Magazine Floréac n°24 : Spring 2023

Floréac Magazine

Foreword

Supplier in the spotlight : Plantanious Persoon

Colours make the garden

Department in the spotlight: Procurement

Supplier in the spotlight : Fruithof

Product in the spotlight : Cyperus

Fairs 2023

Long live the unpredictable future

No doubt you agree with me: the context in which we work is volatile, uncertain, complex and ambiguous. Prophets who confidently tell me what will happen in the near future usually fascinate me but never convince me. In both the short and long term, only one thing is really certain: nobody knows exactly what is coming our way.

It is therefore vital that we as individuals, organisations and sectors commit to adaptability. Because to stand still is to go backwards. This applies not only to how we do things, but also to how we think about them. Beliefs deserve to be challenged, and insights are never finished.

So let us talk to each other even more intensely. When we are open-minded and highly curious about each other’s ideas, each other’s data, each other’s questions ... we lay the foundations for a successful and sustainable future.

This magazine includes a look at our procurement department. The evolutions of recent years within procurement have been extremely intense, and so are the challenges of the future. I am particularly proud of the strength and adaptability of my colleagues, who manage to make a success of this every day and every year.

Hopefully, this magazine will inspire you again. And I look forward to exchanging views and developing joint projects with you. Let us challenge and inspire each other so that we can work together to build the beautiful, successful, sustainable, but always unpredictable future.

Happy reading !

Benoit Strauven CEO

Nature world

Moss green, chestnut brown, stone grey ... with these earthy shades, you instantly bring a chunk of nature into your home. Dark, warm and yet not overpowering. Accents in white and taupe add a light touch. Want something a bit more earthy? Combine softer work such as basketwork and ceramics with sturdy glass jars on robust driftwood.

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Plantanious Persoon nursery: always one step ahead with smaller CO2 footprint

‘Who does green, meets green’. Plantanious’ vision is short and sweet. By investing heavily in geothermal energy and solar panels, this nursery of green houseplants and seasonal flowers produces completely climate-neutral products. A story they continue today together with nursery Persoon Potplanten. Each with its own identity and structure, but joining forces. Because one plus one is always more than two. An interview with co-owner Joost Jansen.

Freek & Joost Jansen

Twinning = winning

What happens in the family, stays in the family. More than eighty years ago, grandfather Piet Jansen laid the foundation of what is Plantanious today. Back then with a focus on growing vegetables. Twenty-four years ago followed a first tipping point.

“If you grow vegetables then it has to be fast and besides, you are not in contact with customers,” Joost explains. “Our father Loek Jansen missed that aspect. He no longer felt it fit our values. Hence the switch to potted plants.”

Twelve years ago, sons Joost and Freek joined the business. Twin brothers with dark green hearts. In everything they undertake, they consider the impact on the environment. Their mission? To make the company grow and prosper and strive for a green, healthy world. Growing in breadth because today the merger with nursery Persoon Potplanten is a fact. Scaling up while maintaining a family character. “As entrepreneurs, Freek and I are always looking for ways to take steps forward. We wanted to unburden

Protected species

Plantanious produces on 4.5 hectares, with the acquisition the total area is around 9.2 hectares. The product range complements each other nicely. “We specialise in small-leaved green houseplants such as the Ficus, while Persoon Potplants has rather largeleaved houseplants in its range, such as the Monstera, Alociasia, Philodendron and Strelitzia. Especially the Monstera Pertusum is an eye-catcher. Because we, along with another Belgian grower, are the only growers with a stock of mother plants, this makes us unique. From Plantanious, we are particularly proud of our protected ficus species. They stand out from other varieties because they are so strong and voluminous.

Our seasonal products also stand out. We are known for our tub plants on stem. And also for our Gerbera, Limonium and Alstroemeria. Actually cut flowers but because they do so well in the market, we sell them as potted plants.”

our clients with an even wider range of products. Just then, our uncles Aad and John Persoon were looking for an acquisition candidate. A golden opportunity. The two nurseries retain their individuality but join forces.”

Self-sufficient in heat, power and water

The merger with Persoon Potplanten is a recent milestone, but a real pivotal moment came four years ago. That’s when the Jansen brothers invested

“ Green innovations run like a thread throughout our operation ”

Joost Jansen

thoroughly in geothermal energy and solar panels. “Green innovations run like a thread throughout our operation. Geothermal energy was an important step towards gasfree production. We joined the geothermal heat project ‘Nature’s Heat’, tapping into the heat source located at a depth of 2.5 km. This means we heat our greenhouse with no CO2 emissions, something that is still unique in horticulture. Ditto for the number of solar panels. Today, the counter stands at 1,300 panels.

