Javado Magazine #3 EN

Javado Magazine

No 3 aug-sept-oct 2019

How will Urban Jungle shape our future?

Searching for special bromeliads Autumn: the time to sell dry bulbs OUTDOOR TOP 5 • NEW PRODUCTS • SEASONAL PLANNER • JAVADO COLLECTIONS MEET THE GROWER • INSPIRATION AND TRENDS • WEBSHOP TIPS

Publishing informa�on June 2019 Javadoplant B.V. Venus 116 2675 LN Honselersdijk The Netherlands www.javadoplant.com

Javado Magazine is published four �mes a year in five languages (English, French, German, Spanish, Czech).

Nothing in this publica�on may be reproduced in any form whatsoever without Javadoplant’s prior wri�en consent.

Although the content of this magazine has been created with the utmost care, neither the publisher nor its employees can be held liable for any inaccuracies.

All products are available while stocks last. Contact Javadoplant for informa�on on prices and availability.

Editors: Javadoplant BV, Marke�ng department E: marke�ng@javadoplant.com Editorial staff: Fred Beekenkamp, Michel Heemskerk, Tanja van Bijlevelt Chief editor: Gerson Aalbrecht

Printed on 100% recycled paper 2 Javado magazine

Editorial DEAR READER, There’s no denying the numbers; indoor plants are incredibly popular. As a result, we’re seeing substantial growth, good news for growers of green plants who now have the wind in their backs after many difficult years.

The younger generation might be living in flats, but they need to be surrounded by nature. It’s great to see how they appreciate plants, and really get absorbed in the beauty of nature.

Won’t it be fantastic if they remain devoted to greenery for the rest of their lives, and grow into a generation of avid garden lovers?

There was no shortage of fans of beautiful gardens when I was admiring Keukenhof on a beautiful spring day. In eight weeks, what is perhaps the most beautiful spring park in the world will have welcomed no less than 1.5 million visitors.

In this edition, you can read more about the appeal of bulb flowers, and we look at the popularity of indoor plants in more depth. The breeder reports are about a couple of very special growers.

Read about this and much more in this magazine. I hope you enjoy it, Gerson Aalbrecht Marketing Manager

Javado magazine 3

About Javado

Up to date New: Javado Collections From August, we’ll be presenting a Javado collection every month, with an attractive collection of pottery and stylish plants.

We’ll show these collections in Javado magazine, and you’ll be able to order them through our webshop.

Orchidmania: changing weekly range of special orchids Our orchid specialist regularly finds batches of special orchids, but there are not enough of these available to list them in our normal range. Instead, they’re offered via Orchidmania, which we e-mail every week to our customers.

Database with high resolution photos We’ve launched a database with some beautiful photos you can use. Photos can be searched easily, and downloaded free of charge. We’re continually adding to the database, so the range of photos will continue to grow.

Get Drive!

Be quick, because stocks are limited, so it’s first come, first served. If you don’t yet receive Orchidmania, let your account manager know.

Tillandsia art These tillandsias that don’t need potting soil to survive are also called airplants, and they open up all kinds of possibilities for artistic plant lovers.

We’ve discovered a very creative company that makes all kinds of trendy products with tillandsia.

Check them out in our webshop by searching for ‘tillandsia’.

For high resolution pictures https://is.gd/tIvz6r

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Agenda AUGUST August August 21-23 August 22-23 August 25-27 August

Garden plant of the month: Care free summer Houseplant of the month: Carnivorous plants Tradefair: Plantarium, Boskoop (NL) Tradefair: Autumn Fair, Groen Direct (NL) Tradefair: Trendz spring, Gorichem (NL)

SEPTEMBER September September 1-3 September 10-12 September 10-12 September 11-12 September

Garden plant of the month: Indian Summer Houseplant of the month: Big leaved Fig Tradefair: Spoga gafa, Köln, (DE) Tradefair: GLEE, Birmingham (UK) Tradefair: Salon du vegetal, Nantes, (FR) Tradefair: Autumn fair, Naaldwijk (NL)

OCTOBER October October

Garden plant of the month: Green Covering Houseplant of the month: Cymbidium

NOVEMBER November Javado enters into a partnership with MICA® home & garden decorations November MICA® decorations supplies an attractive range of high-quality pottery and 6 November decorative items specially for selling in garden centres.

6-8 November 6-8 November We’re proud that we’ve entered into a partnership. You can now find your MICA® items in our webshop, with no minimum order!

Garden plant of the month: Red Classics Houseplant of the month: Calathea Tradefair: Winter-christmas fair, Boskoop (NL) Tradefair: Trade fair Aalsmeer, Aalsmeer (NL) Tradefair: IFTF, Vijfhuizen (NL)

Order on the web shop before noon on Wednesday for delivery the following week.

Houseplant and Garden Plant of the Month 2019 The site www.thejoyofplants.co.uk offers consumers a wealth of facts, tips and tricks.

LARGE-LEAVED FICUSES HOUSEPLANT OF THE

In 2019, they will again be organising more houseplant and garden plants of the month with the help of their social media channels.

MONTH

SEPTEMBER

You can find the corresponding posters in our web shop.

FOR MORE INSPIRATION VISIT

Poster A3 | 339357

Poster A3 | 339358 Javado magazine 5

New products

Philodendron hastatum

• • • • •

A wild grower, perfect for Urban Jungle enthusiasts The silver-grey, sword-shaped leaves set this plant apart Strikingly thick, resilient branches Quickly grows new leaves Easy to care for

PREORDER YOURS TODAY!

