De Ruiter East Africa has worked closely with its European colleagues in 2019 on a promotion concept dubbed ‘EXPOSED®’.
Exposed is a promotion concept for
- Recently introduced varieties
- Varieties that need more attention and
An independent jury consisting of buyers, sellers, florists, suppliers, traders and unpackers judged the varieties. The varieties with the highest scores received gold medals.
An introduction of new varieties or codes is no sinecure. It is the last step in terms of a process of breeding that has been going on for years. For 5-6 years each prospective variety endures a selection process until the moment that the breeder and the commercial team confirm that the variety can be introduced. The variety then complies with all technical conditions. The breeder's work is done.
Then begins another process; commercialization of the variety. Before the grower decides whether the new variety will be planted, he will collect as much data as possible.
"We do not only talk about substantial investments, but the new variety will also possibly take the place of a different one. Of course, there is a relationship of trust between grower and breeder, he will certainly not “skate on thin ice” and will certainly also visit other breeders. Our job is to collect as much data as possible to facilitate his choice for our varieties. In addition to technical data, he will be particularly interested in commercial data."
They try to determine this commercial data of the new variety or code through different ways including:
- Sampling to traders
- Presentations at trade fairs
- Visiting buyers etc.
Exposed combines these three things and on the basis of a questionnaire all data of all presented varieties is collected.
- Inviting the selected traders, wholesalers and exporters to one location
- Anonymous presentation of all new varieties and codes (67)
- The assessment of these varieties by the traders, wholesalers and exporters
The second part of Exposed consists of a florists/consumer survey. This group of users judges the same varieties according to the same criteria. This consumer data is linked to the traders' data. The results are weighed and presented per race. One variety will receive a higher rating than the other (Gold medal) This creates the differences in market value. On the basis of these commercial data, the grower can make the right choice. The Gold medal winners will be presented during the IFTF show.
In collaboration with importers who have direct access to the final customer. In this way, growers of De Ruiter varieties can be presented (Meet My Roses story telling) during the roadshows. The varieties find their way directly to the customer via the importer. Through a zero counting (start of the campaign) and a final counting (end of the campaign).
"We can check how many roses have been sold extra by the importer. The campaign can be supported through social media and on / offline sales campaigns. 5-6 selected growers who do not compete with each other in terms of assortment would be ideal. Together with the importer, we can determine which cash & carry is visited in which city."
In Europe (Germany-Austria-Switzerland) De Ruiter will cooperate with FleuraMetz to ensure 5 to 6 cities are visited during the roadshows.