Riza Growers: saving time through digitisation

Riza Growers (formerly The Orchid Growers) was created on 1 January 2025 through the collaboration of Ter Laak Orchios, Maarel Orchids, Bromelia Specialist, Karma Plants, Van der Voort Potplanten and Concorde Plants. Combining their sales and marketing activities created one new platform: Riza Growers. Under the name The Orchid Growers, they have already sold some 11 million Phalaenopsis orchids.

The need for digitisation

Previously, orders came into Riza Growers via Florecom, e-mail, WhatsApp and the phone. This caused the company to spend about two hours a day per employee handling these orders from all these different channels.

Meanwhile, the sales processes have been digitised, and all orders come in via Floriday. This saves them an enormous amount of time and makes the order process much faster. They now use the time they have ‘leftover’ for customer relations or other things like data processing and optimal presentations in Floriday. Digitalisation ensures more focus and calm in the order process.

‘With RFH, we have short lines; because we have implemented digitisation so far, we are a good sparring partner for jointly naming and working out new developments. We sit together in leading groups and have periodic consultations to take digitisation within Floriday to the next level. We do this for ourselves, of course, but we also see a pioneering role for the sector. Says Henk de Jong, commercial director at Riza Growers.

Digitisation as standard

Digitalisation was an important topic for Riza Growers from day one. Thus, at the start of Riza Growers, a project team was started to work on digitisation on a daily basis so that this way of working became the standard.

Similarly, they have had many conversations with customers. To find out how they work and what they need to start digitising. For instance, they looked at what systems (ERP) their customers work with.

In addition, Riza Growers sees it as their job to encourage their buyers to get everything out of Floriday as much as possible. They do this by working with weekly lists, offers, contracts, and buying tips.

Saving time

By digitising trading processes, Riza Growers saves around 40 hours a week. Because discussions no longer need to be about the order, time is left to discuss the product range, longer-term agreements and responding to mutual needs.

This also allows them to take a break from the hustle and bustle of the day and think about what the customer needs—for example, a suitable offer on Floriday, which helps the buyer and again saves time.

Crucial for the sector

Riza Growers also sees digitalisation becoming increasingly crucial in the future, not only for individual companies but also for the entire sector. The company now works entirely with Floriday and is constantly working on digital developments in the sector.

Henk explains his picture of the future for Riza Growers:

‘Our vision for the future is that the fineness of orders will only increase further and that companies will grow. This means that order flow will increase exponentially. Digitalisation and automation are an absolute must to ensure work processes, order processing and accuracy. AI will also play an important role in this, perhaps in Floriday. Ultimately, we as an individual company cannot direct these developments alone. We do that together as a sector. We don't see this as distinctive, but as a basic condition from which we as growers and the sector can take the next professional step in digitalisation.'