Floréac magazine #4 2020 : Christmas Special, Smell. Feel. See.

Images: ©Floréac | © www.thejoyofplants.co.uk | Unsplash | Pixabay

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Smell. Feel. See. Intense. That’s how I’ve experienced recent months, as you undoubtedly have too. At first, our sector shut down completely. A few weeks later, it was all hands on deck. But you know what stayed with me most of all? The mutual solidarity, togetherness and sense of unity—call it whatever you want. We really went for it together, one hundred percent and we are still doing that, to be honest. More than ever, we value the people who are closest to us. This also applies to our professional relationships: our partner clients and our suppliers.

In other words, you. It is this solidarity that I want to cherish and incorporate into our future cooperation.

Because no matter how you look at it, meeting each other will be different in the ‘new normal’. For instance, there are the travel restrictions and cancelled trade fairs, to name just two things. As an alternative, we’ve quickly become familiar with digital tools such as Teams, Zoom and Skype. They’re efficient, but let’s be honest: who isn’t longing for the moment when we can smell, feel and see our plants together again? A plant is emotion, not data.

Early this summer, French magazine Jardineries awarded us the ‘Jardin Plus Trophée d’Or 2020’ for the best supplier of houseplants and cut flowers in France. Un grand merci! We achieved the highest score for three criteria: innovation, logistics and commercial dynamism/communication. Another feather in our cap, and yours!

Moreover, it encourages us to focus even more on the connection with you and your customers.

Nobody knows what the future will look like. However, one thing is certain. The future is green and cooperation will be paramount. Say the word ‘plants’ and the word ‘oxygen’ automatically springs to mind. Take a deep breath and then let’s go for it again. Together.

Onwards and upwards to a new story in 2021.

Happy reading!

Nathalie Commercial Manager

P.S. For us, this new story starts with a completely renewed website. The look & feel is different and it is also a lot more user-friendly. Check it out at www.floreac.com.

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MOUNTAIN LODGE We will whisk you off to a chalet in the mountains and after an intense day on the slopes, it’s time to enjoy the blue hour, that magical period when the light can’t quite decide whether it’s day or night. That one hour when the landscape shines in all shades of blue, while inside everything is bathed in a warm glow. Marshmallows melt over the fire while you sip a glass of spicy mulled wine. That moment.

That’s winter in the mountains.

And so is this: a Christmas tree with golden baubles, decorated with artificial snow and a wooden reindeer as a timeless wink. Amaryllis and Kalanchoë on a festively set table add the perfect finishing touch.

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All products for this theme are of course available in our webshop : www.floreac.shop

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WONDERFULL TIME A cosy festive season happens around the Christmas tree. Make it warm and snug with a contemporary touch; a Christmas tree in shades of warm red, winter white and stylish silver. Contemporary dried flowers in closed vases go hand in hand with classic arrangements. Humour also ties in perfectly with this theme. Santa Claus in a Christmas arrangement shaped like a car?

A great humorous touch that fits into any interior.

Alongside the usual suspects such as Guzmania in various warm shades, these elements will truly turn this Christmas into the most wonderful time of the year.

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All products for this theme are of course available in our webshop : www.floreac.shop

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supplier in the spotlight

“The desire for innovation is deeply rooted in our company.” So says Wouter Persoon from the Dutch company Esperit Elements, who have supplied innovative plant arrangements to Floréac for many years. So what will the trend be this year? “Anything with a high jungle element,” grins Wouter.

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supplier in the spotlight

“Revival of terrariums and dried flowers” Esperit Elements is part of the Esperit company.

This Dutch cultivation partner manages the entire production process itself, from young cuttings to mature plants. Wouter Persoon has been working for the company for years and now has Elements under his wing. How does he explain his company’s success? “It’s the mix of creativity and strong customer focus. In addition, we are always ahead of the trends.”

A nose for trends One of these trends is the range of terrariums, which are closed mini-ecosystems in glass. They were trendy back in the 19th century and are also a must in any self-respecting interior these days.

Someone is always the first to launch a new trend.

In 1827, this was a certain Nathaniel Ward, doctor and botanist. Almost two centuries later, Esperit Element is the trendsetter. “We launched the terrariums at a trade fair about three years ago. The rest is history. The same applies to dried flowers; we also gave that revival a boost.”

