Roselily launches its ‘per bud’ concept
Together with CNB and Moerman Lilium, Roselily introduced a new concept at the FloraHolland Trade Fair.
Lilies are not necessarily reserved for owners of spacious homes. Together with CNB and Moerman Lilium, Roselily introduced a new presentation form at the FloraHolland Trade Fair: ‘per bud’. This is a brand new concept made even more tempting with attractive consumer packaging. The prototype was greeted with many positive reactions during the trade fair in Aalsmeer. “We don’t do enough out-of-the-box thinking. Examples? ‘A lily has to weigh this much and be this long.’ But there are more ways to sell flowers than that,” says lily forcer Jaap Moerman who contributed to initiating the ‘Roselily per bud’ concept. The idea was sparked when Moerman first displayed individual lily buds in vases during his trade fair presentation a few years ago. “They attracted a lot of attention,” he says with enthusiasm. A number of organisations, along with CNB where the cooperative growers’ association known as Roselilies u.a. is accommodated, were interested in the idea of presenting lilies in a different way. Last year, CNB elaborated on these ideas, and the result is the recently developed consumer packaging for Roselily products. A whole week in bloom The new concept involves selling lilies not by the stem but by the bud. If there were ever a product perfect for this purpose, it would have to be the double-flowered Roselily cultivars. The flower is presented in a beautiful, easily recognisable cardboard package including a small vase. Gift packaging containing three of these vases is also available. The flowers presented this way should remain attractive for about a week.Test phase Moerman is pleased with the results: “This looks really fantastic.” Others are excited as well; the concept drew crowds at the FloraHolland Trade Fair. Moerman emphasised, however, that this was just a prototype. “We still have to see whether it will really catch on with consumers. Selling something once isn’t that hard, but will people keep buying them? That’s why we won’t be promoting this concept on a large scale straightaway: it’s not really a mass consumption product. First, we want to try it out among a number of florists and small-scale retailers. We can then apply what we learn to work out the concept in greater detail. If the test phase is successful, it will be a nice opportunity to expand the market. By: Jeannet Pennings Photography: René Faas