Every month, with Trade Talk, Dekker Chrysanten highlights one of their trading partners who sell their varieties. "We delve into the company's history, inquire about their relationship with us as a breeder, and uncover their experiences with the numerous chrysanthemum varieties that Dekker has introduced to the market." This month, they visited Blume2000.
"Blume2000, a prominent player in the German flower market, more than lives up to its promise of "bringing nature back to the city." In their stores, you'll find an abundance of indoor and outdoor plants and beautiful bouquets for every occasion. However, Blume2000 goes beyond selling flowers and plants alone; they also invest significantly in urban nature projects and the training of future florists. Discover the fascinating story of Blume2000 in our interview with Gerco Drenker, responsible for cut flower procurement and a well-known and trusted name within Dekker Chrysanten."
A true flowerman
With over 35 years of experience in the flower industry, Gerco is a true flowerman. For Gerco, it all started with his own flower shop, where he gained extensive knowledge about customer preferences and behavior, store layout, and flower procurement. But this was just the beginning of Gerco's journey in the flower industry. He later worked for a wholesaler and pursued a marketing course at Royal FloraHolland. He was also once responsible for flower procurement for well-known British retail chains. Ultimately, Gerco spent over 12.5 years at Dekker Chrysanten, where he was responsible for the German market. Over the years, Gerco has experienced every facet of the flower sector up close, acquiring knowledge that serves him well in his current role as a buyer for Blume2000.
No two days alike
Gerco places tremendous value on strong relationships with the various parties he deals with daily. He works with a fixed group of growers, and agreements on deliveries are often made well in advance. This not only provides clarity for Gerco but also gives growers confidence in a stable market for their chrysanthemums. Despite Gerco's approach, the flower industry remains a dynamic world where no two days are the same. Unexpected events during transport or fluctuations in sales can occur, and there are numerous factors beyond Gerco's control that can throw a wrench in the works. Nevertheless, it is precisely this dynamism that has kept Gerco engaged in the flower industry with enthusiasm for over 35 years.
It was in the year 1974 when Blume2000 opened its first store in the 2000 postal code area in Hamburg. This marked the beginning of many more accomplishments, including the opening of numerous stores and the establishment of an incredibly strong brand. From the beginning, this brand has symbolized a deep-rooted love for nature and a continuous drive for improvement, growth, and innovation. Blume2000 can rightfully be called a pioneer. Shopping in one of "Blume2000's stores feels like a stroll through nature, surrounded by the most beautiful colors and delightful scents. However, Blume2000 has also solidified its position online, with its webshop becoming one of the most visited online stores for purchasing flowers and plants."
As a former employee of Dekker, Gerco still has a fondness for chrysanthemums. The variety of colors and shapes available, their excellent transportability, and their long shelf life means that many chrysanthemums find their way to German consumers through Blume2000. However, German consumers' buying behavior follows the seasons, meaning that Gerco sees an increase in chrysanthemum sales, especially during the autumn. Not only do the quantities vary by season, but the colors of the chrysanthemums on the shelves are also adjusted to the time of year and current trends. Therefore, Blume2000 closely collaborates with trendwatchers and stylists who together determine the assortment.
A close relationship
Gerco values the fruitful collaboration he has with Dekker as a breeder. In his work, the exchange of information and staying up-to-date with the latest developments in the chrysanthemum world play a crucial role. This mutual flow of information remains intact thanks to Dekker Chrysanten's regular visits to Blume2000. Moreover, events like Chrysanthemum Valley and participation in the Trade Fair are essential moments for Gerco to maintain a deep understanding of the dynamics of the chrysanthemum industry. This is a world in which Gerco has been navigating for quite some time and in which Dekker Chrysanten will continue to walk alongside Blume2000 for a long time to come.