Company: OZ Export BV, Aalsmeer
Function: Team Leader Italy
Main markets: Eastern Europe and Italy
Purchasing: through auctions and direct to nurseries, domestic and abroad
Number of employees: 200
How is trade in Italy?
‘Italy is back on its feet, sales have stabilised, and I expect it will stay like this for the time being.’
How were sales for Mother’s Day?
‘Sales were all right, but Mother’s Day isn’t the biggest day for the Italian flower industry, that’s still the All Hallows festival. Roses are by far the most important product on an annual basis, followed by tulips and lisianthus. The range that we supply has fallen a little over the last few years because Italy has a lot of domestic production, especially around Naples.’
How do you see the role of the Italian wholesaler?
‘I don’t see this relationship disappearing just like that. Most Italian wholesalers have a warehouse and supply their flowers by using six or seven little refrigerated cars. The florists appreciate this method of working; they place a lot of value on personal contact and like a daily supply. Italy has relatively few cash-and-carry wholesalers; you only see them near or in the major cities.’
Do traders prefer daily delivery?
‘Yes, they do, and that’s what they expect from their Dutch suppliers. We supply our Italian customers five days per week. That calls for extra attention to logistics; you have to be very organised as an exporter. You do need to be well-known in Italy; the Italians have to know with whom they’re doing business. The majority of our customers have been buying from us for more than 15 years, so we know them very well.’
How do you see Italy’s future?
‘Italy is a real flower-loving country and the position of the Dutch exporter is very strong. A nice bonus is that there is an increasing interest in getting married in Italy, including couples from abroad. The country has a lot to offer to make a wedding memorable: beautiful weather, good food, and lovely locations. That’s interesting for us, because if the Italians look for top quality flowers, they come to the Netherlands regardless. So we remain focused on high-quality products.’
