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Fruitful Lessons from the World Leader in Kiwifruit Zespri CEO Lain Jager

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Fruitful Lessons from the World Leader in Kiwifruit Zespri CEO Lain Jager Agora Group A fish out of water The Rarest Rose Award-winning Avalanche An exclusive interview Florist Neill Strain Floral Couture March-April 2017 Be Fashion, The Future of Horticulture: Not Victim Creating a Culture of Quality Fruitful Lessons From the world leader in kiwifruit Zespri CEO Lain Jager It’s time to be EXTRAORDINARY Inspired by nature and re-imagined by Danziger, there’s nothing ordinary about Scoop™. With its perfectly spherical flowers, and exquisite color palette, Scoop™ will spark imaginations in every arrangement and bouquet. SCOOP™ Scabiosa www.danziger.co.il | Preface Contents Minds Facts, 24 Figures, FloraCulture International Fruitful elcome to the new-look FloraCulture Lessons International, your gateway to global From the world leader W ornamental horticulture. In a constantly changing world FCI is moving with the times, keeping in kiwifruit you up to date with the consequences changes have on the horticultural sector. If we want the ornamental horticulture to bloom it’s essential to bring people, What could the flower industry learn from Zespri, markets, cultures and knowledge together. FCI helps a New Zealand group of kiwi growers? Zespri has been you to do this. successful on aspects like differentiation, branding, The new FCI has 2 pillars: Each issue will have a theme marketing and a steady quality policy. That’s why FCI and we will highlight a different continent, giving specific attention to a country and city therein. gladly gives the floor to Zespri CEO Lain Jager. In this issue we will focus on various aspects of quality, something Zestri’s CEO knows all about considering 30 Up close his monumental success. We also report on the latest Buxus grower European developments for the florists, what for impact will Brexit have on the ornamental sector meets market demand in England and how does a high end London florist Buxus grower Adrie van Dun from Topbuxus (Strijbeek) always surprise his clients. Also new are 2 columnists is a natural person in heart and soul. He’s been working from the Royal FloraHolland cooperative, who in this in horticulture for 30 years and has never regretted one day of his career. Now he is the largest buxus grower in the issue share their knowledge and vision on quality. Netherlands. We hope you enjoy reading the renewed FCI. 32 Showcase Let us know what you think at: Luxe Blooms [email protected] Mayesh, one of the USA’s leading wholesale distributors of cut FCI Team flowers, has added a Luxe Blooms showcase for the cream of the ornamental crop. Colophon Columns Quality and Branding FloraCulture International Design /Print is an independent international trade Total Identity, Amsterdam Fred van Tol magazine gifted to the floral industry Marcel Bosma MBGO, Utrecht Team Manager Account by Royal FloraHolland. FCI shares Drukkerij van Deventer, knowledge within the industry by ‘s-Gravenzande Management Royal FloraHolland bringing together markets, people Representing international and cultures because we believe this Advertising flower growers will make us all bloom. Contact Angie Duffree [email protected] FCI team 00 31 (0) 6 533 466 05 Customer Satisfaction Katja Bouwmeester (editor in chief), Frits Jonk Ron van der Ploeg (editor), Piet Kralt Publisher Manager of Royal (editor), Rianne Nieuwenhuize (editor), FloraCulture International is Angie Duffree (traffic & sales) and a published 6 times a year worldwide. FloraHolland’s number of highly talented journalists Test & Quality Centre and photographers. Publisher is not liable for the content of the advertisements. Contact For more information or if you would Photography by permission of Getting your like to share any of the content of the copyright owners. money’s worth! magazine, please contact us at; [email protected] Published by Royal FloraHolland John Ingwerson FloraCulture International ©2017 FloraCulture International CEO Jungle Jack’s Plumerias Royal FloraHolland, P.O. Box 1000 magazine. All rights reserved. 1430 BA Aalsmeer, The Netherlands 4 FloraCulture International March-April 2017 Meetings Markets 12 18 Britain, Gloomy or Bloomy? Agora Group: What consequences will Brexit have on the floral business? How will it influence flower and plant A fish out sales and imports? These are questions we have had since the British voted to leave the EU last of water June. Since negotiations between Britain and the New Flagship Store EU have only just started, it’s too early to tell. But we are already seeing consequences. Two Belgian companies, wholesalers Agora and Azalea grower Tom Leybaert find new ways 16 Continent to get connected to clients by branding their Arranging the future company and their product. This is how they deal As the European floral sector changes rapidly, it’s necessary to understand what’s really happening. with quality challenges. Here’s a sneak peek at the 2017 European Florist Sector Report, scheduled for release June 2017. 