Efficient infrastructure, focus on quality and a competent export team. Those are the strengths that John De Wilde convinces its customers with in over 25 countries. Thanks to in-depth specialisation, the company can commit to the automation of its azalea production. In combination with the efforts with regard to green energy, this means that John De Wilde is well prepared for the future.
‘The quality of our products is our top priority. It explains our strong presence on the Scandinavian markets.’
Third generation
The horticultural company John De Wilde will soon celebrate its 100th anniversary. ‘In the nineteen twenties, my grandfather started a begonia company. When my parents took over the company, they focussed on growing azaleas. I myself took over the company in 1989 and fairly quickly specialised in the Bird varieties of azalea’, John sketches the history of his company. ‘Seven years ago, we expanded our range with Ellwoodii conifers and in 2017 we started with Gold Crest Wilmas, so that we can react better to the demands of our Northern European customers.’
About the company
‘Within the company, we are well organised to meet the specific demands of our customers. To this end we have 35,000 m² heated greenhouses, 35,000 m² container fields outside and 20,000 m² lava field at our disposal. In addition, our well-organised infrastructure with a 2000 m2 packing hall and 10,000 m3 industrial cold store allows us to organise deliveries fast,’ says John.
Working towards an automated sorting line for azaleas
‘At present we produce 750,000 azaleas, that we supplement by buying from a number of partners up to an offer of 2 million azaleas. We focus on the standard shapes in the 13 and 16 pot sizes. The idea is in time to offer 80% of our own azalea production in pot size 13, so that we can automate better. After all, we are planning a new 1400 m² shed with an automated sorting line where we can also automatically pot in 13 pots,’ John looks to the future. ‘In addition to our own production of azaleas, we also produce Ellwoodiis and Gold Crest Wilmas, that we supplement with a wide range of ornamental plants from fellow producers. Customers can come to us for practically any horticultural product, except for cut flowers and bulbs,’ John summarises.
Taking control of export
‘After optimising the cultivation and quality of our production, we took on a new challenge by starting to export ourselves,’ John continues. ‘Our aim was to create a better and faster route between us the producer and the end customer. To this end, we acquired various export companies and pooled them at our company in Laarne. In the meantime, we achieve an annual turnover through export of 10 million euros. Thanks to the know-how that we were able to obtaining through those acquisitions, we have now been able to develop a strong commercial team. That makes it possible for us to export to every corner of the world. We are active in around 25 countries in total, in every European country and also in Northern Africa. However, our focus is on Scandinavia, where we are appreciated for our high-quality products,’ says John.
Eye for the environment
John De Wilde also makes various efforts for the environment. ‘We have a closed water system and focus strongly on green energy. For example, our cold stores run entirely on solar energy. In 2020 we will increase the number of solar cells. Furthermore, there are plans to invest in wind turbines. As far as packaging is concerned, we go to great lengths to collect our waste flows plastic, paper and cardboard separately,’ John explains the company’s efforts.
Company in figures
- Employees:
- 1 manager
- 15 permanent employees (incl. salesmen)
- 20 occasional helpers
- Company surface area:
- 35,000 m² heated greenhouses
- 20,000 m² lava field
- 35,000 m² container field outside
- 2,500 m² industrial cold store
- 2,000 m² packing hall
- Export: 99 % of the turnover
- France: 15%
- Germany: 15%
- Sweden: 10%
- Netherlands: 10%
- Spain: 9%
- Norway: 9%
- Finland: 8%
- Italy: 8%
- Denmark: 7%
- Other: 9%
