Irises from Middenweg Flowers end up all over the world. Using Floriday gives this flower grower more time for product development and keeping track of new locations. Owner Can Kaya tells us more about the benefits of working with Floriday.
Middenweg Flowers is a Poeldijk-based family business founded by father Murat Kaya and continued by son Can, who has been running it since 2020. Can's younger brother and younger nephew are currently training and will in time also join the business. What is the mission of the Kaya family and their 10 employees? Selling #Irisistible irises! They sell about 18 million of them worldwide each year. The irises are grown in six locations, including one in Spain and one in Portugal. By growing the irises there during the winter months, Middenweg can supply 20 different varieties all year round. These also include artificially dyed varieties, which Middenweg claims made it the first iris nursery in the world.
More detailed overview
Some 70 to 80 per cent of irises are sold directly. The rest go through the clock auction. Middenweg has been using Floriday for all its sales activities for over two years. “That has made my job a lot easier and clearer,” says Can. “It is easy to display our stock range, covering all types, sizes, lengths and weights. We used to have to list that sort of detail out separately for each customer on paper. This took up time and sometimes things also went wrong because it was not always totally clear which products we still had available at which location. Thanks to Floriday, we have a better overview and our stock is always displayed correctly to our buyers.”
Customer groups
Middenweg Flowers works directly in Floriday's screens. “When making the switch, we thought: let's get it right first time,” says Can. “We do everything through Floriday, including Clock presales and creating clock auction paperwork. We also use the option to create different customer groups. For example, for a group of buyers linked to Decorum, like us. The link with Decorum also works really well.”
More time for customer contact and product development
How much time does Can save thanks to Floriday? “That's difficult to say. But I can say it saves a huge amount of time. We can spend that time connecting with customers, which as a family business we value very highly. We also have more time to develop new products and open new locations, such as our newest location in Portugal, which has been operational since early 2025. With the old way of doing things, that would have been a lot harder.”
New customers
Thanks to the expanding product range and growing numbers, Middenweg Flowers is constantly welcoming new customers. Such as Hoek Group, who previously bought irises at the clock auction but were also keen to do business direct. “We were up for that, of course. And preferably through Floriday,” said Can. “It's easier for us as well as for the customer. They get all the information directly, even including the electronic clock auction transaction report (EKT). Everything was settled with Hoek Group in under an hour: from connection up to making the right offer. We encourage all our new customers to do business with us through Floriday. There may also be other options, but they are not our preferred choice.”
Doing business from the beach
As Can said, Floriday makes his life easier. Even while on holiday, he says with a laugh. “I can never let go of work, so even when on holiday I keep an eye on everything. Floriday means I can sort everything easily and quickly from my beach lounger should I get a notification on Floriday. My phone also gives me a great overview of prices, the products we will be delivering the following day, and more besides. It makes my holidays a lot more relaxing!”