Floréac magazine #3 : #bohemian, #trendy, #pastel & #colourful

Images: © www.floreac.com / www.thejoyofplants.co.uk / ©TerSteege / © unsplash

magazine

# 3 -2 0 1 9

2

f l o r e a c ma ga zi n e

Dear Customer,

Spring has barely arrived, and we are already dreaming of summer. Sometimes it feels as if it cannot come quickly enough.

This is therefore the perfect time to hear from our partners such as bay tree grower Dierick, who has been producing high-quality Flemish bay trees for more than 100 years. Inca Orchids, the other ‘supplier in the spotlight’ in this edition, focuses strongly on varieties.

With between 50 and 60 varieties of orchids their product range has something for everyone.

Of course, like everything else, the plant world is subject to trends. In this edition, we will present an outspoken bohemian collection featuring natural materials. Also as equally trendy, the contemporary Scandinavian style provides a strong contrast to this. Glass and metal structures are particularly suitable.

However, there is still room for the traditional classics.

Both deliciously subtle, traditional pastel shades and brightly coloured plants are still doing well. This edition also puts them firmly in the limelight.

Check out our Instagram account @floreac_UK for some serious plant-based inspiration.

Enjoy the magazine and all the great photos!

PS. You will find all the themes and accompanying POS material in our online store: www.floreac.shop/.

f l o r e a c ma ga zi n e

3

theme

#BOHEMIAN: the natural world has never been so trendy Is the growing influence of technology taking us all back to nature? Who knows, but one thing is for sure: the bohemian style is back with a vengeance. So, go for natural materials such as wicker, stone, and wood, and green plants with soft curves. Hanging plants and inspired embroidery add an extra dimension to the overall look.

4

h igh l ighte d prod u c ts

PHMUSOCL-TA5A

EULLMX-SP01A

STEPHA-SP02A

Please visit our website for the full range of this theme.

5

theme

#PASTEL: familiarity as an art form Pastels are here to stay. These soft shades are simply irresistible and look good in almost any context. In the plant world, we have seen the arrival of some more daring compositions. There is only one rule: go all-out for maximum homeliness.

6

h igh l ighte d prod u c ts

GPBUVX-SP32A EX CLU S FLO AT IVELY RÉ AC

HYMAMX-SP03A

KADBMX-VP05A

KADBRZ1-SCHHS23A Please visit our website for the full range of this theme.

7

supplier in the spotlight

Inca Orchids in Nootdorp (The Netherlands) grows between fifty and sixty different varieties of orchids.

They have no plans to slow down any time soon because they love experimenting. Thanks to multiple variations in scent, colour and shape, they have something for everyone. With an output of around 20,000 plants per week, they are one of the largest growers of exclusive orchids. Orchid expert RenĂŠ Tas tells us more.

8

f l o r e a c ma ga zi n e

supplier in the spotlight

A partnership bordering on friendship “Inca Orchids is a sophisticated orchid specialist targeting garden centres and florists,” says René.

“Apart from a wide range of established varieties, we also offer new orchids to see how they perform on the market. Our goal is to stand out in the market with a unique and high-quality product range. An ambition that Floréac supports.”

Sustainability is the number-one priority Inca Orchids takes sustainability very seriously. In recent years, René has noticed a growing demand for this from both traders and final consumers.

“We are working hard to achieve ProductProof

certification. This entails total transparency as regards the use and responsible application of PPPs (plant protection products).”

There is a whole host of natural alternatives, but they do not immediately solve the problem: “Not every biological alternative is equally effective: the key is to step in before infestation levels get too high. In this way, it is possible to deploy, preferably, natural PPPs and/or insects in good time.”

This requires a high degree of knowledge: “We share our knowledge with other growers and suppliers, and they help us too. In this way, we try to limit the number of synthetic PPPs we use.” f l o r e a c ma ga zi n e

9

supplier in the spotlight A knowledgeable partner The partnership between Inca Orchids and Floréac dates right back to when the orchid grower was founded in 2007. Both companies have good staff continuity and René believes that this has numerous advantages: “We know each other personally.

