AALSMEER – Opti-flor, Sonneveld Hydrangea and McCallum Nursery are the winners of the Dutch Flower Awards 2011. Phalaenopsis company Opti-flor from Monster, the Netherlands, was distinguished as the Dutch Flower Group's (DFG) most valued plant supplier. The flower supplier with the most added value is Sonneveld Hydrangea from Bleiswijk and DFG awarded the Fairtrade plant company McCallum Nursery from Sri Lanka as the most valued, foreign supplier.
For the tenth time in a row, the DFG commercial group, which is the international market leader in marketing and sourcing flowers and plants, handed out the prestigious Dutch Flower Awards to suppliers who represent outstanding added value. CEO Marco van Zijverden announced the award winners at the DFG stand at the FloraHolland Trade Fair Aalsmeer 2011 on 3 November. They were chosen from the nine top suppliers, three in each category, which DFG had nominated for the distinctions.
At the beginning of his speech at the celebratory awards ceremony, Van Zijverden congratulated FloraHolland on being awarded 'royal' status. He also referred to the fact that DFG had again achieved first place in the Hillenraad 100 and had been chosen as Company of the Year in Aalsmeer. "I am proud of our people, our customers and our chain partners," he said.
Twenty percent growth in turnover
"We have seen substantial growth in turnover this year," announced Van Zijverden in relation to developments at DFG. But he also noted that growth was largely due to exceptional factors, including the takeover of Blumex wholesale activities, the alliance with the Mavuno Network, the integration of Bloom, Fast Track Flowers and World Flowers in DFG, and the affiliation of Airflo and flower export company Ed de Groot with DFG. "Our growth in turnover this year will amount to around 20 percent, 5 percent of which is autonomous growth. This means that turnover this year will total € 950 million."Van Zijverden pointed out, however, that the floriculture sector is still under pressure. But DFG, in his opinion, can respond to this; "We would like to join forces with growers, FloraHolland, transport companies and customers even more so than previously in order to achieve improved efficiency in the chain. Cost leadership is an important success factor for the coming years: no added costs but plenty of added value."
Prioritising sustainability
In addition, according to Van Zijverden, the connection between growers and the DFG companies is vital for obtaining greater added value from the chain. Good reason for him to provide an alternative ‘meaning' of DFG as "Direct From Growers". He also announced that DFG will be prioritising sustainable business practices in 2012. "Investments in employees, a social commitment to the surrounding area and dealing with the natural environment in an appropriate manner are issues that will be guaranteed within all DFG companies," said the CEO.In summary, Marco van Zijverden explained that Dutch Flower Group would like to shape a "new brand identity" on the basis of chain collaboration, sustainability and solidarity with suppliers. "The ‘face' of our mission, Making Life Colourful, will be formed from now on. We would also like to emphasise that you, our suppliers, are vitally important for ensuring our sector has a colourful future."
Delighted winners
The winners seemed delighting with the distinctions as they gave their initial reactions after the official award ceremony. "It was fantastic even to have been nominated. It is an expression of appreciation. If you then go on to win, that makes it twice as good," says Steve Sonneveld from Sonneveld Hydrangea. "We believe it is important to continue on our current path and keep staying one step ahead." Marco Hendriks from Opti-flor was also delighted. "It is fantastic to win a prize from a pioneering company." He finds collaboration with DFG both challenging and inspiring. "For us, the award motivates our company to achieve an even higher level." Unfortunately, McCallum Nursery was unable to attend the event. "They were very disappointed that they couldn't be here; they would have loved to have taken part," says René Vellekoop (Hamiplant) on behalf of the company from Sri Lanka. "They were very honoured just to have been nominated. It is the only business in the world that grows Max Havelaar fair-trade house plants. They aim to demonstrate, together, that there is more to it than just growing the cheapest plants and that you can genuinely add value. In Sri Lanka, they are the only grower and the only large employer for miles around. The fact that they receive a premium for their products also benefits the employees."
Commendations for other nominees
In his speech, Marco van Zijverden also commended the other nominees. These included Wesselman Flowers from Roelofarendsveen, Gebr. Van der Lugt Lisianthuskwekerij from Honselersdijk, Ammerlaan-Sosef Potplantenkwekerij from Honselersdijk, Kwekerij Van Son & Koot from Kaatsheuvel, Scimitar Farming from Zambia and Helechos de Cuero from Costa Rica. These six top suppliers all received a certificate of appreciation.
Source: Holex