She started life as a florist, he was working in the supply side. Now this husband and wife team, Merel and Ronald van den Burg head up Florismart, an online wholesaler operating out of Honselersdijk in The Netherlands and serving customers throughout Europe.
However, unlike most wholesalers they carry very little stock. Yes, they have just set up a small facility in the UK for top up orders, but most of their sales only ever get to the packing unit after they have been ordered.
Because Florismart is, in many ways, a portal. A conglomeration of thousands of growers from throughout the world who collectively offer their wares via the central website. A system that allows florists to pick and choose exactly what they want – be it stem length, head size or quality grade.
But just in case there’s a query Merel is always there to help, and her floristry experience is an invaluable asset to the hundreds of florists. “I know what it’s like to run a shop and I’ve been involved in the events side to so I can understand the customers and what it means to have a last-minute order or a tricky location to decorate. The flower industry is far tougher these days so any help I can give the better.”
But it isn’t just design she gets hands on with. Being based in the heartland of Dutch growing the Florismart team are regularly ‘out there’ to see crops, check on availability and quality and generally be the eyes and ears of their customers via the computer screen.
As to why they are involved in National Florist Day that’s easy. “We serve the most awesome florists and think with this event we have the potential to bring a positive change to the floral industry. By working together, we can uplift and support florists, while also addressing the challenges faced by the industry. It’s a chance to make a difference.”