So how do they spot these trends? “Two product developers work on this full-time. They keep a close eye on Pinterest, Instagram and other channels, as well as attending various trend lectures and trade fairs. In the process, they have

cultivated a sixth sense for innovation,” laughs Wouter.

“We launched the terrariums at a trade fair about three years ago.

The rest is history.”

Wouter Persoon, Esperit Elements Never the same twice This explains why Esperit Elements’ arrangements are never boring or mainstream.

“We put the arrangements together with care. It’s not only the composition that is creative, but also the pots, bowls, baskets and other packaging: we aim to create a range that is always different. One time we might use glass or ceramics. Another time it will be zinc, wood, rope or other materials. Our arrangements also come in all shapes and sizes.

We use the Esperit Seasonals format for important days and themes such as Christmas, Mother’s Day, Valentine’s Day and so on.

The Specials format combines more daring f l o r é a c ma ga zi n e

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supplier in the spotlight collections such as terrariums and dried flowers with the more classic Leafs line with its green and colourful arrangements.”

also work with other high-quality growers. The bar is high, as we want to deliver a range that offers added value. We fall under

“Our close partnership with Floréac allows us to expand customer-specific lines far beyond national borders.”

Wouter Persoon, Esperit Elements Top quality plants “These arrangements are never the same twice,” continues Wouter. “Every year, we adapt them in line with the prevailing trends. As well as using the plants we grow ourselves, we

the luxury segment, and with good reason.”

Centred around the customer In addition to creativity and innovation, Esperit Elements has a second distinctive pillar: a strong customer focus.

“We work to suit our customers, tailoring our arrangements to their needs. To do this, we have created a ‘develement’ studio—note the play on words!” laughs Wouter. “This is a studio in which we present the newest trends in pots and our latest ideas. Here, we put together ranges entirely in line with the wishes of our customers.”

And these are not just any old customers. For instance, Esperit Elements puts together arrangements for the French brand ‘ SILENCE, ça pousse !’.

This opportunity arose thanks to the cooperation with Floréac.

Floréac opens doors “We’ve been working with Floréac since the beginning,” explains Wouter. “It’s a very valuable collaboration as they have a wide range of customers.

Our close partnership allows us to expand customer-specific

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lines far beyond national borders. We can sense perfectly what customers want and tailor our range accordingly. The themed packages that we put together can then enter the store ready-made.

In times of crisis, you appreciate each other all the more. During COVID-19, we kept in close contact to see where we could

supplier in the spotlight

“We have created a ‘develement studio’ to tailor our arrangements to our customers’ needs.” Wouter Persoon

identify possible opportunities.

We worked together to make sure that we could bridge this period in a constructive way.”

The future is green With a company that follows the trends so closely, this question seems almost obvious: what will

the future look like?

“Green,” responds Wouter resolutely. “Because green stays trendy, and especially plants with a tough image.

Alocasia with their large leaves and junglesque character, for example. They will definitely do well.”

And in the near future, what can we expect for Christmas? “We’re going all out with our terrarium with LED lights. We will also be using a lot of gold, as this is a trend that’s on its way back in.

And nutcrackers are making a comeback too, so they will get a place in our Christmas arrangements once again.”

entr epr ise Esperit localité Headquarters in ‘s-Gravenzande

Set up about 23 years ago As a complete cultivation partner, they manage the production process from A to Z. Esperit Youngs grows young, green houseplants. Esperit Plants specialises in growing green and flowering plants.

Esperit Elements puts together (luxury) arrangements.

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CHRISTMAS FAIRYTALE We keep dreaming of a white Christmas but as long as there is no snow, a pink Christmas is the stylish alternative. Think soft shades such as light pink, lilac, sage green... colours that cast a fairytale glow over nature. And at Christmas, we’re all too happy to believe in fairytales.

The winter plants—the Helleborus in winter white and Cambria in various shades—complete the picture. But what really makes us dream? The first hyacinths with the promise of an early spring sun on the horizon.

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All products for this theme are of course available in our webshop : www.floreac.shop

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WHAT’S NEW AT THE ONLINE STORE? I have just received my delivery and I notice that one or more products do not conform to what I ordered. In order to simplify the transmission of information, you can now send us your remarks on our Webshop through the tab - My documents - Complaint form. You will then be able to describe the anomalies encountered and send us the visuals of the products concerned within 24 hours of receipt of the goods. Our team will get back to you to inform you.

