Gartenbau Greiving, a prominent family-owned horticultural business, is intensifying its collaboration with Floriday, an international horticultural trading platform. Jörn Greiving, the third-generation leader of the company, is optimistic about the potential of Floriday to revolutionize their international trade operations.
A Long-Standing Connection
The relationship between Gartenbau Greiving and Royal FloraHolland dates back decades. “Royal FloraHolland is a name that resonates deeply within our family,” says Jörn Greiving. The family business, founded in 1960 by Jörn’s grandfather as a landscaping company, merged with a flower shop started by his grandmother. Over time, the business evolved, and today, Gartenbau Greiving is a leading supplier of flowering houseplants and perennials to German supermarkets, garden centers, DIY stores, and wholesalers. The company also leverages Veiling Rhein-Maas, a joint venture between Royal FloraHolland and the German marketing organization Landgard, as a key marketing channel.
Innovation and New Business Practices
Jörn Greiving, who is responsible for innovation within the family business, first learned about Floriday two to three years ago. “We began working with a carrier that made daily trips to the Netherlands over a year ago, which led us to explore the possibility of becoming a guest sender at Royal FloraHolland through Floriday,” he explains. Floriday offers Gartenbau Greiving access to a broader international market, particularly in Eastern Europe and Scandinavia, where competition is less intense compared to their home market in Germany.
Enhancing Efficiency and Transparency
For Gartenbau Greiving, Floriday represents a significant shift in business practices. Traditionally, orders were received via phone, WhatsApp, email, and various file formats, creating a fragmented and inefficient system. “Floriday streamlines this process by offering uniform information, ensuring transparency and efficiency,” says Jörn. “Buyers can quickly see what the price includes, and having access to accurate product information at all times is crucial in today’s fast-paced business environment.”
User-Friendly and Transparent Platform
Jörn praises Floriday’s user-friendliness and transparency. “The platform is accessible anytime, anywhere, and its simplicity makes it easy to explain to others without needing a manual. The requirement to upload product pictures is beneficial for buyers and ultimately for us as growers,” he adds. “Transparency in product presentation builds trust and enhances the overall experience.”
Challenges and Future Prospects
Despite the benefits, Jörn acknowledges the challenge of persuading more buyers to adopt Floriday. “In Germany, traditional methods still prevail, and there is sometimes a reluctance to embrace modern systems,” he notes. As a Floriday ambassador within the growers’ association Plusplants, Jörn actively promotes the platform’s advantages, such as seamless integration with web shops and software via API connections.
Looking ahead, Jörn has high expectations for Floriday’s development. “I believe Floriday has the potential to become an indispensable system, a central hub for our trade, especially as the platform evolves based on user feedback and needs,” he says. However, he also identifies areas for improvement, such as easier access to customs documents and the ability to implement tiered pricing to better manage costs and logistics.
Gartenbau Greiving’s partnership with Floriday signifies a strategic move towards modernizing and expanding their international trade. By leveraging Floriday’s user-friendly and transparent platform, the company aims to enhance efficiency, reach new markets, and ultimately contribute to the sustainability and growth of the horticultural industry.
