Decofresh Roses: ‘Omang & Amor labels with added value’
Omang & Amor
The two labels from rose nursery Decofresh Roses are specially developed for the signature mood and emotion they re-create. “The labels do not carry the common varieties, our roses offer more. They have different textures, one-of-a-kind colour tones and give you a sense of excitement, which you have never experienced before.” Pini Cohen, guardian of the Omang and Amor labels, explains: “There are many different target groups out there. Certain people are very happy with a traditional red rose, while others seek something more extraordinary. It’s the latter group we want to cater as we have the right products to wow them.”
Beds with new varieties
Together with sales colleague Matti Arielle, they try to find the right balance between demand and supply. The crops at the nurseries in Kenya are being checked each day: how do the roses look? Is this batch worth the effort, are they unique or distinctive enough? Pini: “Over there, we have multiple rose beds split into smaller sections, which are planted with new varieties to try. As soon as a variety catches on, we already have a few beds to follow up the success avoiding a long, killing waiting time.”
Build on trust
It seems like a huge risk but it’s this particular virtue that keeps Decofresh Roses ahead of its competitors. Pini: “We want to know everything about every stem. Too many people think: ‘Don’t worry, it will be fine.’ But that’s not how things work. If anything goes wrong during the growing process, while you already made an agreement for supply, you’re too late to make any changes. We want to be ahead of this and make sure that customers can blindly trust every product that is traded under Omang and Amor.” Different test bunches are regularly sent to the Netherlands from Kenya. Once in Aalsmeer, further testing is done on quality and flowering features.
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