SQ Flora: "If we centralise digitisation, the sector will really move forward"

Exporter SQ Flora aims to offer its customers a wide assortment of flowers via the shortest possible route, sourced from growers in the Netherlands and Kenya. Since 1.5 years, they have also been using Floriday for this, especially the contract module. Steven van Reeven, responsible for sales, shares his views on digitalisation and what role Floriday has in it.

"We have been around for five years now and are still growing," Steven says. The owner, Robert Quak, first spent two years intensively building his network in Dubai before founding SQ Flora. And that proved to pay off. Steven: "Meanwhile, a team works daily to export flowers (90%) and plants (10%) from the Netherlands and Kenya to companies in the Middle East. For example retail companies, wholesalers, but also to event and wedding organisations."

"More certainty and clarity with the contract module"

SQ Flora sells a lot using forward contracts. Steven: "It's part of our strategy. So when I created an account on Floriday 1.5 years ago, I immediately started figuring out everything in the contract module and started using it. It provides certainty and clarity to both us and the grower with whom we do business. We know what we are getting, we are sure of the order request and in what bandwidth we can work."

Less error-prone

Another advantage of the contract module is that the risk of error is minimal, Steven believes. "The confirmations and EKTs are automatic and get to where they need to be at the right time. Ideal for us and for the grower.

'Locking pins' are no longer needed

Recently, the company deviated from using the contract module and an order was again transmitted via Whatsapp. "That unfortunately went wrong," Steven explains. "Due to a missed absence notice, the order request was not delivered. If you don't work through the contract module, you have to install your own 'locking pins' to make sure you can be sure of your order. With order request call-off through the contract module, this is not the case. The method is easier and the 'locking pins' are already in place. "We would love to work with more growers in this way."

Offers and requests for quotes

"In addition to the contract module, we also make use of the offers that growers send us," he says. Steven also regularly uses the enquiry function when looking for something in a specific price range. "When I see an interesting product, I make a request for quotes along with the price I have available. Within no time I know if there is an agreement on it and I did not have to call or email about it. This simplifies the process, but also makes it less prone to errors."

Increasingly data-driven work

"In terms of digitisation, I think we are at a tipping point. There are people of the old and new generation; I am familiar with both types. The old generation struggles with digitisation or does not prioritise it, and therefore Floriday. On the other hand, people of the new generation are increasingly working in a data-driven way. I think it is good if we centralise digitisation, that will really move the sector forward."

Working digitally provides SQ Flora with a lot of data. "I see it as a challenge to start using the data we are generating now for analysis as much as possible. I would like to incorporate the insights we gain into next year's procurement strategy. How was it bought, how was the quality from which grower, at what time, at what price? We can do so much more with that."

Decide for yourself what to show to whom

SQ Flora currently works through Florisoft's software package and the Floriday API link. "Previously, we worked through FloraXchange. Now that we are fully on Floriday, we can decide which product to show to which customer. For example, we can choose not to show our ceramics to customers who can only use air freight. I find that very user-friendly."

Wish for clock supply

Steven still has some wishes for Floriday. "Some lots are offered only on the clock. I can see those through clock pre sales, but I can't buy those myself yet. It would be very desirable to see clock supply in Floriday as well. Then everything is together in one system and it is also available for me to buy in."

Getting started and feedback

"I just got to work with the platform and link my findings back to Floriday as needed. I would also recommend this to other growers and buyers. It is then up to Floriday to take up the feedback. I myself enjoy working with new tools every time and figuring out how it is workable for us. In this way, the platform adds value. In addition, for us, working with a digital platform is relatively plannable. If you are more on the day trade, as many flower growers are, then the challenge may be greater. But give it a try, and keep testing until it works. The system is becoming more workable, and with it, our confidence in the platform is also growing!"