We would like to thank you for your information sharing, which together with our partners enables us to improve the quality of our services.

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TREND SPOTTED: TIMELESS WHITE January: a new year, a new start. Like an untouched white page. And white is always beautiful. You can take white in any direction, they say. And that’s correct. White fits into any interior and can be endlessly combined.

Give that white evergreen a place of honour in your display and 2021 can’t go wrong.

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CHRISTMAS GLAMOUR Christmas with an extravagant touch? Why not? For this theme, we have given ourselves a completely free rein.

Welcome to our penthouse, relax on a camel-coloured chaise longue and enjoy the sumptuous luxury all around you. The table set with porcelain in warm shades and goldcoloured cutlery.

Terrariums with silver accents reflect the warm candlelight— stylish but never melodramatic. Accents in tribal wood, metal plant sticks and a sturdy twisted Sanseveria cylindrica add a more rugged touch. And we almost forgot to make a toast—with champagne, of course. Cheers!

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All products for this theme are of course available in our webshop : www.floreac.shop

supplier in the spotlight

Air So Pure®, a brand name with a clear promise: pure air. But don’t most plants purify the air? Yes, they do. However, the Spathiphyllum from Air So Pure® is the most purifying of all.

A plant that ties in perfectly with the spirit of the times: green, environmentally friendly and healthy. This popular plant stems from the collaboration between Air So Pure and Van der Voort Potplanten. “And that’s at least as important as an air-purifying plant.”

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supplier in the spotlight

Pure air from cutting to customer Interview with Air So Pure and Van der Voort Potplanten “Our collaboration started about eleven years ago,” says Daan Bartels, brand manager at Air So Pure®. “The Air So Pure® brand was actually the brainchild of five Spathiphyllum growers. Their ambition was to build a brand around plants with strong air-purifying qualities. They attracted a number of other like-minded growers and created Air So Pure®. Today, this association has around thirteen passionate growers, including Van der Voort Potplanten.”

A healthy plant in a healthy house It should come as no surprise to learn that the plant is very popular. Its success follows the trends towards greener, more ecological, more organic and greater sustainability and also ties in with the focus on health. Daan explains the most important qualities of the plant in more detail: “Not only do Spathiphyllums purify the air, but they also make it healthier by converting CO2 into oxygen. They also break down harmful substances and improves the humidity which has been scientifically proven by NASA. The plant is also easy to maintain, which is important and you don’t need to have green fingers.”

Everything breathes pure air The plant clearly offers all the benefits it needs to make it in the plant world. But how did this particular Spathiphyllum end up being the first plant in consumers’ minds? Luc van der Sar, account manager at Van der Voort Potplanten, explains: “Firstly, you have the name: Air So Pure®. The name actually says it all. There’s no need to explain anything after that. Consumers

“We set the bar high and are constantly looking for the strongest variety that is the best on the market.”

Olaf Van der Voort

“I see our cooperation as more of a partnership. We’ve been working together since the beginning and are on the same wavelength.” (Olaf Van der Voort)

immediately know what they are buying. That’s why our branding is consistent right across the board. From the presentation tables in the shops and the POS material to the packaging... in short, everything breathes pure air. What’s more, lots of people are familiar with our plants from the well-known TV show Eigen Huis, Eigen Tuin (Own House, Own Garden).”

“We are committed to sustainability,” adds Daan.

“That’s why we hardly use plastic and use as much recyclable material as possible. We also focus strongly on the experience, both in our physical sales channels and online.”

Innovation across the board Innovation is an important pillar. Air So Pure® is constantly looking for new ways to market the product, also abroad. Under the Brands of Plants umbrella, they are conquering the German market together with five other brands.

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supplier in the spotlight

Olaf van der Voort explains: “Our strength lies in the fact that we manage all the links in the production chain ourselves: from the breeding and product development of young plants or cuttings right through to sales and marketing. As a

As everything is in our own hands, we can also offer various different pot sizes. From the smallest to the largest, we can supply them all.

In addition, we are always looking for innovative production techniques and working to improve sustainability. For example, the heat used to stimulate the growth of our plants is mainly obtained from the ground using CHP technology. This has earned us several important environmental certificates such as MPS A and MPS GAP.” The trend that is currently flooding the market is green and this will continue for quite some time says Caroline Nederpelt, marketing manager at Van der Voort Potplanten. “As

“All aspects to which we can respond even better thanks to Floréac’s fine feelers.”

