May 2020 - 12

perspectives
BY SIREKIT MOL
Life Before And After
Recently, I went to the same supermarket twice in one day.
I normally don't do that but I had a day off and thought to
myself, " I really want to buy that plant with a card for my friend's
birthday, let's get it, it is just around the corner, I can just support
the industry without it being too obvious to my friend. "
So I am with the same cashier for the second time
that day. " Hey, are you here again? " " Yes, I'm at home
today and couldn't get that plant out of my head for
my friend's birthday,
so I wanted to get it
before it was sold to
anyone else. "
He looked at me
Sirekit is marketing
director for
Beekenkamp
Plants. Covering
the global market
for the company,
she is based in
the Netherlands
and has over 15
years' experience
in the horticulture
industry. She is a
member of GPN's
40 Under 40 Class
of 2018 and can be
reached at smol@
beekenkamp-usa.
com.
strangely and said,
" But you can just order
it online. " And imitated
with his fingers how
that worked. I said
that sometimes people
prefer a card with real
words and warmth.
He continued to scan my
purchases. " Maybe you want a
handwritten card with a beautiful plant sometimes? " I said.
Suddenly he looked at me strangely and replied, " My relationship
has just ended and I am not ready for anything new. "
Ummm what? What just happened here? It started with a plant
and a handwritten card intended to give someone love, strength,
care, comfort, a smile, a message, warmth or light. And it ended
with an awkward conversation.
It appears no one wants a story to share in this fast-paced
world. While I am there as a customer, he relates my experience to
himself - as if physical presents like plants and cards are used as
a cheap decorative trick?
As I was walking home I got to thinking about generations -
and me being an Xennial, described as having an analog childhood
and a digital adulthood by Mr. Google.
TODAY
So while I am writing this in March, we are in the middle of
a hectic, unknown and overwhelming time. I am very lucky to
work for the family business Beekenkamp Plants, a breeder
and producer of ornamental plants that also has a division for
producing vegetable young plants. I see both sides of the story;
vegetables are thriving, but growing ornamentals ... that is
another story. We are all facing the challenge of being innovative.
The reality of the industry is one for all and all for one. People and
businesses are forced to be inventive.
But, wow, the creativity that is arising is impressive -
growers who are making their own drive-through areas in their
12 MAY 2020 GPNMAG.COM
The reality of
the industry is
one for all and
all for one.
greenhouses for the public to pick up their plants, the kindness of
donations to the key workers in the current society ...
And there is no denying online sales are going through the roof.
The online market is growing rapidly; everybody can see that.
Take the dahlia and celosia, for example. LaBella dahlia and Kelos
celosia are a couple of my favorite plants - being able to grow
them in natural day length and fancy colors. I can talk about these
varieties for hours. But what do our stakeholders want to know
about these plants?
Every day, we are busy breeding
new and improved varieties.
Not only do I hear things in the
market, because of my travels
speaking with so many people
from different cultures, but also
my colleagues collect wishes
and demands from growers and
retailers all over the world. All this
data is converted into a breeding
plan. This way the breeders know
what the market wants and needs.
As the season of plants is in full
swing and therefore new breeding
is in bloom too, I am trying to get as many reactions as possible
from all over the world. I know full well that maybe this year, fewer
than half of the people who I normally connect with will not be able
to see all these beauties due to the cancellation of events like CAST
and Flowertrials. But as a company like Beekenkamp, we always
have to keep looking forward.
AND THEN
There are still a lot of people who love to see, feel and smell the
product - people who are happy to walk around a garden center,
people who go out to find the most beautiful plant for the one they
love (which could include themselves).
This weird time that obliges people to stay at home also obliges
people to think more about what makes them happy. It obligates
people to both entertain and educate children. The beauty of all
these situations is that flowers and plants can contribute to this.
By giving a plant as a gift, you give color to someone's life -
something that I feel everybody needs. Plants in the garden
provide a cheerful spring atmosphere and make people go
outside. Water the plants, enjoy the sunshine, hear the birds sing.
It is the little things that we value even more today.
Yes, I am a big fan of self check-outs and buying stuff online,
but at the same time, sometimes I just want to chat with a human
being, face to face. Again, me being the Xennial, raised by Mr.
Google, I enjoy both worlds to the fullest extent. It's fascinating.
Horticulture is indeed traditional, but with loads of opportunities
that we cannot always think of today. The world is our oyster.
http://www.GPNMAG.COM
May 2020

Table of Contents for the Digital Edition of May 2020
