THE SUMMER POST 2016
e v o M e h t on
SUMMER VIBES
The sun make us inquisitive
06
PREFERRED SUPPLIERS
08
What can they offer you?
STORYTELLING
10
Make a bouquet worthwhile
INDEX INNOVATIVE 06 How is FleuraMetz the full-service partner for florists?
FLOWERTALES 12 Take a look and see why flowers and plants are more than just arrangements.
PREFERRED SUPPLIERS What sunny items do they offer florists?
2 || FLEURAMETZ THE SUMMER POST 2016
08
STORYTELLING Let your customers enjoy the wonderful nature of summer!
10
04 More than just heat Delightful impressions to stimulate your creativity
3
“Do not go where the path may lead, go instead where there is no path and leave a trail.� R.W. Emerson
on t h e
M ove
PROGRESS AND CHANGES
Annual flower moments are not just limited to Valentine’s and Mother’s Day. To encourage customers to keep buying their flowers and plants during the Summer months, we want to support florists with a complete new strategy. The trending themes offer you the why’s, the how’s and creative encouragements throughout the year. This period for instance is centered around Summer Vibes! Have you stocked up your Summer favourites yet? Treat yourself to more than just the heat The heavenly heat on your skin and the divine Summer nature makes you and your potential customer longing to be outside as often as possible. Put a bit of this Summer joy into your arrangements by using unexpected sundries or decorations. By offering a steady and matching range, you commit your customers to more than just their weekly bunch of flowers and give them a good reason to come back for more. 6 || FLEURAMETZ THE SUMMER POST 2016
INNOVATION As a progressive trading partner, it is important to us to be upto-date of all the current affairs in our market. FleuraMetz works together with students, who write their thesis from their field of expertise. We do research on growers, who offer a continuous high level of quality and availability but also provide competitive prices. Working together is an interaction, our goal is to support florists as wide as possible. As your full-service partner we want to introduce you to our new online FleuraMetz label FlowerTales on page 12.
WE ALSO
INE! L N O E T A INNOV T! CHECK IT OU
www.fleurametz.com
MOVE ALONG! You see it very often on social media: moving images. This allows you to show more, which is great, as it draws much more attention than static images! Are your hands itchy to get started? Check out our blog on fleurametz.com to discover how you can draw visitors from social media to your website.
ONTHEMOVE
390.900
Our world counts 390.900 species of plants. Royal Botanic Gardens, The State Of The World’s Plants Report – 2016
1 Gladiolus
7%
2 Helianthus
6%
3 Alchemilla
5%
4 Callistephus
5%
5 Hydrangea
4%
Top 5 most popular Summer flowers *
facebook.com/FleuraMetz twitter.com/fleurametz_en instagram.co m/FleuraMetz _official
The Netherlands 76% Italy 1% Germany 12% Zimbabwe 1% Kenya 5% Ethiopia 1% Israel 2% 88% of all the available Summer flowers are from The Netherlands or Germany. The remainder is imported mainly from Kenya and Israel.*
* The percentages above are based on the total stem counts in ‘Dutch Summer flowers’, including import, sold by FleuraMetz in week 24 until 34 of 2015.
Trend 2016
Fresh, liberating bouquets with colour as focal point sets the tone this Summer. Floral designers expressed in ELLE Decor
FLEURAMETZ THE SUMMER POST 2016 || 7
Seasonal
Roses
Grutsch Gartenbau
Fa. Peter Baars
Martin Zwinkels Jr.
Porta Nova
Van den Berg Roses
Poot Rozen
Boers Amaryllis
N.G. Wigchert
Blumen H.P. Heinen
Kiara Flowers
Ravine
J.C. Rodenburg
Hogenboom Phloxen
Triflor BV
Del Golfo
AQ Roses
Marjoland
Rozenhof
Rutgrink
Vlasveld Groentechnieken
Rogenti BV
SK Roses BV
Kwekerij de Opstal VOF
Parfum Flower Company
P.N. van der Meer
G. de Wit & Zn
Anjerkwekerij Nieuwland
Rodenburg Roses
Kreutzberg Chr. Rosen
Minaye Flowers
Kwekerij Van der Ende Flowers
Horn-Grün GmbH
Laustroer GmbH
KIPP
Niels Kreuk BV
Arie van Zeijl
Grombein
Yearround
Artemis Lilies
Klondike Gardens
Staticespecialist B.V.
