FloraPodium in the magazine 'Bloemisterij'
Bloemisterij 10-08-2018
This time we were in the spotlights! we told our story in a interview with the editors of the magazine 'Bloemisterij'. U can read the story in the magazine (3-8-2018 p.32-33)) or u can read the English translation of the story below.
Click here for the official Dutch article.
Florists often have familiar flowers on their 'menu'. What would happen if you can also offer the consumer a 'choice-of-the-chef'? FloraPodium together with growers makes inspiring stories behind special flowers that are not on the menu.
Florists with a physical store, pay attention! If you want to continue to exist you have to take into account that webshops such as Interflora, Fleurop, Topbloemen.nl and Euroflorist will have 30% of the market within ten years. Supermarkets also reach 30% and what remains is for the flower retail business. Last year, Rabobank outlined this future picture in the rapport: 'Plenty of opportunities for Dutch floriculture'. "As a florist you have to do something. We want to help florists by giving them information with which they can distinguish themselves ", says Marije van de Pavert from the export company Barendsen in Aalsmeer.
Facts, videos and photos
The wholesaler started introducing FloraPodium at the beginning of this year, a concept in which growers will receive a free physical podium in Barendsen's box at Royal FloraHolland in Aalsmeer. At a specially decorated meeting place for florists and traders, their products are put in the spotlight. In addition, florists receive a newsletter every Wednesday via e-mail with inspiring facts and videos about flowers that are slightly different from the standard offer on the 'menu'. These can be seasonal products, new varieties, organically grown flowers or 'forgotten flowers'. Photos are also posted on Facebook and Instagram to bring florists new ideas. With the initiative, Barendsen wants to respond to the disappearing possibility of viewing the flowers at the auction and the scaling product range in floriculture. "You have to give customers an experience, tell them the story behind that special flower. Where does it come from, how is it grown and what makes it so special? ", Says Van de Pavert. And precisely at that point is when the grower comes into the picture at FloraPodium.
Lilac grower
"Take a lilac grower for example. There is a considerable price tag on the Dutch market for a lilac flower and who wants to pay three euros for a stem today? However, after the grower tells the story behind of what involves growing lilacs and this information is passed along to the consumer, they will understand the added value and think: 'I did not know that, I will try that flower'. "
More than thirty growers are now involved in FloraPodium." Not only small artisan companies that have a relatively small budget for marketing, but also larger nurseries that grow many different varieties ", according to Van de Pavert
Perfect for field bouquet
Jerry de Groot from the flower nursery Gebr De Groot and Zn in Heemskerk, is one of the growers who has been invited by Barendsen to participate in FloraPodium. He specializes in eremurus, which according to him is a difficult cultivated bulb "but fits perfectly in a field bouquet, the trend now." De Groot contributed with the White Beauty Favorite eremurus. "In June FloraPodium brought this variety in the spotlight for a week. Did that gave us something extra? I do not know. Factors such as the weather and the supply also play a role. So how do you measure such an effect? In any case, the prices of eremurus have been good for a long time."
Consumer is spoiled
Whether consumers are interested in the story behind Eremurus, where the name comes from, how the flower is grown - doubts De Groot. "Dutch consumers are spoiled; they want the best for the lowest price but maybe the florist does want to hear the story. However, what I like about this initiative is that grower, trader and florist come together to market our beautiful products. "
More sold
Almost 400 florists and traders now receive the FloraPodium mailings, says Lynn Dumoulin, a student at the Aeres Hogeschool Wageningen and one of the initiators of the initiative. "It is my graduation project. I investigate the requirements that florists place on such a content platform. "The florists she spoke to are all enthusiastic about it. ”They try to get the products we put in the spotlight within their offer because they believe they are innovative and exclusive."
FloraPodium, 13 August 2018
