Steef de Lange, Peter van den Ham

Nolina and the rise of the large-flowered potted rose

It is a development that has been progressing steadily for the past couple of years and one in which Nolina can be called one of the leaders. Recently, the nursery from the Dutch town of Woubrugge introduced the large-flowered 10.5 cm The Victory Collection that by now is available in many colors and can be bought in large amounts. The product line is selling like hotcakes, director Steef de Lange and sales manager Peter van den Ham tell us during a walk around the greenhouse, and they intend to increase the production by 50% soon.


Director Steef de Lange and sales manager Peter van den Ham

With this large-flowered rose in pot size 10.5 cm Nolina, as they say themselves, leaves the competition far behind them. “You can see an increase in the demand for larger flowers”, Peter says, “and we meet this demand. However, this does not happen just like that. The process from breeding a seed to having a serious product takes years. Now that we have a good quality mini potted rose of 7 cm, we really are an all-round supplier, with 7, 10.5, 13, 17, and 23 cm.”

Nolina has no less than 20 hectares of land, divided across five locations bordering each other. Three of which are used for the cultivation of potted roses, the other two are used to cultivate garden plants and propagation of starting material. Also, they have a cultivating area outside on which, in the spring, garden roses, Clematis, Agapanthus, and Wisteria are grown. The starting materials for the garden roses (genetics of Poulsen Roser) and the young Clematis and Wisteria plants mainly go to growers abroad.

Plant and costumer take center stage
Quality, as they say, is the most important factor, as Steef and Peter make clear, and this is achieved by having ‘the plant and the customer at the center’ of everything. “You could call it our company philosophy. We give the plants time to develop, and to do so we provide as good conditions as possible”, the men say. “Let’s say the plants could benefit from getting more light or warmth, then we make it happen. Of course, we do this in a way that is also as energy efficient as possible – we have two brand-new CHPs that we had installed this year and last year. Our customers should always be able to count on the best product imaginable. Besides that, it is also unique that 90% of our plants are cultivated organically, and by the end of the year, we will launch a new eco-friendly product line in which the plastic covers and trays are replaced by paper and cardboard. In doing so, we meet the customers' wants.”

Expanding and focusing on logistics
There are still plans for expansion in the future, partly because, in doing so, the number of locations will increase, it was decided to deliver the products from one central location.

"Because the product line keeps on expanding and we want to be able to meet the customers' wishes in an even better way, Nolina has become a one-stop-shop for more and more customers. We also supply 'just in time': thanks to our own transportation and delivery process, we basically always deliver on time. Thanks to this professionalization, we are even better prepared for the future, and we really specialize in the customer-specific delivering of our products. By delivering everything from one central location, we can make strides in speedy and flawless deliveries”, says Steef de Lange.

During the Royal FloraHolland Trade Fair from the 6th to the 8th of November (in Aalsmeer, the Netherlands), Nolina will go all out by, together with all the other collections, extensively presenting the new collection: The Party Collection 7cm. “This way, business relations can see for themselves that with the addition of this collection, we will truly offer a complete product range for the ‘one-stop shopping’.” Nolina can be found at stand 49.16.


For more information: 
Nolina Kwekerijen
Oudendijkseweg 11
2481 KE Woubrugge
Netherlands
T: +31 (0)172 518 265
F: +31 (0)172 519 544
E: sales@nolina.nl
www.nolina.nl


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