AALSMEER, the Netherlands: A giant in floral wholesale by any measure, former Zurel MD, Rob Zurel (pictured left) closed the door on his career on June 7, when Celieplant, a pot plant supplier to many European supermarket chains, completed the acquisition of Bouquetnet, a flower factory which Zurel founded in 1998. Rob took the occasion to announce his upcoming book, which will capture a remarkable career and life story.
The book covers more than two centuries of the Zurel family starting in 1804 when the Napoleonic code was established. The memoir of Rob’s life also contains a chapter dedicated to World War II, relating how the Jewish Zurel family was forced to split up, how it miraculously survived the war and how father, mother and son were reunited after more than three years apart. Rob said their story can only be described as a miracle.
Historians will appreciate the attention to details such as dates and facts, especially when it comes to the century old history of the FloraHolland auction, which according to Rob hasn’t always been described accurately.
With the English translation currently underway and ongoing constructive talks with a publisher, the book (of which the title is yet unknown) is set to be launched by the end of this year.
Rob decided to publish a book about his life which he felt sure people would be interested in. “However, it’s been 18 years now that I left the flower industry and I am perfectly aware that younger generations haven’t grown up with the Zurel name.”