"Europe: "Consumers willing to pay 20% more for nice presentation"

Running into a concept for plants during the Fruit Attraction trade show in Madrid was quite a surprise. Plastic pallet and box supplier Cabka had a booth where MoreLips was also present with their new mobile presentation unit from Cabka. "We saw this presentation method at the Fruit Logistica for fruit and vegetables and thought: this is also something for MoreLips. It makes products stand out in the grocery store," says Menno van Es, brand manager of Comfort Plant Group.

MoreLips was founded in August 2014 and presents itself as a plant brand that focuses on the emotional value of plants. In the meantime more than 20 growers are connected to and grow under this brand. "The special thing about the concept is the packaging. We noticed that supermarkets can charge more for a product featuring a special sleeve or bag and a nice pot. Consumers are willing to pay 20% more for a nice presentation. This was recently tested in a supermarket."

MoreLips is not the only plant brand: there are competitors. "We have a relatively general target group: the people who also shop at Ikea and Hema. And we're also active in Germany. MoreLips targets the 'regular' consumer. Research has shown that 85% of women like to give or get a MoreLips product as a gift. We learned that and many more useful things when we were active at a pop-up store in Utrecht for a month."

More than 100 products are currently marketed under the MoreLips label. "We have many plant varieties, but we’re still looking for Azalea, Bromeliad and Spathiphyllum, among others. Of the top 25 of flowering indoor plants we currently offer 16 varieties, so we have 9 to go!"