Ole Faarbaek Jensen at the International Horticultural Fair (IFTF) in Vijfhuizen, the Netherlands.
Demand higher-end gifts
According to Faarbaek, there is need for higher-end gifts in terms of a solitaire long stem rose. "Our market studies identified this opportunity. Therefore, we started to invest in designing a product that could fullfil this need and we came up with the Vrose Private Selection. Contrary to our standard 55 cm long stem rose, our premium 55 cm long stem rose with a larger head, and our 27.5 cm mini stem rose, this new Vrose Private Selection is specifically designed as a high-end gift item with carefully selected 55 cm long stem roses and a luxury gift box. It is not visible in the gift package and is therefore meant to be more of a surprise to bring to an event, something with a different feel than the typical wine or chocolate", says Faarbeak. The target group is high end florists and retailers all over Europe, and in the USA at a later stage, only for gift purposes.
Positive reactions
The new Vrose Private Selection was presented just a couple of weeks before Valentine’s Day 2015. Therefore, it did not reach all of the countries where they normally sell their standard stem roses, which is all over Europe. According to Faarbaek, the reactions to the Vrose were very positive. "We can see that this product really fills a need we were not meeting with our current range and we reach a different customer group. We have sold out our first limited production run, but as we will only really get a feeling for real volumes later in the campaign. We expect to see the real impact for Mother’s Day and in future sales", he says.
Unique preserving process
According to Faarbaek, their process of preserving the rose is a unique process, the unique Verdissimo process as he calls it, which involves 3 basic steps. "First of all, the rose is grown in Colombia and Ecuador in our own farms. Then they are harvested at the ideal point in terms of natural beauty. This is different from roses sold for the fresh market, because they are sold long before having reached their optimum point. This means that the Verdissimo farms work with different dynamics and productivity levels than traditional farms. Finally, the freshly harvested plant enters a proprietary process to absorb a specific mixture of 100% plant-based and bio-degradable preservation formula. This preservation liquid replaces the sap and water within the plant, effectively forming a still-image of nature, creating a unique and 100% natural product."
Long shelf life
"The Vrose - and actually all flowers and plants in their range - remains beautiful and unchanged without watering, light and virtually maintenance-free", says Faarbaek. "The rose can only be used indoor and should ideally not be placed in direct sunlight from a window, since this will make the color fade over time (several months). If treated correctly, the rose should easily last 1-3 years. The typical reason for not keeping the Verdissimo flowers longer is the collection of dust or simply because the owner wishes to renew", he continues.
Cost and value
The prices for preserved flowers are higher than fresh flowers. "The preserved products cost around 2-4 times more than fresh flowers, but of course they last many times longer. At the end of the day, these products do not really compete with fresh flowers, but they are rather an alternative solution where fresh flowers are not practical or where artificial flowers are too unnatural. These Verdissimo products also tell a different story, such as 'eternal rose, eternal love'", he says.
Expand all over Europe
They are planning to expand this product all over Europe in different versions. "It will help florists and retailers to create an accessible and high quality showcase for the preserved flowers", says Faarbaek. Besides that, they also hope that this campaign will help to gain more visibility for the preserved products in general and get more floral designers interested in creating specific preserved artworks for the market. "Currently, this can be seen for instance in Japan, where the Verdissimo preserved products are extremely well known. This would mean not only the use of the Verdissimo roses, but also our vast range of preserved foliage and fillers", says Faarbaek.
Verdissimo farm in Colombia.
Opening a new segment
As the Verdissimo preserved range not only includes roses, but a wide range of flowers and greenery, it allows floral designers to create many different effects and styles. According to Faarbaek, this opens an entirely new segment of the market where fresh flowers are not usually used, due to complex maintenance, lack of light etc. "This product fills a need for people who need a more permanent floral decoration, but are not attracted to artificial flowers. Examples of such products could be long-lasting gift items such as a picture frame decorated with Verdissimo preserved flowers or maintenance-free and easy to install vertical gardens."
For more information
Verdissimo
Ole Faarbaek Jensen
Email: [email protected]
www.verdissimo.com