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Frank de Greef, Fleurizon International:

"Increasing demand for ornamental grasses, plumerias and phormiums"

“The ornamental sector is improving” says Frank de Greef, owner of Fleurizon International, a brokerage firm. In 2006, when Fleurizon international was established, the US had to deal with a difficult economical period. Also the growers were affected by this situation. Over the last years, however, de Greef noticed a growth in the ornamental sector and especially in the US. According to de Greef, this is visible in the payment behaviour and the demand for new starter material by the growers.

After owning and working for many years in a cutting company, Frank de Greef acquired a lot of knowledge about starting material and established Fleurizon International; a US based international brokerage firm that supplies ornamental starting material to professional growers in the US and Europe. The firm imports starting material from all over the world and is therefore able to offer a broad assortment. The assortment ranges from commodities to extraordinary and (sub) tropical plants. “At the moment, there is an increasing demand for ornamental grasses, plumerias and phormiums from both continents and especially the warmer areas”.

This increase in demand for products underlines the improvement in the sector. According to de Greef, growers are consciously thinking about the future and increasingly looking for new products. This combined with a product life cycle that is becoming shorter and shorter, enables de Greef to broaden its assortment. “When growers require a variety that is not in our assortment, we will find it for them”. Then, during the cultivation process, Fleurizon's local representatives will assist the grower. “Together, we will discuss and evaluate the cultivation process, the habits and the quality of the plant. Then we will give feedback to our suppliers."

In the future, de Greef would like to expand its business in the US. "Over the last years, we saw an enormous growth in the US ornamental sector. Therefore, more representatives are needed in the US".

For more information
Fleurizon International
Frank de Greef
Email: [email protected]