We had a conversation with Ferry Haring, Product Manager of Gerbera/Freesia at Royal FloraHolland.
"Netherlands is a strong brand in itself, and when we can combine this with a sustainable image, we can experience many beautiful years ahead."
For those who don't know you, who are you and what do you do?
I'm Ferry Haring and I've been working at Royal FloraHolland for 31 years now. I've held various positions including auctioneer, intermediary for potted plants, manager of auctioneers, and now I'm a product manager combined with marketing for Freesia and Gerbera. Additionally, I conduct customer image research. I interview customers and non-customers on behalf of growers to get a good understanding of how the grower is perceived by the customers. This helps them further through a marketing communication plan.
What opportunities do you see for Royal FloraHolland in the near future?
We are currently in a difficult phase. But once central auctioning is implemented and we can combine this with good logistics, we will be well positioned for the future..
What is your highlight of the past year?
My vacation to Finnish Lapland, it was an unforgettable experience. We saw and experienced everything imaginable. Beautiful photos of the Northern Lights, a snowmobile expedition, sledding with huskies through nature, and spotting reindeer in the wild. We stayed in a very small town with a large supermarket. And even here, I saw beautiful bouquets with Dutch Gerberas.
What is your advice to the Dutch ornamental horticulture sector?
Netherlands is a strong brand in itself, and when we can combine this with a sustainable image, we can experience many beautiful years ahead.
More information about Royal FloraHolland can be found on the website: https://www.royalfloraholland.com