS you know that we spend 90% of our time indoors (at home, at the Most people feel happier in a green environment.
office and at school) and the air inside is generally 5 to 10 times more
Vapour CO 2
HEALTH
Oxygen
Clean air and better humidity levels reduce allergies and absenteeism.
indoor plants. Plants have a whole lot more to offer than beauty alone. Into CLEAN AIR
Volatile organic compound (VOC): Formaldehyde Xylene Toluene Benzene TCE Chloroform Ammonia Alcohol Acetone
heavily polluted than the air outside? And of course the solution to this is
Water
Plants actively degrade VOCs and produce our oxygen from CO 2.
Green tells this story and backs it up with scientific proof. And Waterdrinker PERFORMANCE is spreading the message far and wide. After all, if we tell consumers
Degraded VOC
WWW.INTOGREEN.NL
r m ak e ou r Le t’s gree ne nm en t r en vi ro al th ie an d he er ! th ge to
Improve performance by 20 to 40%. One plant per person is enough.
about this, everyone will want plants at home and at the office! You can read about all the research carried out on www.intogreen.nl. www.waterdrinker.nl
COMMUNICATION Communicating with your customers is absolutely essential. You’ve already seen how you can set this up in a personal sense at by FEEL Flowers & Plants. And it’s also important to communicate about all your activities, such as the workshops you’re taking part in. Hang a nice big calendar in your shop, use the social media and get your timing exactly right (do this well in advance) so that people know what’s going on, become intrigued
GREEN WALL
and maybe want to join in! Use all the resources you’ve More and more schools are realising the importance of got in order to reach as many customers as possible! plants in classrooms, and they’d like to do something with plants. Of course, they can do this with one of those fabulous self-watering ‘g reen walls’. But it’s much more fun to get the kids involved in looking after the plants themselves! The wall in the Black Box will be set up at a school for the very first time, each youngster will have a plant of their own to care for, and the project includes a fascinating learning programme. If you think this would be a good idea for schools in your own neighbourhood, village or town, please contact us at marketing@waterdrinker.nl for more information.
10
V ictory V ictoria Just saying WOW! That’s the effect that flowers and plants can have on us. And you probably felt the same yourself when you went into the Victory Victoria room. The Wunkerkammer really surpassed themselves with that divine flower-decorated ceiling that completely overwhelms us with a wealth of beautiful pink flowers. The effect is enhanced by the romantic Victorian-style wall decorations.
Waterdrinker Photo Booth
Do you know what a ‘selfie’ is? This is a real hype on the social media - and it’s also a great opportunity to generate publicity. Did you take a photo behind the flower cape and post it on Facebook with #owop? According to Tom Ebus, our expert at Nizza Bloembinders, this type of campaign goes down very well in flower shops too. The accessories are all DIY - and they’re easy and inexpensive! Florian Seyd, Ueli Signer and their enthusiastic team are known as ‘The Wunderkammer ’. They haven’t actually got a shop because they simply don’t have time to run one. They’re carrying out commissions all over the world, week in week out. At Waterdrinker, we’re very proud of the fact that The Wunderkammer has been the artistic genius behind the flower and plant creations in Our World of Plants for many years. And they still come up with a new surprise for us and our visitors every year! www.thewunderkammer.eu
11
GREEN SKYFALL Hanging plants are trendy, they’re different, and they’re just right for combining with other plants and flowers. But a lot of consumers ask us how to hang them up, how to water them and whether they have to use the original pot from the grower ’s . So Florian and Ueli show you all the things you can do with hanging plants at our Barista. This will inspire you and help you to use their creations at your own shop in a way that will appeal to your customers. And Pim van den Akker gives you more inspiring ideas for hanging plants in the Black Box too!
AQUAPONIC Have you seen the big black piano? It’s not just a piano, it’s an Aquaponic. Just like the little plastic ones in the shops. The closed Aquaponic hydrolic system pumps nutrition water through the growbeds. The plants absorb the nutrients and clear the water. The clean water is pumped back to the fish and the cycle can start all over again. These Aquaponics are developed by Boris Roodenburg of Urban Crops. Goal of Urban Crops is to change our consumptional behaviour by breeding plants and fish close to people. www.urbancrops.nl
12
GROWERS’ PLATFORM At Waterdrinker, we focus on plants that are special, new, exclusive or forgotten in addition to our extensive basic range. We cooperate closely with growers and cultivators to develop unique plants with Waterdrinker and launch them on the market. As far as we’re concerned, the growers are the star performers here: we aim to be a growers’ platform, the perfect place for them to promote themselves and their products. An event like Our World of Plants is the ultimate opportunity to combine all these special items. You can view the unique products already on the market in our novelty cases, as well as new products we’ll be launching during the next few months or even years.
