Royal Flowers opens sales office in the Netherlands
“The flower business is becoming faster and more transparent”
It is actually a logical step, explains Wilco Visser, the new branch of the Ecuadorian Royal Flowers company in the Netherlands. “More than 60 percent of production is exported to Canada and the US. From the Netherlands we can better serve the European market, allowing us to diversify our customer base. Our aim is to have 50 percent of our export to go to North America and 50 percent to the rest of the world. That’s the goal that the Rijnsburg office will play a role in.”
The Ecuadorian company Royal Flowers started in 1991 with a 4 ha nursery. In 1998 they started to focus on the international market. In the meantime it has grown to four nurseries with a total of 120 hectares, a sales office in Miami and now also one in Rijnsburg.
The nurseries produce 1.8 million stems a week. 70 percent of the production consists of roses, with the rest a combination of hydrangea, delphinium and various green varieties. The company specifically focuses on the wedding season. “All of our products are pretreated and conditioned. This way we guarantee the quality of our products.”
The company wants to extend its product range and offer custom deliveries, something that’s in the planning for the coming years. “In addition, we want to deliver a little more planned, more in phases,” says Wilco. “The flower business is becoming faster and more transparent. Because we are in direct contact with the nursery in Ecuador, we know in advance what’s coming. We can tell our customers about upcoming products and think along with them about the deliveries.”