Increasing sales through retail cut hyacinth by label

FLORAHOLLAND (February 24, 2010) - The introduction of the label Premium Dutch made a good cutting hyacinth recognizable. Through the chain it is clear that these cut hyacinths include a shelf life of seven days. Because of these and other guarantees, the retail dared to sell cut hyacinth Premium Dutch. And with success! During the week of February 4 to 10 this year, more than one million cut hyacinth found the consumers through the retailer. This is 125 percent from the busiest week of last year.

FloraHolland, Hobaho, service providers in the bulb industry, and some growers and cut hyacinths forcers started a partnership named Premium Dutch in 2009. This was done as too much supply of lower quality cut hyacinths was an obstacle for this product to see its way to the supermarket.
The guarantees given by the premium Dutch label are made after extensive testing in the Product Knowledge Centre of FloraHolland. This led to a retail product with a solid tested quality and with a clear product description. Also important is the feedback from the supermarkets. The growers were informed for example by the failure rate and could adjust their performance in accordance, thereby stopping the downward spiral in this market. They look forward with optimism and have faith in the concept Premium Dutch. Following this success an expansion into premium Dutch bulbs to pot and cut tulips is worked at.

Premium Dutch news

Het Internationaal Bloembollencentrum (IBC) will start in early 2011 the Dutch National Campaign Bol-Op-Pot for outdoor use. Under title Bol-Op-Pot 2.0.
The campaign focuses specifically on the outdoor use on balcony, terrace or garden. Recent research by the Productschap Tuinbouw (PT) shows that especially in the Netherlands significant growth can be realized in this segment.
Encouraged by Hobaho (service provider in the floriculture sector) the campaign, focuses on the experience that spring bulbs on pots offers to consumers. The majority of the Dutch garden centers are participating.

The official launch of the campaign in February 2011. If the campaign is successful in the Netherlands a rollout follows to Germany, France and the United Kingdom.

The ultimate goal of the campaign is more sales of bulbs on pots through garden centers. Wherever possible, supply connection is made to Premium Dutch companies.

News Premium Dutch expansion: Potted bulbs and tulips In addition to an expansion within Premium Dutch cut hyacinths, we are also working on expanding the brand with potted bulbs (including Tête-à-Tête narcissus, grape hyacinths (Muscari), crocus, daffodils, hyacinths) and tulips. The quality standards for these products have now been established and a number of pilots are being tested in collaboration with the commercial sector. Please contact us for more information!