From Kenya to Valencia: Verdnatura sources directly from Africa via Floriday

Progressive. It's a term that fits Spanish wholesaler Verdnatura well. The company has been selling flowers, plants and related accessories via its webshop for over 25 years. Something that was not at all common in the early years of the company. Assistant purchasing manager Ximo Llopis Espinosa: "We have a clear vision: online purchasing and sales of flowers and plants is the future of our sector. Floriday fits in nicely with that."

The black delivery vans with their distinctive green lettering drive back and forth from the small village near Valencia with ordered flowers and some extra stock to choose from on site. Valencia is where Verdnatura is based. The Spanish trading company is one of the largest suppliers in Spain and Portugal and now also serves southern France. It is a family business. Ximo: "You notice that immediately when you walk in here. It feels like a family: we work hard and we are all equal."  

Everything for the customer

Verdnatura is known for the high quality of the plants and flowers it offers. The company also sells artificial flowers, pots and vases in its webshop. Everything to take work off a florist's hands. "We focus on small businesses. Sometimes that's a florist with one shop, other times a florist with seven shops", explains Ximo. "They are often sole traders who combine running their business with family life. We are aware of that. That's why we take work off their hands and tailor our services as much as possible to their needs."

Purchasing and selling via Floriday

The flowers and plants in Verdnatura's webshop come from different parts of the world: South America, Israel, Italy and Africa among other origins. The company purchases some of these products via the Royal FloraHolland auction, but the vast majority come directly from the growers. "The florists who buy from us expect the very best quality. We guarantee this by working long-term with growers who can meet this standard", says Ximo.  

Floriday has become an important purchasing channel for Verdnatura. "This digital platform gives us access to a wide range of products from all over the world. This allows us to expand our range and respond intelligently to specific customer requirements." As an example, Ximo mentions the search for a good grower of Ammi Visnaga (fine field shield). Through Floriday, Ximo was able to track down several farms in no time. "We then make a small purchase to test the quality and collaboration. Floriday makes this very easy."

The financial settlement is also an important advantage of Floriday for Ximo. "I bought from twelve suppliers this week, but thanks to Royal FloraHolland, I only received one invoice. This saves us a lot of time and manpower, which we can then use in other ways for the company."

Verdnatura is one of the few companies that is present on Floriday as both a buyer and a supplier. This is due to the premium brand Santa Dorotea, with which the company focuses on florists and event or wedding planners. The brand guarantees colour consistency, stem strength and vase life. Ximo: "We don't grow the flowers and plants ourselves, but we have long-term partnerships with growers who meet our strict selection criteria."

Sourcing from Africa

Verdnatura is currently expanding its business, particularly in Africa. This is partly thanks to Floriday and the Match & Connect team of Royal FloraHolland, which organised a study trip to Kenya. Ximo: "I was surprised by the quality, the range and how people work there. Now we have two flights a week from that country."

Prices for sea and air transport from Kenya have fallen in recent years. This made doing business with Africa a serious option. Ximo: "At exactly that moment, Royal FloraHolland came up with the initiative to take us on a study trip to Kenya. Everything came together nicely."

Collaboration: a win-win for buyer and grower

Good collaboration with growers is important to Verdnatura. That is why Verdnatura representatives visit their growers at least once a year. "Our customers trust us. They know that Verdnatura and Santa Dorotea will deliver exactly what they expect." This also places demands on the farms with which the company works. "It helps when you see each other and walk through the farms together. It improves the relationship and helps to get things out in the open."

It is certain that Verdnatura will further strengthen its collaboration with African growers in the coming years. ‘If we are only a relatively small customer for them, we cannot ask them to invest in the quality of their products.’ The situation is different with Colombian farms: Verdnatura accounts for around 60% of their production for some farms. That gives you some leverage. ‘In Kenya, we will continue to grow steadily with our sourcing in the coming years. And without the Match & Connect team of Royal FloraHolland, that would never have been possible.’