Besides electricity and heat, water is also a major challenge for our sector. That is why we use a closed

water system. All the water we use we collect for reuse. And we want to take this even further. For instance, together with other companies in the area, we are investigating how we can store excess water in the ground in winter to be used in summer.

Persoon Potplanten also follows our green philosophy. For instance, they do not heat with geothermal energy but use the residual heat of a rose grower in the neighbourhood. This grower uses the electricity from his CHP to light his roses. The resulting heat is not lost but pumped to us through an underground pipe. Equally sustainable. Persoon Potplanten also has enough solar panels to be energy-neutral.”

Every little helps

These are the biggest investments, but Plantanious is scrutinising all steps in the cultivation process.

One of the goals is to replace the not-so eco-friendly bamboo cane in the short term. “Those bamboo canes are produced in China. So to transport them here you are left with a high ecological footprint. So we found the best solution close to home: a support stick made of Miscanthus Giganteus - also known as elephant grass - and potato skins. In collaboration with Kratiste BV, we created the alternative to the bamboo stick. With its rough look and moistureresistant property, the stick is both durable, functional and visually appealing. A relatively small intervention in the production process but with a substantial sustainable impact. And so we invest a lot of time to green and improve all the steps.”

Certification pays off

There is no end to Plantanious’ list of efforts to reduce its impact on the environment. Plastic

“ We heat our greenhouse without CO2 emissions, something that is still unique in horticulture ”

Joost Jansen

Where? Plantanious: Kwintsheul / Persoon Potplanten: De Lier

What? Plantanious: Houseplants: different types of Ficus and seasonal flowering plants like Gerbera garvinea, Limonium, Alstroemeria, Hibiscus and so on Person Potted plants: Monstera, Alocasia, Philodendron, Strelitzia

Employed? Permanent team of 29 permanent employees, 14 from Plantanious and 15 from Persoon Potplants.

Sales market? All of Europe

Green makes a difference

Finally, a word about the future. “Our vision is not for nothing: ‘He who does green, meets green’. We always look to the future with an open and, above all, green outlook. And then you automatically bump into developments that represent a big leap forward ecologically. We remain committed to a more sustainable and profitable cultivation process. This is how we want to distinguish ourselves in the market. Always one step ahead of the rest and each time with a smaller ecological footprint.”

they reduce to a minimum and further, they opt for integrated organic growing. Not surprisingly, they are certified with MPS-Gap and -SQ. “That speaks for itself. Okay, it requires some efforts. You have to adjust your working methods and also your personnel policy, but once that is behind you, you only reap the benefits.”

Subscription at Floréac

For Plantanious, sustainability is also in long-term partnerships. Like the one with Floréac. “Marlon van Breugel of Floréac always smilingly refers to us with: ‘No incidents but subscriptions’. And that’s right, it clicks and we know what we can gain from each other. A recent example: when we suddenly had to order via Floriday, it was quite radical. As a result, we had to reconnect our own system. Floréac expertly guided us through this. And vice versa, they can count on us. After all, we want to supply the day trade and then continuity is essential.”

A touch of pink

Fuchsia, flamingo, shocking pink, magenta ... ringing names for a romantic colour. And rebellious. Because today, pink is everyone’s friend. The perfect companion to other shades such as fresh mint green, stylish white and industrial grey. Celebrate love in cheerful patterns. Or curb it a little with sleek pots in robust material. Minimalism with a frivolous side.

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Colours make the garden

This spring, blues, pinks, whites and orange-yellows make beautiful weather. Play with shades within each colour. From flamingo pink Dahlias to soft pink Hydrangeas, for example. There is also plenty of choice in the blue segment. Think blue-violet Passiflora caerulea next to Campulas. Never just say white to white. Lovely white Gypsophylla balance out exuberant Hydrangea Annabelle. And then the stunner this spring: orange-yellow. Mix and match with cheerful Lugularias, Loniceras, poppies and so on.

