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International Meet-Up Floriculture - Miami

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International Meet-Up Floriculture - Miami International Meet-Up Floriculture - Miami Becky Roberts The future floricultural value chain Becky Roberts is Director of Floral at the Produce Marketing Association (PMA). For nearly 20 years now she has helped PMA members grow their companies through connections to information, insights and each other. She drives integrated programming for the floral industry, including research, education, networking, and events. She has traveled the world to meet members, understand their needs and identify opportunities for collaborations that bring value to members’ businesses. She comes from a fourth generation farming family and is a native Delawarean. Workshop “PMA’s Glimpse into the Future” During this workshop Becky Roberts presents a glimpse into the future for the global supermarket floral industry. This insightful presentation will challenge you to better address the business implications of current trends and prepare you to reap the benefits of trends on the horizon. This session provides a forward-looking view of the mass-market floral industry as well as explores emerging trends in production, technology, and supply chain management. This is an opportunity for you to take a fresh look at the next three years and determine how you can use this information to grow. Bas Pellenaars The future floricultural value chain Bas Pellenaars is commercial director Latin America at Dümmen Orange. Based in Florida, Bas works closely with importers and other supply chain partners to bring Dümmen Orange’s flowers and plants to the market. The company is a leading breeder and grower of cut flowers, bulbs, succulents, potted plants, bedding plants and perennials. With more than US$260 million in sales and more than 7,000 employees worldwide, it operates a network of production sites and a large marketing and sales division. Previously, Bas was employed at Fides, a chrysanthemum grower and breeder, which merged with Dümmen Orange. Workshop “Strengthening relationships for Supply Chain Success” ‘’This workshop centers around the topic how supply chain partners can work together to be successful, focusing on relationships and cooperation which go further than just your direct customer. By means of examples from different regions – e.g. Europe, the US – round-table discussions will be held to identify the good, the bad and the ugly’’. Eduard ter Laak Turning internationalization and sustainability into profitable business Eduard Ter Laak is director and co- owner of Ter Laak Orchids. Together with his brother Richard he is responsible for the production of 12,5 ha Phalaenopsis (Midiflora and Multiflora in 12 cm pots and Multiflora in 9 cm pots) at two different production locations in the Westland area in the Netherlands. In the Netherlands the company is currently expanding by constructing a new and innovative type of greenhouse, the so-called Daylight greenhouse. In the Netherlands they sell their products under the brand name Decorum Flowers and Plants. Decorum is also a leading producer association of which Eduard is a board member. Ter Laak concentrates on top market segment sales and has set up an in-company shop to reach consumers directly and gather useful market information. To this end they recently also started with a webshop called ‘Home of Orchids’. Workshop “Internationalization: the road to success?” A few years ago Ter Laak Orchids has taken up a new challenge and has initiated activities abroad. Together with local partners they are currently investing in the production of semi-finished and finished plants for respectively export and local sales. This workshop concentrates on doing business abroad and how to become profitable in a foreign environment. Eduard will share his experiences and elaborate on Ter Laak’s ambitions as well as their vision on the future development of international Phalaenopsis production. Henri Potze Turning internationalization and sustainability into profitable business Henri Potze is 44 years old, married and has two daughters. He has been interested in plants since he was 8 years old. He started his first landscaping company in the north of the Netherlands when he was only seventeen years old. In 2008 Henri moved to the west and started his career in the field of flower and plant exports. In 2013 the big Dutch retailer Albert Heijn asked Henri about the sustainability of plants. This question made him realize that the international horti- and agricultural business could not really measure sustainability. In 2015 Henri founded Benefits of Nature, a foundation which measures the sustainability of worldwide agricultural products. The organization uses the LCA method to give insight in the emissions of each product. The so-called Ecochain tool, used by Benefits of Nature, actually measures sustainability by turning emission scores into a number. Benefits of Nature works on a company’s process, product and material level. The lower the total number or footprint, the more sustainable a company actually is. A zero