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Dear customer,
Autumn blues? Not here. The changing colours in nature, the peaceful stillness of the garden and the long, low rays of sunshine create a convivial atmosphere. This warm feeling is reflected in the shades of our autumn collections: rich ochre, rustic russet or evocative orange. And of course, we couldn’t miss out on a burst of green. We select eye-catching plants for each room based on the theme of ‘Big green plants’. ‘Colonial Chic’ adds a touch of Far Eastern charm to your home, such as the Hibiscus and Curcuma. For outdoors, we seamlessly match pots and plants in a collection to make every garden path or terrace autumn-proof. As usual, we also put two of our partners in the spotlight in this edition. This time it’s Addenda and Forever Plants. With them we take co-creation route: working together on sustainable innovation and inspiration to fully align our range to customer demand.
Happy reading!
PS All of these subjects and the associated POS materials can be found in our online shop: www.floreac.shop/.
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theme
COLONIAL CHIC Unravel the mysteries of the Far East. Greens and browns intriguingly intertwine with pastel tones and exotic golden glows. The fragility of bonsai, the playfulness of ficus ginseng or distinctiveness of cycas: each of them breathtaking eye-catchers in their own right. FlorĂŠac has brought them all together in the Colonial Chic collection, a selection of plants for anyone with a fondness for an elegant decorative style.
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Please visit our website for the full range of this theme.
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supplier in the spotlight
Forever Plants in the Westland region of the Netherlands believe in a green world. Dad’s tomato farm was quickly converted, under son Erik’s lead, into a sustainable horticultural business specialising in tropical houseplants. Innovative growing, both responsible and data-driven, is in their blood.
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supplier in the spotlight
Data-driven growing makes Forever Plants ‘The Other Guy’ When Erik Persoon took over his parents’ vegetable business 30 years ago, he wanted to put his own stamp on it. He did that with potted plants and with his unique way of thinking: with an eye for plants and data. Sales Manager Remco Hill says: “Because we have an insight into product combinations that are trending at any time, we can seamlessly align what we offer with market demand. In other words: we are not an everyday nursery but one in which data helps determine what we supply.” ‘Smart’ growing The family business specialises in growing green exotic plants as well as showstoppers Hibiscus and Curcuma. Their aim is to bring beautiful plants into people lives. They achieve this by protecting the young shoots with great care so
that the mature tropical plants leave the nursery in the best possible condition. The company has a strong focus on modernisation, organic growing and ingenious camera and counting systems. Remco: “The more data we can gather on our products, processes and clients, the better we can differentiate what we offer from the rest.” With consideration for people and the environment They apply that same dedication to their employees, both their own colleagues and those of their suppliers in faraway places. Remco: “In all our relationships, people come first. As well as automation and development of sustainable growing methods, social sustainability is also our priority. Within our self-managed teams, we involve our employees in the company’s developments and results with full transparency. We also f l o r e a c ma ga zi n e
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supplier in the spotlight participate enthusiastically in education and training via the World Horti Centre. In this way, we offer our talented new people the chance to become experts in the horticultural sector.” This ambitious approach has already delivered a number of successful partnerships.
Working together through specialisation. We have already been collaborating with the Floré Group for decades. Remco: “There is more and more segmentation in the Dutch horticultural industry. Growers and exporters each select a specific market segment, and as
“Our collaboration with Floré Group evolved towards co-creation” Remco Hill, Forever Plants
Remco: “Along with a few smart minds from Delft University of Technology and with the help of artificial intelligence, we made our sorting machine even smarter and as a result more user-friendly. Over time we want to automate the repetitive and physical labour to enable employees to focus more on adding value for our customers. In conjunction with Delft University we are looking at how we can jointly reap the fruits of this knowledge sharing between the academic and horticultural worlds.”
a result, have to be increasingly responsive to each other. To be successful, we need each other.
wishes to serve.” The Other Guy It’s fair to describe Forever Plants as an outlier, or as they say themselves ‘The Other Guy’. Remco: “It’s great that our efforts in the area of innovation and sustainability are being noticed in the sector. This is how we hope to achieve high quality products tailored to the wishes of our customers.”
Our collaboration with Floré Group evolved from a pure customer-supplier relationship to co-creation. This has resulted in an inclusive cooperation in which we are continuously sharing information on aspects such as the range, delivery specifications and customer demand. Based on close monitoring, we continually try to make the partnership closer by specifically aligning our products with the market Floré
company Forever Plants Location Westland, Holland Sur face ar ea 4 hectares n umber of pl ants 1,6 million per year Staff 45 collaborators A ctive Europe tur nover 6.8 million euros
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h igh l ighte d prod u c ts : f or e ve r pl a nts
FIFOMX-S105A
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GPFOMX-02A
YUCCA-3O090P
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theme
GO GREEN Huge green plants form a showpiece for a room. Not only do they fill the space with character, but they also purify the air. Plentiful veins or a minimalistic smooth leaf? Shining proud or modest matte? FlorĂŠac has put together a wide array of green plants: from the trusty Sansevieria, to the Cissus Discolor and Croton Iceton.
