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"Ed Groot, Hoja Verde: "They will not replace fresh flowers"

Preserved flowers open up new markets for growers

More and more growers are offering preserved flowers alongside their fresh assortment. But aren't these 'ever-lasting' flowers taking the place of fresh flowers in the market? Not according to Ed Groot, representative of Hoja Verde in Europe. "Preserved flowers will open up new markets for growers", he says. Recently, this Ecuadorian rose farm started to preserve flowers, which are now ready to be sold.

Ed Groot at the IFTF.

Last week, during the IFTF in Vijfhuizen, the Netherlands, Ed Groot proudly presented their fresh and preserved roses side by side. "The roses we use to preserve are high quality fresh fair trade roses that are all grown in Ecuador", says Groot. Hoja Verde just started to preserve roses and is now ready to put them on the market. But where? And won't they replace the fresh flowers in the market?

According to Groot, this will not happen. "Of course, some repression of fresh flowers might take place, maybe about 10 percent, but the artificial flower suppliers will suffer the most from this upcoming trend", says Groot. "Hotels, for example, might shift to preserved flowers as they appear more real."

Besides, by adding this new product category, Hoja Verde is eager to enter new markets and expand in their existing markets. "In the South of Europe, Middle and Far East, these type of flowers are highly demanded and sometimes preferred over fresh roses. In the south of Europe, for instance, roses are expensive and due to the climate, they have a shorter vase life."

And these preserved flowers also enables Hoja Verde to supply different segments. "We can now enter segments that we could not enter before, like hospitals. Flowers are often banned in hospitals as they might pose a health risk to patients. Then, the preserved flowers are a good alternative with the same emotional value."

For more information
Hoja Verde
Ed Groot
Email: [email protected]