Santini Blooms: A Dutch success story in European retail
NETHERLANDS – In the heart of Brakel, the Van Helvoort Company (VHC) is leading the charge in the cultivation of Santini flowers with an annual production of approximately 130 million stems across five locations in the Netherlands.
This family business, under the leadership of Bas van Mourik, has positioned itself as a key player in the European flower market.
Walking through VHC’s expansive greenhouse, the precision of their operations is evident. Santini cuttings are planted with exacting care, ensuring consistency and efficiency.
“We plant 90 cuttings per square meter, and in just seven to eight weeks, they’re ready for harvest,” explains Bas. Gesturing towards an empty section, he continues, “This patch was harvested this morning. By the afternoon, new cuttings will be in place.”
Data-driven strategies are central to VHC’s success. While market prices remain beyond their control, the company focuses on optimizing internal processes. “Our ability to manage costs and streamline operations is what keeps us competitive,” Bas states.
Technical innovations, such as the use of LED lighting during the darker winter months, enhance both the quality and consistency of the flowers. “It’s the combination of technology and decades of cultivation knowledge that allows us to adapt to changing circumstances,” Bas says.
Santinis, known for their versatility in bouquets, are gaining traction in European retail. Unlike spray chrysanthemums, which face increasing competition from Colombian imports, Santinis maintain strong demand. Bas attributes this to their role as a popular filler flower.
“Flowers are now more commonly sold in supermarkets rather than florists,” Bas notes. He regularly visits supermarkets across Europe to understand consumer preferences. “What surprises me is how similar bouquets are between high- and low-end supermarkets, even when prices vary slightly.”
An integral part of VHC’s strategy involves delivering consumer-ready bouquets directly from their nursery. This approach, known as “packed at source,” eliminates unnecessary steps in the supply chain and improves efficiency.
“We work closely with customers, including supermarkets, to refine the process together,” Bas shares. “Building these relationships is crucial for long-term success.”
VHC’s investments also reflect a commitment to sustainability. Bas points out that the company’s ventures, such as in Kenya, are guided by market trends.
“When transport by boat from Kenya becomes feasible again, it will significantly reduce the environmental footprint,” he says. This mirrors the trend already observed in the UK, where flowers from Colombia are increasingly shipped by sea.
For Bas van Mourik, innovation and adaptation are constants. “Standing still isn’t an option,” he concludes. “Santinis are not just an important part of bouquets; they hold a significant place in the Dutch market. There’s always room to enhance how we grow them.”
Santini Blooms: A Dutch success story in European retail
NETHERLANDS – In the heart of Brakel, the Van Helvoort Company (VHC) is leading the charge in the cultivation of Santini flowers with an annual production of approximately 130 million stems across five locations in the Netherlands.
This family business, under the leadership of Bas van Mourik, has positioned itself as a key player in the European flower market.
Walking through VHC’s expansive greenhouse, the precision of their operations is evident. Santini cuttings are planted with exacting care, ensuring consistency and efficiency.
“We plant 90 cuttings per square meter, and in just seven to eight weeks, they’re ready for harvest,” explains Bas. Gesturing towards an empty section, he continues, “This patch was harvested this morning. By the afternoon, new cuttings will be in place.”
Data-driven strategies are central to VHC’s success. While market prices remain beyond their control, the company focuses on optimizing internal processes. “Our ability to manage costs and streamline operations is what keeps us competitive,” Bas states.
Technical innovations, such as the use of LED lighting during the darker winter months, enhance both the quality and consistency of the flowers. “It’s the combination of technology and decades of cultivation knowledge that allows us to adapt to changing circumstances,” Bas says.
Santinis, known for their versatility in bouquets, are gaining traction in European retail. Unlike spray chrysanthemums, which face increasing competition from Colombian imports, Santinis maintain strong demand. Bas attributes this to their role as a popular filler flower.
“Flowers are now more commonly sold in supermarkets rather than florists,” Bas notes. He regularly visits supermarkets across Europe to understand consumer preferences. “What surprises me is how similar bouquets are between high- and low-end supermarkets, even when prices vary slightly.”
An integral part of VHC’s strategy involves delivering consumer-ready bouquets directly from their nursery. This approach, known as “packed at source,” eliminates unnecessary steps in the supply chain and improves efficiency.
“We work closely with customers, including supermarkets, to refine the process together,” Bas shares. “Building these relationships is crucial for long-term success.”
VHC’s investments also reflect a commitment to sustainability. Bas points out that the company’s ventures, such as in Kenya, are guided by market trends.
“When transport by boat from Kenya becomes feasible again, it will significantly reduce the environmental footprint,” he says. This mirrors the trend already observed in the UK, where flowers from Colombia are increasingly shipped by sea.
For Bas van Mourik, innovation and adaptation are constants. “Standing still isn’t an option,” he concludes. “Santinis are not just an important part of bouquets; they hold a significant place in the Dutch market. There’s always room to enhance how we grow them.”