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VBW prickles the florist with inspiration day about effective entrepreneurship

vbw event

Dutch florist association VBW held a very successful business conference for florists on June 5, focused squarely on the thorny challenges of entrepreneurship. Nearly 600 florists attended the event, and were inspired by presentations from renowned speakers as well as the enlightening experiences of fellow florists.


Positioning and teamwork

The main themes of the event were positioning and teamwork. In the first session, Fred van der Hoeven of Royal FloraHolland elaborated on effectively positioning your business. He illustrated how and why various consumer groups buy flowers and plants, and how florists can benefit from understanding these preferences.


Afterwards, 3 enthusiastic florist entrepreneurs (Roxanne van Schellen, Diana Destanli and Ton Hendriks) provided the practical examples to go along with the theory: they explained how they (re)positioned their company, and what the results were of those choices.

The second session of the day zoomed in on the issue of teamwork. Surveys among students and flower shop employees indicate that there is a world to be won there: communication could often be better, and appreciation is often lacking, they say.


VBW’s new services

VBW also presented a number of new member services at the event: via “STEP 2 – Positioning”, the Dutch florist association will support its florists with sharp(er) positioning of their business.

The organisation will also offer free training in “leadership”, with tips and tricks about good business management, and start a new member competition: “best (sales) team of the year”.

Florist of the Year

To top it all off, the Dutch “Florist of the Year 2019” was announced. The title went to De Bloemenvink from Leidschendam. Second came Machiel Bekker; third Loek Natural. Quino Damen Bloembinders was crowned the best start-up.

The Florint team was represented at the event as well. Florint President Simon Ogrizek and Direction Committee member Brian Wills-Pope made the trip to The Netherlands, to be inspired by the VBW’s achievements on behalf of florists.

Photos from the event can be viewed here (credit to Ron de Vries). Interested florists can find the (Dutch) handouts of the presentations, as well as many other handy resources, on the website of the Dutch Florist Association.




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