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Please visit our website for the full range of this theme.
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COSY AUTUMN Bring the autumn indoors For interiors, big cushions, velvety soft throws and fur accessories are all the rage this autumn. To make the look complete, plants are a must-have too. With the cheerful yellow, flushed orange and pleasant purple of plants like the Calluna and Cambria, your customers immediately create a captivating allure in their home. We present a number of carefully selected combinations with autumn-themed matching trays and stick-ins
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Please visit our website for the full range of this theme.
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supplier in the spotlight
Addenda® brings top-quality flowering plants into your home. The growers’ association backs this up. From breeding to end product, Addenda® closely monitors the whole chain. It also focuses on sustainable solutions and the customer. In the meantime, Addenda® has grown in Europe to become the best-known consumer brand in the horticultural industry.
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supplier in the spotlight
Growers collective proud of A-brand: “Customers don’t buy a Hebe plant, they want ‘an Addenda®’” The quality label Addenda® stands for professional plant cuttings, root cuttings and production of Hebe, Campanula and newcomer Maori. It is also a marketing organisation. The growers’ association now has 17 members in the Netherlands and Belgium and 5 licencees in the rest of Europe. In this way, they get a foot in the door of local foreign markets. Cooperation and innovation are their keys to success. Unique genes Addenda® is a supplier of cuttings with exclusive genes, and controls the cutting and rooting process in Africa and Denmark. The group has a strong focus on knowledge sharing. This not only allows members to support each other,
but also the Addenda® brand itself. This A-brand stands for quality throughout the supply chain. Marketing Manager Natascha Van Gaalen says: “Our growers test each new product via a range of fixed parameters including visual appeal, resistance to disease, durability, abundance of flowers and second flowering. Only the highest scorers in each category are given the Addenda® label.” “Within the group, we are always looking at how we can improve our plants and develop new varieties. However, from breeding to end product can easily take 4 to 7 years. This is why we experiment in the meantime with new forms of presentation, from balcony planters to wall planters.
LANOBI-ODK045A Erik Boterdaele
Kuivenhove
Roest
That way we stay innovative and appealing. We have a trendwatcher to help us with this.” Sustainable supply chain Natascha: “Sustainability is the common thread that runs throughout our organisation. Our principle is to grow plants that are as resistant as possible using as little as possible in the way of pesticides. We promote a strict environmental policy throughout our supply chain, fully in line with Dutch legislation. Any deviation must be communicated transparently, including by foreign growers.” The ecological thread runs through our materials selection as well: “We use 100% biodegradable labels and pots
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supplier in the spotlight
made from 95%+ recycled materials. We also investigate how we can improve fertilisation and the composition of the potting compost. This is an area we really want to take the lead in.” From customer to sparring partner Addenda® and the Floré Groep have already been working together for many years. In the beginning, the relationship was mainly sales-based, but in 2012 it became a close partnership in concept development. Natascha: “Floréac has a great customer portfolio in the UK and France. We go to garden centres together and offer support with shop presentation and window dressing. We always do this in a three-way conversation with the grower. With all three of us working together, we take our sales and marketing to new heights.” “The secret behind this match is a shared ambition
company Addenda® loc ation Westland (the Netherlands) sta f f 6 office staff numbe r o f growe rs 17 numbe r o f pl a nts •
Campanula (Adansa & Ambella) : 5,6 millions
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Hebe (Donna, Classica, Granda & Petita) : 1,4 million
•
Maori (Green leaf, Silver leaf & Little leaf) : 370 000
ac tive Europe wide
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to keep inspiring customers. Floréac not only helps us think in terms of our current range, but also looks at new products, such as with the recent introduction of Maori.”
“We have a shared ambition to inspire customers” Natascha Van Gaalen, Addenda®
Happy bees The Municipality of Westland is renowned for its growers who grow ‘bee-friendly’ products. Natascha: “In 2017, we looked into the added value of the Addenda® plants for biodiversity. Campanula and Hebe transpired to be major food sources for bees and other pollinators. To underline the importance of this, we joined forces with the municipality on World Bee Day. Along with several local growers we planted 300 Campanulas. This is something we want to repeat. Yes, even bees are happy about an Addenda® plant.”
l e co u p d e cœ u r : a d d e n d a
HEGRADMX-12A
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HEGRADMX-17A
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theme
SHIMMERING AUTUMN Make your terrace or front porch autumn-proof Cosily cocooning beneath a warm blanket with a cup of tea. In autumn, everyone snuggles up indoors a little more. Special dĂŠcor is the way to go. We have gathered together the best combinations to bring your indoor cosiness outside to your garden or terrace. How about a stunning autumn bloomer in a wood or ceramic ornamental pot, or a basket to welcome guests at your front door?
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CALLUN-§HB08A
CALLUN-§JU02A
CALLUN-§MA02A
COUPE-§MA225A
COUPE-§MA226A
COUPE-§MA214A
CUCURB-§037A CUCURB-§038A
Please visit our website for the full range of this theme.
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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