09/12/2024

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Dutch Flower Group (DFG) is a name that stands for innovation, sustainability and strategic cooperation in the flower and plant sector. With more than 30 specialised companies under one umbrella, DFG serves various markets worldwide, from retail to wholesale. The company operates in more than 100 countries and has around 5,000 employees worldwide. Marcel Zandvliet has been responsible for marketing and sustainability at DFG since 2011. Together with Gabriëlle van Leeuwen, who has worked in the marketing team since 2020, he talks about the impressive developments DFG has gone through.

 

The Story Behind Dutch Flower Group

Dutch Flower Group was founded in 1999 by two families, and since then the company has grown into a global player with a turnover of EUR 2.2 billion. What started as an export company in flowers and plants in 1959 has grown into an international organisation that works directly with around 6,500 growers worldwide. These growers are located in various regions, from East Africa to South America and, of course, in the Netherlands.

Gabriëlle van Leeuwen explains that DFG has a unique structure, in which each of the 30 companies focuses on a specific market segment. ‘Some companies supply to retail, others to wholesale, and still others supply directly to consumers, such as via ‘flowers through the letterbox’,’ she says. Dutch Flower Group, with around 20 FTE, ensures that all these companies are supported in areas such as marketing, sustainability, HR and finance. In addition, the Systems & Service department provides IT support to all DFG colleagues.

 

Trend-oriented work

A key element of DFG's success is their ability to keep innovating. This is done partly through market research and working with trend watchers and futurists. Marcel Zandvliet emphasises that these trends are crucial for strategic planning and product development within the company. ‘We apply colours and materials based on consumer research and societal trends,’ he explains. This helps DFG not only stay relevant, but also anticipate changing market needs.

> Lifestyle & Trends workshop at the DFG companies

 

Gabrielle adds that they regularly organise trend sessions and workshops to inform and inspire their designers and marketing teams from DFG companies. ‘This way, we make sure that we not only respond to trends, but also to the specific needs of different markets and customers,’ she says.

 

Sustainability as a Core Value

Sustainability is one of the strategic pillars within DFG. This theme is not new to the company; the first step towards more sustainable operations was taken in 2011. Marcel Zandvliet, who has worked at DFG since that year, has played an important role in developing this policy. ‘When I started here in 2011, sustainability had not really been shaped yet, but I have always believed that a company's identity is the basis for everything you do,’ Marcel indicates. ‘Within that, if you identify transparency and responsibility as important values, you have to live up to that.’ This eventually led to the launch of the IMPACT25 strategy (soon to be IMPACT2030), in which DFG sets out its sustainable goals for 2025. One of the programmes focuses on minimising the company's carbon footprint.

Another initiative within DFG's sustainability strategy is the collaboration with other (packaging) suppliers in the sector to act jointly in packaging sustainability. This led to the establishment of the Horti Sustainable Packaging Initiative (HSPI), in which DFG and its partners work to make packaging materials more sustainable from measurable improvements.

Partners in the Horti Sustainable Packaging Initiative (HSPI)

 

The Impact of World Events

Marcel explains that the sector in which DFG operates is very dynamic. ‘Every day it is a challenge for our colleagues and partners to anticipate changes in the market and be flexible,’ he says. This applies not only to global events, but also to how the company adapts to climate change and changing customer expectations.

 

Innovation and Customer focus

Another important aspect, besides innovation, of DFG's success is customer focus. The company works closely with its customers to ensure that the products they supply meet the highest quality standards. ‘Our product is perishable,’ says Marcel. ‘If we make a mistake in timing or range selection, the bill always falls on us.’

This customer-centric approach requires constant communication and adaptation to customer needs. ‘We can't always apply the same trick,’ says Marcel. ‘You have to constantly adjust and anticipate the changing needs of the market.’

 

Sustainability in the Future

Although sustainability is already deeply embedded in DFG's operations, the company is constantly looking at new ways to reduce its impact on the environment. One of the initiatives that Marcel is proud of is DFG's participation in the Science Based Targets initiative (SBTi). This global initiative helps companies reduce their greenhouse gas emissions in line with the goals of the Paris climate agreement.

‘We have committed to SBTi to reduce our carbon footprint,’ says Marcel. ‘This means significantly reducing our CO2 emissions throughout the chain to contribute to limiting global warming to 1.5 degrees.’ This focus on sustainability is driven not only by external pressure from customers and stakeholders, but also by an intrinsic motivation within DFG to contribute to a better world. Marcel emphasises that sustainability is no longer a choice, but a necessity. ‘It is our responsibility to ensure that we leave the world better for the next generation,’ he says.

 

The future

Dutch Flower Group is an impressive company that stands out for its innovative approach, global reach and strong focus on sustainability. With more than 30 companies under one roof, DFG operates in a complex and dynamic market. By constantly adapting to societal trends, customer needs and global events, the company remains relevant and successful.

Going forward, DFG maintains a strong focus on sustainability and innovation. By working with industry partners and committing to initiatives such as SBTi, DFG is committed to a more sustainable future. It is clear that Dutch Flower Group wants to make a positive impact on the world. With their motto ‘making life colourful’, DFG shows that they not only bring colour to life, but also take responsibility for the future of our planet.

 

Ever since 1999, Dutch Flower Group has been committed to a more sustainable floriculture chain. DFG's sustainability goals are linked to the UN's Sustainable Development Goals (SDGs), and are naturally part of the strategy from which Marcel and Gabriëlle and DFG colleagues work every day.