In the next 10 weeks, the mobile flower boutique of Fabelicious will drive through the various auctions. The program includes auction Aalsmeer, Naaldwijk and Rijnsburg, but also Auction Herongen and Ede, with the aim of providing everyone in the horticultural sector with knowledge of the Fabelicious ️range of dried roses. A collection that has been put through many tests with spray roses from growers Afriflora, Braam, Voorn with a breeder and supporter of Fabelicious, Interplant Roses.
On June 3, we will start in Aalsmeer and we will bring around 80 varieties", says pascal Koeleman, one of the founders of the brand Fabelicious. Besides dried roses, they will also present fresh roses and packaging examples.
Since the introduction, earlier this month, the collection has been received with much enthusiasm in the market and many are of the opinion that this 'new' segment can stimulate the trade. "It is a sort of starter model for flowers. We see that consumers between 25 and 30 years of age like flowers and plants, but that they often find it too expensive. And important is that this segment and that of the fresh roses are not incompatible as it is a different part of decoration and falls more into the gift segment. Royal FloraHolland, for example, really likes the brand and the idea behind it. In the market, the Fabelicious dried roses have been received by many with great enthusiasm as the "ANTI Corona bouquet" & "NO WASTE solution".
Also regarding the trend of online sales, the Fabelicious flowers offer new opportunities for florists. "Due to the COVID-19 crisis, many florists started to sell their flowers online and our flowers can offer a solution; they maintain their color, can be transported easily and especially now, heading towards summer with temperatures rising."
Besides stimulating the trade, trading fair trading is given high priority. "To produce dried flowers, one can get fresh flowers at the auction, but we make sure that the farm workers in Africa will receive fair prices. In Africa, we're on the eve of a humanitarian problem. There is no social safety net in these countries and by producing our flowers, we can offer them a future. Their social safety net is the European consumer that buys the flowers.
With the Mobile Flower Boutique one can ' the old-fashioned way' check out the flowers in real life. "Moreover, they can also learn more about us and the farms we work with." The tour will start in Aalsmeer from 3-5 June, for our agenda please look at fabelicious.com
The fabelicious roses are being supplied through the traditional wholesaler. Currently, 6 million roses are in stock and every day, new flowers are being dried.