FLORAHOLLAND – The FloraHolland Product Committee (FPC) for roses has assembled on 20 September. The committee members discussed with W. Zuiderwijk, who is about to start his function as the ‘segment salesman’ for roses, about the direct sales of roses through FloraHolland Connect.
The share of Connect sales of roses is growing. It comes on the account of declining BVO (by-passing auction) transactions, which are channelled through Connect now. Recently the retail segment asks for more roses in direct delivery. This means more uniform batches, in mid and long-term orders, which they don’t like to gamble for in the clocks. This tendency is stimulated by the increasing trend to consume flowers for own use, and by the retail interest to improve the ‘feeling’ of consumers in the shops.
FloraHolland Connect can optimally play this game with its new ‘segment approach’, through collaboration with wholesalers and retailers. The committee will go deeper in this issue in one of the coming meetings. News in this field is that discount retailers like Aldi and Lidi are going to set MPS certification as a minimal requirement. Growers must take this development seriously.
At the last meeting the committee members asked FloraHolland to enable higher loading on auction trolleys. It was reported that the issue is seriously considered and studied, aiming to find practical solutions. E. Smit told the committee about the considerations about the possibility to distinguish the sales top quality roses. They are working on new protocols for cool-chain, hygiene, and preventing of Botrytis, in order to set the top quality standards. With D. Jansen it was discussed about the problem of ‘twisted harts’ in rose buds. He explained that breeders are working on preventing this phenomenon.
The committee further discussed a series of technical issues, aiming to improve the auctioning process of roses, and the future plans of ‘advance auctioning’ (buying in the clocks products that are still in the farm).
The next meeting would probably take place in January 2012.
FloraHolland nominates the FPC members, on the basis of personal credentials. They provide advice to FloraHolland on their personal title. The suppliers represented in the FPC Rose are: W. Ammerlaan, R. v.d. Arend, M. v.d. Hulst, R. op den Kelder, D. van Leeuwen, H. Koene, D. v.d. Nouweland, G. Rodewijk en R. Zuurbier.
Source: FloraHolland