Floriday through the eyes of Rene Eikelenboom
How do growers experience Floriday? You can read the reply on this page. Currently, Rene Eikelenboom is in the spotlight.
Rene Eikelenboom is co-owner of Arcadia. He is responsible for selling the 50 million stems of disbudded chrysanthemums that are produced each year. At Arcadia 100 people work at five cultivation locations. Arcadia is part of Decorum - a partnership formed of 60 growers.
Where do you notice growth?
Rene replies, "We sell 65% at the clock and 35% by direct trade. The latter category is highly diverse - from forward sales to day trade. We see an increase in the percentage of direct trade. This is a development that we are following and that we are anticipating. It is not a development that we are encouraging ourselves. For us - selling chrysanthemums - the clock is the place where we obtain good prices.
"The clock is also the place where your products are on display. From Moscow to Barcelona, buyers see what comes past. If you work primarily through direct trade, you lose this display possibility, which you will have to solve in another way."
Which digital sales channels do you use?
"We exclusively use FloraMondo. We set FloraMondo open for a select group of exporters."
What problems have you encountered?
"The most important problem is that the price of 1 bucket is the same as that of 27 buckets, while the logistics costs for a single bucket are much higher. Currently, this cannot be covered in the price. This means we sometimes lose sales, so the situation will have to be fixed soon!"
Digitalisation: Headache or opportunity?
"Mostly opportunity. We feel it is very important to know what our end customer's - for example, a wholesaler in Warsaw - real concerns are. And does the end customer want to buy from you? Then there must be a good way to do that digitally.
"Another example is the support of several purchase opportunities each day - but then in a logistically efficient manner. We have opened a distribution centre (DC) for this purpose in Naaldwijk. The DC holds stock that we can draw on for delivery every hour. This is fully automated: from digital order to processing."
What is your digital dream?
"Our digital dream is a Decorum webshop where our customers can be served with a complete range of plants and flowers. We do realise that our own chrysanthemums form only a small part of the wholesaler's assortment. That is why the collaboration within Decorum is so important. With 60 growers we can provide a one-stop shop and a strong brand for our customers."
What do you think about Floriday?
"Floriday is the digital marketplace - truly comparable to the physical marketplace that we are familiar with. We hope that other initiatives also join Floriday so we can keep just one marketplace. That is what we are striving for. We do not believe that multiple marketplaces are good for growers. It's why we are strongly supporting Floriday!"