> 19-08-2019 338259 | ø 17 cm

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Javado collection Pottery

Faja

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1 | ø 8cm H 7cm 2 | ø12cm H10cm 3 | ø16cm H13cm 4 | ø17cm H16cm 5 | ø18cm H18cm

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Pottery

Stef Natural

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1 | ø12cm H11cm 2 | ø14cm H12cm 3 | ø16cm H14cm 4 | ø18cm H16cm 5 | ø20cm H18cm

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Plants a | 144692 b | 43593 c | 327646 d | 309080 e | 25799

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Plants a | 199138 b | 50955 c | 193795 d | 231156 e | 261435 Javado magazine 7

Back to school WEBSHOP > 19-08-2019

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3 13 9 4 10 5 1 2 3 4 5 6 7

264642 | Ficus lyrata 333981 | Compo in Modern ceramic 30889 329482 | Anthurium Jungle King red 284466 | Cactus Mix R81 289103 | Succulents Mix R78 195678 | Monstera deliciosa 333982 | Compo in Modern ceramic 30888

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8 9 10 11 12 13

86496 | Cactus canarias CAN10 307681 | Sansevieria trif. Golden Flame 305004 | Euphorbia abyssinica CAN27 263641 | Hanging plants ‘Voyage’ 335155 | Ficus elastica 310793 | Schefflera arboricola

Poster A3 | 339523

Helleborus Verboom Beauty The Original and Best indoor flowering Hellebore

• • • •

Boost your Xmas plant sales - proven over years with so many centres Indoor and Outdoor sales - long shelf life, high value Flowers for weeks - great value for customers Free A3 POS on all shelf orders

PREORDER THESE TOP SELLERS NOW!

Deliveries from the 1st of November until mid-December

235443 - Helleborus Verboom Beauty | 4+ flowers | 9.5cm pot 235440 - Helleborus Verboom Beauty | 6+ flowers | 10.5cm pot 235441 - Helleborus Verboom Beauty | 8+ flowers | 12cm pot 235442 - Helleborus Verboom Beauty | 10+ flowers | 14cm pot + more sizes available Javado magazine 9

Offer of the month

WEBSHOP

August IN OUR MONTHLY PROMOS, YOU CAN FIND ATTRACTIVE PRODUCTS AT ATTRACTIVE PRICES. IT’S ALL VERY PRACTICAL FOR YOU, AS YOU KNOW WHAT PRODUCTS IT CONCERNS IN ADVANCE, AND THEY’RE ON SPECIAL OFFER ALL MONTH! CHECK THE PRICES IN OUR WEB SHOP.

←

If you’d like to use the image material below, send an e-mail to marketing@javadoplant.com and we’ll gladly send it to you.

OFFER OF THE MONTH

1

7

OFFER OF THE MONTH

4

2

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OFFER OF THE MONTH

3

1 2 3

277143 | Calocephalus Brownii 191468 | Zantedeschia Mix 188479 | Begonia el. Betulia

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4 5 6

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3267 | Vriesea mix excellent 279145 | Phal. hybr. Form twister 2t. 18+ 303525 | Hebe Addenda® Donna®

7 8 9

337433 | Compo No Mosquito 338333 | Nephrolepis ex. Green Lady 211340 | Heuchera Indian Summer

XXL 50cm display pot

Made by Javado Javado magazine 11

Grower report

Stofbergen Plantcompany

Ed Stofbergen (right) and Marco van den Berg (left, sales)

We often talk about the story behind a plant.

In this case, there’s also an unusual story behind the nursery that we visit. Read about what made Ed Stofbergen, from Stofbergen Plantcompany, the champion of the bromeliad product group.

How did Stofbergen Plantcompany come into existence?

The family has been breeding plants professionally for many generations. Personally, I didn’t want to be a grower, because I’m a bit headstrong, just like my father, and like to go my own way. I studied landscape architecture, and started my career as a gardener. Then my father wanted to expand, my uncle wanted to leave the company, and on top of everything I didn’t have much work because of a severe winter. That’s how I entered the company 20 years ago.

Were you able to make your voice heard in the nursery?

Our company was fully focussed on supplying bromeliads for the mass market, only the known species in large numbers and at low cost. However, I wanted to make my mark, and started experimenting. That’s how I came to discover the diversity and beauty of the bromeliad family. I’ve always spent a lot of time in jungles and the experimental areas of the two bromeliad breeders. At a certain point, I discovered something great: Vriesea Hieroglyphica, bromeliads whose various leaf patterns give them a very exotic appearance. That almost led to the demise of our company.

What went wrong?

The first test batches Vriesea Hieroglyphica were popular, so I started thinking big and growing large numbers as quickly as possible. That led to me

12 Javado magazine

bringing an attractive and fairly exclusive product like Vriesea Hieroglyphica to the market for mass retail. That all went completely pear-shaped. It cost us a lot of money, and we almost went under.

Obviously that was a major blow, but I licked my wounds and realised two things: I could learn a lot from this mistake, and there’s potential in the extended bromeliad family.

“I licked my wounds and realised, I could learn a lot from this mistake” What happened next?

The well-known, brightly-coloured guzmanias and vrieseas that have been sold over the years has led to the bromeliad acquiring something of an ‘artificial’ image. Only fair, because the range was purely based on straight plants. Trends are changing however, and now whimsical and crooked plants are also popular. Although I still believe in broadening the range, I now take a very different approach. I want to pioneer with new species and varieties, but I also need feedback from the market. That’s something I can’t do alone, so I work together with bromeliad breeders and the trade.

We walk into the greenhouse and look at Ed Stofbergen’s showpiece.

This is Tillandsia oerstediana. This beautiful plant perfectly illustrates what I want and what it costs to achieve it. I came across this giant plant, that can grow up to 6 metres in height, in the jungles of Costa Rica. I told the breeder that I wanted to grow this plant as a houseplant, and was declared nuts. However, I didn’t give up, and after five years of insisting we started testing it. It took seven years of testing to successfully grow it as a houseplant. It’s turned into an absolutely beautiful product, exactly as the landscape architect in

me saw it. We started selling small numbers. The responses were excellent, so we started scaling up to numbers that we thought the market could absorb. We’ve now introduced other successful, new bromeliads to the market, just like we did with Tillandsia oerstediana.

We drive to a second, small greenhouse a little further on. What’s happening at this site?

R&D is very important for our company, so we use this site for experiments. Each species and variety has its own needs in terms of the amount of light, humidity, and so on. That’s what we’re trying to discover here. We’re also trying to find new varieties, which I do in collaboration with the breeders.

If I have a big success on my hands, we meet up and look together to see if it suits our company, or would perhaps be better at a colleague bromeliad grower.

Can you give us an example?

