Born and raised in the “flower corner of the Netherlands,” Daan knew from an early age what he wanted: to work in flowers! With his own father being a successful line driver in the Netherlands, it didn’t take long for Daan to start emptying and stacking the water buckets and packing the freshly bought flowers. At the age of 19, Daan took his first significant step towards his own career: a line abroad.
With Trade Talk, Dekker Chrysanten highlights one of the trading parties that sell their varieties every month. “We learn more about the company, the relationship with Dekker Chrysanten, and their experiences with one of the wide chrysanthemum varieties that Dekker has launched on the market.” This month they visited Roobos.
Facing the adventure
While washing his car, Daan struck up a conversation with his neighbor. The neighbor, who had already established several successful lines in Germany, mentioned that he was planning to start his own line in France. One thing led to another, and not long after, Daan and his neighbor launched their own tour in France. In just three years, they built the tour into a successful venture, providing Daan with ample opportunities to gain valuable experience. However, at the age of 22, Daan decided to embark on his next adventure: his own line in France.
The opportunity of a lifetime
Through an advertisement, Daan discovered the opportunity of a lifetime: taking over an existing tour in France. With a considerable amount of experience under his belt, Daan took the gamble and responded to the ad, making him the head of his own company at a very young age. This company was characterized by innovation and renewal. For instance, Daan was one of the first to use a handheld computer during sales in the car, one of the first to buy on EKT, and far ahead of his time in working to order. For over 30 years, Daan remained committed day and night to the success of his business until he recently sold it to Roobos.
A specialist in France
Although Daan enjoyed building his own business, he looks back on the sale to Roobos with a positive feeling. For one, Daan knew the owners of Roobos personally, and the sale presented an opportunity for him to start working as a buyer for Roobos himself. According to Daan, Roobos is characterized by the wealth of knowledge available under one roof within the company and the wide range of products that it offers its customers. Over time, Roobos has become a true specialist in France.
Roobos’ successful approach is immediately apparent from the company’s recent growth. More and more mid-to-high-end French florists have discovered Roobos, which can be attributed to its personal approach to customers and commitment to delivering top-quality products. This has accelerated the company’s development. As a result of this explosive growth, joining the Floral Trade Group from Rijnsburg was a logical step, with Roobos continuing as a premium brand under the FTG flag. Through cooperation in various areas, including transport, Roobos can offer its customers even more services and better serve the French florist market.
A complete package
Roobos has expanded its offerings over the years and now provides a diverse selection of flowers, plants, accessories, and supplies. Chrysanthemums form an important part of this package, with Daan responsible for purchasing them. What he particularly appreciates about chrysanthemums is their versatility. The wide range of shapes and colors available means there is a suitable answer to every demand. As a result, chrysanthemums are no longer viewed as traditional flowers for specific moments but have become an integral part of Roobos’ year-round offerings to its florist customers.
It sounds like Daan is particularly impressed with the chrysanthemum’s versatility and the fact that it can be used for a variety of occasions throughout the year. He also appreciates the continuous development of the chrysanthemum as a product group, as seen with the success of the Madiba variety. Despite initial reluctance from French florists, Daan saw potential in the Madiba and started offering it through the webshop, which has since resulted in increased demand and a permanent place in the Roobos product lineup. Overall, Daan’s experience with the chrysanthemum has been positive, and he sees it as an important component of the year-round package that Roobos offers to its customers.
Together towards success
It’s great to hear about the strong relationship and collaboration between Roobos, the chrysanthemum growers, and Dekker Chrysanten as a breeder. It’s clear that Daan values the personal contact with the growers and the active attitude of Dekker Chrysanten in driving the growth and development of the chrysanthemum market in France. The action month in April is a great example of how this collaboration can result in successful promotional activities that benefit all parties involved.
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