Ger de Brabander, Royal FloraHolland:

"95% of rose growers currently supply good product photos"

The Rose product group at Royal FloraHolland distinguishes itself when it comes to taking product photos that meet the requirements.

Why? Ger de Brabander, Rose auctioneer/Assortment Manager in Naaldwijk explains how they achieved this result.

Ger de Brabander: "Roughly 95% of rose growers have their photos in order. That is high, very high in fact. The Rose was one of the first products to switch to image auctioning; that is why rose growers are now leading the way. After 9 years of image auctioning, it becomes an almost natural process."

Invest in good product photos
However, this did not happen by itself. "We consciously paid more frequent visits to rose growers who used photos of lesser quality. And we encouraged them to invest in good product photos. During these regular visits, the subject of photo guidelines remains on the agenda. And, I always bring along a few sample photos by growers who are already doing things right," says Ger. Topics such as the top 25 customers, business developments at the grower, clock presale, and supply and pricing are also discussed during the visit.

Help the smaller growers
About 5% of rose growers have room for improvement when it comes to their product photos. "Those who do not have things in order are usually smaller growers. Why? They sometimes fail to see the importance of a good product photo, they lack the tools to take a good photo, or they do not have a good photo location at the nursery. So you try to provide a little guidance. Buy a white or gray sheet and hang it up properly. Have a clean container, keep it at hand, and use it when you take photos."

Proactively approach rose growers
"As auctioneer, we proactively approach rose growers. If we notice that incorrect photos are shown during the auction process, then we take immediate action. That something is not working with the photos. A colleague happened to contact a grower today. He had roses with a length of 4 and a length of 5. However, length 4 did not show up well on the photo. It differed too much from reality. In such a case, we guide and help this grower. The grower invests in the quality of his product, and does his very best with that. It would be a shame if he dropped the ball when it comes to the product photo."

Source: Royal FloraHolland

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