H.M. Tesselaar
Fiore
Together 2 Grow
Kwekerij De Hungerenburcht
Flowertrading van Dijk
Winbloom
Vreeken Sierteelt BV
Bloemenkwekerij van de Westeringh
Bredefleur
Evanty
Zentoo
Akerboom Freesia BV
Kwekerij JCM Mulder
Holstein Flowers
Ton Vreugdenhil
E.M.F. / Valstar
Double Check Lily
Holland Strelitzia
Flores Funza
H.L. Hogervorst BV
Ammerlaan-Sosef
Hoogendoorn Stephanotis
Groene Tint
J. vd Bos & zn
SV.CO
F. Hofland en Zn BV
v.d. Berg Hedera’s BV
Spaloo Plant
Kwekerij Kap-Tiegelaar
Van der Voort Potplanten
Kwekerij Loek Jansen BV
Karma plants
JoGrow
Stolk Orchids
Vreugdenhil Bulbs & Plants
FleuraMetz Preferred Suppliers 20th June 2016
Plants
PREFERRED SUPPLIERS GUARANTEE Florists are mostly benefited by high quality, regularly available products. FleuraMetz has been searching for a guarantee of such products and has therefore developed the Preferred Suppliers programme. The growers in this programme share a common goal: to supply florists as best as possible. The mutual collaboration is based on trust and not competition. As a result, florists get the best of both worlds.
WANT TO KNOW MORE? Our Preferred Suppliers can be found both online and in this paper. In the web shop, you will see different grower names listed and you can also read more about the company on their personal grower’s page. This allows you, the professional florist, to know where your products come from and how they are grown.
EVENT Preferred Suppliers as well as FleuraMetz employees wonder every day: what do florists want? That’s why we sat together at the Preferred Suppliers Event! By exchanging valuable information, we are able to work from a wider platform and become a better full-service partner to florists.
Preferred Suppliers Event 15th June 2016
STORY TELLING
Do you already make use of stories? WHAT?
WHY?
HOW?
AS A PROFESSIONAL FLORIST, YOU
CONSUMERS NOWADAYS, HAVE
THINK OF WONDERFUL,
KNOW ALL THE INS AND OUTS
A GROWING DEMAND FOR
SUMMER ARRANGEMENTS
ABOUT YOUR PRODUCTS, WHICH
HONEST PRODUCTS AND PROPER
WITH SUSTAINABLE, SEASONAL
YOU CAN AGAIN USE TO CREATE A
INFORMATION. THERE IS A LOT
FLOWERS FROM LOCAL GROWERS.
MORE DISTINGUISHED POSITION
OF INFORMATION TO BE FOUND
THIS ADDS TO THE GROWING
IN THE MARKET FOR YOURSELF.
ON THE INTERNET BUT NOT ALL
NEED FOR KNOWLEDGE FROM
HOW DOES THIS WORK? SELL
OF IT IS CORRECT. MAKE SURE
CONSUMERS ABOUT WHERE
MORE THAN JUST BOUQUETS.
THAT YOU KNOW ALL THERE IS TO
THINGS ARE GROWN AND WHAT
KNOW ABOUT YOUR PERSONAL
DIFFERS CERTAIN FLOWERS AND
STOCK AND SEE IF THERE ARE
PLANTS FROM OTHER VARIETIES.
MORE SPECIFIC DETAILS TO
NOT TO MENTION THE VALUE
BE ADDED. THIS SHOWS YOUR
THAT THESE SMALL FACTS AND
PROFESSIONALISM FROM A
FIGURES WILL ADD TO YOUR
COMPLETELY DIFFERENT ANGLE.
