Royal FloraHolland
Meet Dirk van Vuurde, Commercial Product Manager/Consultant at Royal FloraHolland. Dirk's areas of expertise include the Alstroemeria and Chrysanthemum product groups. We talk to him about his role within the Alstroemeria promotion committee and the changes he has observed in this dynamic sector.
What is your role on the Alstroemeria promotion committee?
I have been involved in the Alstroemeria Promotion Committee from Royal FloraHolland since the beginning of this year. I have taken over the baton from Gerard Gardien. My main role, together with the treasurer, is to control and take care of the expenditure of the promotion funds. I also organize the annual product day for the Alstroemeria.
Tell us something about your background; how did you get into the field?
Coming from the Bulb Region, I heard stories of line drivers who were on the road with a truck all week selling flowers to florists in Europe, the freedom and weekly commercial challenge seemed to suit me too. So after horticultural school I got my driver's license and spent ten years selling flowers and plants in Austria, Germany, Luxembourg and other countries. After ten years I wanted something different and joined the flower auction where I held various commercial positions.
What are you most proud of what has been achieved with Royal FloraHolland in the recent period?
I am most proud of the fact that the Alstroemeria product group was one of the first major product groups to switch to Nationwide Auctioning.Â
I look back proudly on the product meeting at Floriade last year, with a very good turnout.
Briefly tell how things are going at the auction and what are the most changes in recent years (for Alstroemeria)?
As mentioned, National Auctioning is a big change, but also the Alstroemeria product group was one of the first products to switch to Order Picking, the new way of distribution after the clock. It is good to see that the FPC (FloraHolland Product Committee) is thinking along and wants to be at the forefront of the transition that has been going on at Royal FloraHolland in recent years.
Sustainability remains an important issue at Royal FloraHolland, with plenty of investment in energy conservation and solar panels. We are also looking closely at how one-way packaging can be replaced with reusable packaging and are firmly committed to separate waste collection.
What are you proudest of what has been accomplished with the product group/promotion committee of the Every Alstroemeria recently?
I look back proudly on the product meeting at Floriade last year, with a very good turnout. It is always good to see that together we provide an interesting program and at the same time catch up with peers and customers.
What makes this sector so special to you?
What makes it so special to me is that the floriculture industry is so dynamic and resilient. The corona crisis is a good example, the first weeks were dramatic and the outlook was very negative, but because consumers couldn't go out for dinner or on vacation, people made it cozy at home (with flowers and plants) and because of this it ended up being a very good year for most growers. And again with the energy crisis we see the negative being turned into something positive. Through sustainability, even now the industry is coming out stronger.
Suppose you are a grower: what would you do differently than growers do now?
I visit many growers and regularly get the idea that there is no real long-term strategy for production and marketing. Large long-term investments are made in technology, but in the area of sales and assortment choices are often made based on habit and emotion. I think the sector has a lot to gain here.
What developments have you seen for the Alstroemeria product group since working in this field?
I have been around for many years and have witnessed the introduction of the Florinca group from the sidelines. I think it was a very good move to market this group separately. Should there ever be a new deviating Alstroemeria, I would certainly recommend positioning this then again as a new product group.
What do you think makes the Alstroemeria so special?
For me, the Alstroemeria is a surprising flower whose exact color you can't always tell beforehand.