Most people picture a classic yellow flower when they think of daffodils. At WF Leenen in Voorhout, in the Dutch bulb-growing region of South Holland, the range extends well beyond that. "People don't realise how much variety there is," says Jaco Leenen. "And we see that reflected throughout the entire supply chain."
© WF Leenen
Jaco and Dirk Leenen
The family business operates year-round, with growing locations on both hemispheres. "In the second half of the year, from October through January, our bunch-flowered daffodils come from Chile and Australia. After that, the Netherlands and England take over, and we start again here at the end of January with the standard single- and double-flowered varieties."
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Direct connection with the end customer
There is, however, a disconnect in the market. "Florists say they can't source certain varieties and ask us where they can find them. At the same time, the trade says there's no demand. Something is clearly going wrong there." According to Jaco, this is driving a shift in the chain. "We are increasingly supplying directly to businesses, with more targeted delivery."
© WF Leenen
The auction clock is a shop window
Around 20 percent of daffodil sales go through the auction clock. "That has been difficult for daffodils for some time," says Jaco. "But we want to be there every day. The clock is our showcase, it reaches more people than our own network alone." At the same time, the focus is shifting further toward fixed orders. "Those are essential. This year, there was no real peak around Easter. The clock performed poorly, but direct trade continued."
The forcing schedule is built around Easter each year. "By then, most flowers need to have left the business, and ideally everything has been cut. With bunch-flowered daffodils, we can continue a little longer. Varieties we start early, we also finish later."
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Not an easy year
This has not been an easy year for the sector. "For the average grower of standard daffodils, it has been a difficult year. But if you have a broad assortment and can differentiate yourself, you can get through it reasonably well." WF Leenen produces between five and six million stems annually, across 25 varieties. "That breadth is essential. The mass-market assortment is becoming increasingly volatile, while growers are actually leaving the sector. We are fortunate to have succession in place, and we are fully committed to moving forward."
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Pink Perfection
Sales markets
Assortment variety is also necessary to serve different export markets. "One notable trend this year was strong demand in Scandinavia for salmon-pink and white shades, such as Sweet Paradise and Pink Perfection. In the United States, there is less appetite for bunch-flowered daffodils, as these are more vulnerable during transport."
© Mirthe Walpot | FloralDaily.com
Jaco and son Jim
Family business
WF Leenen is a true family business. Breeding began in 1954 with Jaco's grandfather. The third generation now leads the company: Jaco, his brother Dirk, and his sister Geertje, who focuses on breeding. "It takes a long time to develop a new variety. From crossing to a good bulb takes eight to nine years. After that, it can take another twenty years before a variety becomes truly commercial. That is what 'growing for generations' really means, which is also our slogan." The fourth generation is already on its way: Jaco's son Jim works in the business and has never considered working anywhere else.
© WF Leenen
For more information:
WF Leenen
Jaco Leenen
Loosterweg 51f
2215 TM Voorhout
+31 (0)252 21 25 31
[email protected]
www.wfleenen.com