e l b a l i a v a w o N G re e n ’ C o ro k ia ‘M a o ri S ilv e r ’ C o ro k ia ‘M a o ri te l S u p ri s e ’ C h ry s a n t ‘C ry s i’ u b lim e ‘S te ff a n S a iv d n la a c e K a la n c h o n ia ‘S u n s e t’ In c a re in a m ilt o en’ S a in tp a u lia ‘G re e ra S w e e t’ S a in tp a u lia ‘C h im a ‘P ic c o lin i’ ic if n g a m a ill in Med a g ic ’ A lo e a ri s ta ta ‘M A lie n ‘Tw is te r ’ Ja m b o’ A g a v e ‘A m ig o m a le n s is ta a u g m u ll y h ip Ep a rro w ’ P h ilo d e n d ro n ‘N S ta p e liofo rm is
13
Expected in 2015 Euphorbia monadenium Haworthia ‘West Coco’ Philodendron ‘Narrow’ Acacia gognata Choisya ternata’Royal Lace’ Callisia elegans Billbergia Neoreglia
Excl usive at Waterdr inker in 2 015 Hydnop
hytum
Hydnop
hytum
Myrme
perang
ustum
papuan
c o d ia b e c c a r ii T il l a n d s ia ‘C u r l y S l im ’ C o r re a
um
Kalanchoe ‘Kikai’, ‘Diva-Reb’, ‘Sin-Tan’, ‘Diva-Set’ Hebe ‘J ewel of the Nile’ Astrantia ‘Star of Magic’ Primula ‘Pricanto’ Chrysant ‘Chrysanne Unique’ Stachys ‘Bello Grigio’ Para hebe catarractea ‘Avalanche’ Celosia ‘Firossa’ Celosia ‘Giraffe’ Medinilla ‘Florinilla Magic’ Euphorbia platycada Peperomia ‘Rana Verde’ Sansevieria ‘Metallica’
14
BARISTA Just like every year the Coffee United barista’s will be present all week during Our World of Plants. They spoil you with freshly brewed coffees, cappuccino, espresso and latte, completed with a ‘feel good’ message. Waterdrinker believes it’s very important to our guests to find a moment of relaxation to enjoy the beautiful creations in our stand. So please have a coffee, sit down and experience Our World of Plants…
New this year: especially brewed Waterdrinker Coffee. Delicious don’t you think? Only this week for sale at our baristas! 15
WATERDRINKER CASH & CARRY The Waterdrinker Cash & Carry offers year-round inspiration thanks to the theme’s that change at least 10 times a year. During Our World of Plants we translate the themes of the stand to the Cash & Carry presentations. So this year you find presentations here that fit the emotions of by FEEL Flowers & Plants or Green Lifestyle Store.
ENTRANCE The Waterdrinker entrance is a real eye-catcher thanks to the beautiful creation of The Wunderkammer. Ever thought of making something like this outside your shop window? Experience is not only important inside your store; especially from the outside you can get the attention of trespassers. With a creation like this flower no one can miss you!
16
PRESENT ‘SMILE! HAPPY LOOKS ‘ENJOY THE LITTLE ‘THANKS FOR JUST GOOD ON YOU’ THINGS’ BEING YOU’ Did you know that most people
After
flowering
The exotic appearance of the Medinilla
feel happier in a green environment?
Amaryllis can, with a little extra TLC,
will complement any interior, which
With its unique large flowers, this
be encouraged to bloom again. As
makes it a very suitable gift! With this
attractively
Kalanchoe
with ‘personal growth’ in people, it
original Medinilla as a present, you
Grandiva is sure to bring a big smile
demands a lot of time, energy and
can be sure that the person you give
to your face!
patience to achieve, but the result
it to will feel very special indeed!
shaped
it
has
finished
will definitely be worth all the effort! The Amaryllis will show its gratitude by flowering again, very probably with even more flowers than the year before!
17
TATIONS ‘HOW WONDERFUL ‘LOGIC WILL GET YOU ‘IT’S TIME TO START LIFE IS NOW YOU’RE FROM A TO Z LIVING THE LIFE IN THE WORLD’ IMAGINATION WILL YOU’VE IMAGINED’ GET YOU EVERYWHERE’ Anthurium is a cool-looking, authentic
Plants can boost creativity! That
plant that contributes to a healthy
It’s impossible to imagine a living
is
certainly
true
indoor climate. That’s because this
room without plants nowadays! There
oerstediana!
eye catcher is also an extremely
are endless ways of incorporating
appearance certainly provides plenty
powerful air purifier! Compared with
plants into an interior. Be creative and
of inspiration! It might not be the first
the cool Anthurium, the Phalaenopsis
hang them up, stand them in an open
plant people think of buying, but with
is especially stylish and elegant. Both
drawer or why not try using large
some creative help from your side it’s
plants have their individual qualities
pots for the ‘little ones’. All it takes is
a wonderful acquisition! Why always
but they make a winning team
a drop of imagination and a pinch of
walk the beaten track?!
together. A beautiful and symbolic
resourcefulness.
Its
of unusual,
Tillandsia exotic
present to give to a couple that starts living together.
18