Floréac has been awarded the Trophée d’Or 2021 for best supplier of houseplants and cut flowers by the leading French magazine ‘Jardineries’. This entrenches the East-Flemish family business’ position as the market leader. Last year, Floréac won gold in the exact same categories: innovation, logistics, and commercial dynamism/communication.
Riding the wave of existing dynamism
The jury – made up of buyers from key garden centres and chains – once again praised the cornerstones of Floréac’s business: collaboration, innovation and service. Key Account Manager Guillaume Bianco explains the firm’s success. “The power of social networks continues to be a significant driver. Fading borders allow trends to spread faster and close the gap between urban and rural areas.”
Webshop as a core link
Social media are not the only channels the business engages with. Its webshop is another key instrument for customer support. “We use our webshop to disseminate the latest trendy ideas, all the way to our points of sale. Our inspiration comes from mood boards on Pinterest and Instagram. But our webshop is also an efficient tool from a practical point of view. It accurately calculates delivery times, for example, and allows for communication between producers and customers. These are all steps towards a durable partnership.”
Proximity remains key
At all levels – logistics, communication, in-store advice and after-sales service – representatives of Floréac forge local connections. “We’ve already established four points of sale in France,” Bianco lists. “These offer our customers unique presentation tips. Our magazine, which we issue four times a year, also helps our customers inspire their own consumers.”
Innovation and sustainability
The bar has remained high throughout 2021. Floréac continues to support its customers’ growth and works hard to create successful partnerships with growers. Giving them fresh impetus in a competitive market continues to be a major concern. The exclusive ‘SILENCE, ça pousse!’ range is a concrete example of such innovations. “It allows both first-time consumers and experienced plant lovers to find something to their taste,” explains Stefaan Duchi, Commercial Manager at Floréac.
Sustainable development, which Floréac has been investing in for years, also remains an important driver. “We encourage our customers to use pots made of recyclable fibres and to use as little disposable plastic as possible. Sustainably grown plants are another part of the puzzle. And our buildings have been climate-neutral since 2006.”
Optimism ahead of the future
How does Floréac view the challenges that lie ahead – like supply being unable to meet demand, long delivery times, or the high costs of products coming from Asian countries? Duchi takes an optimistic view of these shifts. “We will adapt. And we’ve noted that more and more products are coming from Europe. Either way, we need to reorientate and seek out alternatives. If the entire industry changes course and invests, Europe’s economy will take a major step forward.”
About Floréac
Floréac has 60 years of horticultural experience at its fingertips. The supplier offers a wide range of pot plants for specialist retailers like garden centres and builders’ merchants. The business is part of the Floré Group, a European group active in the breeding, propagation, growing and trade of pot plants. With a consolidated turnover of 120 million euros and a staff of 550 employees, the Floré Group is Belgium’s market leader and one of Europe’s leading horticultural firms.
Press contact
Bart Van Hoye
Tel: +32 474 469 504
Bart.van.hoye@floreac.be