CUSTOMER RELATION.
tomers s u c g n i ll By te mak e ll i w s r e about flow e back m o c m e th sooner e r o m r fo
10 || FLEURAMETZ THE SUMMER POST 2016
Customers come to you for a beautiful, signature bouquet and get useful tips
and great stories as a bonus. How wonderful would it be if these customers would tell their friends about you, creating a profitable ripple effect. Read a few of our stories:
SUSTAINABLE
Professional florists know what they sell and if they are working with sustainable and honest products for instance. FleuraMetz is Fairtrade certified and we also offer a wide range in FFP and/or MPS certified flowers. Our broad logistical network allows us to make efficient deliveries by taking the shortest journey to each destination.
PRODUCTION
Have you ever seen the immense amount of flowers at the Dutch auctions? We have done an excursion to our flower cooler. You can find this movie on our Facebook page! A movie like this may be helpful in telling your story.
HOLLAND
The Netherlands is the home of FleuraMetz. This country harbours a great love for entrepreneurship, high quality products and has more to offer than water, wind mills and tulips. FleuraMetz feels at home in The Netherlands as both the company as well as the country has so much more to bring than just flowers. Let your customers get acquainted with your own story!
FLEURAMETZ THE SUMMER POST 2016 || 11
ER, SUMM L M WIL ES.CO ERTA L W O L F LE IN A IL A B BE AV A LSO P YOU L KE E E WIL W . H EDIA ENGLIS CIA L M ON SO D E T S ER! PO SL E T T R N EW U O A ND IN A F TE R
CLICK ONLIN E ON , TO SEE ALL THE AVAIL ABLE INFORMATION !
FLOWERTALES
12 || FLEURAMETZ THE SUMMER POST 2016
Ordering flowers, plants and sundries can be done on the web shop for quite some time now. There is also an option of picking up your online order at one of our many Cash & Carries or use one of our other sales concepts. However, as full-service partner we offer more.
INNOVATIVE BUYING
FlowerTales, the new online label of FleuraMetz, offers multiple services to florists. The flowertales.com website lets you create stories with flowers, plants and sundries. It’s an inspirations shop, where you can buy in a complete new way. r whole o pts as a e c n o c n t w ifferen e your o buy the d can decid u o Y You can . s h t e em single it ownload d k r ic p o e y r r r a che n also sh wers, s. You ca sells flo ie n it e t t f n a o u s q werTale ilable in tent. Flo only ava e r a h rich con ic ies, wh nd sundr plants a antities. small qu
WWW.FLOWERTALES.COM
Take your time and have a browse through the website. Be inspired by the beautiful themes and the different, creative combinations. Soon we will tell you more about FleuraMetz’ new labels, each providing a different customer demand. Availability and accessibility varies by country. Contact FleuraMetz about the possibilities.
FLEURAMETZ THE SUMMER POST 2016 || 13
DID YOU KNOW? s conducted Research wa nd their on flowers a ts possible effec ppy. on feeling ha wers will Receiving flo
FleuraMetz is in the middle of developing a Mobile App.
happier mak e people up to 3 days.
T he most popular Summer flower of 2015 is
Alchemilla Mollis Robustica*,
also known as
lady’s mantle. * based on total stem count of FleuraMetz Summer flowers in weeks 24 until 34 2015.
14 || FLEURAMETZ THE SUMMER POST 2016
In order to let cacti
come back to flower
every year, it is best to up the watering a lit tle during
the Summer months
and lower this in Winter.
Z T E M A R U E L F L A B O L G S E O G
O S L A N A YOU C IN W O N FIND US
K R O Y NEW GH
R U B S T PIT EN G A H CO P E N
House plants are hot! Denim br and Diesel has a com plete home collection inspired by house plants.
Sunflowers turn towards the sun
during day time.