Blessing blue

A fresh sea breeze, calm and brightening

Pink rocks

Both trendy and bold, soft and tantalising

Waving

Nature

white

at its purest and yet a touch mysterious

Exciting orange-yellow

Tiny punctures of energy for an illuminating effect

Department in the spotlight: Procurement

You don’t get a second chance to make a first impression. This is precisely why our employees in the purchasing department are so crucial. As product specialists, they know what is going on in the market, what the customer needs and which offer matches it. So it’s about the right product, right quantities, availability, sustainability, risk management and a host of other parameters. ... The key? Strategic collaboration. Even more so today than yesterday. These are the words of purchasing manager Pieter Van De Velde.

Pieter Van De Velde

How is the procurement department organised?

Pieter: “At Floréac, we choose to work with central purchasing. In concrete terms: our purchasing team is responsible for purchasing for our two logistics platforms as well as for all customers. Here, cooperation between purchasing and sales is essential. The partnership with our customers stands or falls with the quality of the products they receive from us every week and the service we offer them.”

Why does Floréac choose central procurement?

Pieter: “There are several advantages to this. I will explain the three biggest ones.

• Central buying gives economies of scale. The growers know what they can expect from us in terms of volumes, spread... That makes it easier to make good agreements, for example on the right price.

• Our buyers are driven product specialists . They know what is happening in the market and have up-to-date info on their product category and growers. This is how they manage to create the ideal product/supplier combination for each customer.

• For growers, our buyers are the face of the company . As professionals, they speak the same language as the growers. And that comes in handy when good agreements have to be made. And you know: in a logistics operation, those agreements are crucial to get the product to the customer correctly.”

What do we do with our knowledge?

Pieter: “We may buy centrally, but ultimately everything revolves around our customers. And that’s why we actively participate in customer clusters built

around our largest accounts and markets. With this knowledge, we are optimally committed to serving our customers even better.”

Where and from whom does Floréac buy?

Pieter: “Our biggest procurement markets are Belgium and the Netherlands. We are also active in Germany, Denmark and Southern Europe . Not all suppliers are the same, we divide them into categories. Our main suppliers are our A-suppliers. They represent 30% of the suppliers but do account for more than 80% of our turnover. We involve these suppliers, partners actually, closely in our operations and with our customers.

How has the procurement department evolved in recent years?

Pieter: “Quite radical, I think. Twenty years ago, a buyer mainly went out to check which plants were at their best at which moment and with which grower.

“The partnership with our customers hinges on the quality of the products they receive from us every week and the service we offer them”

Pieter Van De Velde

If the price, quality, flowering stage and availability did not meet expectations, they would sometimes switch growers. Today, this ‘product shopping’ is no longer done. And there are several reasons for this.

• There are far fewer growers and those that are there have a more consistent quality.

• We are not just buying plants but also looking at the most optimal logistics route. Efficiency in the chain between grower and customer plays a much bigger role today.

• Sustainability is an important criterion. As a company, we are aiming for 90% responsible

procurement by 2025 and we are also increasingly scrutinising the use of packaging.

• Data and its sharing are gaining in importance. Five years ago, this was nonexistent.

• Everything used to be available everywhere and now you have to meticulously specify in advance what you are going to buy. If you don’t, shortages threaten. Delivery reliability will be the challenge of the future.

All these factors mean that we will make increasingly conscious choices about which growers we work with, and therefore which

growers will be A-labelled.

What does the future look like?

In a market that is shrinking, both on the supplier side, and on the export side, it is increasingly important to work strategically with our partner suppliers. We will put extra effort into cooperation agreements. More predictability in an unpredictable sector is also a focus. The companies that have this best under control will be armed for the future.

The most profit can be made from data, a turn-off we have already

fltr : Francis De Mol, Alex Hendriks, Lisette Scheffers, Marlon Van Breughel, Steven Schrijber, Jacco Bijpost, Johan Sterckx & Pieter Van De Velde

taken in procurement. And we will specialise in this even further so that we remain a reliable partner for our suppliers and our customers.

What do you need to be able to do to work in the procurement department ?

Pieter: “As a buyer of plants, you need to have a number of specific skills. Obviously product knowledge is important, buying products and sharing the knowledge with the organisation is still the core task of our department. But stress-resistance also comes in very handy. Because not everything can be planned and predicted with data. After all, we work with plants, i.e. living products. The seasonal nature also causes spicy peaks during the year. As a buyer, you are also the first seller of your product. It is important that you can bring your other colleagues along with you in the choices you make. You have to motivate salespeople to sell the products in an enthusiastic way. So communication skills are extremely important, especially in a fast-changing market.

