Seminar summary ‘Profitable Inspiration’
Cyclamen hall, Theme chairman Frans Peter Dechering – Owner of Blooming Bizz
Management
Theme: ‘Concepts or contraception?’
What is the deciding factor, concept or quality?
Speaker: Louis Kester - General Manager, Javado Plants
Proposition: Reliability in logistics and quality yield more than a concept!
Result: 89% for and 11% against
Plant consumption in Europe continues to grow and the chains are becoming more transparent. Javado responds to all developments with its 8 catchwords: more frequently, faster, fresh, surprising, faith, sound, dealers, and fondness. With fondness we mean our passion for the product and for the sector.
This approach has made the company successful in the higher segment of more exclusive products and higher prices.
The Westland expression ‘bakkie-bakkie’ means that, as logistics service provider, Javado can supply to anywhere in Europe within 24 hours. To Javado, a concept is fine, but money is earned with high-calibre logistics services and the best products.
Speaker: Maarten van der Leeden - Account Manager, Rijk Zwaan
Proposition: No concept without collaboration!
Result: 83% for and 17% against
What can the ornamental plant sector learn from one of the largest breeders of vegetable seeds? Zwaan has been applying chain management for many years. We are in close contact with decision-makers and those with influence. Together we discuss the bottlenecks, opportunities with varieties and new ideas.
A concept has to work onall fronts and match the requirements of consumers and retailers. In addition, Zwaan
states that a concept isn’t a concept without collaboration. Salanova is a successful ‘quick to prepare’ lettuce concept that satisfies all these conditions. The joint promotion varies from in-store presentations to full page spreads in women’s weekly magazines.
Rijk Zwaan’s tips are: start with the customer, work together, invest enough time and ask
questions.
Speaker: Marc Eijsackers - Marketing Manager, FloraHolland
Proposition: Concept? I would rather be unique!
Result: 91% for and 5% against
(prior to the presentation only 55% agreed with the proposition.)
It is a misconception that we have to be good at everything. The ‘law of exclusivity’ alwaysapplies. We all know that Aldi stands for cheap and Volvo for safety. Clear-cut choices provide a strong image. In this respect the motto at FloraHolland is strengthening strong points, not improving weak points.
So, in this way you create your own incomparable category. Another misconception is that it’s all about the product. Striking examples prove the contrary. Which is why an American chicken burger chain communicates with cows prominently in view and this makes it very recognisable.
Dare to be different from the rest and add the experience. It’s all about being better than your competitors and standing out to your customers. And concepts have a major role to play.
Cyclamen hall, Theme chairman Frans Peter Dechering – Owner of Blooming Bizz
Management
Theme: ‘A sustainable business?’
The bank as a new customer, just hype or is it feasible?
Speaker: Peter Oei - Programme Director SIGN / InnovatieNetwerk
Proposition: Restrictive legislation impedes sustainable investment!
Result: 63% for and 17% against
(prior to the presentation only 39% agreed with the proposition.)
Sign and InnovatieNetwerk are involved in the ‘Greenhouse as source of energy’ project. The profitability of this project is still limited. These organisations also encourage ‘Building with green and glass’, a combination of living and working with a great deal of glass in the building. But there are two sides of this coin: the building generates energy, it distresses the people and it generates an extra sales opportunities for plants.
The energy agenda demands a new ground policy and the COGEN study provides direction. This legislation dictates that when storing in the ground the maximum input temperature is 25 ºC and the balance 12 ºC. However these limits are not substantiated. It is important for entrepreneurs not to allow themselves to be restrained by impeding legislation.
Speaker: Frank Brandsen - Consultant and entrepreneur Intij
Proposition: Sustainable energy provision is only possible through joint ventures!
Result: 83% for and 17% against
(prior to the presentation only 39% agreed with the proposition.)
According to the consulting organisation Intij, energy can be generated centrally on an industrial scale or locally with geothermal techniques, combined heat and power generation (CHP), biomass or a closed system greenhouse. A tricky aspect for many of these methods is the difference between energy supply and demand. Clustering different types of company can even out this imbalance. Glasshouse horticulture can present itself as regional generator of sustainable energy, according to Intij. As well as clustering, underground storage also requires a network of pipes. Combinations with houses and greenhouses offer perspectives.
Speaker: Bas van de Griendt - Environment Manager at Bouwfonds Ontwikkeling
Proposition: Energy savings? Save energy for the sake of the environment, but not to save money.
Result: 79% for and 21% against
(prior to the presentation only 24% agreed with the proposition.)
In addition to soil, water and air, energy is the environmental issue. Requirements and legislation are stricter. For example, the Energy Performance Coefficient for new buildings has been halved in the last 10 years. Energy savings are required for continuity of provision, the environment (climate change) and for economic efficiency. Regulations and techniques dominate the discussion in economical areas just as the lack of expertise.
Another impeding factor is the difference in the pace of the slower project developers and the faster business community. And just listen to the building fund speak! For glasshouse horticulture the motto should be ‘not more than usual, but less than usual’. The greatest challenge concerning energy for all sectors is not the technique but the funding.
Speaker: Eduard Böhtlingk - Architect Böhtlingk Architecture
Proposition: No sustainability without investment and patience!
Result: 92% for and 8% against
(prior to the presentation only 76% agreed with the proposition.)
There are three aspects where architecture can contribute to sustainable business. Energy-saving construction, recycling materials and using attractive buildings longer. Rabobank Westland is an example of an energy-saving office building designed by Böhtlingk Architecture. The architectural trend is that performance should not follow
design, but that performance and design follow the climate. That requires integrated designs and deploying ingenious technology so that the building really doesn’t need a great deal of technique. Such buildings radiate refinement and peace and quiet. When designing with these criteria it’s important to consider how materials can be recycled.
An extreme example is an office built from disposable materials that have decomposed 20 years after construction.
More informations:
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