Marginpar: “Digitisation future-proofs both ourselves and our customers”

Marginpar is renowned for its exclusive summer flowers of reliable quality. Flowers with personality, artistry and a distinctive narrative. An international grower with 16 production sites in Africa, the company has been building a strong brand reputation for many years in the high-end market. In a fast-moving market with more discerning buyers, Marginpar has clearly chosen one direction: digitisation as the foundation for future-proof business.

We spoke to Michiel van Paassen (Commercial) and Dennis de Gooijer (Sales & Marketing) about their views on digitisation, working together in the supply chain and the role Floriday plays in this for both Marginpar and their customers at Royal FloraHolland.

Flowers with a narrative – and a clear signature
Marginpar has developed a range of some 100 unique varieties over 35 years, working with over 4,000 employees in close cooperation with plant breeders. Many varieties are available exclusively: slightly different, recognisable as Marginpar. “The quality and look of our flowers must always be right”, says Michiel. “That's what buyers expect from us: constant, distinctive and innovative”. Dennis adds: “Buyers know exactly what they are getting. You are buying a recognisable range, with consistent quality and a clear provenance. And soon we will be 100% certified and FSI compliant".

Deliberate choice of a hybrid sales strategy
Marginpar has traditionally concentrated on clock auctions. Much of the volume still runs through the clock auctions, with the addition of direct supply and standing orders. This remains the case, but the market is demanding greater flexibility. “Buyers are more cautious and want to mitigate risks”, explains Michiel. “So it helps if you can offer a variety of sales channels without making it complicated.” Dennis: “Digitisation allows us to organise that mix better. It makes our sales channels not only more scalable, but also more predictable for buyers”.

A single Floriday shop, accessible to all buyers
Marginpar brings all the current stock together under one shop on Floriday, so buyers have a single listing for all the Marginpar stock. No fragmentation across different locations or different numbers. “Using one central hub, we are making purchasing more convenient and easier”, says Michiel. “Buyers no longer have to search; they can see what's available at a glance.” Dennis: “It's all about making it as easy as possible for buyers”.

Floriday Daytrade: flexibility without the risk
Besides clock auctions and standing orders, Marginpar also uses Floriday Daytrade as an additional sales channel for extra flexibility. This allows buyers to buy 24/7 from current stock, without having to carry large stocks or long-term agreements. “Daytrade sits right between clock auctions and contracts,” explains Michiel. “It gives buyers security as well as freedom of movement.”
Dennis finds that buyers respond positively after a short familiarisation phase: “It's perfect, especially for small volumes. It lowers the minimum order quantity and gives control over the timing of procurement”.

Digitisation as a mutual step forward
For Marginpar, digitisation is not an end in itself, but a way to make the supply chain stronger. “The more you work online, the better you understand supply and demand”, says Michiel. “That helps us as well as our customers.” Dennis particularly sees the mutual benefit: “As an industry, we have to keep up with the pace of the market. By working as growers and buyers through one platform, we are strengthening the reliability of the supply chain. To begin with, avoid upheaving everything at once – start with baby steps. When you experience how much clarity digitisation brings, there's no going back”. Michiel concludes: “The market is changing rapidly. By working online together, as growers and buyers within Royal FloraHolland, we are keeping a firm grip on quality, availability and reliability. That is what we are building together as an industry”.

Explore Marginpar's range
Check out the Marginpar shop on Floriday (Marginpar BV, 94352) and find out how easy future-proof purchasing via Floriday can be.