Comes with more and more: data-driven. For the buyer of the future, this will be an additional challenge.”

Meet the team

Employees with a customer and market focus:

• Jacco: range manager Germany

• Johan: range manager France

Both of them are responsible for the composition of the daily retail assortment in their core market. From this role, they also direct sourcing on the products they need to be successful in that core market.

Employees who are mainly in contact with suppliers:

• Alex: Orchids

• Geert: seasonal plants

• Lisette: flowering houseplants

• Marlon: green plants

• Sabrina: plant dishes, themes, added value, Danish products and magazine

• Steven: garden plants

• Francis: buyer of Belgian products

“We will specialise even further in data so that we remain a trusted partner for our suppliers and our customers”

Pieter Van De Velde

Vintage herbarium

Everything of value always returns. Take the herbarium. Once a popular assignment during physics classes. Today, dried flowers are trending again. As a print on a ceramic pot, solo in a reigning tube or as a lush bunch in a vase. Dried flowers are here for eternity.

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Fruithof: family business firmly rooted in sustainability

“Surely fruit from your own garden tastes much better than fruit from the supermarket”. Christian Kersten should know. Together with his family, he runs the Fruithof nursery. Under the sustainable logo ‘Natural Fruit’, they grow fruit trees and plants all year round. The secret behind the quality? Slow-growing rootstocks (grown up) in pots. And a lot of love. A look behind the scenes of this growing nursery.

Maurice & Christian Kersten

Family business with a heart for consumers

Nursery Fruithof was founded at the end of the last century by pater familias Wim Kersten. He was already working in a fruit farm at the time but could no longer agree with the way things were going. “He saw that the sturdy quality trees went to fruit growing, while the skinny little trees ended up in the garden centres,” Christian explains. “He felt that consumers deserved better and therefore set up his own nursery. A real family business because my mother, brother and sister and my wife are also here among the fruit trees.”

centres in their presentation. For instance, we offer stylish presentation tables and also provide advice on how to put our products in the spotlight. Customers can always rely on our two representatives for this.”

Grown in the pot

An overgrown 35-year-old pear tree or a compact young apple tree, Fruithof makes no distinction in quality. What is their secret? “We grow many trees on slow-growing rootstocks. The advantage? They thrive in the garden as well as on a terrace and even on a balcony. We put all our plants in pots, which makes it easier to dose nutrition and watering. Because we grow in pots, our trees can also be planted all year round, not just in autumn.

Because that is usually the best time to plant a tree. As the leaves fall off, the sap flow stops and all the energy flows to the roots, which then have every chance during the winter to develop strongly and deeply. Thus, by summer, they are ‘trained’ to suck up water deep from the ground.”

Natural Fruit

Total concept available all year round

Today, Fruithof grows some 150 different varieties. From various types of berries to apples, pears, plums, apricots, cherries, blackberries, raspberries and nuts. Large robust to compact trees, ornamental espaliers and shrubs ... Everything is in a pot, making the products available all year round. And that has its advantages. “For garden centres, this is an important criterion. With our total concept, they can respond to consumers’ wishes all year round. A complete range of as many as four to five hundred different products. We don’t just supply plants either, but also assist garden

One thing is certain: the fruit trees and plants grown here are in good hands. Fruithof is always looking for even better ways to grow them. More resistant, for example. And sustainability is also a guiding factor in the choices they make. From the beginning, they were a forerunner.

“We were among the first to introduce the grey pot. Meanwhile, it is almost mainstream and even mandatory in countries like the UK. These grey growing pots and trays are made from recycled plastic. In our case: household plastic. For our labels, this is partly the case.

The grey pot is not the only thing that indicates we are sustainable. In 2022, we had the Natural Fruit logo

“ It is an ecological choice to grow fruit trees and plants. After all, they absorb CO₂ and absorb water”

Christian

developed. This logo indicates that we grow as natural as possible. The certificates and rating of MPS-A and GLOBALG.A.P. are proof of this. We are proud our high score for crop protection. It is therefore our aim to use as few chemicals as possible.

We also research fertilisers and try to find out very precisely what they do in the soil. Based on the results, we can adjust quantities in the future or even have them completely replaced by natural agents. We also keep peat to a minimum. The content of our pot consists of 25% peat substitute.

