Ronald Streng: “Quality is our strength”
A gigantic portion of daring and continuous growth, those are the keys to the success of Nico Streng Boomkwekerij. Partners Ronald (33) and Sandra (27) Streng are full of ideas for the future of the tree nursery. The Logistic Supplies Online service of Royal FloraHolland takes care of their daily tasks. Ronald added, “My father taught me to take risks. And so far, it has all worked out. Sometimes I do wonder when we might not do so well.”
You are full of plans for the future. How did it all start?
Ronald: "In 1976 my
parents Nico and Jolanda began cultivating mostly field-grown
products, like Acer. After a few years, they switched to pot
cultivation. That led to cultivating soft fruit. In 2009 I joined
the company. For a few years, my parents and I ran the company
together. Unfortunately, my father died last year. Then everything
started accelerating."
Sandra: "Alongside my job in the communication sector, I
worked one day a week in the nursery office. To keep everything
running smoothly, I resigned from my communication job last year.
Now I can focus fully on the nursery and our children. Our staff
have also taken on more responsibility since his death. That's
essential because Ronald, Jolanda and I can't do everything on our
own."
How do you sell all of the products?
Ronald: "We sell almost everything directly, only five percent goes to the auction. Garden centres, retail and supermarkets are our biggest customers. We don't sell below market price. Quality is our strength: we do what we promise and supply good products. I believe that is most profitable in the long term. And it seems to be working that way in practice. Once we have acquired a new customer, the demand almost always increases."
And how does Royal FloraHolland support you with this growth?
Sandra: "Many growers are a member of Royal FloraHolland because of the payment guarantee. We are fortunate that we don't need that. So what do we use from Royal FloraHolland? The Logistic Supplies Online service. It gives us real-time access via the app and My Royal FloraHolland to the current balance of our lock plates, CC-containers and shelves. Transferring is also easy via My Royal FloraHolland. This is especially handy during the peak period. It also saves us money on costs."
What is your biggest challenge?
Ronald: "In 2012 we
renovated and modernised the nursery. That has worked well so far.
Customers know where to find us. To continue growing, we bought one
and a half hectares of land from our neighbour last year. In 2019
we shall start building. We shall create another hectare for potted
plants within a couple of years. This growth is really fantastic,
but also a challenge. It means that we must invest in renovating
the nursery, product development and new personnel. We also have to
delegate more responsibility to our current employees."
Sandra: "Grapes are our speciality. So our peak period is
the spring. To be able to do all the work, we invest in
enthusiastic and good personnel. To make this process efficient
year-round, we looked for a suitable autumn variety, like
Gaultheria in many pot sizes. Ronald really enjoys thinking up
these plans. He dares to take risks and invest. Ronald continues
his father's vision. Tests with 5,000 items? No, he tests directly
with 50,000 items. Ronald's passion and commitment are
contagious."
