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16-18 December

Netherlands: Much attention from trade for December Tour

Tholen - It has become a familiar slogan: "Christmas tree out, green plant in." Fun for marketing, but also a reason for nurseries to highlight their offer. This year several parties organized the December Tour, for which doors were opened at three different locations: at Vireõ in De Kwakel, at Vireõ in Kwintsheul and in the presentation area of the auction in Naaldwijk.

Clockwise from top left: Jamie Bergwerff and Gert van der Schee; Peter Rodenrijs; Pieter Middelkoop and Ronald Lamers.

The trade floor at Vireõ

At Vireõ about 40 breeders presented their range. These are more or less fixed customers, but, says Pieter Middelkoop, we do try to have some rotation. So this year Nieuwkoop is represented and also some breeders from Green Sales. "The numbers will not grow, partly because space is limited, partly to keep that low threshold." This concept, with a forms folder to each trolley, gives (potential) buyers a good idea of the range, and the tranquility and freedom to make decisions at any time. Notes are avidly being made and halfway through the show we can already call it a success."

Vireõ has a deal with Rob Verlinden, known from the program Robs Grote Tuinverbouwing [Rob’s Big Garden Renovation]. Vireõ supplies the plants for his program, they promote their green plants.

Jamie Bergwerff from JoGrow, here with Gert van der Schee from Decorum. JoGrow is the largest nursery associated with Decorum in terms of assortment.

A look at the trade floor at JoGrow

Lots to see in JoGrow’s greenhouse!

A dozen growers gathered at JoGrow. Comparable to the Green Fair in terms of ideas and offers, but with the important difference that the breeders present here are all at Decorum. And that’s saying something, according to marketing manager Gert van der Schee. "Decorum is a quality brand. That means that only products that meet certain standards may carry the brand. Usually part of a grower’s range may be sold under this name, but another part not. On average it is about 40%."

Finally, the cooperative organized a relational exchange in FloraHolland’s presentation area, along with FloraPlanet and Ronald Lamers. The alignment of various in-house exchanges was the idea of Peter Rodenrijs, product coordinator at FloraHolland and December Tour. He showed visitors the novelties in the presentation area, and there are quite a few. "Most striking is perhaps the targeting of kids in terms of marketing. Van Veen Vetplanten sells its succulents in a prehistoric setting with dinosaurs on the packaging. Van der Velde Waterplanten [Aquatic plants] developed a so-called Terrarium containing three different carnivorous plants. And PostPlant Anthurium developed the Pimp Your Plant concept, whereby children can paint the pots with crayons."

In FloraHolland’s presentation area

Ronald Lamers represented his own growers. Ronald was very happy with the attention and attendance. "Also nice is that the nominations for the Glazen Tulp are taking place at the same time as our exchange. This attracts quite a lot of visitors who often visit us as well."
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