And then there is our water system. We use an ebb and flow system. There is a layer of water on our fields. When the plants have absorbed enough water, we drain the excess water and store it in our water basins with a total capacity of almost 20,000 cubic metres. In this way, we reuse our water. Another asset? The presentation tables in the garden centres use the same system. This way, our plants do not experience

any stress when they change environments.”

On knees for Floréac

About the cooperation with Floréac, Christian has only words of praise. “We have been working together for about 20 years and everything has been running smoothly since the beginning. Thanks to our large stocks, we can supply all actions on time. For the last ten years, our deliveries have fluctuated around 500 CCs a year. We can always rely on them.

One event will always stay with me. When we have a delivery with price and/or EAN stickers, we put the stickers on the labels. We do this before the fruit trees or plants are collected. On this delivery, the sticker had to be put on the pot. Consequence? The grower got down on his knees to sort it out as best he could for the customer.”

Cherry tree versus Christmas tree

Fruithof is doing well. More and more people are choosing to grow their own. Not only because supermarket fruit prices are skyrocketing, but also because fruit from your own garden is tastier and healthier. “It is also a ecological choice to grow fruit trees and plants. Just look at the success of the Dutch campaign ‘Tile out, green in.’ Such a fruit tree or plant is then ideal because it absorbs CO₂ and absorbs water. Moreover, it allows consumers to control whether they spray or not and thus grow organic fruit.

What? 150 different varieties of fruit trees and plants, 2.5 to 3 million plants per year on an area of 31 hectares

In service? Permanent crew of 30-35 people, supplemented by 40 temporary workers during the potting season

Sales market? The Netherlands and Belgium, most of the EU and Scandinavia. Mainly garden centres and chains

Reason enough for garden centres to highlight fruit plants. And I have another argument. Most consumers put larger plants in the ground in spring. While autumn is much more suitable for this. Our advice for garden centres? Encourage your customers to invest in, say, a fruit tree in autumn. Better that than a Christmas tree that ends up in the green waste after a few weeks anyway.”

Learning from each other

Finally, how does Christian see the future of the industry evolving? “This is where I need to get something off my chest. What you often hear in our sector is that we need to be more sustainable. But people forget t e look at the many efforts we are already making and the positive results we have achieved. There are so many good examples. Highlight those a bit more so that not every grower feels like they have to invent the wheel.”

Where? Kapelle (NL)

“ Encourage your customers to invest in a fruit tree in autumn, for example. Better that than a Christmas tree that ends up on the pyre after a few weeks anyway ”

Christian

Seventies Revisited

Round shapes, retro prints, cheerful and warm colours ... the 70s have been enjoying a revival for a while now. This summer, too, they are making the pretty weather. So go for ceramics in flashy colour combos like orange, lilac and mint green. Put on Staying Alive by the Bee Gees. Feel the energy? Let loose. A jar with a face on it? Or how about this snap: a sanseveria in a pot with an imprint of a mouth? Such a fiery woman’s tongue is guaranteed to cross your lips.

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XL range for XS gardens

Transforming a two-square-metre balcony into a green oasis? Transform a terrace or city garden into a little jungle? This summer, city sparrows (with green fingers) come into their own. Indulge them in fresh greenery with fragrant white Choisya ternata, with a colourful mix of Azalea japonica and with summery herbs such as rosemary, thyme, mint sage ... In short, XL choice and experience for an XS area.

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Product in the spotlight : Cyperus

Wageningen University & Research (WUR) has tested Cyperus alternifolius as the most effective plant for purifying air. This versatile plant is not only suitable as a houseplant that thrives in dark places, but also feels comfortable on a balcony or terrace in summer.

An easy-to-care-for houseplant, the Cyperus nofretete is a new species that can be placed outside in summer in the same way as the Cyperus alternifolius on, for example, a balcony or terrace. Both are lovers of water and can therefore be placed in a water dish or pond.

New kids on the block

Kalanchoë ‘Garden Picnic’

The Kalanchoe 21cm makes a garden picnic even cosier. The plant, with single flowers and in a tall pot, is perfect for brightening up your garden, balcony or terrace during the warmer months

Reserve now and receive them in week 24

Fairs 2023

Floréac nv

Beerveldse Baan 4 - 9080 Lochristi - Belgium

T +32 9 353 53 53 - info@floreac.com - www.floreac.com