Something really cool is on the way: bromeliads as patio plants. These grow into large plants that aren’t suitable for our nursery, so we passed them on to another bromeliad grower.

How do you see the future of the Bromeliad?

There are still a lot of unusual products under development. These are being gradually tested, then placed on the market. Success depends on the cooperation between the breeders, the bromeliad growers and the trade. I’m convinced that the versatility of the bromeliad range means there’s a beautiful bromeliad for every taste. My challenge to garden centres is to get off the beaten track, and show consumers the variety of the beautiful bromeliad genus.

Bromelia Botanica

Stofbergen Plantcompany in numbers • • •

4 hectares of greenhouses 35 employees 2 million plants per year

Stofbergen Plantcompany developed the ‘Bromelia Botanica’ brand to properly market the special bromeliads.

The story of the pineapple

The showpiece of Ed Stofbergen: Tillandsia Oerstediana

A list of all the plants grown • • • • • • • • • • • • • •

Ananas corona Catopsis Morreniana Guzmania (various varieties) Tillandisa Andreas Tillandsia Antonio Tillandsia Audrey Tillandsia Curly Slim Tillandsia Mora Tillandsia Naomi Tillandsia Oerstediana Tillandsia Samantha Vriesea Elan Vriesea Era Vriesea Lacy

Everyone knows what a pineapple is, and this delicious fruit is available fresh or tinned in the supermarket, the greengrocer’s, and the market. What few people know is that the pineapple is the fruit of a plant from the bromeliad family.

Ed Stofbergen wants to change that, and brought a very nice houseplant with pineapple fruit on the market: the Pineapple Corona. What happened? This plant is popular, selling well everywhere from retail stores to exclusive flower shops.

A Dutch writer received this Pineapple Corona as a gift from his girlfriend, just before she broke up with him. This led to him becoming fascinated by the pineapple, resulting in a worldwide search about the history of the pineapple, before the writer eventually found the grower: Stofbergen Plantcompany. All this is set out in a very entertaining and popular book.

You come across some fantastic plants in Stofbergen’ test greenhouses

Tips from the grower The bromeliad is an epiphyte that grows on branches of trees in the jungles. They catch water thanks to the funnel-like shape of the leaves.

Give the plant water through the funnel, with only a minimum in the potting soil itself.

Don’t overwater, and keep out of direct sunlight.

Javado magazine 13

Outdoor top 5 OUR GARDEN PLANT BUYER, CEES VAN SOEST, HAS LIVED HIS ENTIRE LIFE IN THE VILLAGE OF BOSKOOP, THE HEART OF THE DUTCH NURSERY STOCK SECTOR. HE KNOWS THE GROWERS, AND THE GROWERS KNOW HIM. HIS JOB IS TO MAKE SURE THAT JAVADO HAS A FANTASTIC RANGE OF GARDEN PLANTS ON OFFER. We asked him to make a list of his 5 favourite garden plants.

September

October

1. Festuca Intense Blue

1. Calluna vulgaris

1. Helleborus niger

2. Hibiscus Newbiscus

2. Gaultheria proc. Big Berry

2. Ilex

3. Hebe Addenda (Donna)

3. Euonymus White Spire

3. Skimmia Magic Marlot

4. Echinacea Pupurea

4. Skimmia rubella

4. Nandina Domestica

5. Heuchera Indian Summer

5. Pennisetum Hameln

5. Mahonia Soft Caress

August

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Echinacea purpurea

I’m not alone in considering this one of my favourite garden plants, as it’s also popular among designers and landscape architects. The spectacular flowers bloom from summer to late autumn, and it also enjoys direct sunlight.

Echinacea looks lovely combined with ornamental grasses, sedum, and perennials such as the Lythrum, Salvia nemerosa and Achillea. This is how you create what is known as a prairie garden: a spectacularly beautiful garden consisting of richly flowering, low-maintenance hardy plants.

Different types and pot sizes can be found in our webshop

Euonymus White Spire

This plant was introduced to the market last year, and immediately won a number of awards. In my experience, they are very stable plants. The plants we receive are always high-quality. The glossy green leaves have broad white edges, and retain their colour all year round.

This plant should be placed in direct sunlight or partial shade. The White Spire is suitable for all types of soil, and looks lovely as a low hedge, for example. Personally, I put the plant in a mixed planter, and I’m very happy I did as it has become a real eye-catcher.

Helleborus niger

What makes the Helleborus niger so incredibly popular are the beautiful, snow-white flowers that appear in winter. A number of flowering hellebores in pots or baskets on your terrace give your garden a whole new look in the winter, and is highly recommended.

Although it’s a garden plant, it took me a while to learn how to care for the niger in my garden. I’ve now made sure that the soil is permeable, and occasionally add some lime.

Now I can enjoy the Christmas rose not only on the terrace, but in the borders too.

319377 | ø17cm

14/08/19 - 02/09/19

319376 | ø 9cm 319378 | ø 21cm

14/08/19 - 02/10/19

Different types and pot sizes can be found in our webshop Javado magazine 15

New products

Aloë Dannyz • • •

The striking orange markings on the green leaves give this aloe a very exotic appearance It makes a great eye-catcher in the home or on the terrace Can be placed in direct sunlight

PREORDER YOURS TODAY!

Now available 334463 | ø 10,5cm

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Theme dry bulbs

Something that cheers everybody HOLLAND AT ITS BEST: THE TULIP FIELDS IN FULL BLOOM IN EARLY SPRING. EVERY SPRING, MORE THAN A MILLION VISITORS ENJOY AN UNFORGETTABLE DAY AT KEUKENHOF BOTANICAL GARDENS, IN THE HEART OF THE BOLLENSTREEK (THE AREA WHERE FLOWER BULB CULTIVATION IS CONCENTRATED). KEUKENHOF IS KNOWN AND PRAISED THROUGHOUT THE WORLD. One sunny day in April, we drive to the Bollenstreek, and visit Keukenhof and our supplier of dry bulbs.

The history of Keukenhof Back in the 15th century, this land belonged to a castle. It was used as the kitchen garden, which literally translates to Keukenhof in Dutch, and supplied herbs and vegetables for the castle.

