Netherlands: Finding and regaining the customer

The round table discusssion was the highlight of the Summer Flower Event 2015, which was held yesterday. Different representatives, active in the summer flower sector, attended the discussion. The chairman of the discussion was Rob Veenman of WOS media. The marketing was represented by Ivo van Orden of Bloemenbureau Holland, floristery by florist Jan Poels, trade by the director of FleuraMetz Danny van Bergenhenegouwen and the growers by grower Peter Houden of delhiniumkwekerij Amara Florea. A major topic of the discussion was to find and regain the customer.

From left to right: Ivo van Orden, Jan Poels, Rob Veenman, Danny van Bergenhenegouwen, and Peter Houden.

According to van Bergenhenegouwen, the challenge lies in 'making more connections with the customer'. "We need to show the seasonal products. The consumer needs to be attracted by this assortment and needs to accept that it is not available year round." Grower Peter Houden agrees with this, but emphasizes the quality of the product. "Growers like us need to supply the most beautiful products and customers need to realize that flowers are living products. In order to realize this, children need to be confronted with flowers intensively." Jan Poels added: "It all starts with passion."

André and Dorien of kwekerij Westendorp awarded by Jan de Boer, The Meesterteler awards.

Meesterteler Award
The Meesterteler Award, is a prize for the most promising product. Kwekerij Westendorp won this award for their helleborus. According to the judges, this flower scored well on various aspects. Kwekerij Westendorp also won a prize for the most distinctive product in the delphinium category.

Johan Bos parodieerde, a la Nico Dijkshoorn, het zojuist beëindigde tefelgesprek.

Chairman of the event Arnold Hordijk

31st edition
All visitors shared the same opinion: Flowers are masterpieces. For this reason the 31st edition of this even took place in an old church. "You need an appropriate setting for masterpieces," explains Arnold Hordijk, chairman of the event.

For more information about the Zomerbloemen Event: www.nzbt.nl.