In attendance on May 24 were a sizeable number of stakeholders from within the floral industry. Horticultural consulting firm Hillenraad Partners provided FlowerWatch the necessary support, bringing its expertise to a new market.
FlowerWatch chief executive Jeroen van der Hulst said: ‘There’s a world of difference between the products from flower shops and the flowers you get directly from a grower. We see it as our duty to offer the consumer this same standard of quality. From now on, FlowerWatch will help make this come true in Japan.”
Van der Hulst believes consumers will purchase flowers more frequently if their freshness and vase life are guaranteed. “We are ready to serve more consumers with more flowers of outstanding quality.”
Van der Hulst explained that his company specialises in improving the quality of cut flowers throughout the supply chain from flower farm to the consumer’s vase at home. “One of the key aspects of our independently developed approach is cold chain management. This approach enables us to extend the vase life of flowers by two days on average.”
FlowerWatch is headquartered in The Netherlands and has a subsidiary in Kenya. The company services growers as well as leading retail chains in Europe, North and South America, Africa, the Middle East and Asia.
Hillenraad helped the company draw up a franchise handbook, which was compiled in collaboration with Dutch and Japanese management. “Their support focused primarily on making and fine-tuning mutual agreements,” told Van der Hulst.
FlowerWatch launched its Japanese franchise with the aim of improving the quality of Japanese cut flowers. FlowerWatch Japan will focus on domestic Japanese trade as well as import and export.