Olaf Van der Voort result, we can respond quickly to consumer demand. We set the bar high and are constantly looking for the strongest variety that is the best on the market.

a result of coronavirus, people are attaching even greater importance to sustainability and a healthy living environment.

Spathiphyllum ties in perfectly with this image of the home hub.

People are rediscovering their homes and want to make them

company Pot-plant nursery Van der Voort Potplanten B.V.,

member of Air So Pure® Su rface ar e a 85,000 m2 for 150,000 plants per week What Spathiphyllum, Anthurium, Ludisia, Azalea E mployees approx. 60 Sa l es ar e a Europe, Russia & Scandinavia

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Daan Bartels & Olaf Van der Voort

as cosy as possible.”

More responsive to consumers thanks to Floréac The sales of Air So Pure® Spathiphyllum are on the rise, but this hasn’t always been the case. Coronavirus initially affected Air So Pure® and Van der Voort badly. However, after three weeks there was a turnaround. Garden centres were allowed to reopen and suddenly everyone got green fingers. It is partly thanks to the cooperation with Floréac that they were quickly able to satisfy market demand.

“I see our cooperation as more of a partnership,” says Olaf.

“We’ve been working together since the beginning and are on the same wavelength. We have grown together and this is mainly due to a number of smart choices that Floréac made in the past. The better aligned you are, the better you can anticipate the market. In the future, the supply of information between the grower and the retail channel will become

Fu

Did y n Fact ou the a ir-pu know tha ri t redu ce ab fying qua liti se incre ase p nteeism a es nd rodu cti scien It’s been vity? tifica lly pr oven .

increasingly important. Where can we prevent further losses?

How can we respond even better to regional trends? What do consumers need? All aspects to which we can respond even better thanks to Floréac’s fine feelers. And it goes beyond that.

Their extensive connections also offer important opportunities.

For example, we are now a supplier for the French brand ‘SILENCE, ça pousse!’ They are very well known and loved by the French public because of the TV show of the same name.”

The following anecdote reveals the friendly atmosphere between colleagues from the

various companies. At the Floré group, everyone is given an Azalea as a gift for their birthday or after so many years of service.

When Luc went to visit, he felt it was time for a Spathiphyllum and his proposal was received with great enthusiasm. Even between plants, the competition can sometimes be fierce.

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CHRISTMAS EVE The essence of Christmas? Together with friends and family around a festive table, enjoying lively conversations, mouth-watering dishes and sparkling drinks. Also this year, but with that extra golden touch—pure unadulterated luxury. And why not?

Have the courage to experiment with materials. Ceramics in mother-of-pearl or shades of gold . Want something a little more traditional? Choose Guzmania in warm Christmas red or deep green. The cherry on the Christmas cake? A Dendrobium nobilé apollon in an ox-blood red ornamental pot. Let the celebrations begin!

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All products for this theme are of course available in our webshop : www.floreac.shop

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CHRISTMAS GARDEN Immersing your interior in the Christmas atmosphere is one thing, but you haven’t really finished until you’ve also decorated the garden or terrace. Take our outdoor Christmas arrangements, for example.

At night the Christmas lights will bring your garden to life, and during the day the Christmas greenery will take over the role with style. Things can be a little less sophisticated than inside. Intense red and brown dominate, followed by winter white and grey accents.

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All products for this theme are of course available in our webshop : www.floreac.shop

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CHRISTMAS TREE OUT, GREEN HOUSEPLANTS IN It’s the 6th January and the children go singing from door to door, dressed up as the Three Kings. But your customers look a bit lost. Have you noticed that too? Do you know why? It’s the emptiness, the big empty hole in their interior now that the Christmas tree has gone. But you can help to cheer your customers up again. How? Put the sparkle back with your very best houseplants.

Promote them as the ultimate cure for post-Christmas blues. Sell them cosiness all year round. Goodbye Christmas tree, welcome 2021! Bring that joy into the home and take a quick look at our webshop.

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If you buy for a purchase value of â‚Ź 500 per theme, we will give you a free 33 x 67 cm paper poster of the chosen theme.

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

ordering possibilities Our online sale: www.floreac.shop fax: +32 9 355 52 34 telephone: +32 9 353 53 53 Or contact your sales representative