Many growers are often looking for new state to export their products to , but what if the market in your own state is big enough and still growing ? In this article , we ’re spill the beans about Brazil . With its 210 million dweller , it is a very big market and over the years , the decorative industry has already spring up significantly in this country . But there is still flock of opportunity to exploit it even further . The auction in Holambra - also known as the capital of flowers , for example shows an one-year double - digit growth for over the last 10 eld and supermarket are progressively investing more in their flowered departments . This is explained by Jerry van der Spek of ADFonline an online wholesaler of plants and flowers for the Brazilian retail .
Jerry van der Spek presenting the Make - Upz succulent .
Ornamental industry in BrazilBefore show the opportunity , countenance ’s take a look at the decorative industry in Brazil . In the seventy and 80s , the decorative industry arose and at the end of the 80s , the first auction was base in Holambra . In 2009 , they set up a novel complex and now , they have 3 clocks , digital platforms as well as Auction presales . And more cosmetic traders and associations established in Holambra over the years , create an important bloom hub . Of all bloom and plant sell in Brazil , 45 to 50 per centum of them go via Holambra to their point of sales name and address . This metropolis is therefore also called the Capital of Flowers and as the domestic demand is so high , nearly all flower and plants stay within the country , explains van der Spek .
Over the years , the production as well as the demand for flowers increased in the land . " Now , almost all breeder are represented in the country and when looking at the Holombra auction , they have grown by over 10 percent per year , for over the last 10 years . "
The most pop product being betray through the auction bridge are the flower flora , with the genus Phalaenopsis on number 1 , followed by the Kalanchoe , Chrysanthenum , Saint Paulia and Anthurium . About 20 class ago a raw cooperation come out in Holambra , called Cooperflora , with main stress on cut flower sales event . During the past 5 years , also veil Holambra is press hard to get switch off flowers into the retail storehouse .
Over the years , the demand for plant has grown and the increasing offer of industrial plant in the supermarkets seems to dally a big function . " About 16 years ago , the Holombra auction started to pore more on supermarket and since then , we also see that supermarkets are investing more in their floral section . "
The great assortment of ADFonline at their facility in Holambra
ADFonlineSupermarket chains are one of the main clients of ADFonline , the company that Van der Spek started 5 days ago . But how did it all begin ? vanguard der Spek was born and raise in the Westland , the Netherlands and emigrated to Brazil 30 twelvemonth ago , where he start to work for a Dutch raiser in Holambra , in 1990 . He worked there for 3 old age and continued his life history at Dutch chrysanthemum stock breeder Dekker Chrysanten , where he was the universal director for Brazil . In 2006 the South America HQ of Dekker moved to Bolivia . Van der Spek also move to Bolivia , but as he missed Brazil , he decided to move back , started to work part time for Schoneveld as representative South America and at the same time started up his own party . He bulge out issue flowers B2C , through the cyberspace by a webshop , but quickly encountered the logistic challenges in the country and saw better opportunities in B2B. In 2015 , he requested temperature manipulate space at the Veiling Holambra and set up ADFonline , an on-line platform , buy from Holland , Match - online , through which he supplies supermarket chains as well as garden centers , domicile center and pet shops . “ today we deliver to 10 - 12 retail chain once or twice a week ”
Temperature controlled box seat , docks and ecstasy to defend the coolheaded chain until the stores .
" We focus on the chemical chain with mid - sized shop , with 20 - 25 check outs . " And besides supplying the product , he tries to make things as well-off as possible for his clients . " We go further than just sale and deliver , we offer class management to enable them to increase their sales agreement mass . Together with our clients , we render to track down the profiles of the stores to adjust the good mix for the proper store . We , for deterrent example , want to make with a flower store in the store and advise supermarket to make one of their workers responsible for the floral department , just like the angel in the bakery department and the butcher in the butcher shop class . Then , we also offer grooming to these workers . They will take care of the ware and help oneself the consumer . As a resultant , we see that supermarkets have less waste and increased sales , so a win - win situation . "
Attractive shelves stimulate sales event and ADFonline offer trainings to the multitude in heraldic bearing to create these shelf . " The shelves are ' make up ' by using a " construction conception " that is based on price , superlative , color and publicity . See the before ( antes ) and after ( depois ) pictures .
There are so many opportunities to growAccording to Van der Spek , there are still many opportunities to grow within the country . " I just have a little man of the large ' supermarket mountain chain pie ' in Brazil . In the state of Sao Paolo alone , for model , there are already 150 supermarket chains . " And these Sir Ernst Boris Chain are continuing to develop . " Every year , most of the chains are opening new stores , some more than 5 a yr . " This , combined with the investment in their floral department offer many opportunities to acquire for the ornamental diligence . "
On top of that , there is also possible to grow in the cut bloom segment . " This part is currently underdeveloped . The florescence plants are the products that are principally sold , but we have high hopes for the bouquet manufacture to get a good bridgehead in the country . Now , issue blossom are mostly used for big events in this country , but the individual consumption is still low . " And according to van der Spek , this is mainly because of the underdeveloped cool chemical chain , pre- and post - handling of the bloom . " We can gain a mass there and we see a lot of opportunity to get cut peak into our retail depot . "
More before ( ante ) a education and after ( depois ) a grooming scene of the shelves in a supermarket .
Make - Upz projectAnd van der Spek is always on the expression for increase the demand for flowered products in several ways , and bringing foundation for his client . In December 2019 , together with the Dutch Company Greencre8 , he put in a new conception to the Brazilian market , namely the Make - upz plants . Make - Upz is a blade name of plants and heyday , which are decorated in a unequalled way . It is excogitate by Richard Grootscholten of Greencre8 a couple of year ago and van der Spek saw opportunity to make this brand succeed in Brazil . " In this concept , plants and flowers - we mainly use succulent , cactus , sanseveria , and anthurium are being colourize with material that are not harmful for the plant or blossom . " So far the need is increase . " We see that it is being picked up quite fast . The pastime is high and the Brazilians seem to like it , colourise phalaenopsis for instance are also very voguish here . "
Hectic metre COVID-19As there is still so much to gain in this sector and in this country , van der Spek never has a lazy day . Particularly with the hectic office that COVID-19 cause over the last month . The industry has been gain hard , but fortunately sales of inflorescence flora are bugger off back on track with supermarkets having had record - sale . Lucky for Van der Spek , because in the early stage of the pandemic , he decided to flourish his locating at the auction in Holombra with 40 % as well as increasing his commercial team with 25 % . " In March , when the pandemic adopt off , our orders plummeted as well , but we expected that we would not come across the demand that would watch afterwards since pre - COVID-19 , we already see supermarket chains increasing the amount of supermarkets and investing in their floral section . Of of course , you never know if it will be the right determination , but we took the chance . So far it seems to have been a good decision as they welcomed several new customer .
Clickhereto read more on the Impact of COVID-19 on the Brazilian market place .
For more informationADF OnlineJerry van der SpekEmail:[email protected]www.adfonline.com.br
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