From plant to presentation: Riza Growers' inspiration center opens its doors

Riza Growers, a group of six flowering houseplant producers, opened their inspiration center in Wateringen, the Netherlands, on Wednesday. The opening event, called the Riza Expo, will continue until June 11 and is aimed at exporters, retailers, specialist traders, and garden centers. After the expo, the center will be available for visits by appointment throughout the year. During a tour, Shirley Barendse, who handles Marketing and Communication for Riza, shared more details about the center.

Since Riza Growers was established, sales and marketing for all member growers have been handled centrally. All their products are offered collectively through Riza. In the new inspiration center, visitors can explore a variety of Bromeliads, Orchids, Anthuriums, and Spathiphyllums. The center showcases these plants alongside creative display ideas for store shelves.

One of those inspiring displays are the seasonal themes. Four collections have been put together in which selected plants are combined with matching ceramics, focused on Christmas, Valentine's Day/Mother's Day, Easter and autumn. "In this way, possibilities are shown for a varied filling of the store shelf throughout the year."

The four seasonal themes

The center also introduces four distinct lifestyle themes, each tailored to different consumer groups. These lifestyles create specific atmospheres that are expressed through a selection of plants, ceramics, and additional features. With mood boards and presentations, customers can find inspiration for arranging their shelves.

Two lifestyle themes, from mood board to presentation.

Behind the lifestyle themes, the ceramics are presented, matching the lifestyle in question.

"We actively seek the triangle between grower, exporter and end customer. What we want is simple: the right plant, at the right time, in the right place."

Data also has a dedicated role at the inspiration center. "Data gives us and our customers valuable insights to improve shelf layouts. One way we gather this data is through QR codes attached to each plant. When consumers scan these codes, we can track when and where our plants are sold. With a sales volume of 45 million plants a year, this provides reliable data. The QR code also links to an AI plant coach that answers consumer questions. We can review these questions to gain useful information for the entire supply chain. With these insights, we can offer more precise advice for shelf arrangements."

Open year-round
The inspiration center remains open year-round, not just during the Expo, and is relevant for export partners, garden centers, florists, and retail businesses. "Our focus is on the customer, their goals, and the consumer. We aim to collaborate with customers to create annual calendars, conduct workshops, and develop product combinations. Our goal is to help customers optimize their shelf arrangements. In a market where profit margins are tight, cooperation and efficiency are key."

Future vision
Riza is dedicated to four core values: excellent service, a wide and diverse product range, data-driven strategies, and sustainability. Henk says, "Our aim is to provide an inspiring environment where meaningful discussions can take place about improving the supply chain together."

Planning a visit?
You can register for the Expo via rizagrowers.nl/expo. The Inspiration Center will remain open by appointment after the Expo. "We hope that this will really become a meeting place for our customers and their customers," concludes Henk.