According to flower auction FloraHolland the ‘Market Plan Summer Flowers’ and the PurE summer flowers campaign are proving effective. Better communication between growers and florists is a principle that is central to both approaches.
To stimulate those better contacts, FloraHolland held a number of product presentations at wholesalers as well as organized workshops with breeders and florists. That those bore fruit is quite noticeable at their Bleiswijk establishment, according to the auction. By employing a ‘demand-driven assortment on a daily basis’ (meaning that when customers asked for a product, Bleiswijk directly looked for a breeder capable of delivering it), both the supply grew and the prices improved.
The end-result was a mutually beneficial situation, as is also confirmed by Florist Han Meerhoff from Goes (NL). He was involved with the ‘Embrace the florist’ project that was a part of the summer flower campaign, and sets out its benefits in the December edition of FloraHolland magazine. Growers, for example, get to hear what it is exactly that florists really do with their products, while florists may learn a thing or two about product care, Meerhoff explains.
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