In 1857, the estate was transformed by landscape architects into an English landscape park.

In 1949, leading flower bulb growers decided that it would make a beautiful location for an exhibition garden, where they could show their beautiful products to the public in all their 7 million bulbs were planted in the beautiful landscape park glory. Keukenhof was an immediate international success.

Keukenhof receives 1.5 million visitors over 8 weeks

The bulb fields in full bloom, a scene of unforgettable beauty Javado magazine 17

Theme dry bulbs

From the bulb field > 15 March The Dutch bulb fields begin to blossom behind the dunes.

A beautiful sight to behold.

End April Once in full bloom in late April or early May, the tulips are topped: the flower is cut, the leaves and the stalk left standing. The nutrients that would otherwise go to the flower are now sent to the bulb, helping it develop.

The fields are then left untouched until July. The plant slowly withers, while the bulb in the soil continues to grow.

July

The bulbs are harvested in July, when they are put in large crates and taken to the bulb company.

Once at the bulb company, they are peeled. The small side bulbs are removed, and used for planting in future bulb fields. Dirt and soil are also removed.

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to the back garden The consumer can plant the bulbs in the autumn (September to December), in any case before there’s a frost.

End August

From the end of August, the bulbs are ready to be packed for consumers.

> February By late winter, the bulb flowers start growing, and from early spring you can enjoy the beautiful flowers they produce in your garden.

The bulbs are stored in large crates in special storage units with controlled ventilation, where the bulbs dry out and become inactive. This period of inactivity from July to the end of August is very important.

Javado magazine 19

Theme dry bulbs

Our bulb supplier After experiencing the wealth of scents and colours in Keukenhof, it’s time to visit our supplier of dry bulbs. Just 10 minutes later, we find ourselves in JUB Holland’s test field.

The company has been around for more than a century, and has proudly enjoyed the status of Purveyor to the Royal Court of the Netherlands since 2010. Nature and the environment are of paramount importance to the company, so they take measures that go beyond the standard requirements.

The bulbs come from their own bulb fields, and are approved by an inspector before they are allowed to be taken any further in the process. Some of the bulbs are placed in their own cultivation area, where the flowers are eventually sold as cut flowers, but most are sold as dry bulbs.

Our bulb supplier has 35 hectares of bulb fields

Many species are a result of the company’s own bree- The way they work with forecasted stock is unique. It ding programme. On average, it takes 20 years before means they are extremely agile, and can deliver an a new species is suitable for trade order we place early in the morning just a few hours later

Tips for the consumer: planting bulbs • • •

•

Plant the bulbs in the autumn, before the first frost in your country (Sept / Oct / Nov / Dec).

Planting depth: 3 times the length of the bulb.

Tulips cannot flower in the same place for years on end, so if you want to enjoy tulips for several years, do what the tulip bulb growers do: remove the flower after flowering - leave the plant to wilt until July - remove the bulbs from the soil, clean and dry them in a shed - plant them in another place in the autumn.

Botanical tulips can be left in the soil.

WEBSHOP > 26-08-2019

The company has its own in house Printing department and trend watcher to ensure that the range and the packaging are closely in line with the latest trends.

In addition to the standard packaging, there is a high-quality range of gift packaging and special packaging.

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Sales displays are available in all kinds of designs and sizes.

Invitation Plantarium

Holland’s leading international tree nursery trade fair

21-23 August

Invitation Trade Fair Aalsmeer

World’s largest variety in flowers and plants

6-8 November

Javado magazine 21

Offer of the month

WEBSHOP

September IN OUR MONTHLY PROMOS, YOU CAN FIND ATTRACTIVE PRODUCTS AT ATTRACTIVE PRICES. IT’S ALL VERY PRACTICAL FOR YOU, AS YOU KNOW WHAT PRODUCTS IT CONCERNS IN ADVANCE, AND THEY’RE ON SPECIAL OFFER ALL MONTH! CHECK THE PRICES IN OUR WEB SHOP.

←

If you’d like to use the image material below, send an e-mail to marketing@javadoplant.com and we’ll gladly send it to you.

OFFER OF THE MONTH

OFFER OF THE MONTH

1

4 7

5

OFFER OF THE MONTH

2

3 1 2 3

9

6 214265 | Chr. ind. Gardenmum Carn Rosanna 4 5 334499 | Compo in basket 30901 6 82287 | Azalea sims. Luxury mix

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322696 | Plants luxe mix 328434 | Tillandsia mix eco 314850 | Skimmia jap. Rubella 50+

8

7 8 9

281661 | Phal. gran. Tsarine 2t. 18+ 319355 | Capsicum ann. Autumn Daylight 32034 | Pennisetum alo. Hameln

Background article

A closer watch on rising houseplant sales

Javado magazine 23

“What will Urban Jungle bring us next?”

SALES OF INDOOR PLANTS HAVE INCREASED SPECTACULARLY. INDOOR PLANTS ARE VERY POPULAR, AND THIS HAS NOW GONE BEYOND A TREND, INDOOR PLANTS HAVE BECOME A LIFESTYLE PRODUCT. THE TERM ‘URBAN JUNGLE’ SAYS IT ALL: ENJOYING YOUR OWN PRIVATE WILDERNESS AT HOME. What role does social media play? What plants are appreciated the most? What are the current and future trends? In this article, we answer these questions.

Instagram Social media plays a major role in spreading the popularity of indoor plants. There are lots of inspiring photos of plants in living rooms, bathrooms, bedrooms, etc. on Pinterest. On Instagram, the green lifestyle really takes off. Urban Jungle bloggers shadow the latest botanical trends closely, showing how they care for plants and the beautiful varieties they own. Considering the numbers of followers, these types of Instagram accounts are extremely popular.

Tip: Check Instagram regularly to keep an eye on the latest trends.

These are some interesting accounts worth following: @jamies_jungle | @botanygeek @conservatory_archives #urbanjungle

The main characters What indoor plants are most likely to be found in the shopping cart? According to our sales figures, the biggest risers and protagonists of the past 12 months are Monstera, Ficus lyrata, Strelitzia nicolai, Alocasia, Sansevieria, Pilea peperomioides, Aloe Vera, Calathea, and Begonia. We’ve also noticed that cacti and succulents are doing very well, as are hanging plants, such as scindapsus, rhipsalis and hedera.

