Peonly streamlines business processes with Floriday: 'Customers now know even better what they can buy from us'

From Sonbeck in Germany, about half an hour's drive from the Dutch border, Gerrit Vermöhlen has been running his peony farm Peonly for almost nine years. Since his father Gerd retired a year ago, Gerrit has been at the helm alone. His main focus? Diversifying the business so that income is less dependent on seasonal products alone. "Working with Floriday has made our processes more efficient and increased visibility for international customers."

Gerrit is no stranger to Royal FloraHolland. In 2020, after just one year as a member of the cooperative, he joined the Members' Council. For the past two years, he has been chairman of the Finance Committee. He laughs: "I'm like a small child, I want to try everything. So when I heard about the vacancy for a Member Council member, I applied." Now, six years later, he is still more than satisfied with that choice. "I get a lot of information about our sector and market, and I can exert direct influence."

Gerrit also knows Veiling Rhein Maas like the back of his hand. He literally grew up right next door and sees the auction as a natural part of horticulture. "Veiling Rhein Maas still offers an important regional sales channel and a well-functioning infrastructure", says Gerrit. "At the same time, the auction – just like all of us – faces the challenge of clearly positioning itself in a rapidly changing international market and remaining relevant to growers."

Efficiency gains with Floriday

As small and smooth as the bud is, the peony is just as lush and exuberant when the flower fully reveals itself. This gives the flower – which Peonly sells in a wide variety of colours – something magical, something exclusive. Gerrit's father, who started growing cut peonies as a hobby some thirty years ago, felt the same way. Over the years, that hobby grew into a business, and after twenty years, Gerrit joined the company. "If you want to build a stable business, you can't rely on seasonal products alone", he says of his early days at Peonly. "When I joined Peonly, we immediately started selling cuttings. And now we also sell potted peonies in all kinds of varieties." Gerrit points to a pot with a red peony for the garden. Another innovation is the woody peony, which resembles a richly flowering peony tree. "These additions to our range ensure year-round returns."

Peonly trades 100% through Floriday. Gerrit: "Now that everything is set up properly, it is an indispensable tool for us." In order to make good use of Floriday, business processes had to be radically overhauled. They had to be more efficient and, above all, standardised. "Floriday is a catalogue. You don't want to add a new photo or new products to that catalogue every day. That means you can't vary too much", explains Gerrit. "Now that we've achieved that, it works extremely well. It has further professionalised our company. For example, we now also have flowers in stock, both dried and in the cold storage unit. And customers know better what quality and products they can come to us for."

Supported in business

Peonly also makes grateful use of Floriday Daytrade. Part of the day trade is already in the Netherlands, which means that Gerrit's team can also handle smaller orders smartly and efficiently. "It is becoming increasingly important to be close to our customers in the Netherlands. It takes two to three hours by lorry from our farm. Because we now have stock in the Netherlands, we can deliver just as quickly as our colleagues there." 

Floriday Daytrade also offers buyers an important advantage: flexibility. They can place orders extra early, or even make purchases after the clock has closed, and specify when they want to receive their order – today or tomorrow. "Daytrade, like Auction Presales, makes us, as a relatively small farm, a more attractive business partner for buyers."

All in all, Royal FloraHolland's services make it easier for Gerrit to do business: the clock, administrative services, Floriday, the international marketplace, but also: contact with growers and buyers during member sessions, trade fairs and other events. "I find that I learn a lot from my colleagues. That makes mutual contact very valuable." 

Gerrit is most proud of the way in which the Members' Council manages to ensure that the interests of its constituents are taken into account in the cooperative's decision-making. "The cooperation and discussions with the supervisory board and the company are good. We have found a good way of working together in recent years. I dare say that without the Members' Council, we would never be where we are today. I am proud of that, yes."