Soon after FlowerLab was founded, Johan Hanemaaijer realised that flower procurement could be made more efficient. Floriday offered the solution.
Including holiday jobs as a teenager, Johan Hanemaaijer has been working in floriculture for over 30 years. Since September 2021, he has dedicated his passion for flowers to FlowerLab. He founded the company, along with associates Fred Slot and Mitchel Boere, who share Johan's passion for flowers. FlowerLab makes 'vase-ready' bouquets. These are sold directly to consumers, but mainly to supermarkets, garden centres and other retailers across Europe.
Demand for craftsmanship
"Fortunately, there is still a demand for craftsmanship," says Johan in FlowerLab's canteen, as about 20 flower arrangers assemble bouquets in the shed downstairs. The company is located at Tradeparc Westland II in Honselersdijk. "We provide fresh, hand-tied quality bouquets made by specially trained floral designers. In doing so, we adapt to the seasons, weather conditions and other factors. And, of course, to the wishes of our customers. For some supply chains, we supply their entire range. That's great, because then you can look together at how to optimise the chain. We want consumers to buy the most sustainable bouquet possible that will last at least a week on the table.
Too busy for call rounds
FlowerLab has a large network of growers thanks to the decades of experience of its founders. "I don't do anything at auction, but buy everything directly. That is much more efficient for us," says Johan, who is responsible for purchasing and design at FlowerLab. "Thanks to our strong network, I know which flowers I can get where and when. When we first started, I made a daily phone call to growers. The following morning, we would go to collect the orders. But their numbers kept growing; at a certain point, it became impossible to cope. I needed something that would make my life easier."
All orders on one platform
That's how FlowerLab started with Floriday. Johan: "I had heard of it before, but never looked into it. I'm glad I did; thanks to Floriday, I now work much more efficiently. It is much easier to do my ordering in one place rather than in dozens of different online shops. Or to order via mail, phone or WhatsApp, where the chance of errors is so much higher. Things always go well at Floriday, provided growers have their supply in order. The vast majority of growers with whom we do business are affiliated to Floriday. However, you need to be fully aware of when each grower puts their supply online and when the ordering period ends. This varies from grower to grower. With some growers, we work with contracts. We then discuss in advance with the grower what is possible. The grower draws up the contract and we can draw on it once it has been approved. That is also done entirely through Floriday. I have virtually no worries on that front."
Explorer as a reminder
Johan also makes much use of the Explorer. "It is nice to see the current offer. I usually know who I am going to get something from, but there is still an occasional surprise. A new grower or one with interesting new offerings. Sometimes the Explorer refreshes my memory. In the sense of: oh yes, that grower still has things to offer."
Order directly from the grower
Johan works directly in Floriday's screens. He orders directly from the grower. And not, as is still common in the industry, with the grower preparing and processing the order with the buyer's approval. FlowerLab is a forerunner in this. "With us it still works that way from time to time, but we now place most orders directly with the grower. It would be good if even more growers put their offerings in Floriday; it would make it even easier for buyers to order directly from growers."
Order what is needed
FlowerLab orders exactly the number of flowers it needs. This sets it apart, Johan argues. "We don't start purchasing until our customers' orders are in. Many buyers do it the other way round; they buy flowers they find interesting and make a bouquet out of it in the hope of selling it. We would like to operate more sustainably. Therefore, we do not order an excessive number of flowers. We would rather pay a little more than have to throw flowers away. Sometimes I visit the growers myself to maintain personal contact. Because that is a little bit diminished now because of Floriday. Every silver lining has a cloud."