NL: New flower display guarantees longer shelf life

There are hardly any supermarkets which do not sell flowers in the Netherlands. The phenomenon of high losses is a large problem. This is caused mainly by the fact that the cut flowers are not displayed at the right temperature. “From the moment that flowers are cut, in any part of the world, cooling is essential. Cooling preserves freshness. Within the chain of transport and storage this is well regulated, but when the flowers are displayed this is over.” That says Philip Eskes of DisCoFlores, a company that recently presented the Flow(cool)er, a cooler unit for flowers which significantly decreases the waste.

The ripening process of, in particular tulips and roses (most of the range which is available in supermarkets), but also for example, of daffodils, hyacinths and freesias, starts when the flowers are no longer kept cool. That is fine, the moment they are in the vase at the consumer’s home, but not before being sold. Cooling preserves the freshness and quality of the cut flowers and prolongs the marketability and vase life.

Cool air circulation
“The operation of the Flow(cool)er ensures that not only the buckets and the water within are cooled to six degrees, but also the whole flower including the buds,” explains Philip. The buckets with flowers stay somewhat deeper in the display, but by using the associated mirror, the effect of the system used to date is recreated.

Less waste - plucks up courage
A longer shelf life further minimizes the differences between the last delivered new cut flowers and the cut flowers which are still in stock. Therefore the display as a whole receives a boost and the entrepreneur/manager/the department head plucks up courage. As there is less time pressure, they can longer offer a larger and greater range and last but not least, the turnover will increase and the waste decrease. “Feedback from different clients shows the payback time is less than a year. They all acknowledge that the motivation of the responsible personnel to give attention to the flower display has greatly increased." The Flow(cool)er has found its way to different franchisees sites of Albert Heijn. DisCoFlores already sold a few to neighbouring countries of the Netherlands.

The Flow(cool)er is available in different dimensions, varying in width from 110 cm upto 250 cm.

For more information:
DisCoFlores
Philip H. Eskes
M: + 31 (0)6 53419517
E: [email protected]
www.discoflores.com