Belgicactus launches new concept

Succulents are your new Fabulous Fat Friends

"'Fabulous Fat Friends' intends to bring people and plants together," explains Jan Gielis, salesman at Belgicactus nursery, about their new succulent concept. "The quality of our plants is excellent and the plant is hip, but we lacked a theme that would bring the product and consumer closer together. We hope to strengthen this bond with this concept."

Jan Gielis, Jef Sr. & Jef Jr.

In daily sales, in garden centers and elsewhere, plants are usually provided with labels with an image of the plant. "In our case that is not really necessary, as the succulent often speaks for itself. But with a label with an atmospheric photo you can give and inspire a feeling. Moreover, we think 90% of consumers are not that interested in the long Latin name."

The idea to create such a concept has been around for years. Of course, it should also contribute to sales, but this consideration was less important to the grower. "With the new branding, the emphasis is mainly on the distinction between indoor and outdoor plants: one plant can and must actually even be planted outside, while other succulents can stay indoors. The Sempervivum, our specialty, is extremely strong and gives color to your garden all long. In that regard there are many beautiful stories to tell."

At the moment the market is doing very well and especially during spring the plants have been selling nicely. At the same time Belgicactus doesn't let itself be affected by good or bad times. "We have been doing this for decades and always want to deliver a high-quality product. That is most important. Major sudden expansions or other drastic changes are not in our nature. A few years ago the plants were sold less well and now the succulent plant is everywhere. With us, however, there has been a gradually rising trend over all these years."

The plants, which are sold throughout Europe, will stand out extra on the shelf next week. The various social media channels and the website, which will be regularly updated, will also play an important role in further strengthening the friendly ties between plant and people.

Belgicactus presents the succulent brand at Florall, on Tuesday, August 21 at the Waregem Expo. More information and registration for the exhibition can be found here.

Click here for the Fabulous Fat Friends website.

For more information:
Belgicactus BVBA
Kapellerij 6
2260 Westerlo (Belgium)
Jan Gielis
+32 0 492 27 25 00

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