NL: JoGrow goes for variety over scale

Ten years ago, managing director John Grootscholten of JoGrow was at a cross road: to increase in scale or variety? He went for the latter option. Maik Duindam, Sales Manager: “Extraordinary varieties and cultivars are our specialty. This is what makes us different from the pack and allows us to offer unique products to florists who are looking to do the same. Every product is available per tray and adding value to products is also not an issue either.” This is why you won’t find any conveyer belts at JoGrow, everything is handmade work.

Quality is very important: JoGrow is a member of Decorum, the marketing and sales organisation, which represents 76 leading plant and flower growers in the Netherlands. Mark is very clear: “both customer and consumer must be 100% happy with their purchases. That’s why we only sell the products, which we are entirely satisfied with. If the occasion should occur, we rather say no than supply a mediocre product.”

The houseplants in JoGrow’s range can be split into 5 main product groups: aglaonema, schefflera, croton, polyscias and dracaena. During spring and summer time, they also offer hydrangeas. However, the most distinctive of the 6 would be the Aglaonema. Due to the decrease of growers in this houseplant, it has become very exclusive. JoGrow offers a wide range in them.

“In the past, this so called Easy Happiness plant was mostly used to decorate offices. Nowadays however, the public has re-invented this easy-to-look-after and colourful house plant.”

For more information:
FleuraMetz
www.fleurametz.com