Growing up on a farm in small town Nebraska, the town folks had plenty to talk about when they found out that I was headed to the big city lights of Holland. I told the town folks two things when I left: ' I am moving to Amsterdam' and ' I am getting into the plant business'.
That sure got them talking....
I started working in the marketing department of a major cut flower exporter located in Aalsmeer when I arrived in Holland. Currently I help the Flower Council of Holland with various US marketing projects. I have always been amazed by and still am amazed by the large number of cut flower varieties available in Holland. "Everything under the sun" does not adequately describe all of the choices available. In the summer I always made an extra effort to walk through the auction halls. For me these moments were just like Christmas. You never knew which flowers and colors would be there ready and waiting to be unwrapped. You could probably bet your house, that you would see a mass of yellow sun flowers the size of a football field waiting to be auctioned during the months of June, July and August.
The wide selection of specialty cut flowers available at the Dutch auction halls in the summer, reminds me of shopping for antiques. Just as with antiques, it can be challenging to find the right specialty cut flower. A mass volume may not be available and sometimes it is not always on the market when you expect it to be. It is very important to ask your supplier questions regarding specialties. Although knowing the care and handling information is essential, be sure to ask your supplier to explain what makes these specialties so new and unique. Consumers love to know the story that goes with the flower. Just as with antiques, the pleasure of finding the 'right one' makes the floral arrangement uniquely personal and overshadows all of effort that it took to find the right flower. The extra cost associated with acquiring it becomes less important. More importantly, if done well your customers will thank you for your efforts, tell others about your efforts, and continue to give you their repeat business.
Just about 2 months ago, I watched excitedly as my 40 foot sea container
was unpacked and carried into my new apartment in the greater Chicago area. After 8 years of developing international experience in the world of cuts and pots, I have finally come back home to help the US horticulture industry. So my goal is simple; to give the industry folks something new to talk about...
