Spread across several sites in Woubrugge, the Netherlands, covering more than 20 hectares of greenhouses, Nolina Kwekerijen has been a steady name in ornamental horticulture for fifty years. During a visit to the company, Marek Hoving guides us through the pot roses and explains why, starting 1 January, Nolina will shift its focus to specials. Alongside their year-round pot rose production, they also supply garden plants from week 10 through week 32.
© Mirthe Walpot | FloralDaily.com
Specials
A walk through the greenhouses makes it clear that they are fully committed to specializing their propagation and production. Pot sizes 7 and 10.5 will move entirely to special varieties, and the 10.5-centimetre range will be expanded with two new specials, Vieve and Gosia. "Retailers want to stand out, and our special mix can sit nicely alongside the mono-colours offered by other growers," Marek explains. "These specials complement the established standard colours."
Within the propagation and growing team, the benefits of specials have been evident for some time. "We have excellent control over quality, plant volume and shelf life. That makes this shift a logical next step."
A recognizable range
Little will change for pot size 13. Ganna, which joined the assortment less than a year ago, will remain the special within this pot size. Pot size 17 also stays the same, a size Marek says fits perfectly with several key sales moments, such as French Mother's Day. "Each pot size serves a different market," he adds.
Promising market
Nolina has been building its position in Germany for many years, and with good results. But Marek sees tremendous potential in the United Kingdom as well. "With Vieve and Piia, we can position ourselves very well around Mother's Day in the UK," he says. "The English market is practically open in front of us. There is huge potential."
© Mirthe Walpot | FloralDaily.com
Store visits
During the winter months, you will not only find Marek in the greenhouse or office. He also regularly visits retailers such as Carrefour, Jardiland and Auchan to observe how the products are presented. "Understanding the experience of the end customer is becoming increasingly important. You see in the store what works and what doesn't, and you can give direct feedback to the customer. That quick communication is incredibly valuable."
Holiday peaks
In pot roses, production is always geared towards upcoming holidays, with a small seasonal lift in Christmas colours toward the end of the year. According to Marek, retail promotions are essential for predictable sales. "Prices change daily," he says. "You have to be able to react quickly. And the weather plays a huge role as well. If it's 35 degrees in Austria during Mother's Day, nobody buys anything. But if there's snow on Valentine's Day, nothing happens either."
For more information:
Nolina Kwekerijen
Oudendijkseweg 11
2481 KE Woubrugge
Tel.: +31 (0)172 518 265
[email protected]
www.nolina.nl
