The Riza Growers collective is set to host its first Riza Expo at their Inspiration Center in Wateringen from June 4 to 6 and June 10 to 11. This event is designed for exporters, retailers, trade professionals, and garden centers, aiming to showcase the unique value and innovation behind Riza’s approach to flower and plant cultivation.
Three years ago, the concept of a collective for flowering plant growers led to the formation of a cooperative comprising six family businesses. By centralizing their sales through Riza, these businesses can offer a diverse range of products collectively. “Our shared values and family business ethos create a strong bond, which is evident in everything we do,” says Henk de Jong, Riza’s commercial director.
Riza’s focus is on creating value throughout the supply chain, not just on volume. “We connect growers, exporters, and end customers, providing the right plant, at the right time, in the right place,” explains Henk. The team’s deep expertise in product groups allows them to collaborate effectively with exporters and retailers, ensuring products reach store shelves efficiently.
The Riza Expo offers an immersive experience for visitors, featuring a selection of plants, new ceramic lines, and thematic presentations designed for retail. A distinctive feature is the use of QR codes on each product, providing data links and insights. “By tracking where plants are scanned, we can offer more targeted advice and gather valuable feedback for the entire supply chain,” says Henk. Additionally, a plant coach will be available to answer consumer questions.
The Expo is tailored for export partners, garden centers, florists, and retailers, with a focus on optimizing shelf space and enhancing cooperation. “We aim to develop annual calendars, offer workshops, and create tailored product combinations to help our customers succeed,” Henk adds.
Riza is committed to four core values: excellent service, a wide and deep assortment, data-driven operations, and sustainability. “We strive to be a place that inspires meaningful discussions about enhancing the supply chain,” says Henk.
Interested in attending? Registration for the Expo is open at rizagrowers.nl/expo. The Inspiration Center will also remain open by appointment after the event, aiming to become a central meeting place for customers and their clients.