footprint means no emission at all. Benefits of Nature takes into account the complete horizontal and vertical supply chain which is involved in producing a particular product. Therefore, every material to be transported or process needed in order to produce the final product is being measured by the Ecochain tool. Workshop “Earning money with sustainability” ‘’Foot printing can lead to cost savings. Using less energy means lower costs, more profit and a better image of your company. Co-creating with other sustainable companies can lead to new profitable sustainable concepts for retailers and consumers. During my workshop I will explain the foot printing techniques we use and I want to show you how sustainability can lead to a very interesting and profitable business model. Reducing costs, building a sustainable image and creating new concepts, based on sustainability, can lead to a much better turnover and margin’’. Ralph Koopman Consumer marketing & branding in floriculture Ralph Koopman is owner of Koopman Agro Consult and currently works as Managing Director of Decorum Company Netherlands. Ralph is also a board member of the Dutch Garden Retailing Organization. Ever since his graduation from Wageningen University Ralph has been working within the Agricultural Business Sector, in different management positions. Throughout these years, he gained a wide international experience in the process of breeding, selection, propagation and marketing & sales of horticultural products. Working in an international environment has always played a central role in his activities. For about 10 years, he travelled extensively and this has been both a great experience and very satisfactory: working with people from different cultures, different backgrounds and being able to construct business relationships. Decorum Plants & Flowers is the leading cooperative in the high quality segment of plants & flowers. Around 21 years ago, several growers started what now has become Decorum. The idea behind this cooperative was to build a group of innovative growers that focused on creating more added value with their products, by introducing a specific brand name and only focus on the best quality products. Decorum managed to create a distinctive place in the market. By now, the Decorum brand is well known in the horticultural business. Earlier this year a new look & feel was introduced: ‘Decorum: feel the quality’. Now all members supply their top quality under the new Decorum brand name. Several marketing concepts have been developed (and many concepts which are in the process of development), which help to strengthen Decorum’s position in the market. Workshop “Development of consumer marketing in the Netherlands” ‘’During this workshop I want to share my experiences as a member of the Dutch retail group ‘Shopping Tomorrow’, focus group ‘Future Garden Retail’ and of course what we do at Decorum. With regards to consumer marketing I want to elaborate on who is our consumer in 2025, how can we approach this consumer and how can co-operation in the garden retail chain contribute to satisfy the consumer and create a profitable business for all chain partners?’’ Marta Maria Garcia Consumer marketing & branding in floriculture Marta Maria Garcia is the General Manager/Owner of the new start-up called Designer Cut Flowers, after spending a decade working as the Marketing Director for Costa Farms, one of the nation’s largest growers of ornamental plants. She brought more than 10 years of experience marketing premium brands to Costa Farms in 2007. She began her career with BACARDI in Puerto Rico where she worked on several BACARDI brands. As Senior Brand Manager for BACARDI USA, she built and launched the Bacardi Silver business, a joint venture between Anheuser-Busch and Bacardi. She was also involved in launching Havana Club Rum. Her creativity and vision contributed to the success of BACARDI Rum mobile marketing efforts in the US - The Red Hot Road Trip as well as the global platform BACARDI B-Live. While at Costa Farms, she has spearheaded the development of branded programs such as ‘O2 For You: Houseplants with a Purpose’ and Tropic Escape Blooming Tropicals. Marta has worked closely with breeders and retailers to bring new genetics to the market. Her expertise in market research, digital media, new product development and promotional retail programs has assisted Costa Farms in becoming the industry’s leading marketing innovator. She has developed successful trade marketing programs for customers at big-box retailers such as Lowe’s, Walmart and Home Depot. In addition to her marketing savvy, Marta is a strong voice in the growing industry. She currently sits on the PMA Floral Council, and is an invited member for the PMA Strategic Planning Team. Marta is also active on the Luxflora Board of Directors, designed to encourage and mentor women in the horticulture industry. Recently, Marta was recognized as a Greenhouse Product News’ Class of 2017 40 Under 40 industry professional. This award acknowledges individuals who are the movers and shakers of the horticulture industry and setting the pace for tomorrow.
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