On Thursday, October 29, a product meeting of the FPC Balcony and Terrace Plants was held at the tomato nursery Looije in Naaldwijk. The topic discussed was how consumers are changing the sales of balcony and terrace plants.
Trends and the consumer
Marc Eijsackers from Flower Council Holland provided insight into the trends for 2016 and how they arose in an inspiring manner. He gave concrete tips for growers on how to take advantage of them.
Then those present were informed about the 'garden-consumer';
- Focusing on Outdoor use
- Their interests and behaviour
- How can we reach those consumers?
FPC marketing plan
The day's theme derived from one of the four initiatives of the marketing plan of this FPC, which was prepared by a sounding board group of growers. The four initiatives focus on:
- Obtaining more insight into consumer behaviour; the consumer determines the success of the product.
- Getting an idea of what the European production and sales are
- Existing promotional activities
- Good link to the digital sales channels
Results of Storechecks
Arjan Noordam presented on behalf of the Container Plants Offensive the results and outcomes of Storechecks (research on consumers in supermarkets) received so far from the Netherlands, Germany and the UK. This suggests clear improvements in every sales market, and an extension of the season in the British market.
Tomato as an exclusive product
The host Looije Tomaten took the audience behind the scenes in their company. They explained how they transformed a product with a negative image (water bomb) into an exclusive product (candy tomato).
For the first time, customers and breeders also attended the product meeting of the FPC Balcony and Terrace Plants. This led to animated discussions. Experiences and insights were exchanged about the past and the coming season while enjoying a drink and a snack with surprising skewers of candy tomatoes.