For fans of the Urban Jungle lifestyle, green houseplants are generally the most appreciated, and this is clearly reflected in our sales figures. Even so, fans of contemporary plants also enjoy flowering plants, mainly special bromeliads such as Tillandsia oerstediana, and special orchids.

24 Javado magazine

History Urbanisation and the desire for a healthy lifestyle are important driving factors behind the Urban Jungle lifestyle. Young, creative people living in apartments need contact with nature, but have no garden. Indoor plants allow them to enjoy nature in their homes, and the ‘Urban Jungle’ trend was born. Designers have introduced the Urban Jungle theme to places such as restaurants and furniture stores, as well as the fashion world. Lots of plants and motifs with palm leaf and monstera leaf appear in magazines and on TV. More and more store designers are updating shop windows with the help of plants, and social media are full of them.

The demand for plants is increasing rapidly. In places where flower shops sometimes had to scrape a living, trendy plant shops are all the rage.

Current trends As you might expect, trendy plants need matching trendy pots. They are inextricably linked to the style of the house. There are a number of dominant styles: industrial, bohemian and Scandinavian. Woven baskets and plant stands have appeared, while earthy materials and shades such as terracotta and concrete are also popular.

Hanging plants have always been inextricably linked to the Urban Jungle style. Macramé pendants are rapidly gaining popularity. The plant terrarium is the latest success within the Urban Jungle trend.

Future trends Indoor plants are expected to remain popular. Customers are becoming increasingly aware of the beneficial effects that plants have on people’s health and state of mind. This is going to introduce an extra dimension, going beyond the air-purifying effect of plants: the concept of Shinrin-Yoku, or plant bathing, where some quality me-time in a beautiful, green environment does wonders.

“Surrounding yourself with plants lowers stress levels, provides energy, and stimulates creativity”

Tip: Plants have a positive influence on health, and garden centres can use this to their advantage. Inform consumers about the healthy effects of plants on people and the environment. Creating a green oasis where the consumer can experience a ‘plant bath’ is a great idea!

Trend watchers look at the spirit of the times, and how it affects people’s behaviour and needs. They identify shifts, and translate them into future style trends. A number of style trends for 2020 have already been identified, and we’ve selected the 2 most important ones: Inner retreat (scandinavian) Our lives have never been so busy. We constantly experience all kinds of stimuli around us.

This leads to an unconscious need for a pleasant environment, without stimuli, in which we can relax.

- Plants in glass containers with their bare roots in the water.

- Medicinal plants - Pots and baskets on legs.

- Pots with ‘faces’ on them, or pots in the shape of a face.

- Semi-transparent materials, such as clouded glass.

Cultural melting pot (bohemian) The digital world knows what we like, but we can become trapped in a personal bubble.

This leads to the need to break out of the bubble, and enrich ourselves with a broader view of the world.

- combination of ethnic motifs from different cultures - wicker, rattan and coloured baskets - fringes and decorations on pots - indoor plants with beautiful leaves - combination of cheerful colours and earthy tones

Javado magazine 25

Season planner

1 Buxus Fruit (trees) Acer Hosta Ferns Lavandula Grasses Rosa Geranium Water plats Salvia Gaura Hydrangea Nandina Heuchera Astilbe

Sedum Anemone Taxus Phlox Syringa Sempervivum Echinacea Allium Delphinium Hibiscus Hypericum Rudbeckia Hebe Addenda Calluna Viburnum tinus Euonymus Gaultheria Skimmia Erica Helleborus Picea Chamaecyparis Ilex 26 Javado magazine

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This handy planner contains an overview of the garden plants with the highest sales. It shows when these products are sold in our web shop (green), and the weeks when sales are highest (yellow).

We’re the place to go to for these and many other garden plants.

Available on our webshop Sales peak Javado magazine 27

Season planner

Bedding plants 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

Ajania Aster Brassica Calibrachoa Calocephalus Celosia Chrys. Gardenmum Cuphea Cyclamen veranda Platycodon Primula Acaulis Senecio maritima Sol. Pseudocapsicum Viola

Patio plants 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

Aster Citrus Chrysant Gerbera Solanum

This handy planner contains an overview of the bedding and patio plants with the highest sales, in alphabetical order.

We’re the place to go to for these and many other bedding and patio plants.

28 Javado magazine

New products

Vaccinium ang. ‘Berrybux®’

• • • • •

Similar to boxwood in terms of its leaf shape, colour and the way it grows White flowers in April Edible blueberries in the autumn Suitable for a pot on a terrace or balcony Suitable in the open soil, for example as an edible hedge

PREORDER YOURS TODAY!

325131 ø 10cm 08-07-2019 / 31-12-2019

Javado magazine 29

Grower report

Endhoven Flowering Plants

Chris Endhoven is the son of a horticultural farmer, and wanted his own nursery from an early age. He is a grower in heart and soul, and supplies us with top-quality flowering seasonal plants. He was able to make his dream come true on a piece of land close to the auction in Westland. What makes his green heart beat faster? We visit the family-owned company Endhoven Flowering Plants, where Chris immediately shows us around.

Welcome to our company. Our main crops are Cyclamen, Aster, Poinsettia, Campanula and Osteospermum. We mainly grow plants in 10.5-cm pots.

By the time I was 12, I already knew that I wanted to have my own plant nursery when I was older.

My father was a grower, and cultivating bedding plants at the time. After going to horticultural school, I worked as a grower at another company, but by the age of 22 I rented a nursery where I started growing bedding plants. Three years later, I managed to buy a 1-hectare nursery. To fulfil my dream, I started looking for a piece of land to build on.

“I want to work with a small, friendly team in a healthy company with a good turnover” What was your dream?

I wanted to work with a small, friendly team in a healthy company with a good turnover, which I hoped to achieve by building a modern nursery for seasonal products. We were able to buy a piece of land at an ideal location, which now contains my home and our beautiful nursery. The logistics in the greenhouses are automated, so we can grow 30 Javado magazine

and deliver a relatively large number of plants with a small workforce.

