Dutch Flower Group becomes shareholder in Nini Herburg Roses

Together, these two nurseries employ 2,500 people growing various varieties of roses on over 100 hectares of land, to produce more than 200 million stems every year.

Many of DFG’s retail companies have been enjoying close relationships with both nurseries for over 10 years. Since 2017, the Ethiopia site has been exclusively used for growing roses for certain DFG customers. There is also intense cooperation at the Kenya site, which is also focussed on growing assortments for large retail customers.

This is a strategic step towards strengthening the two companies’ positions in the supply chain. Jan van Dam, DFG’s CEO said: “For us, this is a logical development in our long-running relationship, which enables us to improve our position when it comes to vertical integration of certain product groups within the supply chain, and give our customers the very best offer.” He also pointed out that DFG already collaborates with partners in a variety of ways in other flowers and plants product groups, citing examples such as contract cultivation, setting up innovative projects and forming more strategic partnerships. “Our ‘Team Up With Growers’ strategy is all about working more and more intensively with our growers.”

Becoming shareholders in Nini Herburg Roses is a step towards forging a more integrated partnership focussed on retail supply.

Nini Herburg Roses board members Philippe Veys and Marco van der Burg are delighted about this closer tie being established. Marco van der Burg said: “We’re now seeing the sustained relationship already built up with a number of DFG companies being firmly secured. Choices made more than 10 years ago to fully focus on the retail channel, and to do so through intensive cooperation with the DFG companies and their customers, have formed the basis for achieving further growth together through this deepened involvement.”

Philippe Veys added: “Our visions fit seamlessly together, not only in terms of how customer-orientated both our organisations are, but also in our sustainability programs.”
All Nini Herburg sites are certified to Floriculture Sustainability Initiative FSI standards and have a Fairtrade license. In addition, various local social projects have been set up which are supported by Fairtrade, the DFG companies, their retail customers, and others.

Philippe Veys (Nini Herburg Roses board member), Jan van Dam (CEO DFG) and Marco van der Burg (Nini Herburg Roses board member). Photo: Fotomel.nl