FLEURAMETZ ZOMERKRANT 2016 ||
Always Kalanchoë ‘ALWAYS KALANCHOË’ ALWAYS EASY
Kalanchoes from ‘Always Kalanchoë’ are top grade products from reliable breeders, propagators & growers. These easy and wonderfully coloured Kalanchoes make every retail heart in the indoor and outdoor industry skip a beat, passing their excitement on to consumers. The ‘Always Kalanchoë’ collective runs the extra mile for you in order to gain individual and collective benefits, bringing great versatile results.
KALANCHOË GARDEN
‘for a
l u f r u o feast col
outdoor’
FOR A COLOURFUL FEAST OUTDOOR
Kalanchoes are also ideal for outside between May and September. Thanks to the enjoyable warm weather, between 10 and 30 degrees Celsius, summer is the perfect time to create attractive corners and happy arrangements. Use sunny areas on the patio or terrace, alongside borders, in window sills and on balconies: Kalanchoes are you new best friends. They flower even more extravagant outside than indoor! The more ideas customers pick up from their florists, the bigger the feast will be outside.
• Kalachoes can be planted in containers or in the garden. • Place them preferably somewhere light, they can even handle direct sunlight. • Well-watered soil is enough to keep them going but they will love you even more if you give them a dash of plant food.
INFO@KALANCHOE.NL
ALWAYS KALANCHOE
IN THE FOLLOWING MONTHS
e c a r b m E
n m u t Au le home
fortab m o c n w o r u o y te a Cre
WE WILL TAKE YOU INTO THE NEXT THEME We are right in the middle of Summer now but soon it will be time to embrace Autumn. The warm Summer sun will make way for earthy colours and falling leaves. It is a new chapter for indoors after a great period of outdoor fun.
18 || FLEURAMETZ THE SUMMER POST 2016
Introduce your customers to your world of flowers, plants and sundries. Bring a joyful home atmosphere into your shop and allow your customers to take some of it into their homes. FleuraMetz will help you along the way by supplying great offers, useful tips and tricks. Keep an eye out on our newsletter, website and Facebook.
IN THE NEXT FLEURAMETZ POST WE WILL SHOW YOU HOW MAGICAL WINTER TIMES CAN WORK TO YOUR ADVANTAGE. WHAT CAN YOU EXPECT FROM THIS THEME? What do other f lorists do with Magical Winter times?
Wi
T
MORE ABOUT THE MOBILE APP FleuraMetz develops world wide access
Trends for 2017 What colours, accessories and style tips will bring you a magical 2017?
Two issues of the FleuraMetz Post will appear in July and November 2016. This paper is published in 4 languages (Dutch, German, English and French) and is distributed amongst florists free of charge in The Netherlands, Germany, Austria, Switzerland, United Kingdom, Ireland and France. Published: 20.000 copies. All products are available as long as stock lasts. Contact FleuraMetz for more information on price and availabilities of products.
arising from the use of information contained in this paper. The published information is from FleuraMetz’ company analysis or relevant research. The sources used are aknowledged in writing and if not mentioned, known at the editorial office. p.10: Consumententool EU – Flora Holland & VBW; p.14: Geluksgevoel: Evolutionary Psychology, April 2005 and Dagblad van het Noorden, 6-4-2012; p.15: Diesel kamerplanten: Salone di Mobile.
©FleuraMetz Post 2016, no part of this publication may be reproduced or transmitted in any form or by any means without prior permission of the head office. Even though the content of the paper has been established with the greatest care, the publishers and their employees cannot be held responsible for any errors or any consequences
Preferred Supplier and intrigued? As a Preferred Supplier, you can be part of the FleuraMetz Post. Think of advertorials as well as unique collaborations including photos and content, where your product becomes part of our photo shoot. Please contact Kim Berns for customised, exciting information.
Redactieadres FleuraMetz: Marketing & Communications PO Box 537, 2675 ZT Honselersdijk, The Netherlands Contact: Kim Berns T +31 174 747 517 E kberns@fleurametz.com Claudia van Tol T +31 174 747 519 E cvantol@fleurametz.com
COLOFON
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FLEURAMETZ THE SUMMER POST 2016 || 19
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