Why were you attracted to the horticultural profession?

I supply flowering plants that make people happy, and at the same time I’m an entrepreneur. The decisions I make determine my success. One example is the selection of poinsettias. I wanted to grow both standard colours, but also offer my customers a wider range with special colours. Sometimes, new species become an instant hit, and sometimes demand falls back later. By analysing the figures, I make forecasts for the future and decide my range for the following year.

Since I grow seasonal products and still want to deliver year-round, I have more than 10 different varieties that flower one after the after, and partly overlap. The company is always changing, which requires a lot of effort and experience. Together with my team, we make sure that everything grows at its best and thrives in our greenhouses.

Has your work ever kept you awake at night?

Fortunately, I no longer have any sleepless nights, but I do get concerned sometimes. That could be if I have a big order approaching, and I’m not sure whether the plants will be too premature or past it at the time of delivery. Luckily I live right next to the nursery, so I can always check if everything is going well.

What are the advantages for a garden centre in selling your products?

We always go for the best varieties and the highest quality. We’re not interested in cutting corners if this compromises the quality of our end product.

We test lots of new varieties, and add the best to

our range. Everything can be ordered by variety.

We’ve noticed that customers who start with mix trays and learn which types are best for them, increase their sales if they subsequently use this information to order per variety.

As a customer, what does Javado mean to you?

When I had just started my company, Jaap van Dool (ed. JAap VAn DOol, the founder of Javado) regularly paid us a visit. I’m really happy that Javado has grown into one of my biggest customers.

How do you see the future?

I’ve noticed that the popularity of seasonal products is increasing. Some species fall out of fashion, while demand for others grows. That’s what I like about our company, because our experience and our modern greenhouse means we’re flexible. We can scale up or reduce certain species, or even switch to other seasonal products.

We’re always testing and analysing the market. In fact, that’s where my passion lies. Always improving, and always on the move.

Endhoven Flowering Plants in numbers • • •

Cyclamen Indiaka®

2,5 hectares of greenhouses 3 million plants per year 7 permanent employees + 5 seasonal employees

A list of all the plants grown

Share the Joy!

The focus is on thriving seasonal products: • • • • • •

NEW! They’ve been working on the colour contrast and the excellent properties of the best two-color cyclamen, the Indiaka®, for 15 years. Since cyclamen Indiaka® appeared on the market, its poCyclamen per sicum pularity has increased rapidly. Enjoy the full flowers, the long shelf life, and flashy combination of colours. This cyclamen is also ideal for a terrace or balcony.

LONG-LASTING PLANT

Campanula addenda (10.5cm) Osteospermum (10.5cm) Platycodon (12cm) Aster Mistery Lady (10.5cm) Cyclamen (10.5cm) Poinsettia (10.5cm)

Indoors, outdoors, balcony Fertilize once a month Remove old flowers and leaves

Indirect light or part shade Keep the soil slightly moist

28°F

Hardiness: -2°C (28°F)

A number of perennials are also grown: • • • • • • • •

Gentiana (14cm) Lavandula (14cm) Lobelia (14cm) Salvia (14cm) Gypsophyla (14cm) Coreopsis (14cm) Leucanthemum (14cm) Rudbeckia (14cm)

On the ebb-and-flow tables, plants receive water from below

GEOTHERMAL ENERGY: the greenhouses are connected to Green Well Westland, and heated by geothermal energy

The automated logistics processes in the greenhouses leaves the team free to concentrate on service, the range, and quality.

Tips from the grower: cyclamen

Tips from the grower: poinsettia

Don’t let cyclamen dry out, and always water it from below.

Place it on a dish with water once or twice a week, and leave it to soak up the water. At our nursery, they’re also watered from below by an ebb-and-flow system.

Avoid direct sunlight, but make sure your cyclamen has plenty of light. The plant will stay looking good for longer in a cool place than in a hot place.

As with the cyclamen, the best way to water a poinsettia is from below. Let all the water drip from the plant before putting it back in the pot, because a poinsettia will drop its leaves if left standing in a layer of water.

As long as it doesn’t freeze, a cyclamen can also be placed outside. and will do very well under a veranda or lean-to. We also supply a range of varieties that are best suited to being placed outside, namely the Veranda series.

The Christmas Flower likes plenty of light, but not direct sunlight. Avoid big variations in temperature. Follow these simple tips, and you’ll be surprised how long your poinsettia will last!

The new Poinsettia Autumn Leaves has been received with great enthusiasm Javado magazine 31

Offer of the month

WEBSHOP

October IN OUR MONTHLY PROMOS, YOU CAN FIND ATTRACTIVE PRODUCTS AT ATTRACTIVE PRICES. IT’S ALL VERY PRACTICAL FOR YOU, AS YOU KNOW WHAT PRODUCTS IT CONCERNS IN ADVANCE, AND THEY’RE ON SPECIAL OFFER ALL MONTH! CHECK THE PRICES IN OUR WEB SHOP.

←

If you’d like to use the image material below, send an e-mail to marketing@javadoplant.com and we’ll gladly send it to you.

OFFER OF THE MONTH

1

6

OFFER OF THE MONTH

4

2

OFFER OF THE MONTH

5

7

3

1 2 3

282786 | Monstera obliqua ‘Monkey Mask’ 4 5 338487 | Skimmia jap. Magic Marlot 186458 | Gaultheria proc. Big Berry extra

32 Javado magazine

330826 | Phal. hybr. mix 2t. 18+ orange 335218 | Compo Sempervivum SE-9112

6 7

18613 | Aechmea ‘Blue Rain’ 225681 | Cyclamen SS Allure

Trend inspiration

Balance

Javado magazine 33

Trend inspiration: Balance INTERIOR MAGAZINE, FASHION MAGAZINES, TRENDY BISTROS AND LIFESTYLE STORES ALL HAVE ONE THING IN COMMON THESE DAYS: THEY’RE FULL OF PLANTS. INDOOR PLANTS ARE BOTH GOOD FOR YOU AND FASHIONABLE DECORATIONS. 4 TIMES A YEAR, WE HIGHLIGHT A LEADING INTERIOR DESIGN TREND. THIS TIME WE’RE LOOKING CLOSELY IN THE SCANDINAVIAN STYLE ‘BALANCE’.

