“The buyer is brazen enough to ask what and how he wants something, but most of the time the grower does not receive this information.” This was said by Peter Vrouwe of Hoven & de Mooij. The wholesaler, located in the auction hall in Aalsmeer in the Netherlands, has been in the industry for over 40 years now. “We are the wholesaler of exporters”, explains Peter. “Exporters and buyers come to us to complete their orders and to find something unique.”
Change in product groups
In all their years, they've really gotten to know the flower market. “Roses are, as always, an important product, but all of the other product groups are on the rise with us. Think about tulips, summer flowers, and other bulbs, but also color treated flowers like rainbowed roses in every imaginable color range, or roses with a chocolate dip or topping that is in demand during flower festivals." It is the colored products that the wholesaler has come to be known for. That treatment is no longer just applicable to roses these days; orchids, tulips and chrysanthemums and a lot of other products can also get a noticeable color.
“With the striking new products, we do consumer research to benefit the growers. After all, not every product is suitable for every market”, Peter tells us. “We are familiar with the market and can tell in what countries the products will or will not sell. We then relay this information to the growers. We also give advice in ways to best place the product on the market in terms of packaging or even the amount of flowers per unit.”
Service-oriented
Although flower wholesalers keep on getting more efficient and direct in their approach, business at Hoven & de Mooij is running smooth. “The only intermediaries that remain are the ones that add value. We already add value by helping small-time growers get their products to market and by taking away the stress of the buyers.”
For more information:
Hoven & De Mooij / PortalFlora
Peter Vrouwe
Bloemenveiling FloraHolland
Legmeerdijk 313
1431 GB Aalsmeer
Netherlands
Location: 0.23
T: +31297800900
E: peter@portalflora.nl
www.portalflora.nl