When someone is going through something in their private life, we support each other.

Our partnership is more of a friendship.”

“Floréac’s strength lies in their

an in-depth knowledge of our products is a real advantage.

It makes sharing information much easier, and we can be confident that they will brief their customers accurately. We speak the same language.”

We can achieve more together than by working alone In 2016, Inca Orchids launched an international range of naturally scented orchids.

“Many of our orchids have a strong scent in the mornings when the flowers open up”,

As a plant grower, we have a good understanding of purchasing, but our partnership with Floréac also meant that we learnt about the sales side.

René Tas, Orchid Expert at Inca Orchids

business knowledge. We have been focusing on orchids with great intensity and passion for years. Conversely, Floréac deals with many different varieties of plants all the time.

The fact that they still have

René explains. “Our idea was to bring compatible scents together in one product range.

When we presented our blends of scents to various partners, Floréac was the first to sign up.”

“After the launch, we gained

a great deal from Floréac’s expertise. It was useful to be able to align our marketing strategies and ideas with those of a partner. As a plant grower, we have a good understanding of purchasing, but our partnership with Floréac also meant that we learnt about the sales side.”

The two firms also joined forces to promote the range of blends. René: “We attended a plant fair in France together to promote the blends to sellers.

In turn, Floréac sometimes engages us for our expertise.

For example, last year, I travelled to England with one of Floréac’s salespeople to give a presentation about orchids at a garden centre.”

company Inca Orchids Location Nootdorp (The Netherlands) Sur face ar ea 24,800 m² Number of pl ants 980,000 per year Staff 19 FTE A ctive in Europe and beyond

10

f l o r e a c ma ga zi n e

h igh l ighte d prod u c ts : i nc a orch i ds

ORCHPAMX-SP3TA2A

ORCHMX-09TA1A

ORCHMX-SP01TA1A

ORCHPAMX-SP1TA1A

MILTMX-SP02TA3A

CASPMX-TA2A

CAMBMX-SP07TA2A

MILTMX-SP09TA2A

MILTMX-SP08TA2A

MILTMX-SP07ATA2A

f l o r e a c ma ga zi n e

11

theme

#COLOURFUL: plants with oomph (indoor) Do you want to go a step further? For lovers of plants with oomph, we are proud to present this collection packed with bold colours and pointed shapes. Think large, voluminous compositions.

Think joy and vitality. Anyone who loves fiery reds, sky blues, and bright yellows will be in for a treat.

14

h igh l ighte d prod u c ts

BROMEL-ยงSP09A

KADBMX-SP10A

PHALAE-ยงSP175A

PHALMX-SPDUO36A

TICYAN-SP09A

15

theme

#COLOURFUL: plants with oomph (outdoor)

16

h igh l ighte d prod u c ts

GARVIN-19A

PERKPLMX-ZNK12A

ZANTMX-23A Please visit our website for the full range of this theme.

17

supplier in the spotlight

Growing bay trees is rather special. It takes between 8 and 12 years before a tree reaches maturity and can be sold. This is a big investment, which also demands a great deal of specialist knowledge and dedication. Fortunately, bay tree grower Dierick boasts more than 100 years’ experience.

The company, with branches in Oostakker and Destelbergen in Flanders, was founded in 1913.

18

f l o r e a c ma ga zi n e

supplier in the spotlight

Growing bay trees is in our blood The brothers Bart and Ben Dierick joined their parents’ family firm. Every day, together with four other permanent employees, they work hard to consistently deliver top-quality products that perfectly meet their customers’ needs. This is far from simple because bay tree growing is incredibly labour intensive and requires a considerable amount of manual work. The frost-sensitive trees go into greenhouses by early November for overwintering. In mid-April, they go back outside for the new growing season.

The Flemish bay tree: a unique product The bay tree was imported into Flanders from the Mediterranean region. This was a great success because, in 2015, the Flemish

bay tree was officially recognised as a European Regional Product.

