Holland Strelitzia
"Rather big in niche than small in popular product"
"Our family-run company started as a vegetable farm in De Lier. In 1980 my father switched to gerberas. The business was successful, but we found that we preferred being a major player in a niche product than a small player with a popular product. Therefore, in 2002 we switched to Strelitzias and moved the nursery to Zevenhuizen. The nursery covers 2.5 ha. In the horticultural world we may not be the biggest with 2.5 ha, but we play an active role in the Dutch cultivation of Strelitzias."
Year-round
"We employ different cultivation techniques to be able to supply our buyers all year round. For example, cold and warm cultivation, in the field and in pots. In the longer term we shall phase out field cultivation as cultivating in pots gives us a more optimal plant density. As crop protection products we use almost exclusively biological pest control. We have been awarded MPS A+ certification."
Long-term relationships with buyers
"Our products are sent mostly to florists and arrangers in northern and eastern Europe. Strelitzias are generally sold in the top segment. I am committed to my product and consider it important to have quality at the top of the bill. I prefer to wait a day longer with harvesting than deliver a product that is immature. The relationships with my buyers are strong. I am dedicated and loyal to my buyers and ask the same in return. Therefore, I carefully nurture my clientele. I dare to say no to a one-off order to ensure that my regular buyers are always well supplied.
"I prefer long-term relationships. It takes 3-5 years to produce a flower from a seed. So you need reassurance that your buyer will still be interested in your products in 5 years' time. Some florists and arrangers send me photos of what they have created with my products or they tag me in their social media messages. For example, we supplied Strelitzias to Amanda Coghill for the Chelsea Flower Show in 2016. After she won gold with her creation (and our bird of paradise flowers), she published loads of positive content about Holland Strelitzia on social media. That certainly makes us proud!"
Combining forces
"Despite the fact that Holland Strelitzia primarily markets via Direct Trade and does not actively use the clock auction, we are very involved in the cooperative. I have attended every meeting of Cooperative2020 and know that it is important to combine forces within FPCs. I hope that various FPCs will start working together better to improve the product promotion. This will allow us to use each other's knowledge and talents. And that will enable us to create opportunities."
Source: Royal FloraHolland