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A remarkable
family business
The Hofland Flower Group in Maasdijk is a leading nursery and marketing organisation of high-quality cut kalanchoes and freesias and has its own cut kalanchoes and freesia brands and concepts. The nursery, processing and logistics are organised in such a way that quantity and high quality can be guaranteed all year round. With respect and passion for people and planet.
The distinctive character of the Hofland Flower Group lies in the organisation’s marketing qualities. The Hofland Flower Group has a clear view of the (latent) needs of consumers and it knows how to translate these into concepts, products and services for retailers, distribution channels and chain partners. It does so under the private labels Ezy Kalanchoe and Freesia Finest. The Hofland Flower Group strives for value creation throughout the chain. It knows this is mainly achieved through the mentality of an organisation, which is why it attaches great value to innovation, collaboration, customisation and decisiveness.
During the past decades, the flower sector has been mainly concerned with making cultivation and logistics processes more efficient and effective. In order to create further value in this area, new technology in particular offers a variety of options. For the future, however, value creation will be generated through sustainability, transparency, brands and marketing more. Hofland Flower Group considers the final point in particular crucial for success. The (latent) functional and emotional needs of consumers, retailers and other chain partners must become a (stronger) focal point in everything we think and do. Products, services and concepts must link up seamlessly with these needs through customisation for the formula or the distribution channel.
The consumer has a strong emotional bond with flowers, including freesias. In addition, the conventions have been the same for some time: a beautiful, strong and fragrant flower, with many colours and applications. However, there is no real innovation yet, while the consumer is hungry for it. Hofland Flower Group has strong ideas about how to surprise consumers, without confusing them.
Fresh in general is growing, especially at the retailer. Flowers too can be seen more and more often in non-traditional channels and in non-traditional formats. The freesia is ideally suited for these new markets, because it is an elegant, yet strong flower, with a good margin. However, in order to tap into this movement, you need to act concepts more rather than in products. Hofland Flower Group likes to inspire.
Hofland Flower Group is a commercial enterprise but it believes that value creation goes beyond just volume and margin targets and serving the different markets well. Proper care for people and planet are also important. By extending our view and doing more than the primary process, Hofland Flower Group also seeks to create and guarantee greater sustainability throughout the chain because, in addition to a beautiful world, Hofland Flower Group also wants a better world.