Red is, and always will be, the color of love. At rose grower Marjoland, Red Naomi once again takes center stage in the run-up to Valentine's Day. At the same time, the company sees the color palette around February 14 gradually broadening. "Red Naomi is and remains a timeless classic," says Leonie Plasman of Marjoland. 
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Leonie among the Red Naomi roses
At Marjoland, Red Naomi is available in A1 and XL quality, alongside a limited selection. Traditionally, this variety is the most pre-sold in the weeks leading up to Valentine's Day. Around half of the volume is sold through direct sales, with the other half marketed via the auction clock. "We also place roses on the clock on Valentine's Day itself. After all, you still want product available after that day. We deliberately choose not to sell everything in the weeks leading up to Valentine's Day."
Perfection
According to Leonie, Valentine's Day demands the utmost precision. "Prices go up during this period. If something is wrong — which of course you don't expect — everything becomes that much more critical. Quality is scrutinized even more closely. You feel the pressure for it to be perfect. Even more than usual."
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Red Naomi
This focus on quality is deeply embedded in the company's operations. At Marjoland, roses are cut seven days a week, twice a day. "It simply always has to be right. We work with year-round partnerships and deliver consistent quality. We don't want huge peaks around Valentine's Day, but rather stable sales. If you perform well during this period, customers remember that extra. But ultimately, you want them to keep buying afterward as well."
The total area planted with Red Naomi covers 13.5 hectares, accounting for approximately 70 percent of total sales. "You try to align production somewhat with demand, but above all we choose an even distribution. Continuity is important."
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Leonie with Xoch in 90 cm
Broader color range
Although red dominates, other colors are gaining ground. The fuchsia-pink Xoch — available in lengths of up to 90 centimeters — stands out in the assortment. "Xoch is somewhat less expensive than red, but it performs well during this period." The orange Novi is also finding its way to the market. In addition, other varieties remain popular, such as Jumilia and Sweet Dolomitii.
Sales
"We supply all neighboring countries, but sales differ per country. In Germany and Belgium, and also in the south of the Netherlands, Carnival plays a role. That always makes it a bit uncertain what impact it will have on sales," Leonie shares.
© Mirthe Walpot | FloralDaily.com
Xoch
Innovation in the greenhouse
Recently, Marjoland invested in UV-C robots that drive through the greenhouse at night to combat diseases and pests. With this, the company is taking further steps toward sustainable cultivation. Climate control is also carefully managed. To maintain the correct bud temperature — crucial for the color of Red Naomi — a second energy screen is sometimes used. The greenhouse temperature is kept at around 20 degrees Celsius. Temperature has a direct influence on the intensity of the red color.
The attention to the red rose has not gone unnoticed outside the sector either. On February 7, Leonie appeared on the Dutch TV program 'De Grote Tuinverbouwing', where presenter Ivo Putman visited Marjoland.
For more information:
Marjoland
079-5933399
[email protected]
www.marjoland.com
