Royal FloraHolland takes next step towards opening up Eurasia
In the week of November 20, Royal FloraHolland organised a business relations event at the Dutch consulate in Istanbul and a study trip for Dutch growers to the most important marketing and production areas in Turkey. Read the report in which we made new, concrete steps in binding and developing purchasing power in Eurasia.
Forming commercial ties between the Dutch and Turkish horticultural sectors: with that goal in mind, Royal FloraHolland organised a business relations event at the Dutch consulate on Thursday evening, November 24.
Economic growth of 8%
Forming commercial ties between the Dutch and Turkish horticultural sectors: with that goal in mind, Royal FloraHolland organised a business relations event at the Dutch consulate on Thursday evening, November 24. Among those invited were representatives of the Turkish government and Dutch and Turkish growers, retailers and wholesalers. Bart van Bolhuis, the Dutch consul-general, and Monique Heemskerk, Turkey/Eurasia manager at Royal FloraHolland, opened the event with brief presentations. Van Bolhuis stressed that despite the difficult political situation, the Dutch business community is still the top investor in Turkey, partly due to the annual growth figures the Turkish economy has been posting. In 2017 the growth was over 8%.
In daily practice, Van Bolhuis notes that the interest of Dutch companies to invest in Turkey and Eurasia is still increasing. During the event this observation was confirmed. The Turkish market parties present talked about opportunities they were aware of to increase the sales of horticultural products and expressed great interest in the Dutch assortment and in collaboration with the Dutch horticultural sector. This interest was clearly mutual. As spin-offs from the business relations event, follow-up talks are being held between Turkish and Dutch sector parties about setting up new production areas in Turkey. Royal FloraHolland is playing the coordinating and facilitating role.
Gateway to the world's widest assortment
The business relations event was deliberately planned for that week. A large number of international sector parties was already present in Istanbul for the international Eurasia Plant Fair & Flower Show. Royal FloraHolland was represented there in the Holland Pavilion to bind more, supplementary purchasing power to the Dutch horticultural sector. With the words 'Picture yourself having access to the world's widest assortment of flowers and plants', Royal FloraHolland invited market parties to pose in front of the Turkish and Dutch flags created from flowers, which symbolised a fruitful collaboration.
It turned out to be a great way to attract the attention of florists, wholesalers and retailers established in Eurasia to the assortment and supply of member-growers and customers. The meeting and photo opportunity were a success: the number of photos and selfies that went viral on social media was huge. Among the potential international customers there was a strikingly large number of buyers from Qatar and Jordan, countries that should not be ignored in terms of marketing potential. The Turkey/Eurasia development team has already made appointments for follow-up talks with these companies.
Alongside the trade fair and the business relations event, Royal FloraHolland organised a study trip to explore the Turkish horticultural chain. Seven internationally oriented member-growers registered for this informative experience. Under the guidance of the Turkey/Eurasia development team, the group visited several Turkish production areas, while focussing on the Turkish market in the form of different retail chains (discount and high-end), wholesalers, florists and e-tailers.
The programme also included visits to the trade fair and the business relations event. The participating growers were impressed by the marketing possibilities. They stated that they had gained a clear picture of the marketing potential in Eurasia and of the activities that Royal FloraHolland is undertaking in Turkey to clear the way for them to take advantage of the business opportunities. You can read an extensive interview with two of the participants next week in this newsletter.
The business relations event, the attendance at the trade fair and the study trip are expressions of Royal FloraHolland's commercial strategy: Flowering the world or binding new purchasing power to the ecosystem of Royal FloraHolland.