We live in a world with more impulses and distractions than ever before, so it’s very important to be able to retreat to a quiet environment where everything is in balance. This explains why the Scandinavian style, based on calm tones and natural products, is so popular in the design of your living environment.

Plants in the house have always been used to create a relaxed atmosphere, and play an important role in the Scandinavian look.

You can offer your customers tasteful interior ideas with the ‘Balance’ interior trend. We love the new concrete pots with wooden legs!

6

1 5

2

Save yourself any worries about watering with the Waterstone.

Simply fill the terracotta ball with water, and press it into the potting soil, where it will gradually release water to the plant. All you have to do is occasionally top up the Waterstone.

3 4

1 2 3

331613 | Ceramic Pot set of 2 Ruth sand D32 H41/ D27 H36 331546 | Ceramic Pot set of 2 Ruth sand D37 H27/ D27 H20 326506 | Ceramic Pot set of 2 Ruth grey D37 H27/ D27 H20

34 Javado magazine

4 5 6

326505 | Ceramic Pot set of 2 Ruth grey D32 H41/ D27 H36 331310 | Waterstone 6cm in giftbox 338711 | Plant table white H50 D32

7

Calathea Whitestar

8 7 8

Saxifraga stolonifera

325473 | Basket Max graphite D40 H33 324563 | Basket Max sand D40 H33

Pilea peperomioides

Spathiphyllum Tillandsia Samantha

9 10

Senecio Mountain Fire

Asplenium Crispy Wave

WEBSHOP 11

You can find these items in our webshop* 12

9 10 11 12

333973 | Compo Modern ceramic 30883 333977 | Compo Modern ceramic 30884 334378 | Peperomia mix + ceramic white 334382 | Plants green mix + ceramic white

PLEASE NOTE The following applies to items 1 to 8: Orders placed before noon on Wednesday will be dispatched in the following week. * while stocks last

Javado magazine 35

Javado collections

Made by Javado 36 Javado magazine

New products

Senecio per. Jumping Dolphin The Senecio genus contains a number of highly decorative houseplants. The Senecio per. Jumping Dolphin is a very welcome addition to this range, with leaves that look like dolphins.

• • •

Highly appreciated by young and old alike: a plant full of dolphins Grows in the popular hanging form A succulent, so very easy to care for

PREORDER YOURS TODAY!

>19-08-2019 338663 | ø15cm

Javado magazine 37

Grower report

Salm Boskoop

Pieter Heemskerk (right) and Cees van Soest (left, Javado)

2,000 km of ditches and elongated 15-m wide islands had already been created in Boskoop as early as the Middle Ages. Thanks to the rich peaty soil, these fields were ideal for growing fruit and trees. I’m driving to my appointment on a sunny day, and enjoying all the water, hundreds of bridges and characteristic islands, with tree nurseries all around me. Boskoop breathes floricultural history, and the nursery I’m visiting makes a great chapter all by itself. Pieter Heemskerk is on hand to greet me.

Can you tell us a little about Salm Boskoop nursery?

Brothers Hans and Paul van der Salm started their own tree nursery on a small piece of land 30 years ago. The core values are energy, inventiveness, decisiveness, and society. A larger piece of land then became available, which gave free rein to the brothers’ pioneering spirit. First think carefully, and then do it properly: that was the key to creating a healthy, modern company.

“For the outside world, the name Salm Boskoop is all we have. Quality is always the priority.”

On 3 May 2007, Hans van der Salm died in a traffic accident, a tragic day for the family and the company. It’s partly due to his dedication, vision and personality that Salm Boskoop has grown into the fantastic company it is today, and of which all employees are proud. I have the deepest respect for the way Paul was able to continue. There is a great deal of mutual connection, and we can enjoy 38 Javado magazine

the successes that we have as a company, both on a commercial level and in terms of doing business in a social and eco-friendly way.

Can you tell us about your crops?

We concentrate on growing Lavender, Boxwood, Gaultheria, Picea conica, Pinus pinea, Ilex crenata and decofruit. We are the only grower that grows the famous Lavandula st. “Anouk”, the best crested lavender on the market. The Lavandula ang. ‘Felice’ is another in-house variety that only we market. The Gaultheria ‘Big Berry’ is a very resilient species, unusual in that the berries are on the leaves and are not hidden between them.

We grow our Buxus, Ilex and Picea in the open soil. Thanks to the peaty soil and high groundwater level, the plants can develop an excellent nice root system without taproot, so it’s easy to pot the plants, and they have a very long shelf life. This soil is much lighter than clay or sandy soil, so another benefit is that it’s easy for the consumer to lift.

Salm Boskoop has several fields in various parts of Boskoop. We go for a drive to see them all, as Pieter talks about the nature in this area.

We are proud of our beautiful environment, and treat it with care. We rotate crops to keep the soil fertile. After removing the boxwoods, we plant Tagetes (marigolds), that have the amazing property of cleansing the soil of harmful nematodes, before planting a different crop.

Using Tagetes is a traditional method, unlike the hypermodern laser technology used to plant the plants as straight as an arrow and prune them to the desired shape. Another good example of our

motto: when we do something, we do it properly.

Why should garden centres choose your products?

For the outside world, the name Salm Boskoop is all we have. Quality is always the priority. Only quality products leave our company, so even if demand is high and the trade wants plants that aren’t quite ready, they have to wait. A garden centre which purchases our plants can rely on resilient varieties with excellent, uniform quality.

We’re the place to turn to for people who believe in the importance of cultivating plants with respect for nature!

How do you get on with Javado?

Javado has been our customer right from the outset. We know Javado well, and take into account the annual growth in sales. That means, for example, that if we’re part of a big promotion for someone else, this is never at the expense of day trading with Javado.

How do you see the future?

Online sales are growing enormously, of course, but I still think seeing, smelling and feeling plants is so important that consumers would rather go to a garden centre. A garden centre also helps the customer make decisions which they cannot reach online.

