Winco Holland on Floriday Daytrade: “It opens up new markets for us”

More and more growers are using Floriday Daytrade to make supply available to buyers earlier in the day. Winco Holland is one of the growers who supplies daily via Daytrade. They find it is a way to reach potential new buyers, an extension of their current sales strategy.

Daytrade means growers can place their supply on the market even earlier in the day, even before product is shipped to RFH's hubs. It also allows growers to reach a wider buying audience who can buy earlier in the day and choose from a wide range of delivery slots.

Family business with an innovative outlook

Winco Holland is a family business with a long history in the business. Bart Noort took over the company from his brother and built it up into a finely tuned sales organisation with a production location in Spain and a commercial location in the Netherlands. “We combine Spanish quality with Dutch service,” says Bart. “Fast delivery, flexible responses to customer needs and an up-to-date, inspirational range: that's what we stand for.”

Delivery is “super fast and finely tuned”

What makes Winco stand out? “We operate in the more exclusive segment, offering a broad and varied supply. New varieties are added regularly. This keeps things interesting for our customers and for us. We deliver mainly in day trade, super fast and finely tuned. Even a single tray is no problem. Our aim is to set the service level as high as possible.

“A lot of plants pass through a single square metre at our place. We sell about 3 million plants a year. That's a lot, but thanks to digitalisation, we are increasingly able to handle it.” Logistics are also organised in a smart, customer-oriented way. “Order before 7am, and it leaves that morning. We have five runs a day. That makes us both flexible and reliable. We are increasingly automating our order picking process in the greenhouse, meaning we can continue to serve customers accurately and reliably.

Orders are processed immediately, keeping plant lead times short and maximising use of our capacity.” Bart is working on further automation by also linking the growing programme at the Spanish nursery to Florinet. “Soon, this will allow us to reserve lots, link production orders and plan everything in real time.

Order Daytrade up until 6am each morning

Winco Holland is one of the growers offering Daytrade supply for sale every day. They do this by selling a wide range (100-150 items) ex-garden and then sending it to the RFH hubs. They are achieving success with this on Daytrade. “We put our wide range online directly from the nursery. Products are available from multiple RFH hubs and only the quantities sold are sent off to the hub. We let Daytrade orders come in until 6am, we pick the orders and make sure the products are at the hubs for distribution before 9am. You can see the transactions happening in those early hours. This means we are ensuring that we maximise potential sales.”

New markets with Floriday Daytrade

“Floriday Daytrade is opening up new markets for us. We can now also reach buyers who normally only buy through the clock or auction presales. Our niche range is new to this group of buyers. In addition, our wide product range and fast delivery is a big plus. Buyers see the supply earlier and can act faster.”

Bart would also like to see improvements in certain areas: 'It would be nice if return logistics were easier and if cart merging were smarter,' he said. And ideally, I will soon be offering all my Daytrade supply directly from Florinet. Florinet is already preparing for this. One single system is just more efficient.”

Growing together, further

Bart sees plenty of opportunities for Daytrade and digitalisation in general. “I enjoy thinking about innovation. How do we make it smarter together? How do we ensure that systems are generic and future-proof? The less customisation, the better it works for everyone.”

Bart is positive about the future: “Automation of processes, better integration of software and greater cooperation between growers, buyers and logistics partners. This is where the industry is going to benefit and where we can make a difference with Winco. It's nice that Floriday is listening and moving forward with us. So together we are building a digital, efficient future for floriculture.”