8 Getting together 20 Country Veiling Rhein-Maas Export to UK in decline Early this year Uwe Bedenbecker and Marc Schax Ever since the United Kingdom voted for Brexit, exports to the were named CEOs of Veiling Rhein-Maas, succeeding UK have started to dwindle. In 2015, the Netherlands exported Ruud Knorr. Bedenbecker will be in charge of clock and 925 million euros worth of flowers and plants to Great-Britain, commercial activities, Schax of logistics and financial but in 2016 the export value was just 883 million euros. Data activities. FloraCulture International met both at IPM Essen. show that there’s been a sharp decline in the export of cut flowers, while the export of plants stayed level. 14 Feature 22 City Revolutionary Rhododendrons Don’t tell grower Tom Leybaert that Rhododendrons and Floral Couture Azaleas have become a bore. Immediately he’ll point to It’s no secret. The gap between flower farmers and bold branding examples and breeding breakthroughs. the new generation high end consumer is wide. Luxury Even if your product struggles with an image problem, you florist Neill Strain turns the tide! can still engage with your customers. In this FCI edition he reveals his secrets… 34 Case State of the industry European garden centres are very important outlets for plants. So it makes sense to investigate garden centres at the European level. FCI spoke with expert Oliver Mathys from ‘I green you’ about developments in Germany, Holland, Britain and France. FloraCulture International March-April 2017 5 ADVERTORIAL Lily Extravaganza Lilies will be under the spotlight during the Dutch Lily Days that run from June 6-9 2017. The ‘open-house’ event is designed to showcase these spectacular flowers in all their glory at 13 of the leading lily nurseries across the north west of Holland. The participating nurseries are all in close proximity and geared up to promote, market and spread the love of this beautiful flower. These leading lily nurseries literally open “There are many new lily varieties this Flower Trials Opportunity their doors to welcome visitors from year,” says Arie Alders Export Manager The four-day lily extravaganza is timed to around the world to see this ancient for De Jong Lelies. “Every year there run a few days before the infamous Flower industry and the remarkable flowers are a hundred or more applications Trials, to enable visitors travelling from up close. It’s a hotbed of discussion, for breeders’ rights being requested afar to see both events on one trip. The celebrating the excellence in Dutch lily for new lily varieties. This season, most grand opening for the Dutch Lily Days is breeding, cultivation and marketing of those new varieties will be on show at Van den Bos Flowerbulbs. “This year and the place to see the freshest, latest during Dutch Lily Days. There are more there are 13 exhibitors. This is one less developments in the lily growing industry. and more double flowering types in compared to 2016, because the breeding all the lily groups, such as Double activities of Marklily has been taken over On-trend Oriental lilies, Oriental Trumpet lilies, by Vletter & Den Haan,” explains Arie Lilies are on trend across the world, with Asiatic lilies and Longiflorum Asiatic Alders. plant breeders launching a raft of new lilies. varieties exhibiting not just fabulous The participating nurseries are in and new colours and showier forms, but also Almost all breeding companies are around the north west of Holland and improved disease resistance, making the showing new double Oriental varieties. include Van den Bos Flowerbulbs; BOT plants less demanding in terms of crop They are very popular with new varieties Flowerbulbs; De Jong Lelies Holland; Lily protection and pest control. Potted lilies from the Rose lily brand (roselily.com) Company; Mak Breeding; Onings Holland are another growing trend, but it’s the but also varieties such as the double Flowerbulbs; C. Steenvoorden; GAV pollen-free doubles that are proving Orientals ‘Kadango’, ‘Sara Bernhardt’ Lilies; Gebr. Vletter & Den Haan; VWS a popular choice with florists, retailers and ‘Snowboard’ from Vletter & Den Flowerbulbs; World Breeding; Zabo Plant and floral event managers. Haan. Double lilies have in common that and Van Zanten Flowerbulbs. the stamen of the flowers have been Exciting Developments changed into petals which doubles the For more information please visit Lily cultivation is thriving and during the number of petals from 6 to 12, but in www.dutchlilydays.nl four Dutch Lily Days the Netherlands some varieties there can be more than becomes the epicenter of the international thirty. But the biggest advantage of lily trade and a showcase for this evocative double flowering lilies is that they are flower. Familiar favourites and some pollen free, so no more pollen stains groundbreaking strains are all on show on your clothing after handling the for the lily connoisseur. open flowers,” explains Arie Alders.
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