As for the future of our company, we’re going to start growing Taxus in the open soil, and we’ve developed a special new lavender: Lavandula ang. ‘Felice Premium Provence’. The plants are incredibly pure, and characterised by their early flowering.

Salm Boskoop in numbers • • •

10 hectares of greenhouses + 90 hectares of (container) fields 30 million plants per year 120 employees + 60 seasonal employees

A list of all the plants grown • •

•

• • • • •

Buxus sempervirens Lavandula ang. ‘Felice’ - ‘Felice’ Purple - ‘Felice’ Light Pink - ‘Felice’ Light Blue - ‘Felice’ Premium Provence Lavandula st. ‘Anouk’ - ‘Anouk’ Purple - ‘Anouk’ Dark Purple - ‘Anouk’ Pink - ‘Anouk’ White - ‘Anouk’ Silver Ilex crenata ‘Glory Gem’ Picea conica ‘December’ Pinus pinea ‘Silvercrest Gaultheria ‘Big Berry’ Deco Fruit

Gaultheria Big Berry, the versatile all-rounder Gaultheria Big Berry is a resilient plant that you can enjoy all year round: fresh green leaves appear in spring, followed by pale pink flowers in the summer. In the autumn, the leaves change from deep red to purple, and the red berries that last all winter appear. The best time for a garden centre to sell this plant is from late August to late December.

It makes excellent ground cover, but the Gaultheria also does well in a pot or basket on the terrace, as long as any excess water can drain away.

Give it a sunny spot in the garden.

Rub the leaves with your hand, and enjoy the wonderful scent that is released. The leaves are used to make tea. The oil extracted from the berries also smells delicious, and has analgesic and anti-inflammatory properties.

Deco Fruit Salm Boskoop has a wide range of Deco Fruit in a range of attractive sales packages.

Available from mid-August.

The pioneering spirit of Salm Boskoop Tree growers grow in the open soil, or on container fields, until Salm Boskoop decided some years ago that it would be better to grow some of these plants on tables. They have adapted this system, which was already popular among orchid growers, to the needs of their company. The result is improved efficiency and pleasanter working conditions.

Javado magazine 39

Webshop tip: labeling

Labeling YOU CAN HAVE YOUR PLANTS FROM JAVADO SUPPLIED WITH LABEL SHOWING: BARCODE, RETAIL PRICE, DESCRIPTION, AND YOUR COMPANY LOGO. We offer 3 options: • No labels • In an envelope with the plants - free of charge • On the pots or sleeves - extra small charge How to preset labeling: First select a despatch date -> personal settings -> retail label information Most settings do not need explaining but a few might need extra explanation:

1

2

3

40 Javado magazine

1

2

3

Fix retail price and barcode: remembers the retail price and barcode of earlier orders and keeps those the same.

(Please note: when your cost price changes, your retail prices will not automatically change.)

Use vendor barcode if: pre-printed barcodes on the pot/label/sleeve/sticker on pot. Here you can choose if you wish to use those and do not need our retail labels.

Show in shopping cart / show on order confirmation: here you can choose what information you wish to see.

→ → →

Enter your settings Your web shop is now set up to your own parameters for retail pricing You can always adjust retails to suit exact price points in the shopping cart section, just before placing order Any further information required just speak to a member of the Javado team

→

→

→

→

→

Click this plus sign in the shopping cart to change the information on the sticker.

→

→

→

When you press send order: • You then receive a web shop confirmation in PDF • A short time later, a web shop confirmation in Excel to import into your EPOS system • These can be sent to email address’ of your choice • Please check these for any errors or amendments on receipt

£

It is possible to add your logo to the retail label.

We then need the logo by email so we can add it.

Javado magazine 41

New products

Asplenium nidus ‘Campio’ • • •

With its serrated leaves, this highly decorative plant reinforces the ‘jungle look’ The Asplenium ‘Campio’ is an improved version of the ‘Fibriatum’, with wider leaves Ideal as a houseplant: easy to care for, long-lasting, and cleans the air

PREORDER YOURS TODAY!

Now available 328951 ø 12cm

Now available 329818 ø 17cm 42 Javado magazine

Javado inside MEET THE STAFF AT JAVADO! WITH EACH ISSUE, WE’LL BE ASKING ONE OF OUR COLLEAGUES TO TELL US SOMETHING MORE ABOUT HIMSELF OR HERSELF. THIS TIME, IT’S THE TURN OF ILSE VAN DER MEIJS, OUR POTTERY AND DECORATION PRODUCT SPECIALIST.

How would you describe yourself?

I’m a young, sporty mum with a great job. I live with my partner, and we have two boys aged 5 and 3, and a girl aged 1.

Although my family brings me lots of joy, I can also lose myself completely in my work.

What is your job at Javado exactly?

I’m responsible for the entire pottery and decoration product group, so I make sure the range is very attractive and comprehensive, and I deal with all customer-specific requests. In addition, I’m responsible for our range of cut greens and wreaths.

What do you enjoy about this job?

It’s very varied work. Visiting suppliers, trade shows and trend lectures inspires me. I spend a lot of time on our online range, and work on trend collections for our magazine and clients.

From time to time, I also search for big batches of products at competitive prices.

What’s changing within your product group?

It’s really great to see that sales of pottery and deco have been growing steadily since I started working here in late 2014. The day trade is going very well. We now supply the quality brands MICA and Ter Steege in the range of items available for delivery with a few days’ notice, and it’s highly appreciated. It’s also clear that handmade pottery with a more exclusive look is rapidly winning market share.

How do you balance your work and private life?

I work part-time, 20 hours a week, so I’ve enough time for my family and the opportunity to play tennis or meet up with friends.

Give us your feedback Help us make this magazine even more interesting!

We’d be delighted to hear about what you’d like to read about in Javado Magazine.

Send an e-mail to marketing@javadoplant.com, with ‘Javado Magazine’ as subject.

Save up for free plants!

Join in our fun and very simple savings campaign. Each Javado Magazine depicts a stamp. Simply save the magazine, and take a photo of all four stamps after receiving your fourth magazine. Send the photos to your account manager, and we’ll send you some surprise free plants with your next delivery.

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Javado magazine 43

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