In 2005, 'Vanilla Sky' was one of the products that were examined in a test market in cooperation with FloraHolland Intro Point. The test market was organised with four large exporters in different countries and sales areas.
The test market for the large rose was set up and executed together with FloraHolland Intro Point. A test market means that the rose is sold for at least six weeks by exporters who weigh the reactions of their customers. The Vanilla Sky performed extremely well in this test market.
The large bud and flower combined with the firm stem, the unique "vanilla" colour of the flower and its long life are positive characteristics. In addition, the rose doesn't keep growing when it is in cold storage, making it also suitable for distant markets.
The positive test market results led to the formal introduction of the large rose on April 3, 2006. As part of this introduction, an extensive product presentation was planned at the FloraHolland clocks in Naaldwijk. Buyers were informed by way of a digital newsletter and via the internet site http://www.kijkopnieuw.nl/.
In 2005 FloraHolland introduced 36 new varieties of rose cultivars at the
auction clocks. 15 of these new rose cultivars were supplied by non-Dutch
growers.
In the first quarter of 2006 versus same period 2005 FloraHolland
has achieved an increase in the total market share of the product Roses;
turnover results are + 0,5% and in amount of stems +1,9%. The general price
increase and new foreign contacts with suppliers of both the Commercial as the
Import Department of FloraHolland contributed to these positive results.
FloraHolland
FloraHolland is a market place for ornamental products sold
via auction clocks and the Intermediary Office (contract sales). Market leader
FloraHolland, with sales totalling some EUR 2 billion a year, has five auction
locations spread around the country. These are situated close to the production
regions, in Naaldwijk, Rijnsburg, Bleiswijk, Venlo and Eelde. FloraHolland
employs nearly 3000 people.
Photo caption: Since its start, Kreative Roses has been working with
FloraHolland to test new rose cultivars well before their introduction to make
sure they are suitable.
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