‘Export to Switzerland will become more difficult’
Who are your Swiss customers?
‘I am focussed on wholesale, so I only have retail customers. Roses are by far our most important product, especially the large-bloom roses, whether they come from the Netherlands or from Ecuador. The buds of the African roses are too small for the liking of the Swiss; there is only occasional demand for roses with smaller buds for weddings.
How is business?
‘Business is still ongoing, but we are facing difficult times. The Swiss franc has declined in value considerably in the past few years. A few years ago the Swiss franc was worth a lot more than the euro; currently it is valued at EUR 1.08. Moreover, the whole concept of ‘flying Dutchmen’ is in the balance; in my opinion our current way of working will be history in a few years’ time.’
Why is that?
‘Costs are increasing and competition is getting more fierce. One retailer sometimes has six suppliers and that’s not profitable for anyone. We are also losing customers to Internet sales. Any retailer can request a password and start ordering online. We also have a web shop and its use has increased rapidly; it now accounts for roughly half of our turnover. It makes sense though; our customers order until 11:30 a.m. and their flowers will be delivered to their stores the next day.’
It would be too bad if there is no future for flying Dutchmen
‘I wouldn’t say there is no future at all; there might be some work for a small group of flying Dutchmen who will really go for it, but the Internet is going to take over a lot of trade. Personally speaking, I think it is a shame; I love people and flowers, and my current job is a great combination of the two. But there will be some intermediate forms. I’ve seen traders who arrive at a retail customer bringing along their iPads to explain how the customer can order from the web shop. The account managers will continue to visit their customers. That’s a way to keep in touch with them.’
Name: Wilbert Driebergen
Company: Heemskerk Flowers, Rijnsburg, the Netherlands
Main markets: England, France
Purchasing: through the clock and off-nursery
Number of employees: 280
