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Ruud Hoogenboom, Dahliakwekerij J.J.P. Hoogenboom

Netherlands: Dahlias on the Florists' clock auction

Like a shining crown full of diamonds, the petals of the dahlia sparkle. A beautiful seasonal product that is unmissable in the range of the florist. Dahliakwekerij J.J.P. Hoogenboom from Lisse, The Netherlands, brings its cultivars to the Florists' clock auction. 


Ruud Hoogenboom (Photo: FloraHolland)

Good price to quality ratio
Ruud Hoogenboom enjoys the freedom of independent entrepreneurship: "You can do your own thing." He has been growing dahlias for 20 years: "I have the know-how to grow dahlias. In the past, business has been good and I hope that will be the case again in the future. I have built up a name amongst clients. They know that they can expect a good price to quality ratio from me."

Striking cultivars
The range of J.J.P. Hoogenboom stands out due to the varieties with rich tints and striking spots or stripes. "In addition, we offer continuity for our clients during the period of April up to and including October." Ruud also has a favourite: "Dahlia Checkers is a beautiful cultivar to look at, but is also very productive in the glasshouse and also outside."


(Photo: FloraHolland. For more photos, click here)

Gaining trust on the Florists' clock auction

"I have been asked by auctioneer Marco Alberti to supply the Florists' clock auction in Naaldwijk, The Netherlands. I found it interesting to offer the florists a direct route to buy at source. The prices last week were really variable. I think that was due to the warm weather. Still, I'm going to offer my products on the Florists' clock auction in the coming period in order to build up trust and to show clients that I'm trading there every day. I am reaching out to the clients and I hope that they appreciate that."

More feedback about product
The dahlias from J.J.P. Hoogenboom have a shelf life of a good week, provided that they are well cared for. The grower advises clients to give Chrysal Clear with the product for a good shelf-life. The leaf also remains nice and green until the end. Ruud would like to have more contact with clients and receive more feedback. "For instance, I would like to hear of complaints quickly so that I can react to them. But I would also like to receive feedback about how the consumer views particular varieties, for instance."

Source: Jolanda Lek, FloraHolland
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