Bart explains the difference between the two varieties: “The difference between the Flemish bay tree and its Italian, Spanish, and Portuguese cousins lies in the way in which it is grown. In Italy, bay trees are grown from seed, while we use cuttings. This means that we grow identical trees, while the Italian method results in trees with different leaf types.”

“Another characteristic of the Flemish bay tree is its perfect pruning shape. The tree has a flawless trunk and green leaves that we prune into pyramid cones, spheres, or pillars.

These are especially popular in England, where they are so keen on topiary that they are happy

to pay for high-quality products.

This is fortunate because due to its long growing process, a bay tree is not a cheap addition to your garden.”

A passion for innovation Dierick is always looking for innovation opportunities to improve the quality of their bay trees further. The family does this in two ways: “On the one hand, we innovate in terms of technology. For example, we developed a unique pruning machine to prune our bay trees as uniformly as possible. This machine is not fully automatic and still requires manual support. This human touch is necessary to guarantee our quality.”

“On the other hand, we also innovate in terms of

f l o r e a c ma ga zi n e

19

supplier in the spotlight

sustainability. For example, we built new greenhouses with double foil to save energy. We also adjusted our growing process: instead of taking cuttings in mid-September when the soil temperature is 18°C, we now start in mid-August, when the days and nights are warmer. This means that we no longer need to heat the soil. Finally, we also grow in container and lava fields to recycle water. The plants are grown in specially constructed sloping fields where surplus sprinkler water flows off into central drainage channels.

After natural filtering, it is reused.”

A streamlined process Dierick has been working with Floréac for almost 40 years. Bart believes that this is a winning collaboration for both parties: “Our close collaboration means that we can organise our work around large, planned deliveries or promotions.

This provides sales certainty and the luxury of planning for both Floréac and us. With day trading, where ordering and delivery take place on the same day, it is never possible to map out planning and sales with any degree of certainty.”

“Floréac works out these deliveries for certain customers. They take account of the shapes, trunk heights, pot sizes, prices, and finishing materials

20

f l o r e a c ma ga zi n e

Our close collaboration means that we can organise our work around large, planned deliveries. This provides sales certainty and the luxury of planning for both Floréac and us.

Bart Dierick, Business Manager at Dierick Bay Trees Nursery

such as pots and stickers that the customers want.

They then pass this information to us so we can have our say. Once everything is agreed, we get to work and ensure that the deliveries are ready on time.”

The partnership is characterised by mutual respect.

Bart: “Our communications run very smoothly. If we have any questions, we always know where to go. It is also convenient that Lochristi is just 10 minutes’ drive from Destelbergen.”

h igh l ighte d prod u c ts : d i e r ick

compa ny

Dierick Bay Trees Nursery loc ation

Oostakker and Destelbergen (Belgium) su rface a re a

100,000m² (of which 20,000m² greenhouses) numb e r of pl a nts

100,000 cuttings per year sta f f

6 full-time staff + seasonal staff ac tive

in Belgium, The Netherlands, France, Germany, and England (98% to England)

LANOBI-P080A

LANOBI-OHO040A

LANOBI-ODK045A

LANOBI-P120A

LANOBI-OHA045A

LANOBI-P160A

LANOBI-OHA025A

f l o r e a c ma ga zi n e

21

theme

#TRENDY: minimalism and metal constructions This collection emphasises the minimalistic, Scandinavian style. In terms of materials, the metal structures are particularly striking but glass and ceramics are still very popular. When it comes to the plants, we chiefly see succulents, cacti, and other strong green plants.

22

h igh l ighte d prod u c ts

COUPE-ยงGL086A

COUPE-ยงGL357A

PHALKOMX-SP46A

Please visit our website for the full range of this theme.

23

Place an order for at least ÂŁ500 per theme and receive a festive banner.

FlorĂŠac nv Beerveldse Baan 4 9080 Lochristi Belgium T +32 9 353 53 53 F +32 9 355 52 34 info@floreac.com www.floreac.com

order by webshop : fax : telephone :

www.floreac.shop +32 9 355 52 34 +32 9 353 53 53

or contact your account manager