FlorConcepting: more than a sticker

FLORAHOLLAND (press release October 20, 2004) - FloraHolland is launching a new service called FlorConcepting. There is a growing need for concept development in the market and FloraHolland offers its members an integrated approach under the name FlorConcepting, aimed at creating product concepts with realistic commercial possibilities. In this way, FloraHolland makes a contribution to modernising the ornamental flower and plant market in which it plays a distinctive role.

Apart from financial resources, time and effort, developing a concept demands a clear vision, thorough knowledge of the consumer, marketing expertise and creativity. One of the spearheads of market leader FloraHolland's policy is to introduce new products and concepts. FloraHolland Intro Point supports, guides and advises market parties in the introduction of new products, covering the whole chain: improvers, enhancers, growers, wholesalers, retailers and consumers.
 
FloraHolland enables its customers to crystallize and bring a concept to fruition from an idea to its market introduction, or to execute - part of - this process. If necessary, external parties are engaged to take part in this process, such as stylists, arrangers and/or trend watchers.

Distinctive product
Product modernisation involves a fair few risks. After all, you can never be sure that you will get a return on your investment. One solution is to produce a product that really stands out or to introduce a concept. In this case, a concept means much more than just putting a sticker or label on a plant or flower. A complete concept stands out from the competition and aims at a specific target group. It has to have a certain look and charisma that should fit in with the customer, who, in turn, has to be able to use it to such effect that the consumer will recognise him by it.

Individual assessment
With FlorConcepting, FloraHolland aims, firstly, at its top suppliers and, secondly, growers and improvers who want to develop a good idea into a concept. Ideas of suppliers and improvers are individually assessed by FloraHolland for their chances of success in the market. FloraHolland's stand at the HortiFair will show examples of concepts that are currently being developed via FlorConcepting. For instance, the "Esperit Elements" concept of Esperit Plant will be on public display for the first time.

About FloraHolland
FloraHolland sells ornamental flowers and plants via auction clocks and its Intermediary Office (contract sales). Annual sales total EUR 1.9 billion. As market leader, FloraHolland has five auction locations spread around The Netherlands. These are situated in Naaldwijk, Rijnsburg, Bleiswijk, Venlo and Eelde in close proximity to the main production areas. FloraHolland employs a total of nearly 3000 people.

HortiFair
FloraHolland can be found at the HortiFair 2004 in hall 10 (the Delta Hall) of the Amsterdam RAI. Stand number is 10.0108.

NOTE FOR THE EDITOR / NOT FOR PUBLICATION:
If you need more information, please contact Saskia Goetgeluk (Manager Concern Communication) or Yvonne Meijer (Press Secretary), T +31(0)174-63 31 61 or M +31(0)6-51 00 61 26.
You can find this press release and other information on www.floraholland.nl.